Implementing video surveys to gain deeper insights
Editor’s note: Ian Twohig is the senior research strategist of Indeemo. This is an edited version of an article that originally appeared under the title “Going further with Market Research: the power of Video Surveys.”
In an era where anyone with access to ChatGPT can effortlessly and eloquently provide the answer to any question, it is becoming increasingly difficult to rely on open-ended text as a reliable source of understanding. A common theme from our recent sales calls is the growing suspicion that an increasing proportion of survey respondents are using ChatGPT to compose answers to open-ended survey questions. Simply put, it is no longer possible to entirely trust the authenticity of faceless, contextless, text-based survey responses.
To address this problem, video surveys are being embraced to capture richer, more authentic and verifiable survey data to deepen understanding and accelerate innovation. This blog delves into the advantages of video surveys, spotlighting their applications in shopper and consumer research, shopping missions and customer experience enhancement and offers a comprehensive exploration of how video surveys are reshaping the field of marketing research.
What is a video survey?
Before diving into the benefits, it's crucial to grasp the essence of video surveys. Video surveys are a novel data collection technique that leverages the power of visual and auditory cues to gain richer insights into consumer behavior and preferences. Instead of relying solely on traditional text-based/“open-end” surveys, video surveys encourage participants to express themselves visually and verbally, offering a richer, more comprehensive understanding of their thoughts, emotions, context and experiences.
Where can video surveys be used?
The versatility of video surveys extends across various domains, revolutionizing the way researchers and brands gather valuable insights. Here's a broad overview of their multifaceted applications.
Consumer research
Video surveys have proven to be a game-changer in the field of consumer research. They provide a unique window into the in-the-moment wants, needs and behaviors of consumers, whether at home, in-store or within the digital realm of e-commerce.
Shopping missions
Video surveys offer an in-depth look into the concept of shopping missions, which refers to the specific goals that consumers pursue during their shopping journeys. Whether it's a weekly grocery run or a quest for a special occasion outfit, video surveys capture the intricacies of these missions, shedding light on preferences, brand choices and the emotional aspects of the decision-making process.
Using video surveys for brand tracking
Video surveys are a transformative leap in brand tracking. Not only is all the information that video surveys capture recorded in-the-moment, by taking a longitudinal approach, you now can get closer to and stay connected with hundreds of respondents across all segments of your target audience. Furthermore, not only do you capture reliable, verifiable survey responses, but you can also bring your target audience to life in a way that was never before possible.
Enhancing the customer experience
In today's fiercely competitive market, enhancing customer experience is a top priority for brands across industries. Video surveys play a pivotal role in this arena by enabling customers to express their experiences visually and verbally, enabling brands to identify areas for improvement, refine their offerings and create a more engaging and satisfying customer journey.
Product testing and video feedback
Video surveys are a potent tool for product testing and feedback collection. Whether it's testing a new product prototype, evaluating a revamped packaging design or gauging reactions to a marketing campaign, video surveys provide a direct line to consumers' unfiltered opinions and reactions.
Market segmentation
Video surveys can aid in market segmentation by allowing researchers to better understand the diverse preferences and behaviors of different consumer groups. By visually capturing responses, researchers gain insights into the unique characteristics and motivations of each segment.
Brand strategy and advertising research
Brands can use video surveys to gauge the effectiveness of their advertising campaigns and brand messaging. Respondents can provide direct feedback on advertisements, revealing which elements resonate most strongly and which aspects may need adjustment.
Employee feedback and training
Beyond consumer insights, video surveys can be employed for gathering employee feedback and enhancing training programs. Employees can record their thoughts and experiences, providing valuable input for improving workplace culture and training initiatives.
Health care and patient experience
In the health care sector, video surveys enable patients to provide detailed feedback on their experiences, helping health care providers tailor their services to meet patients' needs and preferences.
The benefits of video surveys
In addition to their ability to help you build consumer closeness and empathy with your video survey respondents and experience the feelings, emotion and context of the respondents, video surveys offer several distinct benefits. The following list covers the benefits of video surveys for a few specific research methodologies.
