Are you using video questions in your surveys or market research?If not, you really should. Giving respondents the option to submit open-ended feedback in video form may help you gain more information or better insights than you might from a text question or traditional survey.
If you haven’t started yet, we get it. The thought of implementing new video technology may seem to be too difficult, too expensive, or like an unnecessary step in an “if it ain’t broke, don’t fix it” process currently working just fine.
But it is worth it (we promise), and it may be easier than you think. To help, this article will take a closer look at five compelling reasons to start capturing video responses. Also, future blog articles and Jibunu resources will show you the most important factors to consider when looking for the right partner and tips and tricks to start adding video to your research.
Smart Companies Are Already Using Video Responses in Market Research. Here Are Five Reasons Why You Should, Too.
1. Your competitors are
While the idea of using video in market research is not a new concept, until recently, factors such as technology obstacles (How to extract insights at scale?) and consumers’ perceptions (Why would I want to submit a video response?) may have made the concept seem more challenging than it really was.
Today, video responses are a must-have capability, and overall adoption rates are increasing as more and more companies are willing to give it a shot. Not to sound harsh, but if you’re not using video in your surveys and market research, you may be falling behind.
2. They are easier than ever to capture
For example, new advancements in video capturing technology have made it easier than ever to request and receive video responses. Respondents can simply click a button to record a brief video in the survey itself using the camera on their phone, tablet, laptop, or PC.
Additionally, in the past, people may not have been comfortable recording themselves. Today, just about everyone has access to a smartphone with powerful video capabilities, and thanks to social media, we’re all much more comfortable creating and posting short videos. All of this means your audience may be more receptive than you think.
3. Video gives respondents another way to voice their opinion
The idea of submitting video responses might be new to your audience—“Ooh, that seems like fun!”—and may help you learn more as you actually see and hear the individual responses. Each person can expand on a particular point, offer additional examples, or elaborate on a point of emphasis. In this way videos really let you understand exactly what consumers are trying to say and bring the data to life.
4. Videos provide qualitative feedback at quantitative scale
In the past, researchers clearly understood video’s potential, but couldn’t overcome one major stumbling block: How to get past the barriers related to attempting to using video at scale. In other words, collecting videos from dozens, even hundreds, of individuals sounded great, but who was going to watch them all and painstakingly extract all their quotes and other feedback?
Today, advancements in technologies, such as transcription and search capabilities, eliminate the need for humans to watch every video to attempt to uncover respondents’ feedback.
5. Video responses impress and engage key stakeholders … and help executives understand the data better
Video surveys are still viewed as an innovative new technology, which helps impress key stakeholders who have not seen it before. This helps engage them and get them interested in the process—and results. Additionally, it may help busy executives gain a faster understanding of the data, especially those that don’t have the time or interest to read a long research report.
They also help you tell the larger story by putting a face to customers and potential customers, making it the next best thing to an in-person conversation. You may uncover a single narrative from the various responses or hear different viewpoints that support larger feedback trends. Seeing and hearing consumers’ thoughts and opinions goes a long way to understanding their motivation and can help develop new personas or other marketing approaches.
Ready to get started with video?
We hope this article helped you understand the benefits you can achieve using open-ended video questions in surveys and market research. Stay tuned for future blogs where we will highlight a number of best practices for getting started as well as what you should look for when evaluating vendors and technologies that will work best for you.