Video Based Market Research How to turn research insights into an effective business tool
Est. 1987  Clients include BBC, Boots, BSkyB, Coca Cola, Ebay, English Heritage, Guinness, HSBC, Nokia, Orange, Sainsbury’...
Help improve planning and decision making throughout the company Help make a company more customer focussed Identify ways ...
Qualitative  is usually undertaken using in-depth interviews or discussion groups (focus groups) among a relatively small ...
Bespoke research is designed exclusively for a client's specific needs and objectives – it can range in size and can be an...
Presentations Written Reports In business / marketing / HR plans At workshops – brainstorming In Press Releases to generat...
EVERYONE, including Managing Director, Market Research / Customer Insight Managers & Directors, HR Director and HR Team (s...
Traditionally this doesn’t happen  Why? It’s not user friendly and is not written in such a way that non-marketing literat...
2 uses of video in research:  to conduct fieldwork to present and deliver findings
 
It is QUALITATIVE - raw and unfiltered, ‘honest’ opinions literally straight from the horse’s mouth Allows researcher to g...
<ul><ul><li>Brings insights to life, turns consumers from statistics into ‘real’ people </li></ul></ul><ul><ul><li>Makes i...
<ul><ul><li>Vox Pops – intercept interviews that are conducted in a variety of locations including;  in store, street, spo...
<ul><ul><li>Communication Checks </li></ul></ul><ul><ul><li>Comms Check & Product Testing </li></ul></ul><ul><ul><li>Set u...
<ul><ul><li>Edits can be fast, creative, traditional, use split screens, special effects, titling, graphics </li></ul></ul...
More Uses for Market Research Videos <ul><li>Vodcasting </li></ul><ul><li>Testimonial Videos </li></ul><ul><li>Sales/Promo...
Kiss – case study <ul><li>Here is a handout of one of our case studies </li></ul><ul><li>Evidence of videos making a diffe...
More Uses for Market Research Videos <ul><li>Web TV </li></ul><ul><li>Proliferation of websites featuring media rich conte...
Examples of Web TV
www.voxpops.tv <ul><li>Largest online library of vox pop videos anywhere - More than 800 short videos featuring real peopl...
 
<ul><li>Free video to view every month – editor’s choice </li></ul><ul><li>Or take out subscription and select your own </...
<ul><ul><li>TOP TIPS WHEN CONDUCTING RESEARCH </li></ul></ul>Think about the objectives very clearly What are you trying t...
THANK YOU www.voxpops.com 020 8786 8855
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  • www.voxpops.com 020 8786 8855

