Video market research studies: A beginner’s guide to reach more consumers – quicker

Video market research studies are a powerful tool that gives consumers an easy way to share opinions with brands likes yours.

Using global video market research also gives brands access to customer feedback from basically anywhere. That hasn’t always been the case video market research studies have previously been geographically restrictive.

In the past, researchers needed a camera, maybe even a crew, to capture customer insights through video. Those took place in a specified location with a small number of respondents. All of this meant that some researchers were put off using video in research. It was seen as time-consuming, expensive, and with a limited reach. Powerful responses, yes – but dynamic, global studies? Not so much.

Thanks to technology, things have changed. Researchers can now run global video studies from anywhere. Feedback is captured straight from consumers’ digital devices, anytime and anywhere in the world. Businesses can get to know the people behind their brand and uncover real human stories from around the globe, driving customer-centric decisions through agile and engaging video research without leaving the office.

Sound good? Here’s how you can run global video market research studies…

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Identify your audience

Decide in which markets you want to conduct your video market research.  If you are looking to at different markets, you’ll need to decide how many territories. Next, decide how many video participants you need per market.

You can approach this by inviting your existing community and customer groups. Or recruit respondents through a panel partner. Your video insight vendor should even be able to connect you with panel partners and possibly also assist with the recruitment process.

To get the best possible results from your research, it’s important to have a sufficient sample size of high-quality respondents that best represent the segment or group you’d like to understand better, whatever location you choose. Agile video market research enables you to collect video from any audience, whether you want to integrate video open-ends into existing communities or surveys, set up new video-centric studies and recruit through panel providers or use video panels such as Voxpopme’s On-Demand community.

Basically, there are tons of options, no matter how specific your audience. So whether you want to run video diaries with a select audience in the US, conduct shop-alongs in Germany or add qualitative questions to quantitative surveys as far afield as Timbuktu, Voxpopme has an array of tools to capture, transcribe, translate and analyze video in any language.

Integrating video market research into your global surveys

You can collect videos alongside, within or after a survey to boost the impact of your results. To set up agile qualitative studies, you can easily bring the voice of the customer to your data. That means you can sit back and collect hundreds of videos from all over the world.

Video market research offers a number of capture solutions:

Embed

Add video open-ends to any new or existing survey so you can easily capture feedback from any consumer device. Anywhere in the world. All elements of the embed technology are available in multiple languages.

On-Demand Communities

With Voxpopme’s mobile app communities, you can capture hundreds of videos from your target audience. Those include analysis – in less than an hour. That means it’s perfect for

Offline App

Voxpopme’s offline solution allows the seamless collection of video in environments with no connection. That makes it an excellent solution for consumer in-home interviews in developing countries or in-field studies with limited internet access. Once the capture is finished, you can sync your videos back to the platform when an internet connection is established.

Upload

Already got focus groups and IDIs from multiple locations and in different languages? Voxpopme’s upload tool will enable you to add your existing content to the Voxpopme platform for instant transcription, translation, and analysis.

How does video analysis work?

Once you’ve captured your videos, it’s time to analyze them.

Videos in the Voxpopme platform are instantly transcribed, time-coded and checked for quality. There’s an array of tools to quickly find the best and most relevant responses.

Search tools allow you to filter responses by keyword or variables such as:

  • date
  • age
  • location

Sentiment charts and word clouds allow you to explore responses even further. Thematic analysis automatically organizes your content into key phrases and topics. You can identify common themes across hundreds of videos.

It works by automatically identifying the most important snippets of video and illuminating key findings, taking you straight to the snippets where respondents mention your chosen theme, so you can spend less time searching for answers and more time telling better stories.

Sentiment analysis is also available to help you categorize video content by respondents’ feelings. That means you can understand the sentiment behind every sentence. You can also view sentiment at the theme level.

Videos can be transcribed and translated for more than 80 supported languages.

Sharing video research results with your global team

Once your video has been analyzed, you can select, customize and share your most compelling consumer stories with your stakeholders.

Use editing tools to subtitle responses in any language so you can piece together snippets and overlay a common language that can be used across your business.

Read next: Getting leadership support — and keeping it — for internal market research

You can even use auto-generated themes to jump straight into clips that contain a specific topic. And in a few simple clicks, you can add your logo, color scheme, custom slides, subtitles, images and more. Simply hit “generate” and share by embedding your showreel into your next report or presentation.

You can also set up a private, password-protected landing page and share your edited showreel using the  link.

Global video market research studies aren’t daunting anymore. Video insight platforms have ensured that it’s easier than ever to reach respondents around the world.

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