Video market research technology helps brands see the people behind the data and drive customer-centric decisions with engaging insight. Thanks to the automation of video feedback, in just a few clicks, you can now get closer to your customers than ever before by capturing, analysing and sharing compelling, self-recorded customer stories.
Solutions like Voxpopme have turned video into a quick-turn, end-to-end solution - removing the painstaking processes associated with traditional video market research. And the benefits of adopting video-first research are clear. Self-recorded videos give consumers a unique way to share their stories with brands and allows brands to actively listen to, and act upon, authentic feedback.
By all accounts, video insight platforms are a natural evolution for video and pretty intuitive for modern researchers. However, as with any project, it always helps to have a checklist to hand when you’re in the thick of planning and delivery. So, If you’re thinking about conducting video market research using the latest tools and techniques, here are some key considerations to think about for your next project…
Your video market research project checklist
First things first, you need to set a project outline and determine your research objectives. By setting clear goals from the very beginning of your project, you can make sure the insight you collect delivers the information you need to make customer-centric decisions. At this stage, you will also need to decide on whether you want to conduct agile qualitative research or collect video within quantitative studies - both of which can be achieved with Voxpopme. Whatever your discipline, you can choose where video best delivers on your objectives.
For quantitative researchers, video open-ends can be integrated directly into surveys, communities, websites and more - collecting videos from consumers in the platforms you already use like Zappi, SurveyGizmo, Qualtrics, Decipher and FuelCycle. The speed of modern video market research makes it the perfect solution for pre, during and post quant work adding scalable qual into your quant. So if your quantitative research needs to provide a clearer picture of customers’ experiences, thoughts and feelings, consider where you can fit video into that process now that video opens can sit right within your studies.
For qualitative researchers, technology serves your studies up in a fraction of the time versus traditional approaches. For example, because consumers can share candid videos from wherever you need them, your shopalongs can now be self-recorded by consumers as they explore stores, or your IHUTs can show how they interact with your products in their home, without the influence of a moderator or videographer. Additionally, specialist apps like Moments even make it possible to run remote diary studies across days and weeks so you can probe further into your customers’ lives - and that’s just a few examples!
Still unsure which type of video is going to help you achieve your research goals? Contact you video insight vendor or Voxpopme to speak to a video insight expert and plan your project.
2. Question format and customisations
Next up, you need to determine the questions you want to ask and whether they are standalone video questions, whether you are adding video questions to an existing survey or whether you are building a new survey with video scripted in. Other things to think about include how many videos you would like to collect per respondent, as well as whether there are any specific tasks you need them to undertake and why.
Don’t forget to utilise open questions that encourage respondents to truly express themselves. And if you have specific tasks (shopalongs, product purchases, concepts to review) then make the pre-recording instructions as clear as possible so respondents know exactly what’s required from them.
3. Target audience
After deciding on questions and customisations, it’s time to decide who you would like to collect your video market research from. For example, if you are recruiting panelists, is there any screening criteria you need to use? What are the required quotas? And if you are looking to carry out your research in different markets, how many territories would you like to collect video in and how many video participants do you need per market? Will you need responses and transcripts to be translated?
Agile video research enables you to collect video from any audience, whether you want to integrate it into existing communities or surveys, set up new video-centric studies and recruit through panel providers or use panels like Voxpopme’s OnDemand community. There are tons of options, no matter how specific your audience - and by planning in advance, you can make sure everything runs smoothly once the research begins.
4. Timeline considerations
It’s also important to think about how quickly you require your video content. There isn’t a one-size-fits-all timeline for agile video projects as they tend to vary depending on your chosen audience, the volume of videos required, the type of video study you conduct and more. For instance, single market projects with ondemand video feedback communities, or gen-pop samples can complete in as little as 24 hours, with all videos collected and analysed. However, should you require a niche sample and plan to collect videos in multiple markets, you could be looking at a three to five day turnaround. Running a study in multiple languages? We would recommend you factor in time for translations (you’ll need to allow approximately 24 hours after collection for this) and if requested, factor in turnaround time for additional reporting or custom showreels. If you’re working to a tight deadline and are up against the clock, you could consider things such as using sentiment and theme coding to find insights faster as well as DIY editing so you can generate your own showreels in just a matter of clicks.
5. Budget considerations
Finally, you’ll need to consider budget for video responses plus possible recruitment fees for panel partners. If you’re running a multi-market study you should check translation costs for the required videos, and if you’ve ordered additional custom reports, showreels or analysis beyond the tools that are available in your chosen video insight platform you’ll need to factor in those costs too.
When thinking about the budget for the overall project you may also want to consider the cost of incentives - should you plan to use them. For example, if you’ve set a particularly extensive task, additional incentives can provide the appropriate compensation for the level effort required from your respondents. Take a moment prior to your project to work with your video insight vendor and evaluate whether or not additional incentives would help assist the successful delivery of your project.