    1. 1. Video Based Market Research How to turn research insights into an effective business tool
    2. 2. Est. 1987 Clients include BBC, Boots, BSkyB, Coca Cola, Ebay, English Heritage, Guinness, HSBC, Nokia, Orange, Sainsbury’s, Toyota, Virgin, Which? More than 4,000 videos for over 500 companies Diane Earnshaw – Founder of Vox Pops International
    3. 3. Help improve planning and decision making throughout the company Help make a company more customer focussed Identify ways of improving services and products Clarify that you are selling to and targeting the ‘right’ people Keep you up to date with the competition Track and identify internal issues – such as personnel and how systems are working Help you win new business, increase distribution, improve relationships with partners And much more……. What Market Research Can Do For You
    4. 4. Qualitative is usually undertaken using in-depth interviews or discussion groups (focus groups) among a relatively small number of people. Its purpose is to provide attitudinal information — the how and the why — in depth. This research is preferably face-to-face, although telephone and on-line methodologies are also used. Quantitative incorporates the statistical element, designed to quantify and provide hard facts about a market, products and your target group. Two Types of Research
    5. 5. Bespoke research is designed exclusively for a client's specific needs and objectives – it can range in size and can be anything from adding one question to an ongoing survey (omnibus) to a large, standalone project. Off the peg (or web) – existing research in the public domain – free or paid for, eg MINTEL, White Papers, News articles Bespoke versus “off the peg” Research
    6. 6. Presentations Written Reports In business / marketing / HR plans At workshops – brainstorming In Press Releases to generate publicity Traditional Uses of Research
    7. 7. EVERYONE, including Managing Director, Market Research / Customer Insight Managers & Directors, HR Director and HR Team (staff surveys), Brand managers, Marketing Managers, Directors, Advertising, PR, New Product Developers, Design teams, Sales teams, customer servicing, Financial Director, Chairperson and shareholders Who Can Benefit from Research insights?
    8. 8. Traditionally this doesn’t happen Why? It’s not user friendly and is not written in such a way that non-marketing literate people can understand This means that the research is not working as hard as it could, companies could get a great deal more for the money they spend if they look at alternative, modern ways of delivering it, including: VIDEO HOWEVER……..
    9. 9. 2 uses of video in research: to conduct fieldwork to present and deliver findings
    10. 11. It is QUALITATIVE - raw and unfiltered, ‘honest’ opinions literally straight from the horse’s mouth Allows researcher to go to the respondent, in their environment, and to film everything about their lifestyles Provides access to ‘harder to recruit’ respondents Provides another dimension – visual, 360 degree, body language, what they’re wearing, pointing to, describing and helps to unearth responses that can be lost otherwise Proves that right target group been researched Support and Bring to Life QUANTITATIVE findings <ul><ul><li>Benefits of using video to conduct research </li></ul></ul>
    11. 12. <ul><ul><li>Brings insights to life, turns consumers from statistics into ‘real’ people </li></ul></ul><ul><ul><li>Makes it memorable </li></ul></ul><ul><ul><li>Can be used for many purposes – eg training, sales, opening up conferences – gives research more of a shelf life </li></ul></ul><ul><ul><li>Makes research easy to digest for non marketing-literate audiences </li></ul></ul><ul><ul><li>Used for communicating to internal and external audiences </li></ul></ul><ul><ul><li>Ease of distribution through a company – MPEGs, Intranets, at the desktop – 1000s instead of a handful </li></ul></ul><ul><ul><li>Benefits of using video to illustrate and deliver insight </li></ul></ul>
    12. 13. <ul><ul><li>Vox Pops – intercept interviews that are conducted in a variety of locations including; in store, street, sports centres, shopping centres, bars, pubs, airports, train stations, etc </li></ul></ul><ul><ul><li>Vox Pops </li></ul></ul><ul><ul><li>Customer Segmentation Videos </li></ul></ul><ul><ul><li>Customer segmentation videos </li></ul></ul><ul><ul><li>Accompanied Shops </li></ul></ul><ul><ul><li>In-Store </li></ul></ul><ul><ul><li>Popular Video Based Research Services </li></ul></ul>
    13. 14. <ul><ul><li>Communication Checks </li></ul></ul><ul><ul><li>Comms Check & Product Testing </li></ul></ul><ul><ul><li>Set up interviews – staff, consumers, B2B, expert voices, friendship pairs, mini groups </li></ul></ul><ul><ul><li>Staff Interviews </li></ul></ul><ul><ul><li>Accompanied Surf </li></ul></ul><ul><ul><li>Accompanied Surf </li></ul></ul><ul><ul><li>Video diaries & video portraits </li></ul></ul><ul><ul><li>Mood Videos </li></ul></ul><ul><ul><li>Popular Video Based Research Services </li></ul></ul>
    14. 15. <ul><ul><li>Edits can be fast, creative, traditional, use split screens, special effects, titling, graphics </li></ul></ul><ul><ul><li>Can include stats, voiceovers, cutaway shots, music, still images </li></ul></ul><ul><ul><li>Research from many different sources can all be brought together in the final video. </li></ul></ul><ul><ul><li>AUDIENCES EXPECT QUALITY – sound, picture, visuals, special effects – need to use good cameras, sound equipment, trained crews </li></ul></ul><ul><ul><li>Video Production & Editing </li></ul></ul>
    15. 16. More Uses for Market Research Videos <ul><li>Vodcasting </li></ul><ul><li>Testimonial Videos </li></ul><ul><li>Sales/Promotion </li></ul><ul><li>PR </li></ul><ul><li>Advertising </li></ul><ul><li>Training </li></ul>
    16. 17. Kiss – case study <ul><li>Here is a handout of one of our case studies </li></ul><ul><li>Evidence of videos making a difference </li></ul>
    17. 18. More Uses for Market Research Videos <ul><li>Web TV </li></ul><ul><li>Proliferation of websites featuring media rich content, including videos…. </li></ul>
    18. 19. Examples of Web TV
    19. 20. www.voxpops.tv <ul><li>Largest online library of vox pop videos anywhere - More than 800 short videos featuring real people’s opinions on a number of subjects and brands </li></ul><ul><li>Expert Voice videos on HR Issues </li></ul><ul><li>Streamed on to Partner Websites, including Brand Republic, Retail Bulletin, Interactive Advertising Bureau, Mintel and many others coming soon, national and specialist media </li></ul><ul><li>Constantly Updated </li></ul><ul><li>International Videos on the Youth in USA, China, India, Russia, Germany, Mexico available in October 2007 </li></ul><ul><li>Fully searchable, all videos available for instant purchase </li></ul>
    20. 22. <ul><li>Free video to view every month – editor’s choice </li></ul><ul><li>Or take out subscription and select your own </li></ul>
    21. 23. <ul><ul><li>TOP TIPS WHEN CONDUCTING RESEARCH </li></ul></ul>Think about the objectives very clearly What are you trying to find out? Who is your target group? How will it help your business? Who can benefit from the research? How will you deliver it and use it? With video – what style does it need to be, length, format – small segments, one long documentary? Future – Follow up and testing success and impact
    22. 24. THANK YOU www.voxpops.com 020 8786 8855

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