What Organizing a 2-Day Event in 8 Weeks Taught us About Cross-Team Collaboration

March, April, and May are typically the height of conference season. Normally, we attend conference after conference, each one rife with networking opportunities and a ton of socializing (and maybe a cocktail or two). But COVID-19 had other plans for us. On a Friday, we thought we were looking at some delays, and by the following Monday, we were officially ordered to shelter in place, and all conferences were off.

In a completely unplanned pivot, we at Voxpopme decided to partner up with Zappi and do the unthinkable: plan a two-day digital conference in only eight weeks. (Even experts say you should have 6-12 months to plan. We were running on a tight timeline!) What followed was a learning experience that transcended event planning. It shone a light on how you can use external cross-team collaboration to drive internal collaboration and change.

Read on to learn how you can promote cross-team collaboration (or intercompany partnerships) and build a culture of change management.

Two companies, eight weeks, and a two-day event

We were fortunate, in that we’d worked with Zappi in the past. Our team knew their brand meshed well with ours, and I personally knew a lot of their team would likely get along well with ours. But this didn’t mean organizing a two-day event in just eight weeks was easy.

Preexisting relationship or not, we were still asking both of our teams to drop everything and work with people they’d never even met. Ensuring that people were on the same page was paramount to our success, so we did a few things to make sure we were all rowing in the same direction:

  1. We held a joint brainstorming session. It was originally going to be in-person, but the lockdown forced us to do it online. This turned out to be a blessing in disguise, as employees from opposite ends of the globe were able to call in and participate.
  2. We leveraged the right tools to help us home in on the best ideas. We used FunRetro, a digital whiteboard, to have a blind brainstorming and voting session. We wound up with a bunch of great ideas that ultimately turned into the Virtual Insight Summit. Did I mention that participants had only 15 minutes to come up with their best ideas?
  3. We delegated duties. Next, we broke into multiple teams made up of Voxpopme and Zappi employees, with each team taking ownership of different parts of the conference.

While we were lucky to have worked with Zappi before, we’d never worked with them at this capacity. Without the steps above, planning could have been incredibly messy — and still was at some points.

For example, ownership wasn’t established clearly in the beginning, which resulted in some confusion. Learn from our missteps and take the points above to heart!

Now, let’s see how this whole joint effort turned out.

Virtual Insight Summit: A collaborative victory

After eight weeks of nonstop planning, sprinting, and pivoting, the Virtual Insight Summit came to fruition. We knew our team and Zappi’s team were talented, but the end result of our collaboration was outstanding. After countless hours collaborating on Slack, hopping on impromptu Zoom calls, and two solid days of hosting the event, we accomplished the following:

  • Two days of solid speaking engagements from 31 different companies, including Pepsico, King.com, IBM, and, of course, Voxpopme and Zappi!
  • More than $6,000 in donations to Meals on Wheels America and Doctors Without Borders, thanks to our nearly 3,200 registrants and the $2 donated per ticket purchase.
  • Hours of digital networking opportunities, thanks to our online happy-hour sessions. Even after 13 hours of nonstop presentations, we had people hanging out for hours in our happy-hour call!
  • One incredibly catchy and motivational Virtual Insight Summit playlist, made by our very own attendants!

Keep in mind that we accomplished all of this in eight weeks, with little time to plan ahead. This isn’t to brag; it’s to point out that if we can achieve the results mentioned above in eight weeks, imagine what you can accomplish over a longer period with proper time for preparations and some handy best practices to draw upon.

The benefits of external cross-team collaboration

External collaboration is a great teacher for internal collaboration. First, external collaboration allows you to learn from another company and see how they collaborate. Second, it allows you to practice collaborating yourself. So, other than realizing pandemics don’t care about your plans, what did we learn from our own external collab, and what can you take away for your own cross-team collaboration efforts?

Partner with the right company

Before partnering with a company, make sure they’re a good fit. Even if you know someone who works there, or you’ve interacted with them before, dive deeper to ensure culture fit. For example, if you’re a spunky startup, you’ll probably have trouble meshing with a Fortune 500 company.

You’ll want to look at the other company’s audience and industry. If there’s some overlap, that can be a good thing, because it means you may have similar cultures. But if there’s too much overlap in your target audiences, you could wind up in an overly competitive landscape. This won’t be conducive to collaboration.

If you’ve found a company that’s in that sweet spot for audience and industry similarity, it’s time to check out their culture. Set up a call (or a few) with the primary people you’d be collaborating with, and include some of your own team as well. This will give you a chance to chat, get to know one another, and get a feel for how they operate. If things feel right, and your team seems excited, this could be a solid partnership.

Also, if you’re concerned about partnering with someone that is a potential competitor, don’t be. This entire relationship serves to be a learning experience. If anything, your relationship is more similar to a mentorship, not a competition.

Find the right tools

There are a ton of innovative, affordable tools out there. Take advantage of them when collaborating with other teams. FunRetro, for example, costs nothing to start out with, so we gave it a go. The end result was a batch of great ideas we were able to run with for several weeks and turn into a phenomenal digital conference.

Reach out to those in your professional network, and ask them what tools they use for collaboration. (For example, we love FunRetro, while we have an agency that uses Threads for collaborative communication.) You can also ask any of your vendors or agencies about their tools as well. There’s a big chance you know someone using something that could really benefit your cross-company efforts.

Build a culture of teamwork

Team up! You’re collaborating, and the last thing you want is an us-versus-them mentality. Pair up creatives from both companies, and put them in teams. Sure, they might have some friendly competition among themselves, but they’ll also bond and create something far greater than they could have on their own.

To help encourage teamwork, make sure you and any other leaders on the project are openly collaborating with people from your partner company as well. If you’re using a shared Slack channel, get on there and interact with people from your collaborative partner.

It’s also a good idea to celebrate any victories, no matter how small, especially when they’re the result of cross-company teamwork. All of these efforts can help with teamwork.

Assign ownership asap

Don’t forget to assign responsibilities to both your teams and individuals. It’s easy to forget that, while your employees have their usual roles, those roles can easily change during a collaborative effort. Setting clear responsibilities and ownership early on will save you a lot of heartache down the road.

There were times early on that we realized people weren’t quite sure what to work on. Fortunately, Voxpopme and Zappi have incredibly talented, understanding teams that were able to pivot on a dime.

For those of you interested in internal cross-team collaboration, much of the information mentioned above will carry over. And, there are even more specific steps you can take to facilitate internal collaboration and change management.

Driving change through successful internal collaboration

Putting together a large, collaborative event was certainly difficult. But Voxpopme is a younger company, where change is simply how things are. This gave us a big advantage when diving into external collaboration.

For older, larger companies or those that are resistant to change, the idea of embracing change can be terrifying. But you can use internal cross-team collaboration to break down barriers to change. This can be done by applying what you learned during external collaboration to your internal collaboration process. From there, you can build out a collaborative process that allows you to create a culture of change management. Here’s how.

Note: these points can be applied to external collaboration as well, so don’t hesitate to try them in both arenas.

Get buy-in asap

One of the first things you need when pursuing any cross-team collaboration is buy-in from stakeholders. One great way to get buy-in is to solve a problem one or more teams are having. Next, develop a theory, and then investigate. Then, reach out to a team having this problem, and see whether they’re interested in pursuing your theory. From there, seek buy-in from those at the top.

For example, Ashley Hopkins, senior manager of Consumer Insights at ASICS, was able to spearhead the entire consumer insight function at ASICS. (A story she shared at the Virtual Insight Summit!)

