Video market research technology helps you see the people behind the data. That’s important, because how can you offer great products to somebody if you don’t know much about them?
Megan Kehr, an insights pro at PepsiCo, used the gift analogy to bring this point home.
Getting closer to customers
Thanks to the automation of video feedback, in just a few clicks, you can now get closer to your customers in no time. Solutions like Voxpopme have turned video into a quick-turn, end-to-end solution. We discussed how to become a qual video power user before. In this article, I want to share a video market research project list with you.
Your video market research project checklist
1. Planning your video market research project
Start with a project outline and determine your research objectives.
Set clear goals from the beginning to make sure the insight you collect help reach the goal.
Decide what kind of research to conduct, for example:
- Agile qualitative research
- Collect video within quantitative studies
Both can be achieved with Voxpopme and video surveys.
For quantitative researchers
Video open-ends can be integrated directly into surveys, communities, websites and more. Collect videos from consumers in the platforms you already use like:
This process can help you keep up with the speed of modern research.
For qualitative researchers
The right technology completes studies up in a fraction of the time from traditional approaches.
Consumers can share candid videos from wherever you need them. Your shopalongs can now be self-recorded by consumers as they explore stores and products.
They can show how they interact with your products in their home – without the influence of a moderator or videographer.
2. Question format and customizations
Determine the questions you want to ask and determine whether:
- they are standalone video questions
- you are adding video questions to an existing survey
- you are building a new survey with video scripted in.
Determine how many videos you want per respondent, as well as whether there are any specific tasks you need them to undertake and why. For example, Valentine’s Day campaign, we asked respondents to:
- Pick their favorite brand
- Write a love letter to the brand
- Read the letter on camera
Open questions encourage respondents to express themselves in more depth than closed questions.
Make the pre-recording instructions as clear as possible so respondents. Especially if you have specific tasks (shopalongs, product purchases, concepts to review).
3. Target audience
Decide which audience should answer your questions.
- Is there any screening criteria you need to use?
- What are the required quotas?
- How many territories are needed?
- How many participants per market?
Video survey projects can move quickly and I’ve finished one in just a few hours – like this one for for National Honesty Day.
But timelines 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 on-demand video feedback communities, or general population samples can complete in hours. That includes videos collected and analyzed.
If you require a niche sample and plan to collect videos in multiple markets or multiple languages, it would take longer.
Consider budget for video responses plus possible recruitment fees for panel partners. If you’re running a multi-market study 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.