Expectations now sky-high as research tools evolve

The rise of big data analytics has enabled businesses to glean deeper insights, but clients now want faster, cheaper and more innovative research. It is not surprising to learn then that the industry has changed radically over the last ten years as the rise of big data analytics, new technology solutions and an increasing tendency to in-source research have reshaped the way operators do business.

How This Martech CEO Is Using Agile Video To Fuel The Future Of Qualitative Market Research

Today’s market research industry is being disrupted on nearly every level. CMOs who previously relied on rapid mass quantitative data collection now know these statistics lack the qualitative insight needed to establish lasting, meaningful connections with consumers facing exponentially more choices every day. However, within the past few years, a growing and evolving stack of agile martech platforms have begun offering companies the ability to solicit real-time, scalable, qualitative consumer insights with measurable increases in ROI.

Interview with Dave Carruthers, Founder and CEO, Voxpopme

Tell us about your role and journey into technology. What made you start Voxpopme?

Since starting my career, I’ve immersed myself in all things digital — enabling me to be involved in developing high-growth technology businesses for over 15 years. I started Voxpopme in 2013 as a project within my digital and mobile design agency, initially, launching the Voxpopme app to collect authentic video-based feedback for our clients from an on-demand community.

After sharing some of these consumer-recorded video responses from this community with the likes of the BBC and McDonalds, my co-founders and I realized the huge appetite for real stories in a world that is inundated with emotionless data. Since then, we’ve spent our time automating and optimizing video insight and analytics while building an agile, scaleable video solution for global brands.

What is Voxpopme and how does it fit into a modern CMO’s marketing technology stack?

Voxpopme is the market-leading video insight platform. We help businesses see the people behind the data with video to drive real customer-centric decision making. Our unique technology lets you capture customer-recorded video feedback at speed, analyze at scale, and share with ease.

Video responses can be collected by integrating video open-ended questions into new or existing surveys, or by using Voxpopme’s specialist apps and communities. Then our automated analytics and sharing tools help you find and share the most insightful snippets of feedback and disseminate them throughout your entire organization.

For the modern CMO, Voxpopme brings research and customer experience programs to life by adding unrivaled depth to traditional text-based feedback. As a result, every data point you rely on to make decisions can be backed up by the real human story behind it. This puts actual customers into the C-Suite — removing the brand-customer disconnect that is considered so problematic in many of today’s businesses.

What is the current state of the Video Intelligence industry? How do you prepare for the disruptions arising from maturity of Data Science, Customer Intelligence, and AI/ML?

Video Intelligence has gone from a fringe solution to mass adoption in a few short years. Voxpopme is an enterprise-level video solution for clients such as MicrosoftClorox and Verizon. As such, it’s fair to say the technology is more than mature enough for its core user-base. Disruptions from Data Science and Customer Intelligence actually complement the rise of agile video as the combination of human video feedback alongside a robust quantitative data set makes for a rich, rounded understanding of consumers’ preferences, habits and motivations. As for AI and ML, these present huge opportunities for video research within the existing platforms. For instance, AI enables real-time video chatbots to evolve the Q&A process of video feedback by prompting customers to expand on feedback in real-time — adding yet more insightful commentary in a video response.

How do you see companies such as Adobe, Salesforce, SAP and Oracle raising the bar of Video Intelligence industry? How do you compete and integrate with these?

These leaders in technology could enhance the Video Intelligence industry in any number of ways. First and foremost, through the adoption of existing tech. They all have customers and a vast number of employees that they’d like to build a better understanding of — agile video insight can help them achieve that. But, more importantly, integrations with these companies could build powerful technology partnerships.

Salesforce enables their clients to survey customers with traditional online surveys, but integrating video into that offering would vastly increase the reach of video and the depth of data that their clients can gather about the customers in their CRM. Companies such as Oracle present exciting opportunities when it comes to Machine Learning and AI where integrations into Voxpopme could help extract even more insight from videos shared by consumers. Our current integration of IBM Watson for video sentiment analysis is a great example of the possibilities here.