How? She realized the company briefs were lacking, so she decided to do something about it by assessing what they knew about their audience and what they could do to learn more. From there, she got buy-in from one department after the next, building the necessary momentum to green-light an entire consumer insights team.

Pair for success

Depending on the size of your company, it’s possible you have teams that have never worked together, or teams that don’t work well together. Wherever it makes sense, pair up your teams that don’t typically work together. For example, if sales doesn’t often collaborate with your creative team, make it happen, and pair them up on a project. This will allow sales to learn from creative, and marketing to learn from sales. The end result will be a more coherent sales funnel and marketing efforts.

If you don’t currently have a collaborative project in the works, meet with the department heads from any teams that you’d like to collaborate with. Next, brainstorm project ideas that would utilize both teams, and go from there.

The above points also work for helping teams work together when they’ve had trouble collaborating. For example, sales and marketing should be complete allies, yet they often fall into the blame game. Build camaraderie between the two departments by having them work together on a truly collaborative project.

Create committees

Once you’ve decided on a project and determined which departments will be working on it, create committees that will be responsible for high-level thinking around a certain area. These committees should focus on larger elements, with your collaborative teams tackling the many pieces of each element.

For example, at Voxpopme, we utilize a committee made up of executives. These executives will decide on focuses for our sub-teams, and team leads then decide on responsibilities for the sub-teams. There are even task forces that are responsible for focusing on projects around product development, task forces for customer experience, and so on. This prevents any one group from having to worry about too much, allowing them to focus on their specific task.

Split into sub-teams

With committees formed, it’s time to break up into smaller sub-teams. These teams should have their own responsibilities and focuses. For example, if you have a sub-team made up of sales and marketing specialists, they could focus specifically on branding for a collaborative campaign. Your salespeople will have a deep understanding of your audience, and marketing specialists will understand what kinds of messaging have been effective in the past.

When we partnered with Zappi, we combined forces but split into sub-teams that would each be responsible for a different part of the conference. This allowed us to combine our expertise in a low-friction way, because responsibilities were clear from the onset, leaving little room to step on toes.

Have some fun

Be sure to set aside time for fun team-building activities. It’s possible many of your employees don’t know people from the other teams very well. Some silly team-building activities can go a long way toward fostering collaboration, while also reducing the chances that tensions will flare.

Whether you’re distributed or working in the same area, consider giving your team opportunities to get to know others through watercooler chats or happy hours as well. These can be done online over a video call, too, giving teams around the globe the chance to loosen up and bond.

A recipe for repeatable success

Collaboration can be scary, but it is also fun and productive and is an important element of change management. We knew we were taking on a lot when we tasked ourselves with planning a two-day event in eight weeks, but the end result was worth it.

We gained a deeper insight into how Zappi works, picked up useful skills from their talented team, put together an incredible event, and had fun while doing it. Collaboration is scary, but I can promise you: it’s absolutely worth it.

The Digital Transformation of Feedback: How You Interact With Customers Has Changed Forever

Feedback is at the heart of success for brands. Without feedback, businesses have no clue if they’re doing the right or wrong thing — until their customers leave. But for years, feedback was stagnant: suggestion boxes, interviews, focus groups, and other antiquated methods prevented businesses from really getting to know their audiences.

In recent years, feedback has undergone a digital transformation, and it’s done wonders for numerous industries. But what caused all of this disruption and change in the first place?

What’s causing all this feedback disruption?

A number of rapid advancements have paved the way for disruption and advancement, which have fast-tracked feedback improvements.

RAPID CHANGES IN TECHNOLOGY

Technological advancements have set the stage for numerous advancements in business, like drastic changes to communication, the ability to work remotely from anywhere, and the wider availability of mobile apps. These same technological advancements have also allowed feedback methods to change.

  • Wider availability of fast, reliable internet: 93.5% of the U.S. now has access to broadband, and many regions have access to even faster internet. Surveys were able to find an online audience even during the internet’s earlier days. Now, faster internet makes it easy to upload and receive video feedback.
  • Smartphone use has climbed: All around the world, smartphones are now in the hands of nearly four billion people. And smartphone cameras have gotten better, too. Basically, more people than ever have high-quality cameras in their pockets. This makes video feedback more possible than ever before.
  • There’s a whole lotta data out there: Between 2017 and 2019, we created 90% of all the data in the world. And that number is only growing as people create more and more data with each year. A significant chunk of that data is feedback. For proof, look at the popularity of reviews on platforms like Yelp, My Business reviews on Google, and Facebook.

In the last decade or two, we’ve gone from talking on phones to texting to making video calls, all thanks to technology. Tech has done the same for feedback, allowing us to go from basic online surveys to mobile reviews to video feedback. Pretty awesome, right?

SHORTCOMINGS WITH TRADITIONAL FEEDBACK

When we invented the rotary phone, there wasn’t necessarily anything wrong with it. It did what it was meant to do: make calls. But that doesn’t mean the rotary phone can even begin to compare with a modern smartphone.

Similarly, traditional feedback had its place at the time, and still kind of does. But when compared to modern feedback tools, traditional feedback leaves a lot to be desired.

  • Surveys don’t tell the whole story: Surveys, whether online, in email, or snail mail, yield a lot of data. But this quantitative research doesn’t give you any context or human emotion. Survey questions can also be misleading and result in inaccurate answers and skewed data.
  • Traditional feedback can take forever: Focus groups and in-depth interviews can yield great qualitative information, but also take forever. In the age of widespread high-speed internet, things need to move quickly and be more convenient. Even simply asking for reviews can boost review rates by 76%.

Quantitative data has its place: understanding general behavior and opinions. But if you want to dig deeper and get to the heart of your audience’s feelings about your product or brand, you need to go a step further with more modern, qualitative methods — like video feedback.

THE STAGE IS SET FOR DISRUPTION

Sometimes the stars align, and the time is right for change. Or in this case, technology and societal shifts have created the right environment for change. In short: It’s the perfect time for feedback disruption.

  • Technology has caught up to our needs: The internet is universally faster than ever before, people are carrying mini-computers with high-tech cameras in their pockets, and there’s a boatload of data created every day. All three of these ingredients are a recipe for feedback disruption and evolution.
  • People are engaging with brands like never before: Before social media and the internet, brands largely spoke to their audiences, not the other way around. Now, people have open lines of communication with the brands they follow. In fact, it’s become an expectation that brands offer support through social media — 63% of people feel brands should offer support through their social media pages.

It’s clear that audiences are ready, and the time is ripe for more video feedback. People want to engage with brands more, and companies now have the technology to make this engagement possible. But while this feedback revolution is possible, is it actually happening?

Feedback flashback: Responses across industries

As we mentioned, technology has brought about some pretty radical changes to our lives and businesses. It should come as no surprise then, that the changes to feedback have varied.

Feedback as a whole is experiencing a period of growth and change. But if you look closer, you’ll see that feedback is changing in different ways within every industry. To illustrate this, let’s take a look at several industries and how feedback used to be handled and how it’s managed now.

MEDIA

The barrier between media — television, film, radio, etc. — goes well beyond the screen or speakers that carry the media itself. Feedback used to be notoriously difficult for media to collect.

In the past, feedback for media was largely random, with the onus being on professional critics. For example, film critics were one of the only ways filmmakers knew how they were doing in the early 1900s. Test screenings weren’t a thing until the 1920s, and even film critics weren’t popular until around that time as well. This left many film and TV studios completely in the dark. (Save a few friends and family members that likely saw early productions.)

Now, media receives feedback in a number of ways: test screenings, focus groups, online review aggregators like Rotten Tomatoes, and random surveys. Many films and shows even have their social media pages, which open the door to more public feedback from audiences.

