Video Opinion: Changes to US Gun Laws

At Voxpopme, we capture video content from customer communities. We believe data visualisation is stronger than statistics and open ended responses. We recently asked our customer community their opinion on the US gun laws. Going beyond the statistic, that 54% of those surveyed did not want American gun laws to change, we present visual and emotive research that is humanised.

Qualitative research has never been simpler or more accessible – enabling story telling. Our video market research found that President Obama was met with resistance from those who object to increased firearm regulations. We wanted to find out from our US customer community their opinion on the US firearm laws, do they think the gun laws should change or do they think this would be taking away one of their fundamental rights?

Giving customers a voice enables honest, emotive and richer content. Take a look at some of our video capture responses:

54% of the panel members surveyed thought that American gun laws should not be changed. Visual research enabled Voxpopme to explore themes, and understand the raw emotion of the customer. In this video study, many felt that changing the law and making it harder for people to purchase guns would only harm the innocent members of society, making it harder for them to protect themselves against criminals. Many mentioned that criminals would of course still get hold of guns even if possession of one was made illegal.  Many also mentioned that they would no longer feel safe and protected if they were not allowed a firearm.

“I don’t think the gun laws should change because criminals are going to get guns whether there are laws or not.” (Angela, 42, Shreveport)

“Just because you change a law doesn’t mean that the bad guys are going to follow that law.” (Tena, 32, Russellville)

“Do I think gun laws should change? No because how am I meant to protect myself?” (Stephen, 29, St Petersburg)

“The right to bare arms is a fundamental freedom that Americans have enjoyed since the beginning.” (Erik, 34, White Plains)

Pro firearm panel members also felt that the problem wasn’t with the guns themselves but the people behind them. Many felt that there should perhaps be stricter laws that checked people’s mental state and if they had any history of mental illness.

“I don’t think the problem lies with the guns, it’s the people behind the guns, it seems most of these people behind the shooting rampages are mentally disturbed.” (Angie, 46, Sheboygan)

“The laws that are in existence need to be enforced and have done a better job like checking mental illness and people wait the necessary number of days before getting a gun after getting their permit.” (Rob, 43, Independence)

“I think every citizen of the United States has a right to own a gun…I do believe that there should be stricter gun laws, I think people with a history of mental illness should not be allowed access to guns, there also needs to longer waiting periods between the application and people actually getting the licence.” (Staci, 41, Maywood)

46% of the panel members surveyed thought that American gun laws needed to be changed. These users felt that firearms were not necessary for protection and that not everyone should be allowed access to them.

“I think it’s very evident and obvious that gun laws should change, look how much has gone on first in the last 20 years that have involved guns.” (Christopher, 46, Orlando)

“With gun violence on the radio and the news more and more it’s becoming very mainstream and something has to change.” (Boris, 40, Merrick)

“I don’t think anyone should just own guns period. I know people want to protect their homes and their property, but these people just going into random buildings and shooting people has to stop.” (Carlos, 36, Los Angeles)

Have you considered the voice of your customer? Bring customers to life within your company. Video is now easier than ever to integrate into your quantitative research, truly understanding your customers’ experience. We have consistently found that video responses provide 5 – 6x more content in terms of character count, cover a greater number of topics and give double the depth of explanation on any given topic. Whilst this evidence certainly strengthens the case for video as a research method, video offers researchers 1 key thing, which text-based surveys cannot – emotion. This emotion can be can be used to deliver actionable insights for stakeholders.