Finally, companies such as Adobe set the bar for creative software — theoretically, there would be nothing stopping the integration of premiere pro calibre video editing tools into Voxpopme’s platform to help bring stories to life. Although, the existing editing tools we have in place are designed to make video showreel creation intuitive, even for a first-time user, so that would have to be taken into consideration. The list of opportunities could go on.

Which Marketing and Sales Automation tools and technologies do you currently use?

We’re going through an interesting transition right now. We’ve had three great years using HubSpot’s marketing and CRM platform. It has been a great tool for delivering our digital campaigns during those crucial growth stages. However, as our client base has grown exponentially, we’re in need of more robust sales analytics and a more sophisticated sales CRM. So, we are about to kick-off our next stage of growth on Salesforce. Although a CRM transition is a lot of work, the teams here are hugely excited about this platform migration.

What are the core tenets of your business development model? How does Voxpopme add value to digital transformation journeys for businesses?

Our business development model centres on delivering long-term value to our clients and partners. With an agile approach to video, we’re able to provide unrivaled access to rich customer stories. In the past, it would’ve taken weeks to capture and analyze the rich qualitative content we’re serving to them, but our automation and optimization of video insight and analysis means they can truly digitize and scale this process.

The appetite for video is growing astronomically and, as a result, we’ve been able to foster long-term, subscription-based programs with many of the Fortune 500 — enabling them to collect video insight about products, services, advertisements, branding and more. Voxpopme’s approach sits in the sweet spot between quant and qual, meaning entire companies can build a better understanding of customers that goes deeper than traditional quant metrics, without the hassle factors associated with traditional video research.

How often do you measure the performance of your Marketing Analytics and Sales Reporting?

We measure Sales and Marketing performance daily and report weekly. Things move so quickly in a modern business such as Voxpopme that we need to have a handle on all essential KPIs to ensure we clearly understand the activities that are driving the business forward. Our heavy metrics-based management approach was also a big factor in our decision to migrate from HubSpot to Salesforce.

What are your predictions on the most impactful disruptions in Marketing Operations for 2018-2020?

It’s probably not the most glamorous, but GDPR is already having a massive impact on Marketing Operations. It’s the most significant change to data privacy policies for decades (at least in the EU), so it’s inevitable that it will have a huge impact as companies adjust to the new regulations in play.

What startups in the technology industry are you watching keenly right now?

In the marketing insights industry, there are some fascinating businesses turning traditional research approaches on their head — these include the likes of Zappi and Affectiva to name just a few. Outside of our space, there are a ton of startups I admire, but as a creator of a B2B SaaS business, I always feel a strong affinity towards SaaS platforms that solve real headaches in the workplace. Tools such as Slackand Trello make Voxpopme so much more efficient — if you can still class them as startups.

Could you tell us about an outstanding digital campaign at Voxpopme? 

It’s hard to boil it down to just one campaign as our marketing team is focused on inbound/content marketing, which has delivered massive returns. The impact of all effort is measured by analyzing web and demo conversions, as well as how effectively they nurture prospects through the sales funnel. Overall, our marketing team is a lead generation and nurturing machine, and that’s our focus — attracting prospects to our site and ensuring existing clients feel the “Voxpopme love” through really engaging content.

How do you prepare for an AI-centric world as a business leader?

Like any other field that will impact lives and businesses, it’s going to be essential to develop a solid knowledge base for the ever-growing influence of AI. It’s a field that is going to have a significant impact on all businesses so I tend to research in several formats by listening to podcasts, reading books and blog posts, and even attend AI-centric presentations. We put a lot of resources into the R&D for our platform and exploring where AI fits into our technology stack is already a priority. We also keep our eyes on the companies doing amazing things with AI to see if integration opportunities may exist.

How do you inspire your people to work with technology?

We encourage the team to utilize technology where it improves performance and put trust in them to find solutions that make us more productive or enhance the services we can provide our clients. We’re big advocates of continuous learning too. We facilitate this by encouraging employees to pick the tools and technologies they wish to learn and help them access this and give them the resources they need to do so — be that time or money.

One word that best describes how you work.

Driven.

What apps/software/tools can’t you live without?

Slack has to be the most critical internal communication tool in our business. I also have a pretty intensive travel schedule for business, so I’d say Google Flights and Airbnb have to be up there too.

What’s your smartest work-related shortcut or productivity hack?

I’m a fan of the Pomodoro technique to get key tasks over the line. As a founder, there is an ever-expanding list of items to work on but it’s counter-productive to hop between tasks at a frantic pace continually. If something really needs pushing over the line, I’ll set a 25-minute timer and get cracking.

What are you currently reading?

I’m fascinated with content about entrepreneurship, technology, and finance, but I’ll consume these in a variety of ways. I enjoy reading books, reports and e-books but when I’m on the move, either out running or in the gym, I’ve found audiobooks and podcasts a great way to consume yet more content. So my last ‘book’ was an audiobook  — Venture Deals by Brad Feld and Jason Mendelson. It’s a great book for anyone raising venture capital, at any stage

What’s the best advice you’ve ever received?

This is a real tough one. I’ve had some incredible mentors and close friends to help me during my entrepreneurial journey. So, I’ll go with the most recent, but perhaps most impactful piece of advice from my friend and mentor Lonnie Mayne, Founder of Red Shoes Living.

After an extensive period of non-stop work and work-based travel while trying to ‘crush it’ for Voxpopme, I hit a bit of a wall. Lonnie advised me that the work-work lifestyle I’d been adopting for quite some time was unsustainable and wasn’t optimal for the business. He suggested I re-balance things before I lose family and friends by prioritizing work above all else. While it was tough to swallow, Lonnie helped me reflect on where I spend my time and restructure my hectic travel schedule while putting more trust in the awesome team we’ve built at Voxpopme. This has significantly improved the work-life balance I have, benefiting both personal and professional relationships as they all get the time and attention they need from me.

Something you do better than others — the secret of your success?

It’s hard to say I do this better than anyone else, but I’m a massive advocate of trusting the team you’ve built to do awesome work. Sometimes, as a CEO, it can be hard to let go of certain roles and tasks but if you hire incredible people and put your faith in them to deliver, they typically exceed expectations.

Tag the one person (or more) in the industry whose answers to these questions you would love to read:

 Ryan Smith, Qualtrics CEO

Thank you, Dave! That was fun and hope to see you back on MarTech Series soon

Microsoft & Voxpopme: Powering Successful Ad Campaigns with Agile Video Insights

Microsoft teamed up with Voxpopme to identify influencer personalities that would resonate best with consumers for their ‘Real People’ advertising campaign.

Research Challenge

Microsoft has always been well aware of the influence research should have on the advertising process – running ad copy testing and in-market campaign tracking. However, for the global rollout of the company’s flagship ‘Real People’ campaign, the technology giant wanted to get closer than ever to consumers, sooner in the creative lifecycle, to choose the characters best-placed to showcase the innovation and power of Windows for PCs.

Both the research and ad teams at Microsoft wanted to know whether the talent options they’d chosen as their real people would resonate with consumers. Would viewers identify with the personalities of the people they planned to feature in their ads? Are their stories relatable?

 

Research Solution

To get these answers, and determine which characters would make ad campaigns most appealing, Microsoft partnered with Voxpopme to go beyond traditional quant research with agile qual.

The ad campaign was being carefully crafted to offer a glimpse into real stories from people doing work across industries and show how they each use Microsoft products to power their work and passions.

With Voxpopme’s end-to-end ‘Video Feedback’ solution, Microsoft was able to begin deeply exploring internal theories about character performance and determine whom they should feature in the ad campaigns. To test options, Microsoft shared screening videos with consumers, asking them to watch the lives and work of these amazing people.

Immediately after watching, respondents were asked to leave self-recorded videos describing their initial reactions to the person and their story. Next, Microsoft’s research team was able to leverage the automated video analytics in Voxpopme’s platform, instantly exploring all of the content collected by searching and filtering transcripts, key themes, and sentiment associated with the characters.

 

Client Result

Microsoft’s researchers used Voxpopme’s built-in editing tools to share this feedback with their ad team and agency – giving them more power to make decisions and cast the people they wanted in their ads based on the consumer story.

