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Video Based Market Research How to turn research insights into an effective business tool

Video Based Market Research How to turn research insights into an effective business tool. Diane Earnshaw – Founder of Vox Pops International.

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Video Based Market Research How to turn research insights into an effective business tool

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  1. Video Based Market ResearchHow to turn research insights into an effective business tool

  2. 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

  3. What Market Research Can Do For You 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…….

  4. Two Types of Research 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.

  5. 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

  6. Traditional Uses of Research Presentations Written Reports In business / marketing / HR plans At workshops – brainstorming In Press Releases to generate publicity

  7. Who Can Benefit from Research insights? EVERYONE, including 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

  8. HOWEVER…….. Traditionally this doesn’t happen Why? 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: VIDEO

  9. 2 uses of video in research: to conduct fieldworkto present and deliver findings

  10. Benefits of using video to conduct research 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

  11. Benefits of using video to illustrate and deliver insight 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

  12. Popular Video Based Research Services 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 Vox Pops Customer Segmentation Videos Customer segmentation videos Accompanied Shops In-Store

  13. Popular Video Based Research Services Communication Checks Comms Check & Product Testing Set up interviews – staff, consumers, B2B, expert voices, friendship pairs, mini groups Staff Interviews Accompanied Surf Accompanied Surf Video diaries & video portraits Mood Videos

  14. Video Production & Editing 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

  15. More Uses for Market Research Videos Vodcasting Testimonial Videos Sales/Promotion PR Advertising Training

  16. Kiss – case study • Here is a handout of one of our case studies • Evidence of videos making a difference

  17. More Uses for Market Research Videos Web TV Proliferation of websites featuring media rich content, including videos….

  18. Examples of Web TV

  19. www.voxpops.tv 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 Constantly Updated International Videos on the Youth in USA, China, India, Russia, Germany, Mexico available in October 2007 Fully searchable, all videos available for instant purchase

  20. Free video to view every month – editor’s choice Or take out subscription and select your own

  21. TOP TIPS WHEN CONDUCTING RESEARCH 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

  22. THANK YOU www.voxpops.com 020 8786 8855

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