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The Role of Video in Marketing Research


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By leveraging video capabilities, we can put respondents back into marketing research.

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The Role of Video in Marketing Research

  1. 1. VIDEO IN MARKET RESEARCH Putting Respondents Back Into Research Frank Kelly & Stefan Kuegler 2016
  2. 2. Video Creation And Consumption Has Exploded
  3. 3. The Video Usage Is Building
  4. 4. The Video Usage Is Building MOBILE MAKES UP ALMOST 40% OF GLOBAL WATCH TIME ON
  5. 5. 5 VIDEO SHARING IS GROWING: Cisco predicts that worldwide video sharing will double in three years.
  6. 6. Video Sharing Is Growing In our research, we found that while text is still the preferred way to communicate on social media, among men video has edged higher Video 29% 17% Image 28% 44% Text 42% 40% Dec. 2015 1000 completes US Lightspeed GMI Survey What is Your Favourite Type of Social Media Content?
  7. 7. Video Research Will Work On Both 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
  8. 8. 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 V2T and video instead
  9. 9. Willingness Analytics Incentive Quality Privacy/Security Capture Gain enough Barriers To Video Research 9
  10. 10. Capture and Technology Have I Uploaded It Yet? Pc vs. Mobile Connectivity Platform – App vs. Web 1. 10
  11. 11. • Bad lighting • No sound • No one speaking • Background noise (traffic, dog barking) Varying Quality For The Video Responses 11 26% questionable
  12. 12. 63% Good videos without instructions 83% Good videos with instructions Instructions Make a Difference 12 Good videos with instructions 83%
  13. 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. 14. Privacy Consent Willingness 2. 14
  15. 15. Willingness To Provide Consent A Significant Barrier
  16. 16. How Willing Are Respondents To Provide Video? 0 10 20 30 40 50 60 USA Brazil Singapore China % Willing To Do Video Lightspeed GMI study December 2016
  17. 17. Privacy, Trust And Embarrassment The Top List 50% 48 45 33 26 18 17 Don’t like to show face on screen Privacy / Security concerns Prefer to type Don’t think you need to see me Don’t know how to do video recordings Quicker to type Other
  18. 18. Probing Further Privacy & Security Concerns 28% 24 19 10 9 4 ID theft / Security concerns Trust Show my face / recording myself General Privacy Don’t think you need it Lack of Anonymity
  19. 19. My personal life should not be shared on video as well as my immediate family that might be with me In Their Words I do not feel comfortable making a video for everyone to see I don't want people seeing my face and I don't really trust technology I don't wish to be watched I do not share any videos on the internet I like my privacy I just don't trust the video getting out, I don’t think it’s secure I don't like being video taped
  20. 20. Blockers From Respondents  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’  43% have security / privacy concerns - don’t know what but just don’t feel comfortable
  21. 21. Research Question 1: Are Video Respondents Different? 3. 22
  22. 22. 147 (40%) Gave Consent 53 (14%) Videos Received 371 Responses 73% Good Quality
  23. 23. 20% 30% 35% 42% 43% 47% Different Characteristics Impact the Likelihood of Providing a Video Response AVG CONSENT CHARACTERISTIC AGES 45-54 MALES LIKE AD VERY MUCH EARLY MAINSTREAM INTROVERTS More likely Less likely
  24. 24. 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%
  25. 25. Research Question 2: Do Video Responses Give Us More? 3. 26
  26. 26. 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. I watch what I eat, but don't deprive myself of anything. I believe eating in moderation is the key. I walk whenever possible rather than drive. As the weather gets nicer, I ride my bicycle 6-10 miles each day. I believe it is important to keep moving and remain active for as long as I can. I do not own Fitbit and have no plans of purchasing. Too expensive. @LightspeedGM I @AddedValueUS @zoedowling VIDEO Words – How do the Best Compare? Both have many words, but which has more information?
  27. 27. Video vs. Text Slightly more time burden on respondents while gaining more insights 0 20 40 60 80 100 Research 1 Research 2 Research 3 Average Word Count Video Text
  28. 28. THE LEVEL OF DETAIL CAN BE TRULY AMAZING Would we get this level of detail with text? Possibly…
  29. 29. The underlying feeling is forced participation Holiday and more studying and eating Text Box Entries Giving blessings and luck to one another for the year ahead Gambling, food, catching up with friends and family I only take an interest as my wife is Chinese. Otherwise I’d not even notice it.
  30. 30. Average Word Count Highest Word Count 3.7 2.8 1.3 1.7 49.1 37.1 7.9 12.6 Survey Subject Matter Can Influence Richness of Data TOPIC1 TOPIC2 225 125 45 89 No. Codes
  31. 31. 10.1 13.4 43.7 61.4 The Question Matters Ask more personal question: Using personal wording can generate more insights and this can be increased with video Avg Word Count Your Routine Ad Feelings No. Codes 1.5 2 3.3 4.2
  32. 32. Why Use Video? Emotions/ Real Decision Making Respondent Validation Background Context Observed Usage Deeper Understanding Increased Engagement
  33. 33. With all new things, we need to understand it, get used to it and consider the initial areas of caution…  Privacy/Consent  Incentive  Authentic  Trust/Security  Reach  Operational Flow TEETHING AREAS 34
  34. 34. 1. Capture Informed Consent 2. Use an Increased Incentive 3. Build trust through the survey 4. Use Instructions 5. Think beyond just words RECOMMENDATIONS 3636
  35. 35. THOUGHTS FOR FUTURE RESEARCH 37 Incentive Willingness, Personality Consent, Capture