In the past, feedback was generally public, as it was published in newspapers and magazines in the form of reviews and criticism. Now feedback can go directly to those it’s intended for: focus groups allow execs to get feedback, and test screenings give writers and directors feedback. Numerous versions of trailers can even be tested with in-person groups or online, with video feedback used to collect the test audience’s opinions. Public forums and social media pages also leave feedback from the masses in the open, where anyone can view it.

RETAIL & CONSUMER GOODS

Back in the day, retail and consumer goods-related feedback was an arduous, random, involved process to collect. Between focus groups, suggestion boxes, and mail-in feedback, retail outlets had no “easy” route for customers to leave feedback. Each of these feedback routes was time-consuming for both parties. This made feedback an inconvenience for consumers and left retail businesses without feedback for lengthy periods of time.

Even until recently feedback has been difficult for retail and consumer goods companies. Many companies sell their products through another channel, like a retail partner. Beyond reading product reviews on a retailer’s site or reaching out to the retailer directly, many product manufacturers had no easy route to find out how people liked their products. That is, until recently.

Today, modern establishments can tap their email list for surveys, request reviews on products via email or even their mobile app, collect video feedback using a service like Voxpopme, and yes, still hold focus groups. This feedback mix is generally more convenient for customers, allowing them to submit feedback promptly and on their own time. This also opens a direct line of communication between product manufacturers and their audience, something that was previously missing. This is a huge step, as it allows for manufacturers to better serve their audiences.

In the past, feedback collected via a suggestion box, focus group, mail, or interview would have gone directly to the head of the store or even corporate. Digital disruption has increased visibility and made it possible for people of all levels to view and interpret feedback. For example, an employee can easily go online and read reviews of their store on Yelp. This visibility increases the pressure on retail outlets to improve and deliver a better experience.

SAAS

Before disruption, Software as a service (SaaS) companies had it fairly rough when it came to feedback. Unlike retail establishments, SaaS companies didn’t always have physical locations for customers to visit. This left them at the mercy of customers who were willing to voluntarily submit feedback via email, or possibly via an 800 number.

Now, SaaS companies have a few feedback avenues to choose from. Sure, SaaS companies can use email surveys and request product reviews. But these companies have a unique advantage to lean on: their software. Unlike a store, the SaaS audience can be pinged for feedback while actively using the software they’re being asked to review.

For example, SaaS companies can integrate video feedback into their software and make it easy for users to submit feedback right then and there. In action, this could be a simple popup or drop down at the top of the tool that asks if the user would like to provide feedback on their experience. Oftentimes this doesn’t even take the user away from the tool, making it convenient and fast to complete.

Outside of online reviews, most feedback SaaS companies collect is still likely going to the same people as before: IT, department heads, or those in charge of product development. But, like the others on this list, there are also public arenas for feedback, like social media pages or dedicated review aggregators like G2. Again, this allows for a certain amount of feedback to be visible to everyone.

RESTAURANTS

Restaurants have been a surprising leader in the feedback revolution — from wooden suggestion boxes to receipt questionnaires to Yelp.

In the past, restaurants received most feedback through suggestion boxes or via suggestion cards placed on tables. This would be processed by management and likely seen by nobody else. (Unless an employee took a peek in the suggestion box.)

Today, technology has made it possible for restaurants to direct customers to online surveys via receipts, collect feedback on their branded websites, and collect general feedback on sites like Yelp. Much like the feedback evolution seen in the aforementioned industries, these new feedback methods empower audiences to provide feedback at their convenience.

Just like the days before the digital revolution, feedback still generally goes to management and top-level decision makers. But anyone can look at online reviews, which like retail, applies pressure to actually change and better serve customers.

Feedback hasn’t evolved in a straight line. For some industries, feedback is largely public, while others still have some degree of privacy and only allow certain stakeholders to see feedback. But, two things are constant: an increasing push for visibility, and an increased amount of control for those taking feedback. Now, let’s determine how you can ensure your own company’s feedback processes aren’t lagging behind.

How to ensure your feedback keeps up with the pace of change

So, feedback has gone digital. This is likely of little surprise; even watches were going digital as early as the ’70s. What might be surprising is the success all of the aforementioned industries have had with digital feedback. It’s essential, for your brand and your audience, that you keep up with the digital revolution. Fortunately, there are a few things you can start doing now to ensure you’re keeping up.

LEARN FROM YOUR INDUSTRY PEERS

Imitation isn’t just the best form of flattery — it’s also a sign that companies are paying attention to industry trends.

Step back and see what competitors in your industry are doing with feedback. Check their sites for feedback forms, requests for video feedback, and so on. Examine their social media pages to see how frequently people are reviewing their business, if the company is replying, how they’re replying, etc.

Learning from your industry peers to see what they’re doing well is essential to feedback success. It’s even important to see what they’re doing poorly. Did you see a company reply on social media with a cringe-worthy tweet that destroyed their reputation? Take note!

COLLABORATE WITH INTERNAL TEAMS

If you’re in product, marketing, sales, and so on, your customer experience (CX) and research teams might have tools you haven’t considered for shaping your products, brands, and experiences. Similarly, if you’re part of an insight team, it’s possible one region is using a feedback tool you’d benefit from but just don’t know about.

The above scenarios point to the importance of general cross-team collaboration. Look for opportunities for collaboration on future projects and involve other teams. The end result is often a better final product and a ton of knowledge sharing.

This is also a great way to collect internal feedback, face-to-face, as you’ll find yourself working with people you normally don’t work with.

ASK SUPPLIERS

Want to pick up a new tool or skill? Technology vendors will be happy to share capabilities and ideas with you even if you’re only in an educational or foundational stage of digitizing your feedback. Vendors can offer a wealth of specialized knowledge, so reach out if you want to explore or learn something new.

Change doesn’t happen overnight, but with the above points, you can ensure you’re aware of what’s happening in your industry. This will allow you to plan and begin adopting any new tools necessary to make your own feedback revolution happen.

No going back with digital feedback

The digital transformation of feedback has taken many forms, and spans every industry. While the feedback methods may vary from industry to industry, there are the common elements of visibility and control. People have never been more empowered, and that’s a great thing for audiences and brands alike. (Companies can’t make their products and services into diamonds without a little positive pressure.)

People finally have their voices heard, and brands can finally deliver an experience that matches or even exceeds expectations. Simply put: there’s no going back to the days of pre-digital feedback. And that’s a good thing.

Super Bowl Ad Power Rankings 2020

At the Super Bowl, the winners and losers aren’t always out on the field

So for Super Bowl LIV, Voxpopme set out to find out which brands won and lost in the battle of the commercials. We asked #150 North American consumers what the most memorable Super Bowl Ad of 2020 as they watched the game live.

They each shared their most memorable Super Bowl ad during each quarter of the game in self-recorded responses to a single open-ended video question, in real-time. The study tested the unaided recall of the commercials, and scores were calculated based on the number of mentions for each ad across all video responses in less than 4 hours thanks to automated video analytics.

And now that the results are in, we can see who scored and who fumbled in the advertising game.

See what people said about our winner in the video below and read on to get your full Super Bowl Ad Power Rankings Infographic.

Infographic: Super Bowl Ad Power Rankings 2020

 

 

 

International Women’s Day 2019: Let’s Celebrate

International Women’s Day is a great time for us to reflect on and appreciate the amazing women we have here at Voxpopme. We are seeing exciting and constant growth in our client base, our technology and the talent in our teams – enabling us to deliver a world-class service.

