How to get feedback from younger consumers

Happy millennials friends surfing online with mobile phones

Younger consumers definitely have opinions about their brand experiences. They also share them! Look at some of the social media feeds out there! But younger consumers can also be picky on how they want to give feedback.

Most consumers – young or old – don’t give feedback at all. They move on with their day. They might tell a friend or colleague when they had an unbelievably good or bad experience. So it’s even more important to be able to connect with those consumers who want to give feedback! Today, that also includes the younger generations.

And those generations are growing. More than half of Americans are now Millennials or younger. As the spending power and influence of these younger consumers continues to rise, so does their importance in market research.

Market researchers can close the reach this influential group by making the process easy. What I just told you

Read next: What market researchers need to know about Gen Z!

Reach younger consumers where they are

Many young consumers don’t know a life without a continuous internet connection. Most of Generation Z can’t even remember life without social media. Over 91 percent of Gen Z already having a digital footprint and 98 percent own a smartphone. So pretty much everyone.

With Snapchat, TikTok and Instagram, young people share their lives on the web already. They are used to bite-size pieces of information and like to express themselves the same way. Short, snappy audiovisual content, such as self-recorded videos, are a great way to engage them.

Young consumers record selfie videos all the time

Self-recorded video is growing in popularity. Video creation and storytelling is everywhere.  TikTok and Instagram Reel dances are common among younger consumers. Everyone can and does now share their story, from anywhere in the world from their phones. There’s even an Instagram account called “Influencers in the Wild” now that chronicles people taking videos of themselves.

In recent years, platforms such as Voxpopme have been able to leverage this shift in communication habits to benefit market research. We’ve added structure to the way video feedback can be captured, analyzed and shared within companies.

Read next: All participants shared their feedback via selfie video in this Black Friday study

Make communications fun for younger consumers

Young people today love to share their lives on the web. They are confident using video. Millions of people use Snapchat and Instagram Stories daily. 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 alternative is a long survey or a 30-minute face-to-face interview in a specific location.

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 convenient.

Incentivize them

People – and that includes younger consumers – want to be incentivized for their time and input. That’s why we pay participants in our online communities for their video survey responses.

Don’t waste their time

Younger consumers have grown up with technology and high-speed internet, and as a result, they expect things to work right now. This generation shares and receives information instantly – and they can lose interest just as fast too. That can mean they have no time for lengthy surveys.

Survey fatigue is a real and growing challenge in the market research industry. If other generations are struggling to complete exhaustive 30-plus question surveys, you’ve got even less of a chance of young people doing so.

Read next: How to help your consumers overcome survey fatigue

Lengthy surveys are built with good intentions, but in reality, they are pretty restrictive. The effort required to type out and edit complex feelings can result in responses of just three or four words and little or no storytelling.

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 percent 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.

Empower consumers

Video market research can empower younger consumers. They can express themselves and ensures they feel heard by you. Consumers also often say more on video than they would have typed out in response to an open-ended question.

Your customers need to believe their feedback makes a difference. Otherwise, why does it even matter? Video surveys make 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.

Read next: How market research technology helps with customer-centricity

The decreasing cost to reach consumers through video

Video Research AnalyticsToday’s technology enables you to capture hundreds of videos from your target audience in 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 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. 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.

Read next: Getting leadership support — and keeping it — for internal market research


To reach younger consumers meet them where they are. Often that’s on their phones. Many times it’s communicating through video. Why not ask them to give you feedback that same way?

Like this article? Read more like it here.

Are you keeping up with digital transformation of insights?

The digital transformation of feedback is at the heart of success for brands. Without feedback in general, 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
  • other antiquated methods

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 evolve.

  • Wider availability of fast, reliable internet: 93.5% of the United Statess now has access to broadband, and many regions have access to even faster internet. Surveys can easily digitally reach consumers. 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 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 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.

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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 does in certain circumstances. 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 a while. In the age of widespread high-speed internet, things need to move quickly and be more convenient.

Read next: The speed of online focus groups is how fast?

Quantitative data has its place. Understanding general behavior and opinions is helpful. 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 of 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. And easy. But while this feedback revolution is possible, is it actually happening?

Feedback flashback: Responses across industries

Feedback is changing in different ways within  different industries. Let’s take a look at several industries and how feedback used to be handled and how it’s managed now.


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 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.

Read next: Read what a BET executive said about feedback

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 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 and 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.

Read next: To run an omnichannel customer experience strategy you have to know where customers are

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. It 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.

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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 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.

Read next: Why you need centralized data to help your brand be more customer-centric

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 techniques keep up with the pace of change

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 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. 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.

Read next: How a customer experience program can help your business

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 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.

Read next: Technology needs assessment: How to pick the right tech for your market research

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.

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Video market research studies: A beginner’s guide to reach more consumers – quicker

Video market research studies are a powerful tool that gives consumers an easy way to share opinions with brands likes yours.

Using global video market research also gives brands access to customer feedback from basically anywhere. That hasn’t always been the case video market research studies have previously been geographically restrictive.

In the past, researchers needed a camera, maybe even a crew, to capture customer insights through video. Those 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. It was seen as time-consuming, expensive, and with a limited reach. Powerful responses, yes – but dynamic, global studies? Not so much.

Thanks to technology, things have changed. Researchers can now run global video studies from anywhere. Feedback is captured straight from consumers’ digital devices, anytime and anywhere in the world. Businesses can 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 leaving the office.

Sound good? Here’s how you can run global video market research studies…

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Identify your audience

Decide in which markets you want to conduct your video market research.  If you are looking to at different markets, you’ll need to decide how many territories. Next, decide how many video participants you need per market.

You can approach this by inviting your existing community and customer groups. Or recruit respondents through a panel partner. 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 market research into your global surveys

You can collect videos alongside, within or after a survey to boost the impact of your results. To set up agile qualitative studies, you can easily bring the voice of the customer to your data. That means you can sit back and collect hundreds of videos from all over the world.

Video market research offers a number of capture solutions:


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.

On-Demand Communities

With Voxpopme’s mobile app communities, you can capture hundreds of videos from your target audience. Those include analysis – in less than an hour. That means it’s perfect for

Offline App

Voxpopme’s offline solution allows the seamless collection of video in environments with no connection. That makes 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.


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.

Videos in the Voxpopme platform are instantly transcribed, time-coded and checked for quality. There’s an array of tools to quickly find the best and most relevant responses.

Search tools allow you to filter responses by keyword or variables such as:

  • date
  • age
  • location

Sentiment charts and word clouds allow you to explore responses even further. Thematic analysis automatically organizes your content into key phrases and topics. You can 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.

Sentiment analysis is also available to help you categorize video content by respondents’ feelings. That means you can understand the sentiment behind every sentence. You can also view sentiment at the theme level.

Videos can be transcribed and translated for more than 80 supported languages.

Sharing video research results with your global team

Once your video has been analyzed, you can select, customize and share your most compelling consumer stories with your stakeholders.

Use editing tools to subtitle responses in any language so you can piece together snippets and overlay a common language that can be used across your business.

Read next: Getting leadership support — and keeping it — for internal market research

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. Simply hit “generate” and share by embedding your showreel into your next report or presentation.

You can also set up a private, password-protected landing page and share your edited showreel using the  link.

Global video market research studies aren’t daunting anymore. Video insight platforms have ensured that it’s easier than ever to reach respondents around the world.

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The ultimate video market research project checklist

Video market research technology helps you see the people behind the data. That’s important, because how can you offer great products to somebody if you don’t know much about them?

Megan Kehr, an insights pro at PepsiCo, used the gift analogy to bring this point home.

Getting closer to customers

Thanks to the automation of video feedback, in just a few clicks, you can now get closer to your customers in no time. Solutions like Voxpopme have turned video into a quick-turn, end-to-end solution. We discussed how to become a qual video power user before. In this article, I want to share a video market research project list with you.

Your video market research project checklist

1. Planning your video market research project

Start with a project outline and determine your research objectives.

Set clear goals from the beginning to make sure the insight you collect help reach the goal.

Decide what kind of research to conduct, for example:

  • Agile qualitative research
  • Collect video within quantitative studies

Both can be achieved with Voxpopme and video surveys.

For quantitative researchers

Video open-ends can be integrated directly into surveys, communities, websites and more. Collect videos from consumers in the platforms you already use like:

  • Zappi
  • SurveyGizmo
  • Qualtrics
  • Decipher
  • FuelCycle

Rick Kelly market research technology speedThis process can help you keep up with the speed of modern research.

For qualitative researchers

The right technology completes studies up in a fraction of the time from traditional approaches.

Read next: Technology needs assessment: How to pick the right tech for your market research

Consumers can share candid videos from wherever you need them. Your shopalongs can now be self-recorded by consumers as they explore stores and products.

They can show how they interact with your products in their home –  without the influence of a moderator or videographer.

2. Question format and customizations

Determine the questions you want to ask and determine whether:

  • they are standalone video questions
  • you are adding video questions to an existing survey
  • you are building a new survey with video scripted in.

Determine how many videos you want per respondent, as well as whether there are any specific tasks you need them to undertake and why. For example, Valentine’s Day campaign, we asked respondents to:

  • Pick their favorite brand
  • Write a love letter to the brand
  • Read the letter on camera

Open questions encourage respondents to express themselves in more depth than closed questions.

Make the pre-recording instructions as clear as possible so respondents. Especially if you have specific tasks (shopalongs, product purchases, concepts to review).

3. Target audience

Decide which audience should answer your questions.

  • Is there any screening criteria you need to use?
  • What are the required quotas?
  • How many territories are needed?
  • How many participants per market?

4. Timeline 

Video survey projects can move quickly and I’ve finished one in just a few hours – like this one for for National Honesty Day.

But timelines tend to vary depending on your chosen audience, the volume of videos required, the type of video study you conduct and more.

For instance, single market projects with on-demand video feedback communities, or general population samples can complete in hours. That includes videos collected and analyzed.

Read next: How does sentiment analysis help in my video research?

If you require a niche sample and plan to collect videos in multiple markets or multiple languages, it would take longer.

5. Budget 

Consider budget for video responses plus possible recruitment fees for panel partners. If you’re running a multi-market study check translation costs for the required videos, and if you’ve ordered additional custom reports, showreels or analysis beyond the tools that are available in your chosen video insight platform you’ll need to factor in those costs too.

When thinking about the budget for the overall project you may also want to consider the cost of incentives – should you plan to use them. For example, if you’ve set a particularly extensive task, additional incentives can provide the appropriate compensation for the level effort required from your respondents. Take a moment prior to your project to work with your video insight vendor and evaluate whether or not additional incentives would help assist the successful delivery of your project.

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How does sentiment analysis help in my video research?

With today’s end-to-end video research tools,  you don’t need to spend hours searching for answers or painstakingly noting down time-codes to understand sentiment.

Instead, advanced, automated analytics such as theme coding and sentiment analysis empower researchers like you to automate the process. This allows you to quickly understand shared sentiments and consistent themes across hundreds of videos and hours of content. Where’s the easy button?

What does that mean for you? You can make informed, customer-centric decisions faster.

Read next: Getting leadership support — and keeping it — for internal market research

What is automated sentiment analysis?

Sentiment analysis is a video analytics tool available within Voxpopme that is designed to bring you closer to your customers’ feelings towards your products, services and ads. It works by reviewing every sentence of each video uploaded. It determines whether it is positive, negative or neutral and giving it an associated score. With this you can understand the sentiment behind every single sentence, in every single video response and understand the subtle nuances of every comment.

It auto-categorizes content by respondents’ feelings and allows you to effortlessly explore sentiment across wider themes. It’s the ideal blend of human and machine analysis, removing the margin for human error in the categorization stage but still allowing you to pull out the video snippets that are most informative within a category. Essentially, it means you can build an understanding of sentiment without the human biases that are often present in manual analysis, while at the same time vastly increasing speed, scalability, and accuracy. Basically, it allows you to spend less time searching and more time telling stories that resonate – bringing you closer to what your customers think than ever before.

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How sentiment analysis works

Automated analytics can be added to video of any length using an end-to-end video insight platform like Voxpopme. That can include:

  • short form content recorded by consumers
  • existing long-form content (such as focus groups or IDIs)

IBM Watson powers the sentiment analysis and uses machine learning and natural language processing to identify the underlying sentiment.

Sentiment analysis processes the transcribed text and determines whether a sentence is positive, negative or neutral. It then scores each sentence within the transcript between -1 (negative) and +1 (positive) with 95% accuracy.

Sentence-level sentiment means you can identify how respondents answer each of your questions. You can associate attitudes with every sentence for a thorough understanding.

