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

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Video Based Market ResearchHow to turn
research insights into an effective business tool
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Est. 1987 Clients include BBC, Boots, BSkyB,
Coca Cola, Ebay, English Heritage, Guinness,
HSBC, Nokia, Orange, Sainsburys, Toyota, Virgin,
Which?More than 4,000 videos for over 500
companies
Diane Earnshaw Founderof Vox Pops International
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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.
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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.
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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
Bespoke versus off the peg Research
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Traditional Uses of Research
Presentations Written Reports In business /
marketing / HR plans At workshops
brainstorming In Press Releases to generate
publicity
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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
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HOWEVER..
Traditionally this doesnt happen Why? Its 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
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2 uses of video in research to conduct
fieldworkto present and deliver findings
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Benefits of using video to conduct research
It is QUALITATIVE - raw and unfiltered, honest
opinions literally straight from the horses
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 theyre 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
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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
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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

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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
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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
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More Uses for Market Research Videos

• Vodcasting
• Testimonial Videos
• Sales/Promotion
• PR
• Advertising
• Training

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Kiss case study

• Here is a handout of one of our case studies
• Evidence of videos making a difference

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More Uses for Market Research Videos

• Web TV
• Proliferation of websites featuring media rich
  content, including videos.

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Examples of Web TV
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www.voxpops.tv

• Largest online library of vox pop videos
  anywhere - More than 800 short videos featuring
  real peoples 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

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• Free video to view every month editors choice
• Or take out subscription and select your own

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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
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THANK YOU www.voxpops.com 020 8786 8855