Today we recognise the women who have helped us on our journey so far and who are paving the way for us to achieve great things. From the women on our Executive team, who shape and create our winning strategy, to the women in our Customer Success division, who ensure our clients receive tailored projects and solutions, and all the departments that make us successful, we are immensely proud of the extraordinary, talented women we work alongside, pictured above.

This year’s IWD theme is #balanceforbetter and we pledge to celebrate the achievements of the women in our teams and encourage an open and transparent workplace where women and all genders are motivated, listened to and respected, not just today but always.

We also want to take a moment to recognize the incredible women in the wider Market Research and Customer Experience sectors. To take our IWD celebrations a step further we collaborated with Women In Research (WIRe) to bring together a panel of experts (both female AND male) to discuss the most important steps companies can take to improve the workplace for women and embrace equality for all. We asked our panel of research leaders; “What are actionable steps – with a big impact – that companies can take to be better workplace allies for women and other diverse populations?”

Here’s what they had to say:

Five video market research fails (and how to avoid them!)

Using video market research is a fantastic way for companies to get to the bottom of what their customers are really thinking. Video is the single most powerful way to deliver human feedback and see how customers feel about your brand, products, and services – and thanks to today’s technology, video feedback can be captured quickly, at scale, in any location, straight from consumers’ digital devices. This agile approach to video market research means customers can express themselves in their own words, allowing you to see the people behind your data, reveal the true stories behind your statistics and drive real change right across your businesses.

However, despite the new found ease of video, there’s still a lot to think about when it comes to using video in research. As with any other study, it requires sufficient planning, defined research objectives, consideration of the available capture tools and even production of the right questions. So, it’s important to be aware of any potential pitfalls before your study begins to ensure you run a seamless video research project and obtain the insight you need. So without further ado, we give you our list of the five most common video market research fails (and what you can do to avoid them!)

1. Not choosing the right tools

When it comes to efficient, effective video market research, it all starts with the right tools. Knowing the video capture solutions available to you is the all-important first step in equipping your research toolkit with versatile video solutions. Today’s technology has evolved video into something of a quant/qual hybrid and there’s a range of different tools you can use to collect video content in a way that matches your own specific needs:

  • Embed – Add video open-ends to any new or existing survey to capture feedback from any consumer device.
  • On-demand Communities – Some video insight vendors will have mobile app communities available for quick-turn feedback, enabling you to capture hundreds of videos from your target audience in less than an hour.
  • Upload – Whether you have short video open-ends or lengthy focus groups and IDIs, you can often upload content to platforms like Voxpopme to use automated analytics on your existing video files.
  • Offline Apps – Offline app solutions will allow seamless collection of video without the internet or heavy-duty camera equipment. Once you’ve captured content offline, all you’ll need is an internet connection to sync your videos back your video insight platform.
  • Diary Apps – Tools like Voxpopme’s Moments app give you an agile video diary tool so you can pre-set video tasks across days or even weeks. This enables you to capture moment-in-time experiences, run pre-group homework tasks, see in-home product experiences and more.

2. Not introducing video research clearly

When conducting video market research, you need to present the video feedback element to your respondents in a clear, concise manner. It’s important to be upfront and honest about what is expected of them from the beginning and communicate what the video will be used for, who will see it, and why. This is particularly important if you’re embedding video questions into a quant survey. Our research suggests that the highest percentage of usable videos tend to be captured when participants are told about the use of video in both the email invitation and the survey welcome page too. At the same time, you should also make sure you big up the technology, fun, and ease of video market research too. Respondents are far more likely to engage with video if they can see that it’s quicker, easier and allows them to be more expressive than traditional feedback methods. The moral of the story? Providing advance notice and sharing clear instructions upfront encourages higher video response rates, but try to keep your messaging fun and concise to avoid overwhelming participants.

 

3. Not offering the right incentive

Finding the appropriate incentive levels can be a challenge for any research study – and when it comes to video market research, it’s no different. It’s a delicate balance: incentives are a great way to show your respondents that you are grateful for their time and reassure them that their opinion matters, but it’s also important to make sure you don’t under or over-compensate for their feedback. Having said that, video is a fun and engaging feedback style so you shouldn’t be daunted by the process of finding the right incentive. Here are some pointers to ensure you hit the right incentive levels for each project:

Firstly, you need to know your audience. If you have a highly engaged community, you might not need to incentivize at all, or you could be dealing with an entirely new group of respondents that are also new to video – in which case an incentive could be a good way to help them get comfortable with video. Be sure to consider your incidence rate too. If your desired respondents are a very niche audience within a broader segment, consider increasing incentives to attract the right people and increase the probability of project completion.

You’ll need to assess the difficulty of your video feedback. Asking someone to record multiple diary-style videos, across several days is inevitably going to require a more substantial incentive than a one-off response to a single open-ended question.

Finally, you need to make sure that your incentive reimburses respondents for any costs they’ll incur. For example, if you’ve asked them to go out to a shop and purchase your product, then you’ll need to cover their costs in addition to paying them a token to thank them for their time.

4. Not asking the right questions

Next up, you need to determine the questions you want to ask and in what format. When drafting your questions for potential video responses, you should make sure they are open-ended and easy to understand so your consumers can deliver valuable, visual insight. And don’t forget, if you need your respondents to complete a task, review a concept, or watch an ad in advance of providing their feedback, you’ll also need to make sure you provide them with clear, simple instructions of any preliminary work they need to complete too. You’re effectively the director in this relationship so give respondents all the pointers they need express themselves fully.

Clear instructions, paired with open questions will help you get closer to the truth by revealing the all-important “why” behind your consumers’ perceptions, motivations, and decisions. And even though consumer-recorded videos are captured without the aid of a moderator, questions that are sufficiently challenging and give people the opportunity to speak their mind will encourage them to provide the most thoughtful answers. Typically, the most insightful responses come from respondents who are challenged, so it’s less yes or no and more what, when, who, how and why. Check out this blog for some great ideas on open questions.

5. Not being realistic about time frames

End-to-end video insight platforms have transformed the speed at which video projects can be captured, analyzed and shared – delivering full video projects in hours and days, not weeks and months. But it’s still important to be conscious of how long your latest project will take because there isn’t a one-size-fits-all timeline for agile video research. Projects can vary depending on a number of factors, from your chosen audience to the volume of video required and even the type of video study.

However, some general timeline considerations to think about, in addition to the time it takes to conduct your research, are how long it will take for transcription and time-coding to take place post-recording. In platforms like Voxpopme, quick-turn, human transcription is applied to videos in minutes to ensure you get fast, highly accurate transcriptions – providing a solid foundation for all the following automated analytics.

For a non-English video project, allow additional time for any video translations you require (approximately 24 hours after collection) and make sure you plan the turnaround time for any additional reporting or custom showreels. Don’t worry though, if you are sticking to a tight schedule there are some things you can do to speed things up. Automated sentiment analysis and theme coding of your content can help you find insights faster and DIY editing tools within your video insight platform help you to generate showreels in just a matter of clicks.

Done right, using video in research can give you access to unbeatable insights so you can start to tell your customers’ stories and drive real change across your entire organization.

How to get VoC the attention it deserves in the boardroom

It’s official: we’re living in the “information age” – and we’re suffering from information overload. We’re all drowning in data, with more than five times as much information to digest than we had 30 years ago. However, if you thought we have it tough, the senior executives in our organizations face an even larger barrage of data from an ever-increasing number of channels and business units.

