3 ways video can humanize market research

Sometimes, the research we do isn’t always the research we need. In today’s modern, data-filled world, we’re all suffering from some form of information overload. On average we receive fives times more information than we did in 1986. And senior executives in every business have to juggle data from a plethora of sources and departments every single day.

Sadly, this leaves researchers competing against a ton of other data sets that can all make valid contributions to the future direction of our businesses. As a result, our hard work can often go unintentionally ignored. In response, we typically work even harder to unearth yet more facts and figures to take back to our boardrooms. However, more and more facts and figures don’t help us stand out against the barrage of data thrown at executives.

Instead, research today should be about more than just scales and scores. If we want to capture meaningful stories that resonate with internal stakeholders, we must look to humanize our data. That’s exactly where video comes in. In order to drive change and stay ahead of the competition, brands need to see things from the customer’s perspective by getting to know the people behind the data. We must grab attention with engaging insight to ensure our businesses make informed decisions – and video market research platforms can help you do precisely that by enabling you to capture, analyze and share customer-recorded video feedback.

The power of video

Video market research can help companies humanize their research and get to the bottom of what really drives customer opinions and decisions. In fact, video is the single most powerful way to deliver real human feedback, giving you unrivaled access to how your customers feel about your brand, products, and services. What’s more, with modern video research platforms, it’s possible to capture this feedback at scale, in short, self-recorded videos from consumers anywhere in the world – without having to leave your desk.

The beauty of this agile approach to video is that it goes beyond scores, collecting the real voice of your customers, in their own words – giving you the story behind the statistics. So rather than sharing more numbers for your stakeholders to crunch, you can instead use video to humanize your research and add context to your data. In doing so, you can deliver impactful, convincing and memorable stories that drive real change. So, without further ado, here are 3 simple ways video can help you to humanize your data…

1. Video captivates your respondents

Today’s customers are tired of completing exhaustive 30+ question surveys. Instead, they are choosing to communicate with video more and more. Video is fast becoming their go-to tool for communicating socially and, more importantly, when engaging with companies. It’s pretty easy to see why video is so popular: it’s fun, quick and easy to use – so when you provide people with a video feedback question, it offers an engaging way for them to share their experience and feel better connected to your brand. But that’s not all. Additionally, video empowers your customers to show emotion and express themselves visually and verbally.

Not only that but as opposed to more time consuming traditional methods it can also easily fit in around respondents’ busy lives, making it much easier for them to quickly share their stories and go beyond the constraints of closed-ended questions or typical textboxes. They can record video anytime, anyplace, from their preferred digital device – meaning in-depth stories can be shared with ease.

And because it’s much more personal, it also adds a human aspect to communication, allowing respondents to portray emotion through body language and facial expressions that you couldn’t possibly understand using more traditional methods. All in all, video market research gives you the rich insights you need to understand what’s driving consumer’s preferences, motivations, and decisions.

2. Video allows you to get to know your customers

Using video to uncover real human stories means you can give context to your data, get closer to what people think and make informed customer-centric decisions. A typical video response is six to eight times longer than a text-based response, which means that in just a matter of clicks you can use video to see what your customers truly think, feel and do – and see real human responses. It goes beyond typical survey questions by looking at things with a qualitative lens – offering much greater detail than rating scales (Likert, Graphic, Semantic) or scores (NPS, CSAT, PSAT) alone.

The result? You can get to know real customers at scale and understand the why behind the what – accessing multi-dimensional layers of insight that aren’t achievable with data alone. Video market research cuts through the noise to obtain raw, unfiltered context so you can better understand your customers’ true feelings. Moreover, by increasing customer closeness, it also allows you to add depth, emotion, and authenticity to your data and build real human connections between the people within your organization and your customers.

3. Video engages your stakeholders with powerful stories

Video isn’t just good for engaging with your consumers. By humanizing your research, you can also drive change and increase influence amongst key stakeholders with memorable customer stories. By using agile video market research, you can bring your data to life by putting the human element back into your charts and metrics. In end-to-end video research platforms, once your data is collected, industry-leading analytics will find compelling insights in just seconds by using transcription, sentiment, and theme-coding to discover customer stories. Then intuitive editing tools will help you turn these into powerful, ready-to-share showreels. That means you can engage your stakeholders with compelling human stories and bring depth, context, emotion, and authenticity to the C-Suite to drive action and change.

In conclusion, video enables you to find out exactly what your customers think and feel. It allows you to amplify the consumer’s voice while observing verbal and nonverbal cues to bring their perspectives to life. Humanizing your research in this way results in a ripple effect across your entire organization all the way to the C-Suite, so you can drive essential stakeholder engagement and start to make crucial improvements and customer-centric decisions.

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