You can view the percentage breakdown of sentiment via interactive bar charts, showing the percentage of positive, neutral and negative responses for a quick and easy overview of the sentiment breakdown:Sentence Level Sentiment Analysis

Automated theme coding demonstrates the sentiment breakdown of each theme discussed within your videos. The sentiment chart for each theme will give you an instant indication of how respondents are discussing each theme, as well as looking at the percentage breakdown of sentiment for each theme.

Sentiment analysis helps you go from:

“63 percent of  respondents mentioned quality”


“63 percent of respondents spoke positively when talking about the quality of our brand”Sentiment analysis overview

The benefits of sentiment analysis

Categorizing content by sentiment can build a deeper understanding of large volumes of video. And in less time. That helps you stablish usable insights.

And you can do all this without having to trawl through endless video responses or surveys to do so. Just think of the amount of manual analysis time saved!

Read next: Why you need centralized data to help your brand be more customer-centric

Next, you can easily create powerful showreels telling customer-centric stories.

To sum up, sentiment analysis means you can determine exactly how your customers answer your questions by associating attitudes with every single sentence of their responses. By creating a sortable and searchable picture of how your customers answer each question, you can get to the bottom of what they really think so you can quickly find the insights you need to deliver a much bigger, clearer picture and make informed decisions – fast.

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How Voxpopme power users get the most out of this qualitative research software

Voxpopme is a qualitative research software that helps you make insights easy. We do that through the use of video surveys. The technology is easy to use and Voxpopme power users follow these steps to get the most out of this qualitative research software.

Read next: How to use video surveys for market research

No. 1: Capture Tools in your qualitative research software

The capture tool helps you reach consumers where they are. That makes giving feedback easier for them.

Technology has evolved video into something of a quant/qual hybrid for the modern researcher.  The different options available include:

  • Embed: Add video open-ends to new or existing surveys to capture feedback from any consumer device.
  • On-demand Communities: You can capture hundreds of videos from your target audience – including analysis – in less than an hour.
  • Upload: You can use our simple uploader or API to get your existing content into the platform for analysis. That includes short video open-ends or lengthy focus groups and IDIs.
  • Offline App: Voxpopme’s offline solution allows the seamless collection of video in environments with no connection. Once the capture is finished, sync back to the platform when an internet connection is established.

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No. 2: Simple Response Views

Once logged into your qualitative research software you’ll see the Responses View. This is the home of all the video responses in the project. It’s easy to see Responses View as the bread and butter of analysis of qualitative research software. There’s no need to manually transcribe and time-code video content.

Transcription technology

Lightning quick, time-coded transcription is available just minutes after a response is recorded. This ‘small’ step powers all that comes after.

Advanced search and filter

You can filter and search this qualitative research software by:

  • date range
  • keyword
  • age
  • gender
  • custom tags
  • any other data that you’ve passed through to Voxpopme

These searches will help you discover critical insights in a matter of seconds.

No. 3 – Theme Explorer


Theme Explorer saves time by searching for consistent themes and topics. It’s an advanced thematic analysis tool, It instantly identifies keywords and phrases from a project.

It takes you straight to the video snippets where respondents mention your chosen theme. At a glance, you can see how many mentions a specific theme has. And by how many respondents. That helps you recognize how big of a deal a specific topic is to your customers.

With Theme Explorer, you can spend less time searching for answers and more time telling better stories. You can automatically put entire themes into showreels within Theme Explorer.

No. 4: Go deeper with sentiment analytics

Sentiment analytics automates sentence-level sentiment. This functionality is powered by IBM Watson. It helps you categorize video content by respondents’ true feelings.

You can understand the sentiment behind every single sentence. And you can combine the Theme Explorer with Sentiment Analytics. This helps you see where your brand delights your customers.

No. 5 Showreel Generator: Share the real human story in your next presentation

The Showreel Generator creates snippets, adds them to lists and creates shareable showreels from responses.

In showreels, you can:

  • Add image slides to stamp your brand’s look and feel
  • Add text frames to build a narrative for executive audiences
  • Overlay subtitles and captions
  • Re-order and refine snippets to craft the perfect story
  • Add music

Read next: Getting leadership support — and keeping it — for internal market research

As an example, here’s a Showreel from our National Honesty Day campaign.

With all these tips in mind, you can get your latest customer stories in front of key stakeholders. Easy enough, right?

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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,, 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.