Two characters stood out as Microsoft had been considering using one for the US campaign and another for international markets. However, with the enhanced advertising insight delivered by consumer-recorded video, the researchers were able to highlight the strength of ‘Katherine’ – the character planned for international markets – demonstrating how well she connected with critical audiences. The result: Katherine was used in both domestic and global campaigns.

The additional context enabled Microsoft to optimise the ad content to avoid distraction from the campaign message. Furthermore, post-campaign testing showed how influential Katherine was with the final ad landing in the top percentile of ads tested within Microsoft’s ‘Real People’ campaign.

”In addition to helping us choose the right talent for our ads, we obtained additional context through the video feedback. This gave us some information we didn’t even know we needed – we also saw some initial hints at things that could easily derail the spot” commented Anne Sedgwick, Senior Research Manager at Microsoft.

While the research results can’t take credit for the stellar ad production, it’s no surprise that deeper insights and listening to the voice of the customer earlier in the creative lifecycle deliver content that outperforms typical advertisements, norms, and benchmarks.


Featuring case studies from ‘GRIT Top 50 Most Innovative’ companies, Insights That Work is your ultimate guide to understanding the process of producing pivotal insights with impactful business results. Download Insights That Work to read more case studies.

When Big Brands Take Social Stances: An In-Depth Analysis of Nike’s Colin Kaepernick Ad

Nike’s recent “Dream Crazy” ad with Colin Kaepernick went viral and sparked emotions, leading some to applaud Nike’s campaign and others to burn their shoes with the swoosh. Zappi & Voxpopme analyzed the benefits and drawbacks of the socially divisive campaign.

Editor’s Note: The new Nike campaign has been a hot topic since it was released last week, and not just in the world of marketing and insights. It was topic on my personal Facebook feed, with many research pros working to understand the strategy behind a campaign that at first seemed to be having a negative impact on the brand and stock valuation (both of which seemed to have bounced back after a few days) , so I asked my friends at Zappi and Voxpopme to field a study ourselves to understand the dynamics of the campaign among a general population. We launched the study at 5 pm ET on Thursday 9/6, and the survey and reports were complete by 9 am ET on 9/7.

The results are illuminating and help validate why a marketing powerhouse like Nike may have chosen a bit of the gamble with this campaign; the overall positives outweigh the marginal negatives, among some segments. 

This campaign will likely continue to drive discussion on multiple levels, but this study puts to rest one argument; Nike did indeed know what they were doing and found a winner because these data confirm it.

Thanks to Zappi and Voxpopme for pitching in so quickly to help us explore this topic!


Since Nike released an ad featuring Colin Kaepernick last week, their stock has dropped and risen again, Nike shoes were burnt, a city mayor banned Nike products, even Donald Trump weighed in on Twitter.  And sales increased 31%. The ad was featured in the New York Times, People, and CNN among others.

Nike aired the ad on Thursday, September 6th, 2018 during the third quarter of the NFL season opener featuring former quarterback Colin Kaepernick. Kaepernick has been a polarizing figure since becoming the first NFL player to stage protests over racial injustice during pregame performances of the national anthem.

Though the most recent socially divisive ad to face American audiences, Nike’s is not the first. From Target’s move away from gender-based signs to 84 Lumber’s 2017 Super Bowl Ad, socially divisive promotion has become a way of increasing virality, generating brand awareness, and promoting political beliefs.

Naturally, this has several obvious benefits and drawbacks. While it increases ties to those that support the message, it risks long-term alienation from detractors, as well as political boycotts and action from activists against the cause.

This raises the question; is creating this kind of ad a smart move for brands?

Zappi in partnership with Voxpopme tested the Colin Kaepernick ad on its automated consumer insights platform. The video ad was put through a second-by-second analysis to determine the effect the ad will have on the brand as well as how it stacks up compared to other socially driven ads. The ad was tested on over 500 people in the US and results were analyzed as a whole, by political party, by ethnicity, income, and athletic apparel purchasers. Of respondents, 39% identified as Democrats and 34% identified as Republicans.

