What role will voice and video play in Marketing Research?

PUTTING PEOPLE BACK INTO RESEARCHWhat role will voice and video play in Marketing Research?

The Quirk’s EventBrooklynFebruary 24, 2016

Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.

VIDEO SHARING IS GROWING• Cisco predicts that worldwide video sharing will double in three

years. 500 million people watch videos on Facebook each day.

• In our research, we found that while text messages were still the preferred way to communicate on social media, that among men video has edged higher:

Video 29% 17%Image 28% 44%Text 42% 40%

What is your favorite type of social media content?

Dec. 2015 1000 completes US Lightspeed GMI Survey


WHAT IS VIDEO RESEARCH?REAL TIME

1on1 Interviews Focus Groups

Qual BoardsMODERATED SELF-COMPLETION

Discussion Forums

Video Open-endsASYNCHRONOUS


SOME QUESTIONS TO PONDER….TEN YEARS AGO WE HEARD:Online research is not representative

FIVE YEARS AGO WE HEARD:Online research can only be done on a computer

TODAY MOST PEOPLE ASSUME:Online research requires typingOpen end questions are less important than closed endMarketing Research is about survey taking


CAPI F2FPAPI

CATI:RDD CASI

Mail PanelCLT CAWI

Focus Group

Internet Cafe

DiaryMobile App

Discussion ForumCommunities

Audio and video capture have the potential to fix one key limitation of online research (CAWI), poor quality open ends.


SURVEYS ARE CHANGING…• They are getting shorter (slowly!)• They are increasingly completed on a mobile device

Survey design guidelines typically say: Limit open-ended questions, particularly for mobile.

◦ Mobile respondents write about 20% less than computer respondents in open ended questions

◦ Should we seek to phase out open-ended questions?• No, enable the use of V2T and video instead.


OPEN END WORD COUNTS ARE LOW ON A MOBILE DEVICE

Mobile Computer012345678

TEXT

Lightspeed GMI study Dec. 2015 USA


WILLINGNESS TO DO VIDEO SIMILAR TO GEO-LOCATION • We are confident that willingness to provide video will increase over time

and that obtaining sample will not be an issue.

• In our tests, respondents expect higher incentives to provide video and higher incentives increased collaboration by 10 points.

• Of concern, we found personality trait differences among those willing to make a video:

Those who scored in the top 25% on the Extrovert scale, 36% said “yes definitely” they would make a video.

Those who scored in the bottom 25% on the Extrovert scale, only 9% indicated “yes, definitely” they would make a video.


HOW WILLING ARE RESPONDENTS TO PROVIDE VIDEO?

USA Hong Kong Singapore China0

10

20

30

40

50

60 % WILLING TO DO VIDEO

Lightspeed GMI study December 2016


My personal life should not be shared on video as well as

my immediate family that might be with

me

WHY RESPONDENTS DID NOT WANT TO SHARE A VIDEO

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 internet

I 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


I don't usually agree but I found the

survey interesting and I love to plug my

favorite local eateries.

WHY RESPONDENTS WERE WILLING TO SHARE A VIDEO

I think you can get a better idea from verbal

communication, rather than set answers to questions that are prepared. You get a more personalized point of view.

I consider myself a foodie, so I'm fine to share my

opinions. I also was compelled by the higher reward for submitting a

video.

To help make eating out

more pleasant.


SOME KEY TECHNOLOGY PROVIDERS IN THE VIDEO RESEARCH MARKET:

TYPICAL FEATURES:• In-survey data capture• Video editing• Video Collage creation• Filtering of videos based upon content, qualifying criteria or demos• Storage of videos and video analytic tools


ContentValue

Analytical Effort

Automation will reduce the analytic effortrequired to derive value from video content

Some of the features available for video analysis: Machine translation, automated background coding, crowdsourced translation,keyword coding, facial recognition and sentiment analysis


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 Studie

s

Online Focus Groups


VIDEO PROVIDES RICHER CONTENT BOTH IN TERMS OF WORD COUNT AND THEMES

Text Video0

20

40

60

80

100

22

93Average Word count

When we compare three open end questions to one video open end, we still get more than four times as many words


A VIDEO CAN REPLACE THREE OPEN ENDS• The approach to questions is different on video than via text. With

text questions, it is best to ask simple questions. With video, it is better to roll together several questions in a logical order. Best to limit the videos from an individual to one or two.

• Typically a video will last about 10 to 30 seconds. Videos longer than a minute will take some time to upload.

• With open ended questions, you want to avoid the one word answer, similar with video questions, you need to direct respondents to elaborate on their opinions.


Quantitative Research

Qualitative Research

Open-endedDynamic Input

Closed-endStatic Input

2016

2016

2020


WHERE WERE YOU WHEN YOU COMPLETED THIS SURVEY?

88%

7%

1% 1% 2%Location

At Home

At Work

On Public Transport

Waiting for Someone

Someplace Else

UK survey 1,000 completes on mobile devices June 2015


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 Dif -ferent Device

Surfing the Internet on Same Device

UK survey 1,000 completes on mobile devices June 2015


ASSESSMENT OF WAYS TO OBTAIN DATA?

Within ten years, commercial application of Natural Language Understanding will be widespread. In time, research surveys will once again be a conversation, but in the future it will be humans conversing with machines.

METHOD CONCERNSInterviewer assisted Potential Interviewer Bias

Self completion Difficult to probe

Guided self completion using A.I. Complex Development


• Video is gaining as a way to communicate and consume media and we will see increasedusage 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.

• Quantitative research will benefit from the addition of this rich new data source.

SUMMARY


Frank Kelly

Senior Vice President of Strategy & Global Marketing

[email protected]

www.lightspeedgmi.com

CONTACT US

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What role will voice and video play in Marketing Research?

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