It has been an eventful few years for the market research industry. Trends include automation and the rise of emerging methods, such as online communities and mobile surveys.
COVID and social distancing has disrupted in-person focus groups and market research. Doing market research and getting video insights can help your market research be successful even in these uncertain times.
Watch now: Research during COVID
Getting close to the consumer
According to the final GRIT Report in 2018, forward-thinking companies embraced technology last year to get closer to what people really think. This resulted in far greater adoption of technologies that facilitate agile qualitative research. They were employed across a multitude of studies, as companies across the globe redefined their goals to focus on making the consumer accessible again.
This was perhaps driven by the need to cut through the noise in a data-heavy world and researchers’ growing desire to understand and build empathy with consumers through real conversations.
Over time, there’s been a growing demand for greater speed and increased insight. But, at the same time, research budgets seem to be under constant pressure. And that’s why automation continues to be important.
Is it a faster and cheaper way to carry out research? Absolutely. In order to have staying power, automated tools must deliver impactful and memorable insight. Automated, agile video research comes in to deliver in-depth insight, at speed and scale.
How agile video can improve your research
Including video in qualitative and quantitative research can help companies humanize their insight and get to the bottom of what consumers think. The increasing popularity of video in consumers’ own lives is revolutionizing the way in which researchers are delivering scalable, affordable, qualitative research.
Self-recorded consumer videos can now be collected in any study and when paired with video analytics platforms like Voxpopme, it’s possible to fast track end-to-end video projects.
This approach to video is a compelling way to deliver real human feedback. Today’s automated video insight and analytics technology enable you to gather and understand hundreds of videos in just a few minutes so that you can find emotion faster.
And there’s no need to hire a camera crew or to endlessly trawl through footage looking for insights. You don’t even need to physically go to your consumers anymore. Instead, self-recorded videos are captured remotely, uploaded to your video analytics platform and instantly human transcribed, time-coded and quality checked, before being filtered and rated for sentiment.
As a result, in a matter of clicks, you can discover the themes that matter most and share them with your stakeholders. Sound good? Here’s how video can transform your research in 2019:
Video empowers consumers
Video empowers consumers because they feel like you’re listening to them and hearing their needs. It allows them to share experiences in their own words. That improves engagement and helps them feel closer to your brand.
Most of all, video makes your consumers feel that their opinion really matters.
Think about when you’ve written a text-based response. Did you really write down everything you thought? How about ticking boxes in a survey, or measuring responses on a scale – did they represent what you were truly feeling? Probably not. And that’s why video is a game changer: because it affords consumers a greater level of expression that feels like it will be heard.
Video reduces survey fatigue
The days of traditional text-based surveys or lengthy tick-box questionnaires are numbered. Instead, consumers are turning to video for a frictionless and fun way to share their thoughts and opinions. It’s a much easier way for them to express themselves than closed-end questions or tired text boxes, and it’s much quicker too! Not only that, but video is fun – and thanks to the broad range of selfie style video responses available, there’s a variety of ways for people to get involved and share their thoughts including in-store shop-along videos, experience-based feedback, in-home product testing and more. With video, consumers can express and articulate their thoughts and feelings anytime, anywhere which significantly reduces survey fatigue – something which was a growing concern in the market research industry last year.
Video enriches consumer understanding
Video allows you to cut through the noise to obtain raw, unfiltered stories direct from your consumer. It delivers more depth and emotion than scores alone, helping to bring a richness to your results and allowing you to uncover the human stories that often get buried in a data-heavy world. It also gives you unrivaled access to rich verbal descriptions and expressive body language, which means you can understand verbal and nonverbal communication clues to get to the bottom of what your consumers are thinking. That means you can uncover the why behind the what and make sure you truly understand what makes your consumers tick.
Video brings your data to life
To drive real change with research, we’re often told to tell stories – but sometimes it can be hard to find those stories in our burgeoning datasets. Video can help by making consumers the narrators of their own stories, turning them into much more than a statistic. These stories are easily collected by putting agile video in qualitative research or integrating video directly into quantitative studies. Either route helps you tap into real, human feedback that is far more revealing than data alone. Humans are not rational information processors, and we can’t keep using data alone to second-guess what consumers think and feel. Instead, we need to humanize data and bring it to life, so we can build empathy and start to add context to the numbers.
Video engages executives
Forbes revealed that 59% of executives would rather watch a video than spend time reading text-based alternatives. But why? Video stands out in the age of ‘information overload.’ The fact 90 percent of the data in the world was generated in the last few years emphasizes the need for more engaging ways of communicating research – especially if reports are going to be memorable.
It’s not that executives aren’t interested in facts and figures anymore, they certainly have a role to play, but when we’re drowning in data, video cuts through the noise.
It can be too easy to ignore graphs and charts. However, by sharing real video snippets of real consumers sharing real opinions, you can command the attention of your stakeholders and make your research stand out. Ultimately, this ensures consumers’ stories are heard by the people that matter and drive positive change across all departments of your organization.
Executives’ insatiable desire for human video insight is driving positive change in the space. Couple that with the ease of use for the consumer and we have a win-win.