Video Based Market Research How to turn research insights into an effective business tool. Diane Earnshaw – Founder of Vox Pops International.
Diane Earnshaw – Founderof Vox Pops International
Est. 1987 Clients include BBC, Boots, BSkyB, Coca Cola, Ebay, English Heritage, Guinness, HSBC, Nokia, Orange, Sainsbury’s, Toyota, Virgin, Which?More than 4,000 videos for over 500 companies
Help improve planning and decision making throughout the company
Help make a company more customer focussed
Identify ways of improving services and products
Clarify that you are selling to and targeting the ‘right’ people
Keep you up to date with the competition
Track and identify internal issues – such as personnel and how systems are working
Help you win new business, increase distribution, improve relationships with partners
And much more…….
Qualitative is usually undertaken using in-depth interviews or discussion groups (focus groups) among a relatively small number of people. Its purpose is to provide attitudinal information — the how and the why — in depth. This research is preferably face-to-face, although telephone and on-line methodologies are also used.
Quantitative incorporates the statistical element, designed to quantify and provide hard facts about a market, products and your target group.
Bespokeversus “off the peg” Research
Bespoke research is designed exclusively for a client's specific needs and objectives – it can range in size and can be anything from adding one question to an ongoing survey (omnibus) to a large, standalone project.Off the peg (or web) – existing research in the public domain – free or paid for, eg MINTEL, White Papers, News articles
In business / marketing / HR plans
At workshops – brainstorming
In Press Releases to generate publicity
Managing Director, Market Research / Customer Insight Managers & Directors, HR Director and HR Team (staff surveys), Brand managers, Marketing Managers, Directors, Advertising, PR, New Product Developers, Design teams, Sales teams, customer servicing, Financial Director, Chairperson and shareholders
Traditionally this doesn’t happen
It’s not user friendly and is not written in such a way that non-marketing literate people can understand
This means that the research is not working as hard as it could, companies could get a great deal more for the money they spend if they look at alternative, modern ways of delivering it, including:
It is QUALITATIVE - raw and unfiltered, ‘honest’ opinions literally straight from the horse’s mouth
Allows researcher to go to the respondent, in their environment, and to film everything about their lifestyles
Provides access to ‘harder to recruit’ respondents
Provides another dimension – visual, 360 degree, body language, what they’re wearing, pointing to, describing and helps to unearth responses that can be lost otherwise
Proves that right target group been researched
Support and Bring to Life QUANTITATIVE findings
Brings insights to life, turns consumers from statistics into ‘real’ people
Makes it memorable
Can be used for many purposes – eg training, sales, opening up conferences – gives research more of a shelf life
Makes research easy to digest for non marketing-literate audiences
Used for communicating to internal and external audiences
Ease of distribution through a company – MPEGs, Intranets, at the desktop – 1000s instead of a handful
Vox Pops – intercept interviews that are conducted in a variety of locations including; in store, street, sports centres, shopping centres, bars, pubs, airports, train stations, etc
Customer Segmentation Videos
Customer segmentation videos
Comms Check & Product Testing
Set up interviews – staff, consumers, B2B, expert voices, friendship pairs, mini groups
Video diaries & video portraits
Edits can be fast, creative, traditional, use split screens, special effects, titling, graphics
Can include stats, voiceovers, cutaway shots, music, still images
Research from many different sources can all be brought together in the final video.
AUDIENCES EXPECT QUALITY – sound, picture, visuals, special effects – need to use good cameras, sound equipment, trained crews
Proliferation of websites featuring media rich content, including videos….
Largest online library of vox pop videos anywhere - More than 800 short videos featuring real people’s opinions on a number of subjects and brands
Expert Voice videos on HR Issues
Streamed on to Partner Websites, including Brand Republic, Retail Bulletin, Interactive Advertising Bureau, Mintel and many others coming soon, national and specialist media
International Videos on the Youth in USA, China, India, Russia, Germany, Mexico available in October 2007
Fully searchable, all videos available for instant purchase
Or take out subscription and select your own
Think about the objectives very clearly
What are you trying to find out?
Who is your target group?
How will it help your business?
Who can benefit from the research?
How will you deliver it and use it?
With video – what style does it need to be, length, format – small segments, one long documentary?
Future – Follow up and testing success and impact
020 8786 8855