Using video within research isn’t new. However, advancements in technology and changes in consumer behaviour now mean you can gain a qualitative output on a quantitative scale, by including video questions in surveys.
The latest GRIT report revealed that for 43% webcam-based interviews were in use with a further 22% saying that they were under consideration. For those not already using video or those still just considering it, we have some convincing reasons why you should be incorporating video responses into your surveys, trackers and Customer Experience (CX) programs.
Video can be incorporated into most research projects regardless of the chosen methodology including video diaries, ethnography, mystery shopping, interviews and focus groups. However, by restricting the use of video to only qualitative projects, you’re missing a huge opportunity and here’s why.
1. You gain at least 6x more information with video
Respondents ‘say’ more in a video than they would write in a response. This immediately provides you with a richer source of data than you would gain through a free text question. Video also takes you beyond the spoken word and ‘what’ is said. You can understand tone, emotion, see body language and facial expressions. Video can give you an insight into respondent’s surroundings, you can see them interact with products, other people and their environment.
2. Technology advancements make working with video practical not painful (we’re going to say it, even fun!)
Technology has removed the historic barriers to using video at scale. You no longer need to watch every minute of every video to get to the insight.
It all starts with a transcription of the spoken word. Transcriptions synched to video content mean that you can easily search and find the moments that matter, in seconds rather than hours.
But, is automated transcription any good?
The accuracy of automated machine transcriptions continues to improve, it’s something we constantly review. Currently it can offer accuracy of up to 90%, which I think you’ll agree is pretty impressive. It’s what many of our customers use, particularly on quantitative projects, and it gives them levels of accuracy they are happy with. For projects where you need near 100% accuracy, human transcription is also available. Having flexibility around transcriptions means that video becomes a viable option regardless of project size or budget.
Once your content has been transcribed, analytics tools help you analyze your video content at an aggregated level. This can reveal the spread of sentiment across your content as well as the key themes being talked about. Once you have sight of the over-arching story you can dive into the content in more detail, by quickly navigating to the exact moments of interest.
3. Respondents are ready, willing and able – and we’re not just referring to young males
The latest GRIT report also demonstrated that the respondent experience is almost an after-thought. The introduction of video can help.
Video is huge and continues to grow in popularity, with almost everyone owning the technology to be able to film themselves via their mobile device. Respondent are not only willing, they are good at providing video feedback.
Asking for a video response gives respondents the freedom to express themselves more freely than checkboxes and open-ended questions might. It can also help cut down the questions that a respondent needs to complete or provide a break from simply selecting options.
Are you concerned about who takes part?
Don’t be. Obviously, this will be dependent on your initial sample, but we see a diverse range of respondents happy to give video feedback, covering all age ranges and backgrounds. In a recent study an 81 year old woman provided high quality video feedback.
We have also seen a huge variety of projects, some of which cover sensitive topics such as healthcare. As long as you approach it in the right way and set respondent expectations, video is a great way to engage with respondents.
4. Everyone loves a good story
Storytelling is a well-publicized topic, which we’re not going to try and cover here. However, what I can highlight is the power of video for storytelling.
You’ve probably seen the stat before; 59% of company decision makers would rather watch a video than read an article. So, give them what they want. Once you have captured and analyzed your video content, it’s a simple process to bring the insights to life through a show reel. No technical or creative credentials required.
For many tracker projects it can be challenging to produce a fresh outlook every month or quarter. Video can help to cut through the numbers, it can lift your presentation and put the customer centre stage. People often have an emotional reaction when they see a video, it can bring a smile, a laugh or even a tear. Not many would say the same of a graph.
5. Feedback in an instant
Mobile devices mean that almost everyone carries a video camera in their pocket. This makes video an ideal way to capture feedback ‘in the moment’. By using video for real-time feedback, not only do you get consumers instant reaction, you can also see the environment they are in. They can show you what has driven their amazing or horrendous experience. This can reveal far much more than a written description.
Still not convinced?
6. Seamless integrations make incorporating video super easy
You can use your existing survey platform, so need to change suppliers or disrupt tracking surveys.
If you like the idea of video, but you’re not sure where to being, start small. Think about replacing a free text question with a video response one instead. The video option can be shown to a limited proportion of the sample and if someone would prefer to write a response instead they can, you’ve nothing to lose. You can also import responses to non-video questions to act as filters, adding further context to your video content.
Video allows you to gain the benefits of in-depth qualitative research on a robust and representative quant scale. Video is exploding, it is everywhere and market research is starting to catch up. Don’t let your survey fall behind.
You might also be interested in Enrich your surveys with video: Top tips for success and our 2 video blogs on capturing high quality video; How to be seen AND heard and Make poor video a thing of the past