The overall response to the message of the ad was overwhelmingly positive, even from the respondents who didn’t agree with the Colin Kaepernick partnership.  Some key themes that emerged from the video responses:

  • Inspirational
  • Believing
  • Dreams

Click here to see the people behind the data who found the ad inspirational

 

Do those supporting the ad outweigh those disliking the ad?

In short, yes. You can see in the image below. This ad performed above norms for all categories other than behavior change.

  • Motivational and Inspirational are big wins overall
  • Unethical, sad, exploiting: all these attract less than 10% association, and even positive words like patriotic and ethical are low on the list. More people have left the politics behind and played back human reactions – motivational, inspirational, memorable, happy, relatable, and so on.
  • This ad over-indexes on thoughtful and love. Also happy, excited, peaceful.
  • Beyond that, there are no notable swings. Uncool, disgust, hate: these aren’t far from the norm.

 

Does this ad work for Nike’s target audience?

It depends. Of all segments, this ad performed the best with Democrats above other political affiliations. Democrats like it more than Republicans: 80% Lovers (lovers are those who rated the ad between 8 and 10 on a love/hate scale) vs. 59%. Here’s a comparison of the reactions between the main parties.

  • Democrats are more inspired and think it’s more memorable or happy
  • Democrats find it relatable and think it’s for people like them
  • Republicans think it’s much more exploitative and unethical
  • Republicans see it as more political and aggravating

Filter this to black/African Americans and the number one positive driver is ‘for people like me’. Looking at behavior change, number one is ‘relatable’ and two is again ‘for people like me. Of the sample, 67% is white and 17% percent is black.  Black Americans love this ad more than anyone at (86%), Very high volumes of black Americans find this ad relatable (52%) and made for people like theme (39%).

Lovers (if you have bought Nike in the past year) is at 77% and 63% if not.

We asked specifically about the Kaepernick partnership and how that affects consumers perception of the Nike brand.

  • 42.7% said it improves their perception of the brand
  • 36% said their perception stays the same
  • 21.3% said the ad and partnership with Colin Kaepernick detracts from their perception of Nike

Click here to see the people behind the data who stated the ad detracts from their perception of the Nike brand

 

How will the ad ultimately affect purchase intent?

It seems the only way Nike is going is up. Respondents noted the ad will encourage them to purchase Nike products more, given how inspired they were by the message.

Even of those that said it detracted from their perception of the Nike brand, only about ⅓ said they would not purchase Nike as a result.  The others, while disagreeing with the partnership or thinking it will hurt the brand, specifically say they will continue to buy despite their feelings. 

Click here to see the people behind the data who will continue to purchase, despite their negative feelings about the ad

Summary of Results

  • The Nike ad performs significantly above norms in all other key metrics (brand feeling, brand linkage, claims, overall appeal, relevance, unique and difference, viral likelihood) – this is a successful ad for the masses
  • More than 40% of people give this ad a 10/10 on the love/hate scale
  • Haters (selected 0-4 on the love/hate scale) are slightly lower than average, but this isn’t significant. Almost half of all Haters give this a score of 0, generating some extreme kick back in a small slice of the audience.

This would have been a powerful ad with or without Kaepernick’s inclusion, as you can see by the second-by-second reaction.  When looking at the video feedback, most respondents didn’t even mention the controversy of Nike’s partnership with Kaepernick; the focus was primarily on the “dream big” inspirational message of the ad.

The second Kaepernick comes on screen, a division in those watching the ad occurs. One could argue this is a sign that the ad should not be published as it’s alienating a portion of its buyer base (in this case Republicans). However, it looks like the divisive reaction is precisely what actually made the ad stand out and become viral.

Platform provides brands with consumer-led video feedback: Q&A

Facebook and Instagram released tools designed to create a more social shopping experience with multiple opportunities for customers to both engage with companies and provide direct feedback on purchases. How big is video feedback set to become?

According to Voxpopme’s founder and CEO, Dave Carruthers, if you’re a brand today, consumers need to be your best friend and it starts with listening. Voxpopme is a service that provides top brands with video feedback from their customers, as the next evolution of marketing research – putting a face to anonymous data reports of the past.