As a result, our C-suites are inevitably less captivated by statistics. Yet, figures, charts, and graphs are still the primary form of customer experience (CX) communication. Moreover, very few businesses are able to look behind the statistics captured in the voice of the customer feedback – making it difficult to reveal individual customer stories. Left with scores alone, CX reports become yet another data-set to consume – which perhaps explains why just 30% of stakeholders are typically invested in CX programs.

Helping VoC to stand out in the boardroom

Sure, we still need charts and graphs, surveys and scores – but on their own, they’re just not compelling enough to get senior executives fully behind customer experience initiatives. Too often, we treat data as if there isn’t a human behind it, losing emotion as our feedback and listening posts turn people into aggregated data. And if we lack the human element in VoC initiatives, our organizations aren’t truly listening to customers when we talk about their experiences, which means decisions aren’t being made with the customers’ best interests at heart.

That makes it hard to break down silos, spread customers’ stories and command the attention of the boardroom with engaging messages. Consequently, there’s a disconnect between what executives think is going on with their customers and what is really happening – and that’s exactly why it’s crucial that we help the voice of the customer (VoC) stand out in the boardroom. What we need is to close the gap through understanding, get rid of the disconnect and instead replace it with actuality. So to do that, we need to bring emotion into the boardroom through voice of the customer tools that amplify our customers’ experiences.

The challenge with bringing VoC into the boardroom

VoC has always promised to give the customer a say in the boardroom. It’s a well-intended motivation for any feedback initiative, but the trouble has historically been how the VoC has then been spread through the organization. The mechanism and mode for capturing, digesting and reporting VoC currently result in too much data, which hurts decision making capacities. After all, it’s easy to ignore graphs and charts, and unfortunately, these outputs don’t give staff a chance to experience first-hand customer feedback.

Instead, we shovel yet more data into their hands, culminating in analysis paralysis. The world today is information-rich, but action poor – and if senior figures are going to make the right decisions, they need to hear real, unfiltered stories from the customers themselves. Basically, it means that CX practitioners have to break down silos, spread the message between departments and command the attention of the C-suite on behalf of the customer (easy right!).

The solution: human stories

So, how do we do it? By telling stories. Humans are not rational information processors, and we can’t use data alone to portray our customers’ experiences to our colleagues clearly. Instead, we need to focus on revealing unique insights that live in the gaps between the numbers to understand what drives customer behavior. After all, when it comes to communication, nothing beats the truth – especially when it comes from a genuine, human source. Real customer stories are compelling and will stand out against the swarms of data as they are far easier to digest and trigger an emotional response in your audience. Crucially, human stories will ensure VoC, and consequently CX, reports get executives thinking and acting.

Using video to bring emotion into the boardroom

Video is a VoC tool that can help with just that. Technology has enabled video to become the single most powerful way to collect real human feedback, giving you unbeatable access to how your customers feel about your brand, products, and services. Video goes beyond the information and data provided by scores and scales, collecting the true voice of the customer, unlocking real insights and giving the story behind the scores. And because modern, video-first voice of the customer tools allow you to ask customers open questions at the point of interaction, you can easily collect self-recorded video feedback that delivers complex messages in a simplified and digestible format. This collection of raw, unfiltered video feedback, in the moment-of-truth, arms you with deeper insight into the customer psyche and a better way to demonstrate this in the C-suite.

Showing videos of actual customers is powerful, it’s emotional, and most of all, it’s…human. Video encourages people to sit up and take notice. 59% of executives would rather watch a video than reading text-based alternatives. Moreover, whilst it’s easy to ignore statistics, videos of your actual customers and their opinions give CX practitioners the ammunition they need to break down silos, spread the message and command attention. When placed into VoC initiatives, video closes the gap, delivers empathy and allows you to build a deeper understanding of your customers. It cuts through the noise to obtain raw, unfiltered context so you can better understand your customers’ true feelings. In turn, this increases customer closeness by allowing you to add depth, emotion, and authenticity to your data. That means you can build real human connections between the people within your organization and your customers. And by eliciting emotions in this way, you can flip the way execs think about your business encouraging them to act and enhance the experiences you create.

In today’s data-heavy world, the power of storytelling has never been more critical. Instead of sharing yet more statistics with your stakeholders, video allows you to humanize and add context to your data and deliver impactful, convincing and memorable stories that stand out and drive change. In a nutshell, video is the missing ingredient for anyone looking to humanize CX and see the world through their customers’ eyes.

Five ways video insight will revolutionize your market research in 2019

2018 was a hugely exciting year for us here at Voxpopme. From the launch of our video customer experience platform, VideoCX, to new partnerships and exciting new hires, it’s fair to say that it was a busy one! On reflection, it was an eventful year for the market research industry too, with trends such as automation and the continued rise of emerging methods, such as online communities and mobile surveys, taking center stage. Now that the dust has settled on 2018, we take a look back on an outstanding year in research and look forward to the future as we explain how using agile video in qualitative and quantitative research can revolutionize your insight program in 2019…

Getting close to the consumer

According to the final GRIT Report in 2018, forward-thinking companies embraced technology last year to get closer to what people really think. This resulted in far greater adoption of technologies that facilitate agile qualitative research, employed across a multitude of studies (quant and qual), as companies across the globe redefined their goals to focus on making the consumer accessible again. This was perhaps driven by the need to cut through the noise in a data-heavy world and researchers’ growing desire to understand and build empathy with consumers through real conversations.

Over time, there’s been a growing demand for greater speed and increased insight – but, at the same time, research budgets seem to be under constant pressure. And that’s why automation was one of the most notable trends of 2018. Is it a faster and cheaper way to carry out research? Absolutely. But in order to have staying power, automated tools must deliver insight that is impactful and memorable. Sure, research needs to meet the need for speed, but it also needs to go beyond facts and figures and find out the why. And that’s where automated, agile video research comes in to deliver in-depth insight, at speed and scale.

How agile video can revolutionize your research

Including video in qualitative and quantitative research can help companies humanize their insight and get to the bottom of what consumers truly think. The increasing popularity of video in consumers’ own lives is revolutionizing the way in which researchers are delivering scalable, affordable, qualitative research. Self-recorded consumer videos can now be collected in any study and when paired with video analytics platforms like Voxpopme, it’s possible to fast track end-to-end video projects.

This approach to video is a compelling way to deliver real human feedback. It’s an entirely different ball game to video market research of the past. Today’s automated video insight and analytics technology enable you to gather and understand hundreds of videos in just a few minutes so that you can find emotion faster. And there’s no need to hire a camera crew or to endlessly trawl through footage looking for insights either – in fact; you don’t even need to physically go to your consumers anymore. Instead, self-recorded videos are captured remotely, uploaded to your video analytics platform and instantly human transcribed, time-coded and quality checked, before being filtered and rated for sentiment.  As a result, in a matter of clicks, you can discover the themes that matter most and share them with your stakeholders. Sound good? Here’s how video can transform your research in 2019:

Video empowers consumers

video insight

Video empowers consumers because they feel like you’re listening to them and hearing their individual needs. It allows them to share their experiences in their own words, which improves engagement and helps them feel closer to your brand. Most of all, video makes your consumers feel that their opinion really matters. Think about when you’ve written a text-based response – did you really write down everything you thought? How about ticking boxes in a survey, or measuring responses on a scale – did they represent what you were truly feeling? Probably not. And that’s why video is a game changer: because it affords consumers a greater level of expression that feels like it will be heard.

