How to save time and double the impact of your qualitative research

Tom Higgins - 15/06/2018

Market researchers are under more pressure than ever. Pressure to deliver more strategic insights than ever before, faster than ever before, and making budgets go further without compromising quality. In fact, in today’s time-pushed, results-orientated world, speed and impact are two of the most important factors to consider when it comes to conducting research - and unfortunately, more traditional methods just aren’t up to the challenge. Sound familiar? Don’t fret - that’s where video market research comes in.

The rise of video research

Video and researchers have always had something of a strained relationship due to video being seen as time-consuming and cost-intensive. But as consumer videos continue to grow in popularity and people become more comfortable using video to express themselves, self-recorded video is becoming an increasingly popular way to capture consumer insights. And thanks to today’s technology, video analysis and sharing is easier than ever before too, meaning researchers can analyse large volumes of data at unbeatable speeds, edit this content into short showreels and deliver impactful insights fast. This effectively makes video an agile, end-to-end solution. Read on to find out how…

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1. Capture insights efficiently

Today’s technology has transformed the options you have when it comes to capturing video feedback. For starters, why hire a camera crew to interview someone when there are 2.53 billion smartphones with built-in cameras in the world? If you factor in webcams and tablets, there are more ways than ever before to capture video - and with simple solutions, you can collect videos in an honest, self-recorded format that is arguably the most genuine form of video insight. Leading researchers are embedding video open-ends into their survey and community platforms to enable video responses to be shared by respondents from their preferred device. They're also using apps that provide on-demand video feedback communities or facilitate task and diary-based feedback to make their qual studies scalable and remove the geographical boundaries so often associated with video. Regardless of the method, the output delivers fascinating human stories in a fraction of the time of traditional qual and with quadruple the influence of quant. That means you can capture hundreds of videos from your target audience wherever they are in the world, in minutes and hours rather than days and weeks. As a faster alternative to more traditional research methods, video gets you closer to real people in just a matter of clicks so you can easily see what your customer thinks, feels and why - giving you the tools you need to deepen customer understanding and share rich stories that really make an impact. Find out how here.

2. Conduct analysis at speed

There’s no need to wait days, weeks or even months for videos to be analysed and edited anymore. Instead, once uploaded, videos are automatically human-transcribed, time-coded and checked for quality, preventing any mistakes that could cause delays further down the line. Not only that, but because videos can be filtered by questions, screening criteria or even data such as age, gender or user type, they can also be easily searched - and because automated charts and word clouds can then be created based on survey questions, there’s also clear direction on where to dig deeper to pinpoint key insights. What does this mean for you? That it’s easier than ever to explore your content and conduct analysis at speed, allowing you to deliver impactful results instantly. It essentially puts the richness of video insight in your hands at speeds more readily associated with quant research. Discover more here.

3. Instantly explore themes

Manually coding video to try and understand consistent themes and identify outliers has always been a painstaking process for even the most dedicated of researchers. But these days, advances in automation, such as Voxpopme’s Theme Explorer, allow researchers to see an overview of the topics and themes most frequently mentioned within hundreds of videos. This means you can say goodbye to manual coding and instead discover the themes that matter most to your customers straight away. Advanced analytics such as Theme Explorer identify the keywords, phrases and themes from your video project and take you straight to the video snippets where that theme is mentioned, saving unbeatable amounts of human analysis time. So you can stop blindly searching your footage on the lookout for answers - they’re now right in front of you, meaning you can spend your time telling better stories and getting your customer voice heard.

4. Easily understand sentiment

Sophisticated sentiment analysis tools can automatically determine whether a response is positive, negative or neutral. Available on a question, theme or sentence level, automated sentiment coding will assign a sentiment to a response so you can quickly categorise your content based on your respondents’ true feelings. As well as understanding the sentiment behind every single sentence, you can also take a step back and view your consumers’ sentiment at theme level so you can easily see where your business delights its customers. That means you can get to the bottom of what your customers are truly feeling without trawling through endless amounts of video responses or surveys to do so. Find out more here.

5. Save time on video editing

Intuitive video editing puts the final piece to the puzzle when it comes delivering end-to-end video insight, from project conception through to your research dissemination. Self-editing tools allow you to easily select, customise and share your most powerful customer stories by simply dragging and dropping snippets to quickly assemble the most impactful video moments from all of your feedback. Not only that, but you can also review, refine and re-order your snippets as you go to make your most persuasive insights the focal point of your showreel for customer stories that really pack a punch. If that wasn’t enough, you can also save time with video editing by customising your own showreel - simply add your logo, colour schemes, images and custom slides in just a few simple steps to transform your feedback into an impactful story. Your showreels can then be embedded in presentations and shared via email or password protected landing pages so you can quickly get your stories in front of the audience that matters.

Although researchers have been hesitant to use video market research in the past, today’s technology means it’s easier and faster than ever before to share truly compelling insights. In fact, full and insightful reports can now be delivered in half of the time of traditional methods, showing that video research and the automation tools available today provide the ideal balance between time, cost and depth of insights. Sound good? If you’d like to find out more, contact us today for a free demo.

 

Topics: qualitative research, video research

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