Tech entrepreneur and Voxpopme CEO Dave Carruthers explores the power of video and how technological developmemts allow us to identify the human stories behind our data.
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Unlocking the power of video to illuminate insights
1. Unlocking the Power of Video
to Illuminate Insights
Dave Carruthers, CEO & Founder at Voxpopme
Ben Gilgoff, Executive Director, Global Customer & Brand Insights Primary Care
“The views expressed in this presentation are the personal views of the author(s) and may not be understood or quoted as being made
on behalf of or reflecting the position of Merck & Co., Inc. or any of its subsidiaries worldwide. Views are presented solely to aid
discussion and should not be interpreted as company policy or guidance”
6. How do we know?
Dave Carruthers
CEO Co-Founder of Voxpopme
10+ years experience in developing technology businesses I have a
unique understanding of the market from both a technical and
commercial perspective.
Ben Gilgoff
Executive Director, Global Customer & Brand Insights Primary Care
at Merck
Passionate research professional with a unique perspective on how to
optimize various analytical disciplines in effective decision making.
7. We've done a lot of research, so we know video is…
An undeniably
powerful
storyteller
Cumbersome to
record, analyze and
share
But...
8. So the thought of traditional video research
often…
leaves us feeling a
little like this guy
9. Capturing video
Challenge Solution Benefit
Instant, visual
consumer
connections
Geographical
and personnel
demands
Video capture in
any survey, from
any device
10. Analyzing video
Challenge Solution Benefit
Searchable
content, auto
categorized into
key themes
Time consuming
to find and
understand insight
Advanced, fast
and scalable
video analytics
11. Sharing video
Challenge Solution Benefit
Engaging
stories that
drive action
Time and video
editing skills
required
Simple, custom
showreel
generation
12. Why use video?
Purpose & Benefits
• Maximize the value of quantitative studies by making the findings
believable and sticky to your audience.
• Respondents want to tell you their story in their words not yours.
• Gain instant credibility by having respondents explain their rational vs.
the Researcher trying to explain it.
• Save time and energy in explaining controversial or unusual findings
• People get tired of looking at graphs and slides
13. Where to collect video?
Ideas:
• Awareness Tracking and Usage (ATU) Studies
• Forecasting Studies
• Messaging Tracking/Testing Studies
• Copy Testing
14. Enriching respondent’s journeys
Just incentivizing is no longer enough…
Easy and
engaging journey
Shorter
Surveys
Use video to
engage and
discover their
stories
We must build an environment that makes
survey fatigue a thing of the past!
15. But don’t take our word for it
"I like that I can express
exactly how I feel, say
exactly what I want to say
and be able to portray my
emotion when I say it.”
16. Video challenges the status quo
Drives action across organizations
with unarguable insight and
powerful narratives
17. 59%
of executives would rather
watch a video than read text
*Statistic sourced: Forbes
Enriching the c-suite’s experience
18. Helping to visualize research
"It's not Hollywood - these are
people's raw feelings that you
see. This video feedback has
been incredibly useful for us in
finding out what our customers
think and driving change.”
Oliver Wilson, Customer Insight Manager,
Asda
23. For more information
Dave Carruthers
Founder & CEO
Voxpopme
E: dave@voxpopme.com
Video Insight Made Easy
voxpopme.com
Editor's Notes
SYNOPSIS
Video is now ubiquitous. But why? In this short session, Dave and Ben will discuss the explosion of video technology and how it has enriched the research experience for everyone. Exploring their journey using video, they will demonstrate why video insight software:
Overcomes the challenges facing modern researchers, grabbing the attention of time-pressed stakeholders
Appeals to respondents, giving them a chance to tell their story with rich context
Challenges the status quo, moving us beyond an age of minimal video research and even less video output
Drives action across organizations with unarguable insight and powerful narratives
Thanks to advanced tech, research has a world of solutions at our fingertips… And video is one of the most transformed providing end-to-end video solutions
BEN SECTION
Advances have helped us overcome many of the traditional challenges of video
Recording Pains
Analysis Pains – anyone that has manually time coded video will know that it’s slow, time consuming and accuracy can be difficult. Now, thanks to automations, timed coded transcriptions, sentiment, and themes can be applied to 100s of video in minutes, making them instantly searchable,
Video editing would have required specialist software, skills and a lot of patience. But now, drag and drop interfaces mean that you can create a powerful showreel to share with colleagues in just a few clicks that is shareable online or in presentations
How many times do get a result in quant and your customer says “I don’t believe it, that doesn’t make any sense” Then you reply that the survey had 250 of your targeted customers and they reply “I don’t care- it still doesn’t make any sense”
Respondents will always answer survey questions but open end video allows them to explain it in their words without your limitations on how you see the market
Researchers spend a lot of time expalining what respondents say and do. Save yourself the trouble and have your customers do it.
Unusual or unpolular findings usually result in your customers questioning the research methodolgy, tecnique, moderator, or your skills. Avoid these by having customers make the point. It saves your reputation and it becomes much harder to dispute
And the reason that people get tired of graphs and slides is because we learn in storytelling which is what video helps you do.
Videos new found versatility means it can be added to any online study – the studies here are just some of the ones we’ve used it for.
With relevant samples, careful survey design and appropriate incentives we can offer respondents a more tailored and attractive experience – video is key to enriching this experience