How Qualitative Research Is Evolving in Response to Social Distancing

Staying nimble in response to an ever-changing world is nothing new, but 2020 has brought unprecedented challenges to businesses large and small across every sector of the economy. As companies have adapted and, in some cases, reinvented how people interact within organizations, protocols for engaging with customers have changed just as drastically. Find out how in this article from Bloomfire, featuring Voxpopme CEO, Dave Carruthers.

Qualtrics Strengthens Video Feedback Capabilities with Enhanced Voxpopme Integration

New enhancements, enabled by the Qualtrics Developer Platform, integrate Voxpopme’s video visualization widget directly into Qualtrics dashboards, giving businesses the ability to access quantitative and qualitative feedback data side-by-side on one system to obtain deeper experience insights

SALT LAKE CITY and SEATTLEJuly 1, 2020 /PRNewswire/ — Qualtrics, the leader in customer experience and creator of the experience management category, today announced enhancements to their Voxpopme integration, empowering customers to easily capture video feedback that directly integrates into the Qualtrics XM Platform™. Businesses can leverage video insights to gain a deeper understanding of their customers’ needs in real-time and quickly take corrective action to improve the experiences they deliver.

The addition of a video visualization widget into the Qualtrics dashboard ensures organizations can understand the people that matter most to their business by accessing quantitative and qualitative feedback side-by-side on one system. With the combination of Qualtrics and Voxpopme, built-in time stamping allows businesses to flag customer pain points, text analysis surfaces key themes and patterns, and discovery tools provide video analysis for top insights.

More Fortune 1000 companies use Voxpopme for video feedback than any other provider because of their security, quick transcription time, and multilingual capabilities. Brands including Anheuser-Busch, Liberty Mutual, Nest, and many others, use the Voxpopme and Qualtrics integration to better understand and serve their customers. With the Voxpopme extension, Qualtrics customers are empowered to:

  • Reveal a deeper understanding of the “why” behind feedback through rich video responses.
  • Understand high volumes of respondent-recorded video feedback all within the XM Platform.
  • Use and customize auto-generated showreels of video feedback to tell powerful stories that create connections and empathy, and help brands make better business decisions.

“Understanding consumers, customers, and employees has never been so crucial for business,” said Dave Carruthers, CEO & Founder at Voxpopme. “Voxpopme’s integration with Qualtrics allows brands to go beyond key charts and dashboards to see real people, customers, and employees talking passionately about their experiences, not just the scores and trends alone. This rich feedback allows for an instant understanding of and empathy for their perspective, and ultimately instills more drive to take action.”

Voxpopme is one of 80+ Qualtrics Development Platform (QDP) partners who extend the reach of Experience Management for companies of all sizes. QDP spans 20+ categories including  Chat & Communication, Contact Center, CRM, Digital Experience, Help Desk & Support, Human Experience Management, Marketing Automation, Online Reputation Management, Social Listening, User Research, and Video Analytics.

“Video is an inescapable medium. Today, consumers are creating and sharing video feedback via social media and other channels, influencing the brand perception and purchase intent of other consumers,” said R.J. Filipski, Global Director of Business Development, Qualtrics. “Strengthening the partnership between Qualtrics and Voxpopme empowers businesses to observe an even more complete picture of their customers’ sentiments, obtain richer and more emotional feedback, and take actionable steps to fix poor experiences.”

Voxpopme and Qualtrics are hosting a webinar titled, ‘Removing Blindspots: Harnessing the Power of Quantitative and Qualitative Data‘, on July 9, 2020, to talk through their innovative joint solutions. To register for the webinar, please visit this page.

To learn more about the Qualtrics and Voxpopme partnership, please visit this page.

Voxpopme is the world’s #1 video feedback solution. Founded in 2013, Voxpopme helps its customers build great brands, products, and experiences by connecting with people through real-time video feedback. Voxpopme’s best-in-class technology is intuitive, secure, and makes video infinitely scalable. The platform helps leaders across enterprises capture customer-recorded videos at speed, analyze at scale, and share with ease – powering great decisions and closeness. With Voxpopme, every data point used to make decisions can be backed up by real human stories. For more information, visit