 

Video reduces survey fatigue

The days of traditional text-based surveys or lengthy tick-box questionnaires are numbered. Instead, consumers are turning to video for a frictionless and fun way to share their thoughts and opinions. It’s a much easier way for them to express themselves than closed-end questions or tired text boxes, and it’s much quicker too! Not only that, but video is fun – and thanks to the broad range of selfie style video responses available, there’s a variety of ways for people to get involved and share their thoughts including in-store shop-along videos, experience-based feedback, in-home product testing and more. With video, consumers can express and articulate their thoughts and feelings anytime, anywhere which significantly reduces survey fatigue – something which was a growing concern in the market research industry last year.

Video enriches consumer understanding

Video allows you to cut through the noise to obtain raw, unfiltered stories direct from your consumer. It delivers more depth and emotion than scores alone, helping to bring a richness to your results and allowing you to uncover the human stories that often get buried in a data-heavy world. It also gives you unrivaled access to rich verbal descriptions and expressive body language, which means you can understand verbal and nonverbal communication clues to get to the bottom of what your consumers are thinking. That means you can uncover the why behind the what and make sure you truly understand what makes your consumers tick.

Video brings your data to life

To drive real change with research, we’re often told to tell stories – but sometimes it can be hard to find those stories in our burgeoning datasets. Video can help by making consumers the narrators of their own stories, turning them into much more than a statistic. These stories are easily collected by putting agile video in qualitative research or integrating video directly into quantitative studies. Either route helps you tap into real, human feedback that is far more revealing than data alone. Humans are not rational information processors, and we can’t keep using data alone to second-guess what consumers think and feel. Instead, we need to humanize data and bring it to life, so we can build empathy and start to add context to the numbers.

Video engages executives

Forbes revealed that 59% of executives would rather watch a video than spend time reading text-based alternatives. But why? Well, video stands out in the age of ‘information overload.’ The fact 90 percent of the data in the world was generated in the last two years further emphasizes the need for more engaging ways of communicating research – especially if reports are going to be memorable. It’s not that executives aren’t interested in facts and figures anymore, they certainly have a role to play, but when we’re drowning in data, video cuts through the noise.

It can be too easy to ignore graphs and charts. However, by sharing real video snippets of real consumers sharing real opinions, you can command the attention of your stakeholders and make your research stand out. Ultimately, this ensures consumers’ stories are heard by the people that matter and drive positive change across all departments of your organization.

Ultimately, 2019 is set to be an exciting year for video market research. Executives’ insatiable desire for human insight is driving positive change in the space. While 2018 saw researchers lay strong foundations for agile video, the pace of adoption is likely to snowball in 2019 as we see fast, in-depth insight repeatedly contributing to critical business decisions.

Global video market research studies: A beginner’s guide

Video has always been a powerful tool that gives consumers a unique and fun way to share their opinions with the brands that matter to them. But that’s not all: using global video market research also gives brands access to human feedback that’s deep in meaning and emotionally engaging so they can make informed, customer-centric decisions. However, although video is powerful in terms of the depth of feedback it provides, it has previously been geographically restrictive.

In the past, researchers needed a camera, and maybe even a crew, to capture customer insights via independent studies which took place in a specified location with a small number of respondents. All of this meant that some researchers were put off using video in research because it was seen as time-consuming, expensive, and with a limited reach. Powerful responses, yes – but dynamic, global studies? Not so much.

However thanks to today’s technology, things have changed. Researchers can now run global video studies without leaving their desks as feedback is captured straight from consumers’ digital devices, anytime and anywhere in the world. Businesses can now get to know the people behind their brand and uncover real human stories from around the globe, driving customer-centric decisions through agile and engaging video research without even having to leave the office. Sound good? Here’s how you can run global video market research studies…

Identify your audience

First things first, you need to decide where you want to conduct your video market research and which markets you want to speak to consumers in. If you are looking to carry out your research in different markets, you’ll need to decide how many territories you’d like to collect video in. Next, you need to decide how many video participants you need per market – and you’ll also need to factor in translation time for your surveys too.

If you’re working in multiple English language markets, you can often use on-demand video feedback communities – but if you’re collecting in several non-English speaking markets, then you’ll need another way to connect with respondents. You can approach this by inviting your existing community/customer groups, or by recruiting respondents through a panel partner – and your video insight vendor should even be able to connect you with panel partners and possibly also assist with the recruitment process.

To get the best possible results from your research, it’s important to have a sufficient sample size of high-quality respondents that best represent the segment or group you’d like to understand better, whatever location you choose. Agile video market research enables you to collect video from any audience, whether you want to integrate video open-ends into existing communities or surveys, set up new video-centric studies and recruit through panel providers or use video panels such as Voxpopme’s On-Demand community.

Basically, there are tons of options, no matter how specific your audience. So whether you want to run video diaries with a select audience in the US, conduct shop-alongs in Germany or add qualitative questions to quantitative surveys as far afield as Timbuktu, Voxpopme has an array of tools to capture, transcribe, translate and analyze video in any language.

Integrating video research into your global surveys

So, it’s time to get started and begin integrating video into your multilingual surveys – and the truly great thing about using video in research today is that capturing video feedback has never been so easy. Whether you want to collect videos alongside, within or after a survey to boost the impact of your results or set up agile qualitative studies, you can easily bring a human voice to your data. That means you can sit back and collect hundreds of videos from all over the world – without even having to leave your desk. There’s a capture solution that works for everyone:

  • Embed – Add video open-ends to any new or existing survey so you can easily capture feedback from any consumer device, anywhere in the world. All elements of the embed technology are available in multiple languages so your respondents can experience video feedback that’s tailored to their needs.
  • On-Demand Communities – With Voxpopme’s mobile app communities, you can capture hundreds of videos from your target audience – including analysis – in less than an hour, which means it’s perfect for English speaking projects in North America, Australia, and the United Kingdom.
  • Offline App – Voxpopme’s offline solution allows the seamless collection of video in environments with no connection, making it an excellent solution for consumer in-home interviews in developing countries or in-field studies with limited internet access. Once the capture is finished, you can sync your videos back to the platform when an internet connection is established.
  • Moments App – Voxpopme’s newest app gives you an agile video diary tool so you can pre-set video tasks spread across days or even weeks for moment-in-time experiences, pre-group homework tasks, in-home product experiences and more. With global availability in the app-store and multiple language options, the app opens up agile qualitative studies around the globe.
  • Upload – Already got focus groups and IDIs from multiple locations and in different languages? Voxpopme’s upload tool will enable you to add your existing content to the Voxpopme platform for instant transcription, translation, and analysis.

How does video analysis work?

Once you’ve captured your videos, it’s time to analyze them. Previously, researchers have been put off using video, especially in global studies, because it was thought to be too time-consuming and expensive. Because of manual time coding and transcription, language barriers and translations have been tricky in the past too – and that’s without even thinking about the vast amounts of footage to trawl through after interviewing customers from all over the world! Essentially, video analysis was previously too laborious – but that’s not the case anymore.

Today’s technology has automated video analysis making video research faster and more cost-effective than ever before, wherever in the world you want to conduct your studies. For starters, agile video market research allows transcription and translation into any language, and videos uploaded to Voxpopme are instantly human-transcribed, time-coded and checked for quality. Once your videos are in the platform, there’s an array of tools at your disposal so you can quickly find the best and most relevant responses for your business.

Search tools allow you to filter responses by keyword or variables such as date, age or location, while sentiment charts and word clouds allow you to explore responses even further. In addition, thematic analysis automatically organizes your content into key phrases and topics to make it easier than ever before to identify common themes across hundreds of videos. It works by automatically identifying the most important snippets of video and illuminating key findings, taking you straight to the snippets where respondents mention your chosen theme, so you can spend less time searching for answers and more time telling better stories.

