VIDEO ANSWERS AND THE FUTURE OF BIG QUAL?Frank Kellywww.lightspeedresearch.com October 2016

Marketing Research: The process or set of processes that links the producers, customers, and end users to the marketer through information (Wikipedia)

Quantitative (Quant) Research: The systematic empirical investigation of observable phenomena via statistical, mathematical or computational techniques (Wikipedia)

Qualitative (Qual) Research: is a broad methodological approach that encompasses many research methods that examine the why and how of decision making (Wikipedia)

What is Big Qual? The systematic empirical investigation of the why and how of decisions making

Quantitative and Qualitative ResearchWhat’s the Difference?

Quantitative Research

Qualitative Research

Open-endedDynamic Input

Closed-endStatic Input

2016

2016

2020

Surveys Are Changing…

They are getting shorter (slowly!) They are increasingly

completed on a mobile device

Survey design guidelines typically

suggest limiting open-ended questions,

particularly for mobile.

Enable the use of video instead

SamplingNo longer REP without MOBILE

SIMPLIFYMobile first – Create shorter surveys, and allow for fewer

answers

MODULARIZEBreak surveys up into multiple parts

ADAPTBe responsive – Video can provide more input for the

same amount of time

Video Capture and Transfer is the Driving Force Behind Big Data

Source: Statista

2013 2014 2015 2016 2017 201815

25

35

45

55

65

0.5

1

1.5

2

2.5

3

Global Video, Smartphone, and Social Media Usage

Video Monthly Data Traffic Smartphone UsersSocial Media Users

Dat

a T

raffi

c - T

hous

and

Pet

abyt

es

Use

rs -

Bill

ions

The Rise of Video

Video will account for 70% of increase in data transfers over

next 3 years

60% Of Respondents Were Engaged In Another Activity While Completing The Survey

40%

37%

4%8%

2%6%

3%

Nothing Else

Watching TV

Reading or Studying

Eating or Drinking

Playing an Online Game or App

Surfing the Internet on Different Device

Surfing the Internet on Same Device

UK survey 1,000 completes on mobile devices June 2015

Benefits of Video Response

1. Incorporating Big Qual techniques into Quant research

2. More direct link between product user and product creators. Hear words, feelings and emotions people use to describe products and needs

3. Potentially create shorter surveys: one video can replace 3 open-ended questions

4. Add a Qual element for a fraction of the price with less lead time needed

Video Research

Data Capture works equally well on Computer and Mobile.

QUALITATIVE

QUANTITATIVE

COMPUTERMOBILE DEVICE

Ad Hoc Quant

Trackers

Ethnography

In the Moment Research

Geo-location

Discussion Forums

Voice of the Consumer

Diary Studies

Online Focus Groups

Fieldwork Considerations for Video Research

Willingness

Analytics

Incentive

Quality

Privacy/Security

Capture

How Willing Are Respondents To Provide Video?

Lightspeed study December 2015

USA Brazil Singapore China0

10

20

30

40

50

60

% Willing To Do Video

Video Management / Analytics Platforms

1. Storage & analytic tools

2. Time-coded transcriptions enables search

3. Filtering by: Content Qualifying criteria Demos Responses

4. Video editing & collage creation

• Bad lighting

• No sound

• No one speaking

• Background noise (traffic, dog barking)

Varying Quality For The Video Responses

26% questionable

63% Good videos without instructions

83% Good videos with instructions

Instructions Make a Difference

Good videos with instructions

83%

Blockers From Respondents

43% have security / privacy concerns - don’t know what but just don’t feel comfortable

6% of people can’t use /

don’t have the technology

45% of people say they are uncomfortable with the video - saying ‘too personal’ and ‘don’t like showing myself’

