Describe the moment you need and add the clip straight to your reel

A participant said exactly what your stakeholders need to hear. You remember the feeling of it, maybe half the words, and that it came up in one of two dozen video conversations. Getting that moment into a quote reel meant reopening interviews and scrolling transcripts one at a time. The quote reel assistant sits inside the quote reel editor: describe the moment, check the clip in its interview, and add it to the reel.

How it works

• Ask in the editor. Open a quote reel and type into the Assistant panel beside it, in plain words: a theme ("where did people cut back as prices went up?"), a feeling ("find me positive quotes") or a line you half remember.

• It searches by meaning. The assistant reads every interview transcript in the study, so it finds the moment even when the participant put it in different words.

• Every result is a clip. Each card shows the participant, what they said and a View in interview link, so you can see what came before and after.

• Add to reel. One click puts the clip in the reel's clip list, next to the clips you already picked.

• The editor works as before. Drag and drop, delete and trim stay where they were.

Ask for one participant or one line

Ask for quotes by a specific participant and the assistant returns their closest matching moments. Ask for a quote you remember from an interview and it finds where it came up.

Research teams asked for it in five situations

These come from teams we work with in consumer goods, food and restaurants, home appliances, telehealth and games, and from research agencies. We kept them anonymous.

• A reel per theme. One finding that needs saying in participants' own voices, gathered into a reel for the report.

• The quote you can't find. A line someone remembers from fieldwork, found without rereading every interview.

• Evidence for every claim. Agencies backing each finding with a clip when they present to clients.

• A short findings video. A reel cut after fieldwork that stakeholders can watch in a minute.

• Reactions to an idea. The positive and the critical reactions to a concept, side by side in one reel.

Craig shows the quote reel assistant

Craig Cartmell, who built it, asks for positive quotes, adds them to a reel and then asks for quotes by one participant.

What this means for your research

The step from "someone said this" to a clip in the reel happens inside the editor, and each clip stays tied to the interview it came from, so you can check the context before a stakeholder sees it. You decide what goes in.

This first version finds clips and adds them. Trimming, reordering and blur stay manual for now.

Read the quote reels guide for every editor setting.