To understand this model, and the impact of this type of digital technology on businesses, Digital Journal spoke with Dave Carruthers.

Digital Journal: How has the world of branding changed in the past five years?

Dave Carruthers: When it comes to branding, authenticity is key. The modern consumer is far savvier when it comes to seeing through marketing BS. If you are not authentic or your claims are not backed up, in a world where there is, unfortunately, increasing distrust and skepticism of the media, consumers will be quick to dismiss you. Brands need to connect in the most honest authentic ways possible, and on a consistent basis.

Personalization is also growing in importance. Consumers want product and services on their terms to fit their needs when they need it, and I think this is driven, in large part, by the rise of the on-demand and sharing economy.

DJ: Do brands need to take more notice of consumers?

Carruthers: 100% yes! Brands that listen to the demands of rapidly changing consumer preferences will win the battle for share of mind and share of wallet. The ever-increasing competition and availability of products and services has given consumers an abundance of choice when it comes to purchasing decisions. As a result, brands must differentiate themselves by building an emotional connection with consumers. Actively listening to and acting upon their wants and needs ensures they become invested in your brand, creating a brand-consumer bond that is difficult to break.

DJ: Why are Facebook and Instagram’s tools for a different social shopping experience valuable when it comes to customer feedback?

Carruthers: Social shopping is inevitably having a significant impact on e-commerce and, in-turn, the way in which customers are able to provide feedback on those purchases. Shopping in social channels such as Facebook and Instagram enables customers to share their thoughts with their network pre and post-purchase, in an instant. The immediacy of conversations in social enables consumers to quickly validate one another’s decisions and even build a community of advocates or detractors for brands – effectively amplifying shopper feedback and disseminating it with their peers.

DJ:L How does this align with Voxpopme’s perspective?

Carruthers: Similarly, Voxpopme has championed the amplification of customers’ voices since launching back in 2013. Our approach has coincided with the explosion of video on social, and it’s fascinating to now see video reviews of products and services shared so willingly on these channels. Video also serves to validate consumer feedback. Think about how many times you’ve read a review on Yelp or Tripadvisor and think “who wrote this?”. Video makes feedback instantly more credible and relatable.

DJ: How do these types of developments impact on brands?

Carruthers: For brands, there is now even greater pressure to engage with consumers in these very public channels that can make or break customer relationships. However, it can be difficult to harvest customer feedback from social platforms given the unstructured format of conversations, which becomes even more difficult if your brand is mentioned in a video without tags. For Voxpopme, that’s where structured video feedback and automated analytics can be used to get closer to customers and truly understand both positive and negative brand perceptions.

DJ: What is the aim of the Voxpopme platform?

Carruthers:We aim to deepen the connection between brands and consumers and help brands understand their crucial target groups at a much deeper level through video. We believe video is the best way to encourage customers to share feedback that is deep in meaning, rich in context and emotionally engaging. As a result, we’re continually creating and optimizing industry leading video feedback solutions to improve research methods for brands to collect, analyze and share consumer insights.

DJ: How was the Voxpopme technology developed?

Carruthers:Voxpopme was specifically designed to offer new methods of capturing consumer views and opinions through video responses, which are recorded straight from respondent’s digital devices.

Initially, the business strategy centered around the idea of a mobile app, with a panel of users that could be canvassed for video opinions by brands. Quickly though, this evolved into the development of a platform which allows researchers to seamlessly add video capture to any new or existing online surveys, communities, mobile apps, websites or social feeds.

At the same time, our engineering team replaced the time-consuming video analysis process with an advanced AI-powered automated analytics engine that categorizes hundreds of videos into searchable key themes in an instant. The addition of an inbuilt showreel generator also replaced the need for specialist video editing skills, meaning any user of Voxpopme can easily use our platform to amplify the consumer story, creating authentic connections between brands and consumers. We’re also working on the development of AI-driven capabilities to fully automate showreel production.

DJ: How do consumers interact with Voxpopme’s technology?