Qualtrics, the leader in customer experience and creator of the Experience Management (XM) category, is changing the way organizations manage and improve the four core experiences of business––customer, employee, product, and brand. Over 11,000 organizations around the world are using Qualtrics to listen, understand, and take action on experience data (X-data™)––the beliefs, emotions, and intentions that tell you why things are happening, and what to do about it. The Qualtrics XM Platform™ is a system of action that helps businesses attract customers who stay longer and buy more, engage employees who build a positive culture, develop breakthrough products people love, and build a brand people are passionate about. To learn more, please visit


Eva Tsai Joins Voxpopme Board to Drive Growth and Awareness

SALT LAKE CITY, Utah. — Apr. 2, 2020 — Voxpopme, the world’s leading video feedback company, today announced that Executive Director of Google Cloud Marketing, Eva Tsai, has joined the company’s board. Her appointment will support Voxpopme to drive significant growth through innovative go-to-market strategies, increasing demand for consumer-recorded video feedback and analytics.  

Over the last few years, Video Feedback has become a SaaS category in its own right as enterprises look to better understand consumers, customers, and employees in far greater depth. Eva joins Voxpopme as the company looks to further cement its position as the video feedback category leader by using her experience to accelerate the adoption of video at the world’s largest brands. 

Eva currently serves as Executive Director of Google Cloud Marketing, bringing over 25 years’ worth of SaaS experience and knowledge to Voxpopme from an enviable career. Prior to Google Cloud, Eva built worldwide marketing from the ground up as Chief Marketing Officer in two companies, Algolia and vArmour. Her strategic initiatives focused on category creation and driving hypergrowth worldwide. Before vArmour, she was hired by Citrix to help it supercharge revenue growth and spearheaded “Moneyball” predictive analytics to transform marketing. Prior to Citrix, Eva held strategic roles at BEA Systems, BroadVision and Oracle.

Eva’s leadership and performance have been recognized with both individual and company accolades throughout her career, including the 2017 Stevie Awards for Marketing Department of the Year and Female Executive of the Year. All of these experiences have made her a trusted Board Advisor on go-to-market and growth strategy for several SaaS technology companies worldwide, including and tCell, which she advised from inception to successful acquisitions by ProofPoint and Rapid7, respectively. She holds a B.S. and an M.S. in Computer Science from Massachusetts Institute of Technology.

Voxpopme was introduced to Eva through The Athena Alliance, an organization dedicated to advancing gender diversity in the boardroom and C-suite.

Eva Tsai, Executive Director of Google Cloud Marketing and Member of the Board at Voxpopme, commented: “I’m thrilled to be joining Voxpopme. The world’s dependency on video communication is greater than ever right now, and Voxpopme’s platform harnesses video to make the connection between brands and people stronger than ever. Voxpopme is at the epicenter of the video revolution, and I’m excited to share my experience, rigor, and innovation to fuel the next stage of growth as we ensure video feedback from consumers, customers, and employees is demanded in every department of major brands.” 

Dave Carruthers, CEO & Founder at Voxpopme, commented: “It’s incredible to bring someone of Eva’s caliber into the Voxpopme Board. She brings Silicon Valley thinking and has invaluable SaaS growth and scaling experience. At a more granular level, her expertise in branding, growth, demand generation, product marketing, content, operations, and more will make significant contributions to the strategic direction of so many critical areas of the business.”


Voxpopme is the world’s #1 video insight solution. Founded in 2013, Voxpopme helps its customers build great brands, products, and experiences by connecting with consumers through real-time video feedback. Voxpopme’s best-in-class technology is intuitive, secure, and makes video infinitely scalable. The platform helps market research and customer experience professionals capture customer-recorded videos at speed, analyze at scale, and share with ease – powering great decisions and customer-closeness. With Voxpopme, every data point used to make decisions can be backed up by the real human story. For more information, visit



Tom Higgins, Voxpopme
+44 7837 456 561

Voxpopme: Real-time Feedback from Real-life Consumers

Think about the last time you received feedback from someone via voice call, text, or email. Whether it was asking a friend what they thought about your recent party or checking with a coworker on some reports, you weren’t able to see their facial expression and body language, and probably couldn’t get the full effect of what that person thought. Now think of the last time you asked for feedback in person, or used a face-to-face visual calling method such as FaceTime or Skype. You were able to show off your baby, surprise your mom, or perhaps see some frustration on your coworker’s face when she said the report was “ok”. Visual feedback is one of the newest and most effective forms of feedback, and Voxpopme is bringing it front and center.

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.


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.