Answer Citations

Citations connect insights in your reports to the original responses that support them. Verify findings, explore context, and understand the evidence behind conclusions.

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What Are Citations?

Citations are links between:

• Insights: Conclusions or themes in your report
• Source responses: The actual participant answers that support them

Every key finding should be traceable to real data.

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Why Citations Matter

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Verification

Check that insights accurately represent what participants said:

• Confirm quotes in context
• Verify interpretation of data
• Ensure fair representation

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Deeper Understanding

Get the full picture:

• See complete responses, not just excerpts
• Understand the context around quotes
• Discover additional relevant content

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Credibility

Build trust in findings:

• Show stakeholders the evidence
• Demonstrate data-based conclusions
• Support decision-making with proof

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Finding Citations

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In Reports

Look for:

• Linked quotes (click to see source)
• Citation markers or references
• “Based on X responses” notes
• Quote sources in footnotes or sidebars

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In Report Chat

When the AI provides insights:

• Ask for sources: “What responses support that?”
• Request quotes: “Give me specific examples”
• Click citation links in responses

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Using Citations

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Viewing Cited Responses

When you click a citation:

• See the full response
• View the complete question and answer
• Access participant context
• Play media if it’s a video/audio response

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Evaluating Citations

When reviewing:

• Is the quote fairly represented?
• Does full context change the meaning?
• Are there other relevant responses?
• Is this a representative example?

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Finding More Context

From a cited response, you can often:

• See other answers from the same participant
• Find similar responses from others
• Explore related themes

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Citation Best Practices

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Citation Patterns

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Supporting Evidence

When a report says “Many respondents expressed frustration with…”:

• Click to see specific examples
• Note how many are cited
• Check if they’re representative

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Quotes in Context

When you see a compelling quote:

• View the full response
• See what question prompted it
• Understand surrounding answers

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Statistical Claims

When data is cited (e.g., “45% of respondents…”):

• Verify the calculation if possible
• Check for caveats or limitations
• Understand the base (45% of what?)

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Common Citation Questions

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Working with Citations

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For Internal Review

• Check citations before sharing reports
• Verify key findings with source data
• Note any concerns about interpretation

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For Stakeholder Presentations

• Include source notes for key quotes
• Be ready to show original responses if asked
• Indicate sample sizes and representation

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For Decision Making

• Don’t rely on single quotes
• Look for patterns across multiple citations
• Consider minority viewpoints too

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Citations and Data Quality

Citations are only as good as:

• The quality of original responses
• The representativeness of cited examples
• The accuracy of AI analysis

If response quality is low, be cautious about drawing conclusions even from cited data.

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Next Steps