If that wasn’t enough, sentiment analysis is also available to help you categorize video content by respondents’ true feelings. That means you can understand the sentiment behind every single sentence in every single response – or even take a step back and view sentiment at the theme level. The best bit? Videos can be transcribed and translated for more than 80 supported languages, so no project is ever too difficult. That means wherever in the world you want to run your market research study, Voxpopme has your back. So you can save time, increase efficiency, and deliver maximum impact – worldwide!

Sharing video research results with your global team

What about sharing content with global teams? Well, in the old days there probably would have been language barriers to overcome – and if you needed to share global research with other offices in other departments, it would have been near impossible to get everyone together to view your findings or easily socialize large, cumbersome video files. Not now though. Instead, once your video has been analyzed, you can select, customize and share your most compelling consumer stories with your stakeholders.

In-built editing tools allow you to subtitle responses in any language so you can piece together snippets and overlay a common language that can be used across your business, which not only helps you overcome language barriers to make your research engaging and entertaining, but it also allows you to build impactful customer narratives for presentations. It’s also quick and easy to generate a showreel from your project – simply drag and drop your cursor over any transcribed section of a response and add it to your latest showreel to easily assemble the most insightful video moments from all your feedback.

You can even use auto-generated themes to jump straight into clips that contain a specific topic. And in a few simple clicks, you can add your logo, color scheme, custom slides, subtitles, images and more to transform your video feedback into impactful stories. Once it’s complete, simply hit “generate” and share by embedding your showreel into your next report or presentation. If you prefer, you can set up a private, password-protected landing page and share your edited showreel using the web link – or you can even send it via email to colleagues around the world.

Although global video market research studies might have seemed daunting in the past, video insight platforms have ensured that it’s easier than ever before to access respondents around the world. Ready to revolutionize your research in 2019? Contact with the Voxbot in the bottom right of your screen to arrange your free demo and see how you can access customers’ thoughts and feelings worldwide through global video market research.

Young people and video: a match made in market research heaven

Young people are the brand influencers of today and tomorrow. As the leading actors of the digital era, Millennials make up 31.5% of the world’s 7.7 billion population, while Generation Z will account for 32% of the global population by 2019. As the spending power and influence of these young people continues to rise exponentially, so too does their importance in market research.

So how can market researchers get closer to this influential customer group and find out what makes them tick? Look no further… This short post takes a look at how modern video market research engages young people so they can start to share their story with your business.

Happy millennials friends surfing online with mobile phones

Appealing to younger audiences

Do you remember listening to the sound of dial-up internet? Well in today’s world, you’re in the minority (sorry!). The majority of young people in 2018 struggle to remember a life without a continuous internet connection, let alone the whirring and beeping of the dial-up connection. Most of Generation Z can’t even remember life without social media. This generation is the first true group of digital natives, with over 91% already having a digital footprint and 98% owning a smartphone.

Thanks to platforms such as Snapchat, YouTube and Instagram, young people today are living – and sharing – their lives on the go. They are used to bite-size pieces of information they can process right away and like to express themselves in the same way. That means short, snappy audiovisual content, such as self-recorded videos, are a great way to engage this on-the-go generation in research.

The allure of video

Self-recorded video is growing in popularity by the day. Forty-eight hours of video is uploaded to YouTube every minute, and it’s estimated that 63% of internet users have watched live video – and unsurprisingly, it’s those aged 25-34 who have the highest video views at 90%. What does this all mean? That video creation and storytelling is no longer solely the property of huge film producers – everyone can now share their story, from anywhere in the world and we’re consuming it in larger volumes than ever before.

Most of us are never more than a few feet away from a smartphone or laptop with a built-in camera, meaning that we have a new generation that is entirely comfortable self-recording their thoughts and feelings. And with the growth of platforms such as Snapchat and Instagram Stories, it makes perfect sense that video is fast becoming the chosen communication tool for sharing these stories – especially when it fits in so well with the ‘on-the-go’ lifestyles of the younger generations.

In recent years, platforms such as Voxpopme have been able to leverage this shift in communication habits to benefit market research. By using technology, we’ve added structure to the way video feedback can be captured, analyzed and shared within enterprises – making video a hugely popular way for all generations to communicate with brands. Here are just a few reasons why agile video market research is proving to be so popular, especially with younger generations…

It’s fun

Young people today love to share their lives on social – and they’re becoming more and more confident using video to do so. With Snapchat boasting 186 million daily active users and Instagram Stories continuing its bid for world domination with 400 million daily users, it’s official: vlogging, video stories, and diaries are growing in popularity by the day. This self-recorded video style has lent itself to more structured communication between consumers and brands, with businesses now putting video feedback questions at the heart of their market research, providing a fun and engaging way for young people to take part.

After all, it’s fun to self-record a short video recounting an experience or expressing what they think about a product and why. Especially when the alternatives are a long survey or a 30-minute face-to-face interview in a specific location. And with the options provided by video insight platforms, there’s a type of video that appeals to everyone, that can be recorded in their preferred environment, on their terms. Consumers can capture selfie-style content during in-store shop-alongs, share experience-based feedback videos at events, test products, and complete diary studies from home or even share concept feedback in a variety of locations. Agile video feedback offers a wider range of fun and engaging ways for young people to get involved in research and share their thoughts.

It’s fast

Young people today live in a fast-paced world of continuous updates – they want information, and they want it now. They have grown up with technology and high-speed internet, and as a result, they expect things to work right away. This generation shares and receives information instantly – and they can lose interest just as fast too, which means they have no time for lengthy surveys. Survey fatigue is a real and growing challenge in the market research industry, and if other generations are struggling to complete exhaustive 30+ question surveys, you’ve got even less chance of young people doing so. Can you even remember the last thing you did for 30-minutes on your phone?

Our lengthy surveys are built with good intentions – we hope we can capture scales, scores and then give an opportunity for expression with open-ended questions. And to encourage respondents to share their real feelings, we’ve stuffed these open-ended text boxes throughout our surveys to enable respondents to share intimate thoughts, but in reality, they are pretty restrictive. The effort required to type out and edit one’s complex feelings often result in responses of just three or four words and little or no storytelling which leaves us back relying upon scores alone. But, video open-ends offer a quick and easy way for people to express themselves and share their opinions beyond the confines of their keyboard. It fits in around busy lives and allows customers to record anytime, anywhere, from their preferred digital device – so they can share in-depth stories easily.

Once transcribed, a typical video response gives an average of 460 character responses with a typical word count of 75. Video delivers six times more content and 65% more themes compared to text-based responses. Instead of scrolling through a survey and endlessly selecting options, or typing out long answers, video lets your customers get to the point, and fast – making it perfect for Millennials who want instant communication at their fingertips. Many go a step further, seeking out on-demand video feedback communities so they can express themselves to more brands, about the products and services they care about most.

It’s empowering

Another benefit of conducting video market research with young people is that it empowers them by enabling them to express themselves and ensures they feel heard in our enterprises. Think about when you’ve given written feedback yourself – did you write down everything you thought? Did you feel like you could effectively portray emotion through your words? And did you feel like your opinion was genuinely going to get heard? Or how about when ticking multi-select boxes or ranking responses on a scale. Did they represent what you were feeling? Nope, we thought not.

Your customers need to believe their feedback is making a difference – otherwise, to put it bluntly, why should they bother? And that’s where video has the edge over other research methods, especially with young people who really want to make a difference and feel as if their opinion is valued. Video makes young people feel like they are more than data – and it’s much more personal too. By allowing your customers to portray emotion and express both their body language and facial expressions, video adds a human aspect to communication – making young people more engaged, empowered, and willing to express themselves.