Carruthers: From the consumer’s perspective, there are many ways to interact with Voxpopme’s technology and use it to tell their own stories – where, when and how they want.

Many consumers will come across our open-ended video questions in the surveys they receive from the brands they love. Or they’ll be invited to take part in more qualitative style studies that could involve tasks like shop-alongs or in-home product testing. Our OnDemand video communities (which can be joined by downloading the Voxpopme app) also provide an opportunity for consumers in the US, UK and Australia to regularly engage in these types of video-first research.

Either way, the experience for the consumer is straightforward. They access your question(s), along with any further instructions, and are asked to record their response. Once ready, they simply hit record on the digital device they are using and begin to express their thoughts and feelings. Self-recorded videos enable responses to be collected simultaneously, anywhere in the world – delivering video insights at scale, across multiple markets.

The Secret Marketing Strategy: Listening to the Consumer

Everyone’s asking the same question – how do brands stay successful in the current competitive landscape? One thing is for certain, if you’re a brand, consumers are your best friend. Adotas presents a Q&A with Dave Carruthers to address these questions. 

Q: How does the relationship between brands and consumers need to evolve and what role does marketing have in this change?

A: The relationship between brands and consumers has undergone a huge shift in the past decade due to the internet and the democratization of data; the ability for a single consumer story to hugely affect a brands value has never been more apparent. There was a recent high profile United Airlines flight incident that went viral within hours, severely damaging the company’s reputation. When brands look at marketing, customers crave authenticity, they can see through BS, they expect personalization and they want it all on their terms – these are all macro trends brands must now consider as they create and evolve marketing strategies.

 

Q: When you say that brands need to be listening to their consumers, what does this mean and what are some ways that this can be done?

A: Listening to consumers is all about understanding their journeys and experiences with our brands, products, and services. More importantly, it’s about using this information to improve their future interactions with our companies to better serve their needs and increase the value we provide them. Multiple techniques can and should be used to build this picture. Often it will require a combination of quantitative and qualitative research methods, along with social listening tools to discover influential customer stories. Brands that close the loop by making customer-centric decisions are far more likely to succeed in today’s hyper-competitive markets.

 

Q: What is the benefit of bringing new technology to marketing research and why should companies not rely on strictly statistical information?

A: The beauty of new technology in market research is that companies no longer need to rely solely upon siloed quantitative or qualitative research. The platforms that are pushing the boundaries in research are delivering research that combines the depth of qual with the volume and statistical relevance of quant – at a speed that enables us to influence critical business decisions. Leaders in business, whether brands, agencies, or tech vendors are combining tools and forming technology partnerships to ensure they deliver customer stories that go beyond pure statistics. In doing so, they can appeal to both emotional and rational thinking stakeholders.

 

Q: How important has the explosion of video content and availability been to the industry?

A: The explosion of video has been significant. As a society, we’re creating and consuming more video content than ever before and you only have to look at your favorite social media platform to realize this. However, it is the self-recorded style, and scalability of this content that is most critical in research. By leveraging consumers’ tendencies to share raw, genuine footage of their daily lives, researchers are able to overcome the traditional barriers to video. In the past, one would’ve had to organize a focus group at high cost, with a small number of respondents, at a specific time, date and location. Whereas now, by adding video questions to surveys and communities, or capturing content through on-demand video feedback communities, we can capture hundreds of consumer-recorded videos, anywhere in the world, in minutes. Combining this with automated analytics and sharing tools means researchers can benefit from the richness of video and find and share influential video insights with stakeholders

 

Q: What does it mean to humanize market research and how does this play into the future of the customer experience?

A: For too long, we have been overwhelmed by an abundance of data. This has resulted in many major companies focusing on reporting scores, rather than sharing true customer stories. Humanizing our research and/or customer experience programs is all about seeing the stories behind these scores, be they CSAT, NPS or Customer Effort. Agile video tools achieve this by adding a qualitative lens to deepen customer understanding and bring dull data and charts to life. Engagement is also a critical part of humanizing insight. For customers, modern tools enable them to share their own experience, in their own words to provide unfiltered context. This, in turn, proves to be far more engaging, and human, when shared internally – influencing even the most senior stakeholders in any business. Video will play a critical role in humanizing the approach and solutions like VideoCX will be the drivers behind the future of CX.

