How to use video surveys for market research

If you want to understand what someone is thinking, feeling or doing, chances are you’ll ask them a question.

  • How are you?
  • What do you think of this?
  • Why did you do that?

Expressing how we feel and our likes and dislikes are human. We do it every day in conversation and on social media. The how and why questions give us the answers we need to get to the bottom of what people think.

Open-ended questions are an essential way to uncover hidden truths that closed questions can’t. That’s why they are such an important part of market research.

It’s easy to get answers to open-ended questions through video surveys. People use video all the time already. To Facetime their friends and family. For selfie videos on Instagram. Slo-mo shots of their daughter playing softball.

Many, if not most of us, now have smartphones in our pockets or our hands nonstop. So why not use video surveys to get feedback from your customers in a way that is easy for them and meaningful to you.

“Instead of answering checkbox questions, respondents can answer on their phone or desktop and really tell their stories,” Jenn Vogel said. “They can add additional context to their stories.”

Jenn, vice president of marketing and Host of Reel Talk: The Customer Insights Show, discussed video surveys on The CX Leader Podcast.

What are video surveys in market research?

video survey resultsVideo surveys allow you to gather market research from your customers, consumers, users – anyone! Brands can ask questions directly to the people they care about most, and respondents leave their thoughts and feedback via video.

Video surveys are easy for brands as they are hearing directly from people. The software analyzes:

  • sentiment
  • key topics
  • and more

Having your video surveys in one place is also one way to centralize your data.

Consumers do video surveys asynchronous, meaning they answer your brand’s questions on their own time, and the brand can see the results as they come in.

“There’s no need to have a moderator on the other side, which helps get consistent questions to the respondents and eliminates biases,” Jenn said.

Video open-ends are just like text-based open-ends. But instead of writing down responses, respondents simply record a video. Videos are often more authentic than edited written copy.

It’s a win-win for everyone:

  • Consumers love it because they can express their opinions
  • Researchers love it because it delivers rich insights
  • Decision-makers love it as they get to identify actual customer stories

Video makes it easier for respondents to express themselves. It’s also much more personal, adding more of a human aspect to communication. They can portray emotion through body language and facial expressions. It’s an experience that’s simple and easy to use. It delivers spontaneous and honest answers.

How video surveys work

Video open-ends can be added to any survey.  Video surveys are added by inserting a block of code to whatever platform you’re using for surveys.

For quantitative researchers, video open-ends can be integrated directly into survey platforms such as

  • SurveyGizmo
  • Qualtrics
  • Decipher

Video surveys can also be added into communities like FuelCycle. Just imagine the power of your NPS, Brand Tracker and CSAT scores, for example, with real customer stories to enhance them. The ease of end-to-end video research means you could also capture video feedback pre or post-survey by recruiting an audience from on-demand video feedback communities or panel providers.

So whether you want to utilize video in a new or existing study or collect your videos alongside or after a survey, in just a few clicks, it’s all possible. That means you can capture, analyze and share compelling customer stories across an array of quant and qual studies so you can boost the impact of your results without changing your existing program.

“I’m an evangelist for video,” said Kristin Luck, a serial marketing measurement entrepreneur. “The closer we can get to customers and potential buyers the better. And I think there’s no more powerful way than hearing it from them in their own words. I think it just resonates more deeply.”

What companies should do video surveys for their market research?

Video surveys can be used in all kinds of industries and verticals, Jenn said. From large brands to smaller businesses, video surveys are a way to understand their customers and hear from them directly.

“The real power comes in where it works alongside traditional methods,” Jenn said. “Adding a video layer to the quantitative data can help you understand your customers better.”

Video surveys success stories

In 2021, in the inaugural Viddys – the Voxpopme awards, we recognized companies that have used video surveys to their competitive advantage. The winners received the news through a personal Facetime call from our CEO and Founder Dave Carruthers. These are their video survey success stories.

Mars video surveys

Mars has been using Voxpopme for years and has done more than 200 video survey studies,  with more than 40,000 minutes of recorded customer insights.

“You truly are an industry visionary when it comes to pioneering research and the willingness you’ve shown experimenting with an agile research tool,” Dave told Michelle Gansle of Mars on their Facetime call. “The application across so many study types excites us.”

Pepsico video surveys

Megan Kehr shared Pepsico’s “Humanize” initiative. The company was trying to get marketers to get closer to customers and understand them better.

“In this past year with COVID, the lives of our consumers have been impacted in so many ways,” Megan said, adding that includes how they do daily tasks differently and even how they consume beverages. “Our brands need to be aware of that and be prepared for the future. Our partnership with Voxpopme was super instrumental in us being able to keep our ear to the ground to see what our consumers were dealing with and how they are navigating this new world. I’m super excited to get this recognition.”

“You are certainly one of the most forward-thinking people that use the Voxpopme product and I’m looking forward to seeing what you and the team are going to achieve these next 12 months as we move forward.”

Subway video surveys

Subway used video surveys to get quick feedback from its 2021 Super Bowl campaign.

“Literally, we had like a 12-hour turnaround,” said Wendy Semrau of Subway. “It was just amazing how many responses we were able to generate in that short amount of time. We went through the results right away on Friday and shared them right away with the team. There’s no other tool that we can do that with. Honestly, a lifesaver for us.”

Global video surveys in the London Underground

Global used video surveys to understand brand recall and sentiment for Old Spice.

A new Old Spice campaign in the London Underground put the Old Spice scent into the posters in the subway system, Emma Brett of Global shared on the Facetime call.

“That was something new. Something we didn’t know would work,” she said. “We didn’t know if the posters would smell, what people would think. We used Voxpopme to get a few opinions around the posters. If the scent was strong enough, etc. It was really good feedback for the client. It proved that the campaign was a success.”

Dave added that “we love how they are pushing the boundaries” and making it a success.

Faurecia

Maher Beltaifa shared how Faurecia wanted to find out how people want to communicate in the future in their cars. Do they want to move beyond touching screens and buttons? What does that look like?

“We were looking at the future of communications,” Maher told Dave on their Facetime call. “Maybe not tomorrow, but maybe the day after tomorrow.”

They wanted to find out the future of voice and “maybe there will be something different even,” Maher said. That could be gestures to communicate with the devices in our cars.

“Amazing to see how you are pushing the boundaries of the automotive experience,” Dave said.

Reckitt-Benckiser video surveys

“We’ve had so much success inside the walls of RB,” Elisabeth Trawinski said to Dave on her Facetime call after she found out about the award.

“It’s so great to see what different teams are doing with Voxpopme and super excited to see what you and the team are doing in the next year,” Dave said.

Learn more about video feedback through Voxpopme here.

Video surveys can help your brand understand your customers and make decisions to improve the customer experience.

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