Can quantitative research simultaneously identify new insights and confirm market opinions? Can video play a role in quantitative research? Yes it can! Through the creative use of video open ends, you will see that quantitative research can uncover deep insights while also providing the market underpinnings we rely on.

1. VIDEO ANSWERS AND THE FUTURE OF BIG QUAL?
Frank Kelly
www.lightspeedresearch.com
October 2016

2. Marketing Research: The process or set of processes that links the
producers, customers, and end users to the marketer through information
(Wikipedia)
Quantitative (Quant) Research: The systematic empirical investigation
of observable phenomena via statistical, mathematical or computational
techniques (Wikipedia)
Qualitative (Qual) Research: is a broad methodological approach that
encompasses many research methods that examine the why and how of
decision making (Wikipedia)
What is Big Qual? The systematic empirical investigation of the why
and how of decisions making
Quantitative and Qualitative Research
What’s the Difference?

3. Quantitative
Research
Qualitative
Research
Open-ended
Dynamic Input
Closed-end
Static Input
2016
2016
2020

4. Surveys Are Changing…
They are getting
shorter (slowly!) They are increasingly
completed on a mobile
device
Survey design
guidelines typically
suggest limiting open-
ended questions,
particularly for mobile.
Enable the use of video
instead

5. Sampling
No longer REP without MOBILE
SIMPLIFY
Mobile first – Create shorter
surveys, and allow for fewer
answers
MODULARIZE
Break surveys up into multiple parts
ADAPT
Be responsive – Video can
provide more input for the
same amount of time

6. Video Capture and Transfer is the Driving Force Behind Big Data
Source: Statista

7. 0.5
1
1.5
2
2.5
3
15
25
35
45
55
65
2013 2014 2015 2016 2017 2018
Users-Billions
DataTraffic-ThousandPetabytes
Global Video, Smartphone, and Social Media Usage
Video Monthly Data Traffic Smartphone Users Social Media Users
The Rise of Video
Video will account for 70% of
increase in data transfers over
next 3 years

8. 60% Of Respondents Were Engaged In Another Activity While
Completing The Survey
40%
37%
4%
8%
2%
6%
3%
Nothing Else
Watching TV
Reading or Studying
Eating or Drinking
Playing an Online Game or App
Surfing the Internet on Different Device
Surfing the Internet on Same Device
UK survey 1,000 completes on mobile devices June 2015

9. Benefits of Video Response
1. Incorporating Big Qual techniques into Quant
research
2. More direct link between product user and
product creators. Hear words, feelings and
emotions people use to describe products and
needs
3. Potentially create shorter surveys: one video
can replace 3 open-ended questions
4. Add a Qual element for a fraction of the price
with less lead time needed

10. Video Research
Data Capture works equally well on Computer and Mobile.
QUALITATIVE
QUANTITATIVE
COMPUTER
MOBILE
DEVICE
Ad Hoc Quant
Trackers
Ethnography
In the Moment
Research
Geo-location
Discussion
Forums
Voice of the
Consumer
Diary
Studies
Online Focus Groups

11. Fieldwork Considerations for Video Research
Willingness
Analytics
Incentive
Quality
Privacy/Security
Capture

12. How Willing Are Respondents To Provide Video?
Lightspeed study December 2015
0
10
20
30
40
50
60
USA Brazil Singapore China
% Willing To Do Video

13. Video Management / Analytics Platforms
1. Storage & analytic tools
2. Time-coded transcriptions enables search
3. Filtering by:
 Content
 Qualifying criteria
 Demos
 Responses
4. Video editing & collage creation

14. • Bad lighting
• No sound
• No one speaking
• Background noise
(traffic, dog barking)
Varying Quality For
The Video Responses
26% questionable

15. 63% Good videos
without instructions
83% Good videos
with instructions
Instructions Make a Difference
Good videos with instructions
83%

16. Blockers From Respondents
43%
have security / privacy
concerns - don’t know
what but just don’t feel
comfortable
6%of people can’t use /
don’t have the
technology
45%of people say they are
uncomfortable with the
video - saying ‘too
personal’ and ‘don’t
like showing myself’

17. 147 (40%)
Gave Consent
53 (14%)
Videos Received
371
Responses
73%
Good Quality

18. Different Sample Composition = Different Data
Provided
Consent
Declined
Consent
Liked Ad Very Much 87% 68%
Ad is Very Different 30% 14%
Ad Impact on you 41% 16%
Feel ‘better’ about Brand X 64% 39%
Feel ‘better’ about Brand Y 79% 53%

