International Vox Pops Research

What is vox pops research?

Filmed, qualitative research interviews either with people that we recruit on the spot, OR set up interviews with specific respondents who have been contacted previously. We use a pre-agreed topic guide with open ended questions and prompters to illicit full answers to pre-designated questions.

Which countries have you conducted vox pops research in?

Australia, Belgium, Brazil, Burkino Faso, Czech Republic, China, Denmark, Finland, France, Germany, Greece, Holland, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Kenya, Mexico, Nigeria, Poland, Russia, Singapore, Spain, Sweden, Turkey, UK, and USA

How does it work?

We have a network of native, foreign language researchers who work with us to identify the best locations, organise recruiting, translate the questionnaire and screener guides, set up the fieldwork, interpret the findings and assist on selecting the video clips that best illustrate the findings. We use experienced video operators and project managers to do the filming to a high standard to ensure comparability across the countries.

We provide a full translating and subtitling service, as well as cutaway shots and flags, if required, to help contextualise the final videos and research.

How long does a vox pop research interview last?

On average a respondent will express their views for just over 8 minutes, this is in a ‘street’ location, they will be longer if they are set up interviews.

How many interviews can you conduct in one day?

Depending on the target group and the length of the questionnaire, between 15-20

Can you conduct depth interviews using this methodology?

Yes, we find a comfortable place to sit with the respondent, eg a café, a quiet area in a store, in a room in a sports centre. We then conduct interviews that can last up to 1 hour, either on an individual basis or in pairs or small groups, using stimulus materials.

How do you make sure you recruit the right target group?

We use a screener before starting the interview, we go to a location where we will find the ‘right’ people, eg a pub for beer research, in a store for a retailer, at a sports ground for sports enthusiasts, inner cities and many more.

How do you analyse the research?

The researchers give us a debrief after we have conducted the fieldwork. We translate all the footage into English to verify key messages and select verbatims from the transcripts that illustrate the key insights.

What do I get as a deliverable?

Any of all of the following:
a video on its own, with or without key findings either as voiceover, titles, subtitles
a written summary
a powerpoint presentation with bullet points and then clips to illustrate