Voxpopme Announces Four New Partnerships

DelviniaDigsiteInvoke Solutions, and Protobrand now offer their clients seamless access to video feedback

Birmingham, UK [16 May 2018] — This week Voxpopme adds four new partnership integrations with leading technology platforms Delvinia, Digsite, Invoke Solutions and Protobrand. These integrations indicate the growing demand for better storytelling and humanizing research data.

Delvinia is the first to offer Voxpopme video insights in the Canadian market through their AskingCanadians panel. Delvinia’s Methodify platform offers companies automated custom research solutions for faster, more agile research, now made even more powerful by the inclusion of video feedback.

Digsite welcomes Voxpopme to its agile qualitative Sprints and online communities. This integration enables brands and agencies to quickly incorporate video quotes and clip reels into their research reports, delivering rich insights and rapid iteration in a single study.

Invoke Solutions offers qualitative feedback at quantitative scale, enabling clients to make a decision in 90 minutes. This offering is now made even more powerful with the inclusion of video-based input to get deeper insights from consumers in real-time.

Protobrand is powering their Meta4 Insight methodology with video-based open response questions to elicit deep-seated System 1 responses. These System 1 videos yield richer and more emotional data compared to traditional open-end questions.

These new partnerships add to Voxpopme’s already impressive roster, including the Fuel Cycle Exchange and Zappistore integrations which allow for seamless integrations of video insight to communities and automated, agile methodologies respectively.

Voxpopme’s market-leading video analytics help brands see the people behind the data, driving customer-centric decisions through video research. Users can identify key themes in consumers’ feedback, helping achieve a depth of understanding unobtainable through text.

“The growth of our strategic partnerships indicate a major shift in the way brands and researchers make data-driven business decisions. It’s now more important than ever that brands understand their customers more deeply, and we’re proud to be powering industry-leading partners who understand the value of video insight and see the growing demand for real, human feedback.” Dave Carruthers, CEO & Founder of Voxpopme.

Tech-Insights Companies Zappi and Voxpopme Announce Partnership

London, UK – ZappiStore welcomes Voxpopme to its automation platform, offering Zappi users the option to enhance their insights with Voxpopme video response add-ons. Going live in the US and UK imminently, and 10 more markets by June 2018.

Users of ZappiStore’s Creative suite will now be able to add open-ended video responses, with access to Voxpopme analytics for a deeper, personable way to obtain insights.

Voxpopme’s market-leading video analytics help brands see the people behind the data, driving customer-centric decisions through video research. Brands can identify key themes in consumers’ feedback, helping achieve a depth of understanding unobtainable through text.

Ryan Barry, CRO at ZappiStore commented: “We are thrilled to announce our partnership with Voxpopme. With Voxpopme, we welcome to the platform deep context and rich meaning through video, helping our clients truly understand their customers.  Voxpopme puts video at the forefront of research studies, not only making market research faster and cheaper, but also using modern functionality to make research better.”

“It’s fantastic to be partnering with ZappiStore. Like Voxpopme, ZappiStore has led the way when it comes to the automation of research methodologies by delivering rich insight, at speed and scale, for leading brands. Our commercial, technological and cultural goals are very much aligned. This has made it easy to craft a cross-functional integration that maximises research value through the addition of video insight and analytics to ZappiStore’s powerful platform.”  Dave Carruthers, CEO & Founder of Voxpopme

About ZappiStore:

ZappiStore delivers Insight through automation. By automating manual processes behind market research, we enable clients and agencies to capitalize on the cost and time efficiencies technology unlocks. We aim for these efficiencies to empower consumer insight by bringing it in the business decision process early and often.

About Voxpopme

Voxpopme is the world’s #1 video insight platform with an impressive global client list of brands and agencies. We help businesses and brands see the people behind the data to drive real customer-centric decision-making. Our unique technology lets clients capture customer videos at speed, analyse at scale and share with ease. With Voxpopme, every data point used to make decisions can be backed up by the real human story.