How Online Qual Inspired Better Understanding of Music Video Consumption
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A study that was inspired by online qual, directed by a psychology academic review and validated through quantitative research. The objective was to understand how young people consume music video across platforms. The client was The Box Plus Network (part of Channel4) to inform their programming and marketing strategy.
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How Online Qual Inspired Better Understanding of Music Video Consumption
- 1. Making the incredible, credible June, 2018 By Melissa Fretwell (Marketing Director, The Box Plus Network) & Tom Woodnutt (Founder Feeling Mutual)
- 6. THE WORST ENEMY OF CREATIVITY IS GOOD SENSE
- 7. You can’t just ask the customer what they want and then try to give it to them. By the time you get it built they’ll want something new.
- 8. “Marketing executives use research as a drunkard uses a lamp post: for support, rather than for illumination” David Ogilvy
- 9. Good insight is like a fridge; when you look into it, a light comes on Jeremy Bullmore
- 10. 80% of views via recommendation In 2018, 700 original TV shows and 80 films. Original content has 430 award nominations and 72 awards. (Source: Business Insider)
- 12. What is young people’s relationship with music video? How, who, when and why?
- 15. CHALLENGE #1 TOO OFTEN, RESEARCH IGNORES THE PEOPLE WHO ACTUALLY USE IT
- 16. INSTRUCTOR CREDIBILITY1 = COMPETENCE + CHARACTER + CARING MEDICAL CREDIBILITY2 = COMPETENCE + FIDELITY (caring for their welfare) (1) Teven, J. J., & McCroskey, J. C. (1997). The relationship of perceived teacher caring with student learning and teacher evaluation . Communication Education, 46, 1-9. (2) Hall, M. A., Camacho, F., Dugan, E., & Balkrishnan, R. (2002). Trust in the Medical Profession: Conceptual and Measurement Issues. Health Services Research, 37(5), 1419-1439. doi:10.1111/1475-6773.01070
- 17. Brownstone – ‘If you love me’ #1 SOLUTION: GO FURTHER TO UNDERSTAND (AND SHOW THAT YOU UNDERSTAND) STAKEHOLDERS
- 18. A) STAKEHOLDER INTERVIEWS TO IDENTIFY VALUE FROM THE STUDY B) STAKEHOLDER WORKSHOPS TO DEVELOP HYPOTHESES
- 19. #2 PROBLEM RESEARCHERS ARE NOT NECESSARILY (SEEN AS) TRUE EXPERTS OF HUMAN BEHAVIOUR
- 20. CREDIBILITY1 = TRUSTWORTHINESS + EXPERTISE (1) Flanagin and Metzger (2008), Digital media and youth: Unparalleled opportunity and unprecedented responsibility. In M. Metzger, & A. Flanagin (Editors), Digital media, youth, and credibility (pp. 5–28). Cambridge, MA: The MIT Press.
- 22. #2 SOLUTION COLLABORATE WITH BEHAVIOURAL SCIENTISTS
- 25. #3 PROBLEM QUALITATIVE RESEARCH CAN LACK QUANTITATIVE ROBUSTNESS
- 26. ACADEMIC CREDIBILITY1 = ADHERENCE TO SCIENTIFIC METHOD (1) Alkin, Marvin C. (2004). Evaluation roots: tracing theorists' views and influences. Thousand Oaks, Calif: Sage. p. 134.
- 27. #3 SOLUTION INVEST IN INTEGRATED METHODS TO ADD COLOUR AND WEIGHT
- 28. I look for any interesting interviews or live sessions; I do this just to get know the artist better. (Jonny L, Glasgow 20)
- 29. Those into live performances are more likely to be into ‘discovery’ and ‘behind the scenes’ content
- 31. This validated investment in dance- content
- 32. The qual identified potential rituals “Usually I watch in the morning after my shower as I dry my hair! I would say it is now part of my wake up routine!” (Emma C, Dundee )
- 33. #4 PROBLEM RESEARCH FINDINGS ARE OFTEN OVER-COMPLICATED
- 34. TWO PHASE MODEL OF COMMUNICATIVE ACTION 1 = UNDERSTANDABILITY + TRUTH + SINCERITY + APPROPRIATENESS (1 Habermas, Jürgen (1988) [1970]. On the Logic of the Social Sciences (Book). Translated by Shierry Weber Nicholson and Jerry A. Stark. Introduction by Thomas A. McCarthy. Cambridge, Massachusetts: The MIT Press. ISBN 0262581043.
- 35. #4 SOLUTION USE PARTICIPANT VIDEO TO TELL THE STORY
- 37. Videos mean more than data and verbatim Hutchinson, J. C., Karageorghis, C. I., & Jones, L. (2015). See hear: psychological effects of music and music-video during treadmill running. Annals of Behavioral Medicine, 49(2), 199-211. 2.0 2.2 2.4 2.6 2.8 3.0 No Music or Video Music Only Music Video I feel very bad (-5) to very good (5) Effect of Music / Music Video on ‘Feeling’ Rating
- 38. Our study also highlights the power of video I think the music video can definitely be more inspirational than just the audio; you get to see the artist and it makes you want to enjoy life a little more….(Owen G, 17, London)
- 39. #5 PROBLEM RELIABILITY OF SAMPLE, IS INCREASINGLY QUESTIONED
- 40. ