Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The future of video: Unlocking real behaviour (not claimed) via consumer video

107 views

Published on

The general knowledge around the capabilities of video are generally low or incorrect, but the growth of video to an integral part of the research mix is unquestionable. The capabilities of video to capture actual consumer behaviour via new methods, the simplicity of editing, searching and sharing video, the higher quality, all combined with the unarguable fact that good video is compelling, can tell a great story, and most importantly can uncover commercially powerful insight means video is going to keep taking more of the research pie. It’s up to us as an industry to improve that knowledge and show people what is achievable now and in the future.

Published in: Education
  • Be the first to comment

  • Be the first to like this

The future of video: Unlocking real behaviour (not claimed) via consumer video

  1. 1. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video The future of video: Unlocking real behaviour (not claimed) via consumer video Alistair Vince, Chief Tinkerer (& CEO)
  2. 2. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video My story: How the washing machine gave rise to the Watching Machine
  3. 3. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video The future of video may be as simple as showing people the future is already here
  4. 4. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video Problem 1 : Many people don’t realise that video is now easy to create (for the consumer) and easy to get phenomenal insights from* *if done the right way.
  5. 5. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video Problem 2: Many people don’t realise that video is easy (and cheap) to use (search, edit and share).
  6. 6. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video Problem 3: With much video, there is a vast range in quality.
  7. 7. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video The world of research is changing.
  8. 8. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video We have more data than we’ve ever had, yet our understanding of people, our empathy for those people, has got worse.
  9. 9. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video
  10. 10. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video Research remains heavily focused on claimed behaviour rather than obsessing about actual behaviour (video).
  11. 11. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video 8 out of 10 new products fail? Why?
  12. 12. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video But it’s changing…. ‘In 5 years time, we want to have ceased relying on claimed data and stopped asking any direct questions to gain insights.’ Big Pharma CMO
  13. 13. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video So why ACTUAL not CLAIMED?
  14. 14. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video A) People aren’t sure what they think
  15. 15. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video B) People say one thing in front of people and think another thing privately
  16. 16. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video
  17. 17. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video C) Visual, not just verbal
  18. 18. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video
  19. 19. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video D) Everybody lies
  20. 20. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video
  21. 21. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video E) Every BODY shows the truth
  22. 22. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video Our conclusion: capturing actual behaviour (via great video) gives you better insights…
  23. 23. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video You obsess about the respondent •  Real people (not professional research respondents) in any country, across any langauge •  Making films ‘in the moment’ means higher level of participation. You obsess about quality •  Respondents can be briefed on the phone, talked through the expectations in terms of filming guides and topic guides. This ensures they understand the project, and understand how a film a should be made, giving a higher quality output. •  Human transcriptions and translations Great video is achievable if ...
  24. 24. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video Using self made consumer video to capture behaviour (vimeo.com/wmt/1)
  25. 25. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video Or watching screens and the respondent (vimeo.com/ wmt/2)
  26. 26. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video “I'm actively trying to reduce sugar consumption in my house” “I like this product and would definitely buy it” “We don't drink much alcohol at home” “I found the machine really easy to install” Reality: It took him 25m Reality: Frida left her food Reality: Count the bottles Reality: Honey and Jam The difference between actual vs. claimed
  27. 27. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video “There were behavioural surprises, especially regarding the moments of consumption and product positioning. It was interesting to realize that we were marketing some products to be eaten a certain way and consumers were actually eating it in a completely different way.” Ashwani Joshi, Consumer Scientist
  28. 28. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video In conclusion... •  Those problems...we need to collec,vely re-educate clients and agencies in what insight can be generated from video, how easy it is to use, and how to achieve quality. •  To understand people, we need to more understand actual behaviour, not claimed (because ‘Everybody Lies’) •  As an industry MRX needs to move away (faster) from tools that don’t generate great insight.
  29. 29. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video Thank you You’ve been listening to… Alistair Vince alistair@watchmethink.com +44 (0)7545 596402
  30. 30. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video Q & A Ray Poynter The Future Place Alistair Vice Watch Me Think
  31. 31. The changing percep,on of video: why video is becoming a bigger part of the research mix Alistair Vince, Watch Me Think The Future of Video Pla,num Communica,on Silver Gold NewMR 2018 Sponsors

×