“The video studies have given clear insights into the segments, showing similarities between the groups, in terms of their actual attitudes towards mobile phones. The videos have given people a strong and memorable image when developing new propositions, it reminds them of who the customer is.” - Shirley Tang, O2 Customer Insight Manager

Project Objectives:
O2 approached Vox Pops International looking for ways to illustrate their main customer segments. The objective was to bring consumers to life for internal staff and sales purposes. O2 required videos that would allow them to get closer to their consumers and gain insight into each segment, covering topics such as lifestyle and attitudes, media usage, attitudes to technology, attitudes to mobile phones and network providers.

Methodology:
O2 wanted to move away from traditional research methods and required an innovative deliverable in order to reach a wide internal audience. They selected video based research as the final outcome as it is memorable and easy to digest.

Twenty four individual depth interviews were conducted amongst members of the O2 panel. Each interview was filmed in the respondent’s home and additional time was spent filming the surroundings and lives of the individuals.

Over 50 hours of footage was captured for this study and transcribed for the client and researcher to analyse. VPI began the editing stage by producing a long / rough edit for each segment for the client to view. The client then selected the most important information in the edits and VPI produced a series of shorter edits for distribution.

As part of the project a written analysis was also required of each of the key segments. The Account Manager worked very closely with the researcher and developed a depth analysis on PowerPoint for each segment.

Results:
The original intention of the videos was to illustrate each segment in an exciting and impactful manner. However, the depth interviews actually uncovered more information and insight than originally anticipated and the reports have been used as part of O2’s annual research.

The uses of the final videos has also expanded to training courses to help O2 marketeers understand and refresh their knowledge of O2 consumers.

If you'd like to know more about how Vox Pops International could help you open up the world using the very latest video research technology, contact us now by clicking here.