By leveraging video capabilities, we can put respondents back into marketing research.

1. VIDEO IN MARKET RESEARCH
Putting Respondents Back Into Research
Frank Kelly & Stefan Kuegler
2016

2. Video Creation And Consumption Has Exploded

3. The Video Usage Is Building

4. The Video Usage Is Building
MOBILE
MAKES UP
ALMOST
40% OF
GLOBAL
WATCH TIME
ON

5. 5
VIDEO SHARING
IS GROWING:
Cisco predicts that
worldwide video
sharing will double
in three years.

6. Video Sharing Is Growing
In 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?

7. 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

8. 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
9

10. Capture and Technology
Have I Uploaded It Yet?
Pc vs. Mobile
Connectivity
Platform – App vs. Web
1.
10

11. • Bad lighting
• No sound
• No one speaking
• Background noise
(traffic, dog barking)
Varying Quality For
The Video Responses
11
26% questionable

12. 63% Good videos
without instructions
83% Good videos
with instructions
Instructions Make a Difference
12
Good videos with instructions
83%

13. 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. Privacy
Consent
Willingness
2.
14

15. Willingness To Provide Consent
A Significant Barrier

16. How Willing Are Respondents To Provide Video?
0
10
20
30
40
50
60
USA Brazil Singapore China
% Willing To Do Video
Lightspeed GMI study December 2016

17. Privacy, Trust And Embarrassment
The Top List
50%
48
45
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

18. Probing Further
Privacy & Security Concerns
28%
24
19
10 9
4
ID theft /
Security
concerns
Trust Show my
face /
recording
myself
General
Privacy
Don’t think
you need it
Lack of
Anonymity

19. 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 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

20. 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

21. Research Question 1:
Are Video Respondents Different?
3.
22

22. 147 (40%)
Gave Consent
53 (14%)
Videos Received
371
Responses
73%
Good Quality

23. 20%
30%
35%
42% 43%
47%
Different Characteristics Impact the Likelihood of Providing a Video
Response
AVG CONSENT
CHARACTERISTIC
AGES 45-54
MALES
LIKE AD
VERY MUCH
EARLY
MAINSTREAM
INTROVERTS
More likely
Less likely

24. Different Sample Composition = Different Data
Provided
Consent
Declined
Consent
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%

25. Research Question 2:
Do Video Responses Give Us More?
3.
26

26. 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
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?

27. Video vs. Text
Slightly more time burden on respondents while gaining more insights
0
20
40
60
80
100
Research 1 Research 2 Research 3
Average Word Count
Video Text

28. THE LEVEL OF DETAIL CAN
BE TRULY AMAZING
Would we get this level of detail
with text? Possibly…

29. 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.

30. Average Word Count Highest Word Count
3.7
2.8
1.3
1.7
49.1
37.1
7.9
12.6
Survey Subject Matter Can Influence Richness of Data
TOPIC1
TOPIC2
225
125
45
89
No. Codes

31. 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 Count
Your
Routine
Ad
Feelings
No. Codes
1.5
2
3.3
4.2

32. Why Use Video?
Emotions/ Real
Decision Making
Respondent
Validation
Background
Context
Observed
Usage
Deeper
Understanding
Increased
Engagement

33. 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
34

34. 1. Capture Informed Consent
2. Use an Increased Incentive
3. Build trust through the survey
4. Use Instructions
5. Think beyond just words
RECOMMENDATIONS
3636

35. THOUGHTS FOR
FUTURE RESEARCH
37
Incentive
Willingness,
Personality
Consent,
Capture