Leading Internet Provider

When a leading internet provider wanted to understand and gain insight into their key selling demographics, they approached Vox Pops International. Understanding and being able to provide accurate services to existing and potential customers meant understanding lifestyle and technology usage of the general public, a perspective which Vox Pops International was able to provide.

Project Objectives:
The purpose of this project was to provide insight into the general lifestyles of a number of significant selling points – what they enjoy doing in their leisure time, what their hopes, fears and ambitions are, what’s important to them, their needs, attitudes and what role technology plays in their lives. To fully illustrate and identify each group in their natural habitat, in-depth interviews were conducted in the respondents’ homes with relevant shots of family life, hobbies and computer usage to contextualise the studies. The internet provider required research encompassing a wide spectrum of people, including young and old, male and female, married and single, the working and the retired.

Video research for this project was ideal and effective, resulting in our client’s employees acquiring a tighter grasp on needs and desires for communication both now and in the future. We were confident we would be capable of portraying people’s lifestyles and personalities, an achievement that would perhaps not be sufficiently fulfilled through other forms of more conventional research.

Methodology:
Working closely with the client, it was agreed between them and Vox Pops International that video portraits were the best methodology for this particular project. The project manager was then able to organise locations, timings, camera crew, questionnaires, recruitment of respondents, editing and budgets. The in-home, in-depth interviews lasted between one and two hours with crews, obtaining relevant shots of family life, technology usage and the context of the home.
Our interviewers were able to obtain accurate and in-depth dialogues from the respondents, creating valuable, lively and entertaining footage.

Results:
The final edited video was 16 minutes in length and contained each of the core selling segments. The film was shown during an internal conference held in December 2005. Feedback was very positive.

This Case Study appeared in our Spring 2006 Newsletter.
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