How to use the power of video to fight survey fatigue

Tom Higgins - 08/10/2018

How to use the power of video to fight survey fatigue

Life today is hectic. No one has enough time - and in a world where we’re constantly connected, it’s pretty much impossible to ever switch off. If we’re not rushing from A to B then it’s the pressure of deadlines looming over us - and big data is always there threatening us with more information to digest than ever before too. It’s official: we live in a DRIP world that’s data rich and insight poor - and we’re struggling to keep our heads above water.

Despite all that, in this data-driven world, customer feedback has never been more important - which means that brands are frequently asking people to complete lengthy surveys in a desperate attempt to get to grips with what drives their decisions. The problem is that today’s customers just don't have the time to fill these surveys in. Let’s face it, the last thing people want in addition to all the data and deadlines is to get caught up in a super long survey attempting to explain why they’re thinking and feeling the way they do.

The fact of the matter is no matter how many different question types you use, or how many pretty colours and fantastic images you add in to funk up your surveys, long surveys are boring and impersonal - and people just don’t have the time or the inclination to complete them. That means that survey fatigue is becoming a very real problem that’s growing - and fast.

The trouble with traditional surveys

When it comes to getting to know what customers think, self-complete surveys have been the method of choice for over a decade. Our best attempt to go beyond scores and scales has been open-ended questions that ask for written responses, with the idea being that text-based responses give people the chance to elaborate on their thoughts and feelings and give more insights than scores alone. However unfortunately the reality is that text based surveys are actually cumbersome, restrictive, and tricky to fill in - which only adds to mounting fatigue.

The stats say it all: open text boxes usually deliver responses of just three or four words and nearly always less than 50 characters - either that or they are skipped completely. As a result, questions go unanswered, participants become disengaged and survey fatigue continues to grow, and all the while researchers are still none the wiser on how they can understand, excite and engage their target audience. But there is another way…

Using video to engage with your audience

Video market research allows you to inject some personality into your surveys and gives your participants a new and exciting way to share information. We’ve already talked to you about the benefits of video from a business perspective - it can unlock insights, generate rich customer feedback and allow you to understand your customers better than ever before - and in this world of information overload, it will also get your executives excited too. But enough about you - what about your customers?

Basically, your customers are tired. They’re tired of deadlines, tired of data - and they’re absolutely sick and tired of completing exhaustive 30+ question surveys too. Instead, they are choosing to communicate with video more and more. Video is fast becoming a go-to tool for communicating socially and, more importantly, when engaging with companies as well.

A typical self recorded video response is six to eight times longer than a text-based response, which means that in just a matter of clicks you can use video to see what your customers truly think, feel and do. It goes beyond standard survey questions by looking at things through a qualitative lens - offering much greater detail than rating scales such as Likert, Graphic or Semantive and scores such as NPS, CSAT and PSAT alone.

Video is a quick and easy way for people to express themselves and for you to get a real understanding of what drives your customers - and crucially, it goes way beyond the confines of scores and rating scales by revealing the why behind the numbers. The proof is in the pudding, with video open-ends giving an average of 460 character responses and delivering 6x more content than text responses.

AdobeStock_215784785How video can fight survey fatigue

It’s pretty easy to see why video is so popular: it’s fun, quick and easy to use. Basically, it offers an engaging way for your customers to share their experiences and feel better connected to your brand, which in turn helps to fight survey fatigue. It also empowers your customers to show emotion and express themselves both visually and verbally, and because there is such a broad range of selfie style video responses available, there’s a variety of ways to get involved and share their thoughts. From in-store shopalongs and experience-based feedback videos to product testing and review videos, there are a number of ways that utilising the power of video can help to minimise survey fatigue:

1. It makes your customers feel important

Video makes your customers feel like their opinions are important, that they are being listened to and that they are more than just data.

2. It’s easier for them to express themselves

Instead of answering closed questions or typing out tired text responses, video gives respondents a quick and easy way to express themselves.

3. It’s more personal than ticking boxes

Rather than just ticking boxes and getting lost in a sea of data, video adds a human aspect to communication that will excite and engage your respondents.

4. It’s fast

Instead of endlessly selecting options or typing out lengthy answers, video can cut down the questions and let your respondents get to the point fast, so it can easily fit in around their busy lives.

5. It can be done anytime, anywhere

Because respondents can record video anytime, anyplace, from their preferred digital device, it means that in-depth stories can be shared with ease and on the go

6.It allows them to show emotion

Body language and facial expressions allow your respondents to show how they really feel - something that just isn’t possible with traditional surveys.

7. It appeals to younger audiences

Younger audiences are keen to express their opinions across various media and making a quick reel reviewing a product or recounting an experience is much more appealing than a restrictive survey.

How it works

People are often nervous about how long video will take and how expensive it is - however today’s video market research allows you to capture hundreds of videos from your target audience in less than an hour. By just adding a simple block of code to whatever platform you’re using, you can integrate video-open ends and capture video insights alongside or after a survey to boost the impact of your results.

You can embed video open ends into any survey on any platform, website or app to enable video responses across any device - and you can even tap into specialist apps that make video the entire survey and give you access to video feedback communities. For example, Voxpopme’s on-demand community provides video feedback, in an instant, on a full range of market research studies via the Voxpopme app.

So whether you want to utilise video in a new or existing study, collect videos alongside or after a survey, in just a few clicks you can capture, analyse and share compelling customer stories across an array of quant and qual studies to boost the impact of your results. And once your videos have been recorded and uploaded, we’ll use time-coded, human transcription for outputs that are 97% accurate. Not only that, but Voxpopme software will then enable you to easily search themes, explore sentiment and create show-reels that excite your stakeholders. Find out more here.

To conclude, video is a powerful form of customer feedback for any business, and adding Voxpopme video questions into ongoing studies can supercharge your surveys and provide a deeper understanding of your target audience, whilst setting up new surveys or app-based studies puts video right at the heart of your research. But it’s not just about the benefits for you (although there are a lot!) - it’s also about your customers. Basically, video gives your customers a voice. It makes them feel valued, appreciated, and that their opinion is important - and it’s fun too, which means it’s a great way to fight survey fatigue.

If you’d like to find out more about the benefits and applications of agile video feedback, including how easy it is to drop into your next survey or create a video study from scratch, download our ultimate guide to video open-ends here to find out more.

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Topics: Video market research

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