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Why Emotion Drives Action in Market Research...

At Voxpopme we are passionate about video and the benefits that can be reaped through its application within market research and customer feedback. We have dedicated the last 3 years to optimising and automating the insight that can be gained through video as a medium.

So, the big question is… why are we so focused on video? The simple answer is because emotion drives action.

We have conducted various studies comparing video capture to open-ended text responses in surveys. Consistently we have found that video responses provide 5 – 6x more content in terms of character count. Video covers a greater number of topics and gives double the depth of explanation on any given topic. Whilst this evidence certainly strengthens the case for video as a research method, video offers researchers 1 key thing, which text-based surveys cannot - emotion. This emotion can be can be used to deliver action for stakeholders.

![Video market research, market research, voice of the customer, customer feedback]( “Video market research, market research, voice of the customer, customer feedback” =450x)

To put this in context, consider how one might present a charity appeal for poverty in select African nations. There are two potential approaches:

We could start by sharing the core statistics: the exact number of people who are currently starving, without water or sanitation.


We could show our audience the faces of these people; show them set against the background of their impoverished situation and show the audience exactly how their donation would help.

According to psychologists, the first option appeals only to the analytical part of our brain. As a result, we consider the implications of the statistics only briefly and are therefore unlikely to take any action.

On the contrary, the second method demands an emotive response from us as a viewer. The reality of starvation is made visible, as is the way in which we can personally make a difference. It conveys a message that is far more difficult to ignore. Consequently, it actually inspires us to act.

So, if the key to inspiring action is making the problem visible to the intended audience, why can’t this be achieved using text or a photograph? What makes video more effective?

Video has been called ‘a real-time sequential medium’ because, unlike textual data, it preserves the temporal characteristics of human interaction. It records the natural thought-process of the respondent, as well as capturing unconscious factors, such as their facial expression and body language. The intensity of what is verbally expressed, or how strongly the respondent feels about the topic being discussed, is therefore determined by these unconscious factors. Therefore, through the relationship between speech and movement a deeper level of meaning to the response is uncovered.

So, how does this work for in context of market research and consumer insight?

For a charity appeal the aim is to encourage people to take action and donate. The aim is the same for business, particularly in the case of customer feedback. Feedback is futile unless it results in change.

By using video to collect feedback, companies can capture their customers in the moment. They can see and hear customers discuss their experiences in the comfort of their own home. Whether they are praising the experience or seething with anger, their feedback is undoubtedly emotive and honest.

Moreover, we have seen the way that video has impacted the strategies and practices of our own clients. One of our clients came to us because they wanted to run a survey that endeavored to uncover more detail about specific aspect of the customer experience that previous data had shown was problematic. The client had repeatedly raised the issue using statistics to the board of directors, but no effort had been made to solve it. However, after they presented the videos that Voxpopme collected from customers, the board were shocked with what they saw. Since staring into the faces of horrified customers, the company has made significant changes to improve the experiences of their customers.

The evidence is clear. Statistics, facts and figures cannot move people. People respond to other people. Emotional content inspires action.</p_> Looking to learn more about agile video research? Discover how easily you can see the people behind your data with your free step-by-step guide to video by hitting the button below…

Looking to learn more about agile video research? Discover how easily you can see the people behind your data with your free step-by-step guide to video by hitting the button below…