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Part 1

Writing Amazing Video Questions for Brand and Product Feedback

Visionaries at the world’s top companies are using agile video feedback to build great brands, products, and experiences.

Video insight can be extremely powerful, and the experts at Voxpopme have compiled some best practices to help you get the most from your consumer videos for maximum impact in your business.

In this 3-part series, we’ll share some tips and tricks for asking the right questions, what to look for in your video analysis, and how to craft a powerful story with the findings to engage your business and direct key strategies. By the end of this series, you’ll leave with actionable nuggets that you can integrate into your research program and become even more of a research rockstar than you already are! Let's get this party started!

As all great researchers know, question-wording in consumer surveys is critical to getting the right results that meet your objectives and result in authentic, unbiased feedback. Video research is no different, so we’ve compiled some tips unique to writing amazing video questions for truly agile qualitative feedback.

show handbook

Defining your objectives

The first step for any successful research engagement is to set out the core objective or intent of your qualitative research from the outset.

A single sentence purpose statement helps to define a roadmap for the overall study. The use of qualitative words such as ‘discover’, ‘understand’ and ‘explore’ help to set the tone of the question and demonstrate your desire to delve deeper. How to write a good qualitative purpose statement: a statement that provides the major objective or intent or roadmap to the study.

Fulfil the following criteria:

• Single sentence

• Include the purpose of the study

• Include the central phenomenon

• Use qualitative words e.g. explore, understand, discover.

• State the research site.

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Writing agile qualitative research questions, designed for video

Once the purpose has been defined, it’s time to craft our qualitative research questions. Key qualities of good qualitative research questions include:

• Being able to discover problems and opportunities from respondents

• Open-ended in nature

• Easy to understand and digest with no need for clarification

Your approach to video research questions shouldn’t differ much from traditional qualitative approaches.

It is just as crucial to start your study with well-constructed qualitative research questions that will encourage storytelling and a truly emotional response.


Tips for framing video questions:


Keep questions short & sweet but detailed in prompt.


Questions should be open-ended in nature, prompting the respondent to tell us a story rather than simply ‘yes’ and 'no' answers.


Write with key themes in mind.

Think: describe the brand in 3 words vs. tell me what you think about this brand. Those “3 words” will then help to identify key themes in the video insight.

Learn more on that in Part 2


Include the following types of qualitative words to engineer the type of responses you’re looking for from interviewees:












Question examples by methodology

Brand Research

Table 1

Question examples by methodology

Concept testing

Table 2

Question examples by methodology

Journey mapping

Table 3

Question examples by methodology

Product testing

Table 4

Whats Next?

We hope these best practices were useful for you when considering your approach to writing qualitative research questions for video feedback.

Have more questions? Our team is always on hand to collaborate with you and identify the biggest opportunities to incorporate rich, agile qualitative insight into your research program.

Best Practices for Video Research

Part 1 

Writing Amazing Video Questions for Brand and Product Feedback

Part 2  

Analyzing Video Feedback to Uncover Hidden Treasure

Part 3  

Sharing Consumer Stories for Maximum Impact