VIDEO IN MARKET RESEARCHPutting Respondents Back Into ResearchFrank Kelly & Stefan Kuegler2016

Video Creation And Consumption Has Exploded

The Video Usage Is Building

The Video Usage Is Building

MOBILE MAKES UP ALMOST

40% OF GLOBAL WATCH

TIME ON

5

VIDEO SHARING IS GROWING:

Cisco predicts that worldwide video

sharing will double in three years.

Video Sharing Is GrowingIn our research, we found that while text is still the preferred way to communicate on social media, among men video has edged higher

Video 29% 17%

Image 28% 44%

Text 42% 40%

Dec. 2015 1000 completes US Lightspeed GMI Survey

What is Your Favourite Type of Social Media Content?

Video Research

Will Work On Both Computer And Mobile

QUALITATIVE QUANTITATIVE

COMPUTER

MOBILE DEVICE

Ad Hoc Quant

Trackers

Ethnography

In the Moment Research

Geo-location

Discussion Forums

Voice of the Consumer

Diary Studies

Online Focus Groups

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 V2T and video instead

9

Willingness

Analytics

Incentive

Quality

Privacy/Security

Capture

Gain enough

Barriers To Video Research

10

Capture and TechnologyHave I Uploaded It Yet?Pc vs. MobileConnectivityPlatform – App vs. Web

1.

11

• Bad lighting

• No sound

• No one speaking

• Background noise (traffic, dog barking)

Varying Quality For The Video Responses

26% questionable

12

63% Good videos without instructions

83% Good videos with instructions

Instructions Make a Difference

Good videos with instructions

83%

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

14

PrivacyConsentWillingness

2.

Willingness To Provide ConsentA Significant Barrier

How Willing Are Respondents To Provide Video?

USA Brazil Singapore China0

10

20

30

40

50

60

% Willing To Do Video

Lightspeed GMI study December 2016

Privacy, Trust And EmbarrassmentThe Top List

50% 4845

33

26

18 17

Don’t like to show face on

screen

Privacy / Security concerns

Prefer to type

Don’t think you need to see me

Don’t know how to do

video recordings

Quicker to type

Other

Probing FurtherPrivacy & Security Concerns

28%

24

19

10 9

4ID theft / Security concerns

Trust Show my face /

recording myself

General Privacy

Don’t think you need it

Lack of Anonymity

My personal life should not be shared on video

as well as my immediate family that might be with

me

In Their Words

I do not feel comfortable

making a video for everyone to see

I don't want people seeing my face and I

don't really trust technology

I don't wish to be

watched

I do not share any videos on

the internetI like my privacy

I just don't trust the video

getting out, I don’t think it’s

secure

I don't like being video taped

Blockers From Respondents

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’

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

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Research Question 1:Are Video Respondents Different?

3.

147 (40%) Gave Consent

53 (14%)Videos Received

371Responses

73% Good Quality

Different Characteristics Impact the Likelihood of Providing a Video Response

AVG CONSENTCHARACTERISTIC

AGES 45-54 MALES

LIKE ADVERY MUCH

EARLYMAINSTREAM

INTROVERTS

More likely

Less likely

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%

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Research Question 2:Do Video Responses Give Us More?

3.

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. I watch what I eat, but don't deprive myself of anything. I believe eating in moderation is the key. I walk whenever possible rather than drive. As the weather gets nicer, I ride my bicycle 6-10 miles each day. I believe it is important to keep moving and remain active for as long as I can. I do not own Fitbit and have no plans of purchasing. Too expensive.

@LightspeedGM I @AddedValueUS @zoedowling

VIDEO

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

Video vs. TextSlightly more time burden on respondents while gaining more insights

Research 1 Research 2 Research 30

20

40

60

80

100

Average Word Count

Video Text

THE LEVEL OF DETAIL CAN BE TRULY AMAZING

Would we get this level of detail with text? Possibly…

The underlying feeling is forced

participation

Holiday and more studying and eating

Text Box Entries

Giving blessings and luck to one

another for the year ahead

Gambling, food, catching up with friends and family

I only take an interest as my wife is Chinese. Otherwise I’d not even

notice it.

Average Word Count Highest Word Count

3.7

2.8

1.31.7

49.1

37.1

7.912.6

Survey Subject Matter Can Influence Richness of DataTO

PIC

1

TOP

IC 2

225

125

45

89

No. Codes

10.1

13.4

43.7

61.4

The Question Matters

Ask more personal question: Using personal wording can generate more insights and this can be increased with video

Avg Word CountYour Routine

AdFeelings

No. Codes

1.5

2

3.3

4.2

Why Use Video?

Emotions/ Real Decision Making

Respondent Validation

Background Context

Observed Usage

Deeper Understanding

Increased Engagement

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With all new things, we need to understand it, get used to it and consider the initial areas of caution…

Privacy/Consent

Incentive

Authentic

Trust/Security

Reach

Operational Flow

TEETHING AREAS

36

1. Capture Informed Consent

2. Use an Increased Incentive

3. Build trust through the survey

4. Use Instructions

5. Think beyond just words

RECOMMENDATIONS

36

37

THOUGHTS FOR FUTURE RESEARCH

Incentive

Willingness, Personality

Consent,Capture