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How to run global video market research studies

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

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

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

Identify your audience

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

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

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

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

Integrating video into your surveys

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

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

How does video analysis work?

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

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

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

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

Sharing results with your global team

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

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

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

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