How do I get qual into my quant?

Tom Higgins - 15/06/2018

Dale Carnegie said that “when dealing with people you are not dealing with creatures of logic, but creatures of emotion.” A sentiment we should not forget when it comes to collecting and sharing research that is supposed to influence the future direction of our products and services.

All too often we can have tons of data on consumer behaviour that’s not quite having the impact we’d like. Ever found it a challenge to bring the consumer story to life? Or struggled to engage the C-Suite with typical facts, figures and statistics? According to Carnegie, that would be the result of too much logical argument and not enough emotion. And in the world of research, the ease and availability of quant research often leads us to rely too heavily upon logical arguments alone. What we really need are powerful, holistic consumer stories that can be easily communicated internally to drive positive changes across our businesses.

Logic  vs Emotion

Fortunately, video market research is one of the most powerful ways to get to the bottom of what your consumers are really thinking and why - serving up emotional insight that can persuade and influence. But before we completely throw out the logical quant to replace it with it’s more emotive counterpart, we should take a look at the detail of Carnegie’s argument. He suggests that a balance of logic and emotion make for the perfect persuasion tool - which is why some of the most impactful use cases of modern video market research are actually in combination with the quant studies we know and love.

The latest innovations in video market research make it easy to deliver this powerful combo of logic and emotion by adding qualitative video responses to quant studies, so you can back up your research and bring it to life. So whether you’re thinking about using agile video alongside your study, within it, prior to it, or even after your research has taken place, it’s an unbeatable way to unlock important insights and get the qual into your quant. Read on to find out more…

Using video to enrich your research

The days of physically filming respondents followed by manual transcription and time-consuming editing are long gone. Today, videos can be easily used to support your research by collecting self-recorded feedback straight from consumers’ digital devices. You can collect videos in any new or existing research study in a matter of minutes by integrating video questions into your surveys or using other agile video tools to collect video alongside your quant studies - giving you the emotive insights you need to influence critical decisions in your organisation. And thanks to today’s technology, it’s not only easier than ever before to capture video, but it’s easier than ever to analyse it too. What does this all mean? That you can effortlessly access the reasons behind your results, the stories behind your statistics - and most importantly, see the people behind your data.

Get closer to what people think - and fast

People are often nervous about how long video will take and how expensive it is. But today’s video market research enables you to capture hundreds of videos from your target audience without even leaving your desk, making video research a quick and cost-effective research method. Now video allows you to get closer to what your customers really think in just a matter of clicks - and because your consumers can record videos from the comfort of their own homes, your results will be more insightful than ever before so you can make informed decisions and get the answers you need, fast. This speed has transformed video and made it a qual technique, delivered at the speed of quant and vastly increasing the number of possible applications of video within our research. Find out more here.

Bring your surveys to life

Adding videos to your surveys as open-ended questions is a quick and simple way to bring a human voice to your data - and by adding video open-ends to any survey, you can allow video responses on any device. It’s a great way to enrich your research, and it’s so easy to do - you just need to add a simple block of code to insert video into any survey, whatever platform you’re using. Let’s face it; text box open-ends tend to deliver pretty generic responses that you can learn very little from. In fact, text responses to open questions have an average of about eight words compared to video responses’ 75. Using a solution such as VideoCX means in just minutes you can turn tired text boxes into engaging video open-ends, allowing you to access rich, insightful data rather than bog-standard, generic responses. By using video alongside your existing CX surveys, you can deepen your customer understanding and serve up a combination of logical evidence such as NPS and CSAT scores along with emotional evidence and real customer stories in your next research presentation.

Find the stories behind your stats

Are you finding it challenging to find the genuine stories within quant statistics? Fear not, video doesn’t always have to be integrated into your survey to help you scratch beneath the surface. In fact, the array of agile video research tools now available in market research and CX means video can be collected before, alongside or even after a survey to boost the impact of your results. By supplementing your quantitative study with scalable video feedback from respondents with similar specifications, you can add real weight to your research - which will make everyone in your organisation sit up and take notice. So whether you need to do some pre-quant exploratory work, have identified something in your quant study that needs investigating more deeply, or you’d like to bring a particularly important segmentation to life, it’s all possible with video market research. Find out more here.

See real human responses

Ever wondered what your customers really think about your latest products or campaigns? Researchers are often to-ing and fro-ing over the optimum way to understand how people really feel about their offerings. Some brave traditional video and others explore quant avenues with product feedback surveys - but the innovative explore methods that can combine the power of video with some supporting quant. Video feedback can help you see and understand genuine human reactions to your ad concepts, new products, branding or positioning statements so you can get to the bottom of what they really think. And because your respondents can record and upload footage themselves, they can talk about their personal experience in their own environment and in their own words - which means you can access genuine insights and empower your customers to share rich stories so you can make informed, customer-centric decisions based on real qualitative feedback and use quant as the fallback for any remaining doubters in the room.

Find the insights you’re looking for

Regardless of the video approach you take, once videos are uploaded to an automated video analytics platform such as Voxpopme, they are instantly human-transcribed, time-coded and checked for quality. They can then be searched by keyword or filtered by additional data such as age, gender or other customer tags so you can easily find the insights you need, and interactive charts and word clouds are also available to help you explore your content. Not only that, but because all videos are also theme coded and rated for sentiment, you can really understand what your respondents are thinking and why. Finally, in just a couple of clicks you can bring a topic to life with a compelling reel of clips, so you can drive action by engaging stakeholders and building deeper customer understanding across your entire organisation.

Video market research is one of the best ways to provide real human feedback and unlock in-depth insights, allowing you to get the qual into your quant more easily than ever before. If you’d like to see the people behind your data and discover how to drive customer-centric decisions through video research, contact Voxpopme today to arrange your free demo.

To see how you can discover real consumer feedback and influence key decisions in your business, read our free eBook: how to harness the power of video to revolutionise your research!

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Topics: video research

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