Understand your customers

Customer closeness requires that staff across your organisation, from senior leaders to feet on the ground, have a rich understanding of who your customers are. Using video to tell your customers’ stories is the most effective way to bring them into the heart of business decision making. Visualise the environments, lifestyles, habits and attitudes of your customers to communicate key values & motivations. Enable your colleagues to see past the data and build an understanding of your customers as real people.

Video storytelling engages your audience and enthuses them to consider customers within their own strategy or role. Increase engagement with your insights and ensure your research has real value. Whether in a workshop, presentation, on an e-learning platform, in an email or a de-brief meeting – where powerpoint falls flat, video has the power to inspire.

Communicating customer understanding


Visualise your customers’ human nature and staff will connect with them on an emotional level. Video storytelling helps your colleagues relate to your customers, developing relationships that imbue true customer closeness. Cut through the noise of internal comms by using compelling video content to present a clear image of your target customers and everything that make them unique.


Customer closeness programmes are particularly significant if your customers live in a different country, culture and environment to your business. Video allows you to create a window into your customers worlds and learn about their everyday lives in a much more impactful, engaging and relatable way.

These programmes work best when using varied approaches such as user-generated content, professional filming and summary animations to develop an 0n-going touchpoint with customers.


Video content is the best way to communicate customer insight to your colleagues – but for video to have an impact it does need to be seen. Insight portals bring all of your video insights and other resources into one place that is accessible from anywhere at any time. This allows staff to drop in to different countries or markets and get valuable customer insight when building out products, concepts, propositions and so on. These portals are typically commissioned to support multi-market or on-going customer closeness programmes. VPI have created insight portals for the organisations such as Co-op, Costa, Unilever, Highways England, Kantar, Direct Line, GSK and more.


This style of immersive customer storytelling is a new and experimental method of virtually bringing your customers’ worlds into your working environment. These videos work with VR headsets to create a fun and engaging method of setting up interactions between staff and your customers. Insights are drawn out through depth interviews with customers to create a narrating voiceover. 360 degree cameras are then used to film your customers and give context to the experience or story. Drag your mouse across the screen to move the camera and follow the action.

Customer closeness case studies


“To get people truly excited about segments and to actually action them into their day to day lives within a business like Sky, you need to bring those segments to life; and there’s no better way to do that than using video.” 

Chris James from Sky outlines below how their research team have used different approaches to video to increase customer-centricity. This has included filming customer closeness sessions with staff interacting with Sky customers. These videos have been used to demonstrate Sky’s commitment to understanding their customers. They have also used persona films to bring to life their customer segments and help staff action these into their roles.


Below is a great example of a segmentation video we created for FWD. As a part of this project, we produced two videos that brought to life two different key customer segments. The objective for this stage of the project was to make customers more accessible, relatable and human to their staff. We also created a video to map the online customer journey, highlighting pain points, as well as a video to showcase senior executives engagement with the project. See the case study to find out more.


PepsiCo wanted to create a video to bring to life how PepsiCo products fit in with their customers’ family occasions. They wanted the content to have an authentic and genuine tone that would feel more personal and intimate, so we asked 4 families to film the occasion. We compiled the user-generated content into a number of videos that were played at a company-wide workshop.


“Across our business people didn’t really understand who it is that we are targetting.”

Jess Vara from Innocent Drinks outlines her project, ‘The Big Peel’. The objective for the project was to re-connect staff from around the business with their target customers. As part of this, we created a number of videos to be used at a video launch with the entire company. These videos were central to the strategy, with a game of ‘consumer guess who’ being played to ensure people were watching.

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What our clients say

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"The Vox Pops team were very helpful from start to finish and I'm happy with the end result."

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"The ability to connect with consumers without having to really think about it is a huge benefit to people... It is having a really tangible impact."

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"The end result was great, much better than expected. VPI were extremely supportive and professional."

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"Vox Pops were brilliant at keeping us updated and completely understood the time pressures that we were facing. They understood our vision for the clip and did a brilliant job of making suggestions."


"Fantastic experience working with the Vox Pops team. Completely painless process and delighted with the final product. Thought they challenged appropriately where required and provoked some good discussions around content. Look forward to working with again very soon."

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"Fantastic work, speedy delivery, flexible approach to a challenging brief. Really excellent work all round from VPI. We were really happy with the outputs with no complaints."

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"Team answered my request quickly and directly understood needs and requirements thus requiring little involvement from me."

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"This was a great project for Innocent and Vox Pops. The film created, really brought to life our consumer and was executed in a way that felt professional, creative and very on brand. The Vox Pops team put up with endless feedback to get the film into the best place for us and we now have plenty of assets which will be used throughout the business."

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"Easy to work with and quality of output is high."

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"Great - worked with you before so as expected great output and quick to brief."

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"From start to finish the project went well and the end result is really impressive - it showcases the Go Think Big programme in a clear, concise and engaging video, which we haven't been able to do for quite a while. "

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"The project went really well & was exceptionally quick. The service was very personable and Steve really listened to our requirements and designed the project around us. I really have no criticism or constructive feedback because from beginning to end it was very easy to do business with you, you produced an animated video that exceeded my expectations and you were great to work with."

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"The project was seamless and progressed according to plan."

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"Great team so polite friendly and helpful. Great follow up too with edits."

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"The team were all fantastic - very efficient and helpful. We're absolutely thrilled with the end result and look forward to using the video in a variety of ways (on our website, including it in proposals and presentations etc)"

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"Vox Pops were excellent to work with, understood clearly what we wanted and got us to a final product that was very well received. In terms of things to improve, these were pretty minor."

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"Lovely team to work with, very organised and precise. The client loved the end result and we loved it too!! Great work guys!"

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"Excellent quality and very good support."

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"Vox Pops were very helpful, had good insight and provided useful feedback and recommendations. The project was delivered in the timescales agreed which were quite tight! Kept in regular contact and I knew where we were up to at each step of the way."

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"Really pleased with VPI's ability to work with our very tight timeframe, the drafting of a discussion guide which really helped us time-wise and the final outputs!"

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"Excellent service and very helpful especially with editing and helping with expertise to get us to the desired outcome"

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"VPI really understood the brief and what we were trying to achieve with this voxpop. The process was smooth, well run and we're really pleased with the final product."

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"Smooth process, flexible team adapting to our needs. Quick response and good understanding of our objective."

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"The end result was completely on point and lived up to our vision we had for this from the very beginning. The briefing process was simple and we felt the team at Vox Pops agency were completely on the same page from the very start. Great team, great process and amazing result."

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"The project and end result was extremely positive, the team were very flexible and communicative throughout meaning we were all on the same page throughout the entirety of the project. Vox pops proved to go above and beyond for this project which was not straight forward."

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"Very good even in stretch timing - very good discussions with the team throughout the process."

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"The project and end result was extremely positive, the team were very flexible and communicative throughout meaning we were all on the same page throughout the entirety of the project. Vox pops proved to go above and beyond for this project which was not straight forward."

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