5 key questions to consider when deciding on video for research
- Type of responses required? – is it depth, is it illustrating existing research, is it ethnographic, is it fly on the wall?
- Location? where do the interviews need to be conducted – on the street, in home, in a focus group facility, in a specific location such as a store, airport, train station, bar?
- Best way to film? – there are many ways to film for market research, from user-generated video diaries, CCTV filmed focus groups, soundbites filmed by a researcher after a focus group or a depth, or professionally filmed. It’s about thinking of your final output and making sure that your footage is fit for purpose.
- How should it be edited? – Editing varies considerably, from basic cuts through to well edited videos that include any or all of the following; motion graphics, animation, cutaways and contextualising shots. If you are presenting research, engaging editing is worth considering.
- How will it be shared once you have the footage and videos – have you got an intranet or plasma screens you can use? Are you using it in one to one presentations, on a big screen, for Social Media purposes? Can other departments use the video content?
10 ways to use your videos for research
- To highlight and supplement findings from existing research, to add colour and qualitative feedback
- To bring to life consumers and their environments, especially when wanting to show how different they are, for example on an international or cultural basis.
- To illustrate segmentation studies
- Based on either depth interviews in homes or in a venue, or highly targeted intercepts.
- Edited either as short videos or as longer persona films.
- To create animations for data-driven studies
- To obtain reactions and thoughts about new products, packaging, adverts and concepts. This can include toiletries, food, drinks and cars.
- To show trends, be it a history of a brand, a market trend or a sector review.
- To capture responses and ‘in the moment’ feedback to a special promotion or initiative
- For sharing with Marketing and PR departments – using consumer feedback in social media is now very popular
- To add to quantitative studies, either embedded into a questionnaire or asking a panel to submit a video response
- To bring the customer into your organisation, from the shop floor to the boardroom and let their voices be heard