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.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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