In-store shopping behavior
With shopper and consumer research, video surveys prove to be invaluable for capturing in-store shopping behavior. Researchers can instruct respondents to document their shopping trips, enabling them to articulate their decision-making processes, interactions with products and emotional responses. This data empowers brands to fine-tune in-store strategies, optimize product placements and enrich the overall shopping experience.
Online shopping insights
Video surveys are not confined to physical stores; they are equally adept at unraveling the complexities of online shopping. Brands can employ video surveys to discern how consumers navigate e-commerce websites, the factors influencing their purchasing decisions and their overall online shopping experiences.
Navigating shopping missions
Video surveys offer an invaluable lens through which shopping missions can be analyzed. Shopping missions refer to the specific objectives consumers pursue during their shopping journeys.
Imagine a grocery store chain harnessing video surveys to understand shopper behavior during grocery excursions. Respondents chronicle their shopping missions, detailing preferences, brand choices and decision-making processes. This comprehensive data set empowers the store to tailor its inventory, store layout and promotional strategies to precisely align with customer needs and preferences.
Measuring customer experience
Enhancing customer experience is paramount in today's fiercely competitive marketplace. Video surveys present an opportunity to measure and enhance this experience in a profoundly impactful manner.
Consider a restaurant employing video surveys to solicit feedback from patrons. Rather than relying solely on written reviews, diners are invited to record their experiences, capturing not just what they liked or disliked about the meal but also their facial expressions and vocal tones. This nuanced feedback enables restaurants to identify areas for improvement and refine their offerings.
Transforming product experience through in-context product testing and IHUTs
In the design and product experience sector, video surveys can be used to evaluate your customer’s product experience in the context of their everyday lives. Customers can share their thoughts and emotions at every stage and milestone of their omnichannel shopping journey.
For product testing and IHUTs, video surveys enable you to capture the out-of-the-box experience in the comfort of the respondent’s home, shedding light packaging, first impressions, how they unpack and set up your product and their overall satisfaction. Armed with this wealth of in-the-moment, contextual information, product teams can accelerate their product design lifecycles and innovate faster.
A guide to designing effective questions for video surveys
To harness the full potential of video surveys, researchers must craft thoughtful and relevant questions. Here's a detailed guide on how to design questions effectively.
Align with the marketing research objectives
Every video survey question should align with the overarching research objectives. Researchers must be clear about what they seek to achieve and tailor questions to extract information that directly contributes to those goals.
Prioritize open-ended questions
Open-ended questions are the bedrock of video surveys. Encourage respondents to share their thoughts, emotions and experiences freely. Avoid leading questions that might bias responses.
Use visual and auditory prompts
Video surveys should capitalize on their medium. Incorporate visual and auditory prompts to guide respondents in their video responses. For instance, ask participants to show specific products they considered purchasing during a shopping mission or ask them to express their emotions using facial expressions and tone of voice.
Include probing questions
To elicit comprehensive responses, use probing questions that encourage respondents to delve deeper into their thoughts. For example, after a participant shares their in-store experience, follow up with, "Can you tell us more about why you chose that particular product?"
Consider video length
Be mindful of video length. Prolonged responses may deter participation. Aim for a balance between collecting valuable insights and respecting respondents' time.
Embracing the future of marketing research with video surveys
Video surveys are ushering in a new era of marketing research, offering advantages that transcend shopper and consumer research, shopping missions and customer experience enhancement. By engaging respondents on a deeper level, in the context of everyday life, video surveys enable you to capture the nuances of visual and auditory feedback. Video surveys also empower brands and research agencies to access unparalleled insights into consumer behavior.
As the marketing research landscape continues to evolve, video surveys stand as a potent tool poised to reshape our understanding of consumers and the ways in which brands engage with them. Researchers, armed with the knowledge of effective question design, can harness this transformative technology to its fullest potential.