147 (40%) Gave Consent

53 (14%)Videos Received

371Responses

73% Good Quality

Different Sample Composition = Different Data

ProvidedConsent

DeclinedConsent

Liked Ad Very Much 87% 68%

Ad is Very Different 30% 14%

Ad Impact on you 41% 16%

Feel ‘better’ about Brand X 64% 39%

Feel ‘better’ about Brand Y 79% 53%

My workout for the week is I do 75 sit-ups, I do leg squats, about 100 of those, then I do 'em on each leg, 100 of those. I do the back arms 100 times, I do my dumbbells 400 repetitions, and I do them back like this. I do that 100 times. I have a Leg Magic machine. I do it twice a day. It's basically gliding your legs back and forth and like squeezing them and countin' two. I count to 60 for each repetition. I think I said 75 sit-ups a day. I do the, I don't know what they're called, like crunches. I do 500 of those. I work my legs out. I do the leg lift . I do two different kinds of leg lifts. I do 350 for one and 120,this is on each leg, for another. I drink eight ounce glasses of water a day. I have one cup of coffee with one tablespoon of sugar, one tablespoon of half and half, fat-free. Like for example, my brunch, 'cause I don't each breakfast and lunch. I'll have like a half a cup of beans, a wrap by Joseph's, it's the honey wheat, and then I had a yogurt, a full-calorie yogurt. For a snack in the afternoon I had a Fiber One bar. For dinner I had a piece of chicken, half a cup of cottage cheese, regular full-flavored. I had a donut from Dunkin' Donuts. It was treat day, usually I'll have like a diet dessert. And then if I get hungry before the night is out, I'll have a Ghirardelli chocolate square. They come in assorted pieces, different flavors, and what not. And that's basically my daily routine.

TEXT

I walk around my neighborhood every morning which is about 1-1 1/2 miles with hills. I also jump rope to get my heart rate up.

@LightspeedGM I @AddedValueUS @zoedowling

VIDEO

Words – How do they Compare?Both have many words, but which has more information?

The Question MattersAsk a more personal question: Using personal wording can generate more insights and this can be increased with video.

10.1

43.7

13.4

61.4

Avg Word Count

Your Routine

AdFeelings

No. Codes

1.5

3.3

2

4.2

Marketing Research will evolve over the next few years from primarily closed end surveys to incorporate qual techniques at scale that enable a more natural way to provide insights

Marketing Research As We Know It

Biometrics: • Heartrate/Blood Pressure• Facial Emotions• Voice Analysis• Eye Tracking

Video/Pictures

Virtual Reality

Chat Bots

Examples of Tech Based Qual Tools that can be Launched at Scale

Story TellingFinding the Story in the Data: Knowing how to ask insightful questions that can bring out the story

• Methods need to be independent but come to the same conclusion

TriangulationIndependent Research Protocols to Confirm Research Objectives

• Methods need to be independent

• Two is better than one if both give the same answer

• To avoid bias, dynamic insight questions should precede closed-end questions

EVOLUTION OF RESEARCH TECHNIQUES

Interviewers Talk to People

People Interact with

Surveys

People provide video

Machines talk to people

People Talk to People

Market Research Over Time Forecast

Report Issued Timeline Survey Design Data Provided

In Person Focus Group Interviews

Report Provided

20 20 20

500

Online Interviews

Survey Design 500

Online InterviewsCustomized Follow Up Interviews

100

Data Provided Report Provided

ADAPTIVE LEARNING:

1. Visual

2. Aural

3. Verbal

4. Physical

5. Logical

6. Social

7. Solitary

ADAPTIVE RESEARCH

1. Direct

2. Indirect

3. Associative

4. Emotional

Adaptive LearningWe now know how to teach people based upon the way they learn, we should similarly learn how to derive insights from people according to the way they can best provide it.

Big Data is really layered dataConscious and non-conscious inputs combine to give the full story

Facial Emotions

Voice Tonality

Other Biometrics

Background Analytics

WordsInsi

ghts

& U

nder

stan

ding

Emotion As a ServiceEmotions aggregated across respondents for key phrases from video responses in hotel study can enrich understanding

Free Breakfast

Early Check-in

Exercise Room

Toiletries/ Amenities

Hotel Brand

Loyalty Points Pool

Late Check-out

Use Cases For Video Research

Tracker with Video

Key Characteristics• Subset of

respondents• Focus on topical

issues

Benefits• Regular consumer

feedback for brand managers

Ad Hoc Infusion

Key Characteristics• Subset of

respondents

Benefits• More detailed

insights generation than text open ends alone

• Seek out respondents that feel strongly positive or negative

Video Ad Hoc

Key Characteristics• All respondents

required to do video• Short survey with

several video responses

• Highly engaging data collection medium

Benefits• Quick turn around• Can be event

triggered

Examples of Video Research Offer

1. BASIC VIDEO CAPTURE AND ALBUM DELIVERY Scripting by Lightspeed Specialty incentives Editing – removing poor data Append demographics or survey responses for easy filtering

2. ENHANCED Basic Video Capture and Album Delivery Analysis through a valued video technology partner

Filtering by topic, demos, key words Transcription

Why Use Video?

Emotions/ Real Decision Making

Respondent Validation

Background Context

Observed Usage

Deeper Understanding

Increased Engagement

Video is gaining as a way to communicate and consume media and we will see increased usage of video in research.

We expect that about 25% of respondents today would be willing to provide a video, although higher incentives will be required.

We believe that short videos will become a standard component of surveys for a portion of the respondents. These videos will be used to add color and new insights to the traditional data sources.

New tools to manage video content will enable video processing much like other data types.

Prediction: within 5 years 25% of research projects will incorporate video capture.

Summary