Considerations & Methods when using video in research

5 key questions to consider when deciding on video for research

  1. Type of responses required? – is it depth, is it illustrating existing research, is it ethnographic, is it fly on the wall?
  2. 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?
  3. 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.
  4. 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.
  5. 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

  1. To highlight and supplement findings from existing research, to add colour and qualitative feedback
  2. 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.
  3. To illustrate segmentation studies
    1. Based on either depth interviews in homes or in a venue, or highly targeted intercepts.
    2. Edited either as short videos or as longer persona films.
  4. To create animations for data-driven studies
  5. To obtain reactions and thoughts about new products, packaging, adverts and concepts. This can include toiletries, food, drinks and cars.
  6. To show trends, be it a history of a brand, a market trend or a sector review.
  7. To capture responses and ‘in the moment’ feedback to a special promotion or initiative
  8. For sharing with Marketing and PR departments – using consumer feedback in social media is now very popular
  9. To add to quantitative studies, either embedded into a questionnaire or asking a panel to submit a video response
  10. To bring the customer into your organisation, from the shop floor to the boardroom and let their voices be heard

There’s lots to think about when using video in market research. If you would like to find out more about the different ways you can use video, please get in touch.

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