Today’s digital consumers have opened the doors into their personal lives by posting videos of themselves on social media, sending videos via mobile, and even submitting videos to market research companies! The great news is that these recordings are high-quality, in-the-moment and completely behavioral-based. Ipsos and Big Sofa are working together to leverage video to delve deeper into real consumer motivations and actions. Big Sofa’s platform quantifies video feedback through metrics such as duration, sequence, frequency and adjacencies – while also providing rich qualitative feedback. Focusing on two use cases highlighting product usage over time and in-the-moment shopper behaviours, Ipsos and Big Sofa will discuss how video data is used on different types of studies to gather insights that researchers never imagined possible.

1. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
VIDEO DOESN’T LIE
Virginia Weil Michele Salomon

2. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
Video powers 21st century culture
300 hours of video are uploaded to YouTube every minute
17 billion video calls on Facebook Messenger in 2017
80% of the Internet will be video by 2021

3. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
3
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Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
“Ipsos is investing in technology which we believe
has the potential to revolutionize consumer market
research and to disrupt other sectors where
codification, discovery, learning and meaning
are transformed through visual data.”

4. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
WHY VIDEO?

5. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video

6. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
REAL PEOPLE
“So my favourite beverage is
coffee. I just really love it. And I
usually drink three cups a day.
Not more, because my heart kinda
can’t handle the caffeine, after
three coffees, which is like a lot …”
GIVING REAL RESPONSES

7. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
See what’s really going on,
rather than relying on
self reported behaviours
REAL BEHAVIOUR

8. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
REAL DATA
Drying done later
Good lather
No rubber gloves
Running tap
Lots of rinsing
Uses sponge
No pre-soaking
Cutlery done last
Washing took 5 mins
Time: 17:45
Heavy dishes done first
No plug in sink

9. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
THE VIDEO REVOLUTION
Technology for the future of customer understanding

10. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video

11. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
Combine video with POS,
sensors, locaBon, and more

12. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
Video captured from any
device, language or format
Capture
Dialogue transcribed,
translated & tagged
Classify
Analysis presented on
interacBve dashboard
Analyse
Frameworks turn raw
video into structured data
Structure
Turn raw video into client deliverables

13. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video

14. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
LOW FRICTION à
AUTHENTIC BEHAVIOR

15. CASE STUDY #1: NEW PRODUCT INNOVATION
Oral Care Category
Business Questions
• How do consumers like the new product?
• What was their experience using it?
• What improvements need to be made?
Methodology:
Survey + Mobile Diary
50 respondents in each of two cells
Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video

16. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
CASE STUDY #1: NEW PRODUCT INNOVATION
Oral Care Category
Benefits
• Learn things not possible to have
learned from questions
• Get human stories beyond the data
• Understand and illustrate ‘the why’
• In-moment and reflective
• 6x the amount of language

17. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
CASE STUDY #2: IN-STORE BEHAVIOUR ANALYSIS
Business Question
How do consumers react to new products
on the shelf?
Methodology:
Wearable cameras and reflective
self-filmed mobile diaries
100 respondents
500 minutes

18. BENEFITS:
Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
CASE STUDY #2: IN-STORE BEHAVIOUR ANALYSIS
Benefits
• AI/human analysis of natural
behavior at scale
• What’s happening beyond heatmaps
• See pain points and opportunities

19. Online Dashboards Data Tables Film Outputs Continued Value via
Video Databases
Video delivers…
Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video

20. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
Thank You!

21. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
Q & A
Ray Poynter
The Future Place
Virginia Weil
Ipsos
Michele Salomon
Big Sofa Tech

22. Video Doesn’t Lie
Ipsos and Big Sofa
The Future of
Video
PlaBnum
CommunicaBon
Silver
Gold
NewMR 2018 Sponsors