Graphic by Kai Analytics displaying group sentiment
Techsmith and Kai Analytics

Improving TechSmith's Snagit by Leveraging Customer Feedback

TechSmith’s Snagit is a screen capture software that had a new version in development. TechSmith asked Kai Analytics to analyze survey responses from their customers about what they liked about Snagit and what could be improved on to create an even better product in the future.

What We Did

Kai Analytics analyzed 5,500 customer comments and developed 40 major comment categories that emerged from 6 open-ended questions. We then provided TechSmith with data-driven insights that they used to improve Snagit’s user experience, marketing, and software development.

infographic - improved satisfaction in one-third of Snagit's users.

Improved satisfaction in one-third of Snagit's users.

infographic - Provided recommendations on ways to enhance the language around product marketing.

Provided recommendations on ways to enhance the language around product marketing.

infographic - Helped the development team prioritize updates and new features.

Helped the development team prioritize updates and new features.

The speed and thoroughness Kai Analytics provided helped us understand the themes of our user's thoughts and opinions about our product. We used those themes to prioritize future marketing, engineering, and research work to better serve our user base.

— STEPHANIE WARNHOFF, MARKET RESEARCH ANALYST, TECHSMITH

3 Key Insights

An image showing the end result of user experience research that lead to to a new product release.

Identified a video capture issue

When using Snagit, customers mistakenly believed that when they failed to save a video capture the video file was lost. In the subsequent update, Snagit’s team was able to show users how to recover files from a temporary folder, thus saving them time and frustration.

TechSmith released a new version of Snagit

In 2019, TechSmith was able to release a new version of Snagit that was informed by their customers’ needs and desires that were identified by Kai Analytics.

A survey question showing a set of marketing ads for the respondents to evaluate their effectiveness.

Discovered that statements with "$" sign and the word "email" resonated best with customers in ads

When customers of various seniority (ranging from middle managers to CEOs) were presented with a variety of statements about Snagit, the statements that resonated best were the ones that included the “$” sign and the word “email” in them. This insight helped Snagit optimize their marketing strategy.

 
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