How it works

Video Research AnalyticsResearchers are often nervous about how long video will take and how expensive it is. But, today’s technology enables you to begin capturing hundreds of videos from your target audience in just a matter of minutes. It can be used as an agile qualitative tool or within quantitative research, so whether you want to utilize video in a new or existing study, collect videos alongside, within or after a survey, or capture content online or offline, it’s a quick and simple way to bring a human voice to your data.

Once your videos have been captured and uploaded to a video insight platform like Voxpopme, they will be instantly human-transcribed, checked for quality and time coded so you can quickly find the responses you need. Advanced tools like automated thematic analysis will also organize your content by keywords and phrases to make it easier than ever before to analyze. In addition, sentiment analysis is also available to help you categorize video content by positive, negative and neutral feelings so you can understand the sentiment behind every single sentence in every response. Finally, once your videos have been analyzed, you can select, customize and share your most powerful customer stories in short showreels that bring the voice of younger generations into the boardroom.

 

In conclusion, video market research allows you to cut through the noise to obtain raw, unfiltered content so you can better understand your consumers’ true feelings. But it’s not just about the benefits for you – video market research is also an unbeatable way to reach out to young audiences. It’s fast, it’s fun, it’s empowering – and above all, it’s a fantastic way for you to reach out to the customers of tomorrow.

Our take on the GRIT Report and what it means for video

The GreenBook Research Industry Trends (GRIT Report) is one of the leading publications in market research thanks to its renowned survey of the industry, for the industry. It’s an incredibly useful resource that allows researchers to understand where the industry is now, where it’s going in the future and what businesses need to do to adapt, evolve and stay ahead of the competition.

So what’s the lowdown? Well, for starters, the market research industry remains under great transformative pressure – and this GRIT Report aims to get to the bottom of what’s happening, why it’s happening, and what it means for the market research industry tomorrow. So what’s new in the world of market research? And what does that mean for video market research? Read on to find out…

GRIT Report on the ongoing advance of automation

One of the biggest focuses of the report was how forward-thinking brands and agencies are harnessing technology to get closer to what customers really think. Automation continues to be one of the hottest conversations in the market research world, and in recent years many organizations have adopted automation platforms in quantitative and qualitative research. Why? Well, the main reason reflects the one sweeping goal all of the companies involved in the report have in common: the need to better understand the customer and discover rich, impactful insight at speed.

And in modern business, where markets change in the blink of an eye, automation delivers on those needs. Technology has been used to automate charting, analysis of survey data, delivery of sample, analysis of text data, analysis of social media and analysis of video – and those are just the tools that are achieving significant adoption. As a result, expectations for automation in the industry are very high, with almost 80% of researchers agreeing that automation will continue to grow in adoption in market research in the coming years, while 70% think it will grow within their own organization.

Over time, many traditional research methods have become either too expensive or too time-consuming, and that’s often been the driving force behind automation and innovation. This forced evolution happened to quantitative research first but has heavily influenced qualitative approaches more recently. In a fast-paced world, the resources required for qualitative research have become increasingly hard to justify. Yet the need for qualitative market research has never been greater. It’s all about breaking down the barriers and making the consumer accessible again in a world that’s awash with data. So what has automation done for qualitative research and more specifically, video insight?

GRIT Report on video market research in an automated world

automated video researchThe previous issue with automation was that it had a value problem. Yes, it’s always been faster and cheaper, but too often this speed often requires us to sacrifice the emotion and authenticity we need in our feedback if we want to make it memorable. Enter agile video…

Video market research has always had the ability to help companies humanise their research and get to the bottom of what really drives customer decisions. And the perfect blend of sociological and technological evolution has made video a scalable, quick-turn, qualitative research method. Thanks to the increasing popularity of video in consumers’ own lives, they are entirely comfortable with self-recording videos and sharing them with the world on social media. This comfort with storytelling has created a global community of respondents that are ready and willing to share video feedback, in an instant, in response to video surveys. The accompanying rise of video insight platforms facilitates the capture, analysis, and sharing of self-recorded videos in end-to-end solutions that overcome all of the hassle factors associated with video.

As a result, brands like Microsoft, Clorox and Verizon readily acknowledge that video is actually the single most powerful way to deliver real human feedback and access to how customers really feel about their brands, products and services at scale.

Using video to uncover real human stories can give context to data, get closer to what people think and help companies make informed, customer-centric decisions. It goes beyond the information and data provided by scores and scales by unlocking real insight and revealing the people behind the data. Ultimately, video gives automation the value and the staying power it needs and, in return, automation gives video the agility, scalability, and flexibility it needs to deliver robust, in-depth insights at speed.

GRIT Report on the future of sampling & surveys

So apart from automation, what else is new in the report? Well, pessimism about the future of sampling is a big concern as survey fatigue continues to cause problems in the industry. In fact, 39% of researchers expect sample quality to worsen over the next three years, with reasons behind this including the continued prevalence of lengthy surveys and questionnaires that fail to capture respondents’ interest.

Add that to changing behaviors, a shift in device usage and overburdened people receiving too many survey requests makes it clear that survey fatigue is understandably going to keep getting worse. People rarely sit at their desktops outside of work these days and they certainly don’t want to stare at a screen and complete a 30-minute survey anymore either. Until researchers make grander steps to address these issues, the same old data sample sets will continue to decrease in quality.

Perhaps we’re suffocating sample with a survey overload. There’s no real interest in the actual respondent experience, sample sizes are dwindling, and instead, it feels like a race to the bottom. And as consumer attention spans continue to get shorter, so too will the quality of their answers to traditional surveys. In summary, the traditional survey model becoming less effective – which means that researchers have to come up with new survey methods if they want to tackle the problem head-on and reduce survey fatigue and, in turn, improve sample quality.

What does survey fatigue mean for video?

As identified earlier, video is fast becoming a go-to tool for communicating socially and more importantly, when engaging with companies. It’s pretty easy to see why video market research is so popular: it’s fun, quick and easy to use and offers an engaging way for customers to share their experiences, helping them feel better connected to brands while fighting the ongoing battle of survey fatigue. Not only that, but it also empowers customers to show emotion and express themselves both visually and verbally.

Because there is such a broad range of video responses available, there are tons of ways for people to get involved and share their thoughts, from in-store shop-along videos, experience-based feedback videos, product testing videos, customer review videos and more. A typical, minute-long video response is six to eight times longer than a text-based response, which means that in just a matter of clicks companies can use video to see what their customers truly think, feel and do. And for the respondent, they can share more information in less time – reducing dropouts and fatigue. Finally, video puts a face to the feedback, overcoming the distrust many researchers have in the sample quality by ensuring respondents fit the profile they’re targeting.

In conclusion, if the GRIT report has accurately predicted that the market research industry wants to tackle survey fatigue and embrace automation to get to know what drives customer decisions, then video market research certainly ticks all the boxes. The secret to success lies in more profound insights and more advanced analysis – and that’s what video insight technology achieves.

Video market research engages and excites customers by encouraging them to share their thoughts and opinions in a fun and engaging way – and because they feel as if they are being listened to, it’s a great way to tackle survey fatigue. But that’s not all: because end-to-end video solutions such as Voxpopme are so efficient, video market research can also help businesses access deep insights at speed, helping them get to the bottom of what their customers are really thinking and making it easier to uncover more compelling stories than ever before.

Sound good? If you’d like to find out more about how video can transform your market research, connect with us using the Voxbot in the bottom right of your screen to book a free demo.