19. My workout for the week is I do 75 sit-ups, I
do leg squats, about 100 of those, then I do
'em on each leg, 100 of those. I do the back
arms 100 times, I do my dumbbells 400
repetitions, and I do them back like this. I do
that 100 times. I have a Leg Magic machine.
I do it twice a day. It's basically gliding your
legs back and forth and like squeezing them
and countin' two. I count to 60 for each
repetition. I think I said 75 sit-ups a day. I do
the, I don't know what they're called, like
crunches. I do 500 of those. I work my legs
out. I do the leg lift . I do two different kinds
of leg lifts. I do 350 for one and 120,this is on
each leg, for another. I drink eight ounce
glasses of water a day. I have one cup of
coffee with one tablespoon of sugar, one
tablespoon of half and half, fat-free. Like for
TEXT
I walk around my neighborhood every
morning which is about 1-1 1/2 miles with
hills. I also jump rope to get my heart rate
up.
@LightspeedGM I @AddedValueUS @zoedowling
VIDEO
Words – How do they Compare?
Both have many words, but which has more information?

20. The Question Matters
Ask a more personal question: Using personal wording can generate more insights
and this can be increased with video.
10.1
43.7
13.4
61.4
Avg Word Count
Your
Routine
Ad
Feelings
No. Codes
1.5
3.3
2
4.2

21. Marketing Research will evolve over
the next few years from primarily
closed end surveys to incorporate
qual techniques at scale that enable a
more natural way to provide insights
Marketing
Research As
We Know It

22. Biometrics:
• Heartrate/Blood Pressure
• Facial Emotions
• Voice Analysis
• Eye Tracking
Video/Pictures
Virtual Reality
Chat Bots
Examples of Tech Based
Qual Tools that can be
Launched at Scale

23. Story Telling
Finding the Story in the Data: Knowing how to ask insightful
questions that can bring out the story

24. • Methods need to be independent but
come to the same conclusion
Triangulation
Independent Research Protocols to Confirm Research Objectives
• Methods need to be independent
• Two is better than one if both give the
same answer
• To avoid bias, dynamic insight
questions should precede closed-end
questions

25. EVOLUTION OF
RESEARCH
TECHNIQUES
Interviewers
Talk to
People
People
Interact with
Surveys
People
provide
video
Machines
talk to
people
People Talk
to People

26. Market Research Over Time
Forecast
Report Issued
Timeline Survey Design Data Provided
In Person
Focus Group
Interviews
Report Provided
20 20 20
500
Online Interviews
Survey Design
500
Online Interviews
Customized
Follow Up
Interviews
100
Data Provided Report Provided

27. ADAPTIVE
LEARNING:
1. Visual
2. Aural
3. Verbal
4. Physical
5. Logical
6. Social
7. Solitary
ADAPTIVE
RESEARCH
1. Direct
2. Indirect
3. Associative
4. Emotional
Adaptive Learning
We now know how to teach people based upon the way they learn, we should similarly learn
how to derive insights from people according to the way they can best provide it.

28. Big Data is really layered data
Conscious and non-conscious inputs combine to give the full story
Facial Emotions
Voice Tonality
Other Biometrics
Background Analytics
Words
Insights&Understanding

29. Emotion As a Service
Emotions aggregated across respondents for key phrases from video responses in
hotel study can enrich understanding
Free Breakfast
Early Check-in
Exercise Room
Toiletries/
Amenities
Hotel
Brand
Loyalty
Points Pool
Late Check-
out

30. Use Cases For Video Research
Tracker with Video
Key Characteristics
• Subset of
respondents
• Focus on topical
issues
Benefits
• Regular consumer
feedback for brand
managers
Ad Hoc Infusion
Key Characteristics
• Subset of
respondents
Benefits
• More detailed
insights generation
than text open ends
alone
• Seek out
respondents that feel
strongly positive or
negative
Video Ad Hoc
Key Characteristics
• All respondents
required to do video
• Short survey with
several video
responses
• Highly engaging data
collection medium
Benefits
• Quick turn around
• Can be event
triggered

31. Examples of Video Research Offer
1. BASIC VIDEO CAPTURE AND ALBUM DELIVERY
 Scripting by Lightspeed
 Specialty incentives
 Editing – removing poor data
 Append demographics or survey responses for easy filtering
2. ENHANCED
 Basic Video Capture and Album Delivery
 Analysis through a valued video technology partner
 Filtering by topic, demos, key words
 Transcription

32. Why Use Video?
Emotions/ Real
Decision Making
Respondent
Validation
Background
Context
Observed
Usage
Deeper
Understanding
Increased
Engagement

33. Video is gaining as a way to communicate
and consume media and we will see increased
usage of video in research.
We expect that about 25% of respondents
today would be willing to provide a video,
although higher incentives will be required.
We believe that short videos will become a standard component of surveys for a
portion of the respondents. These videos will be used to add color and new
insights to the traditional data sources.
New tools to manage video content will enable video processing much like other
data types.
Prediction: within 5 years 25% of research projects will incorporate video capture.
Summary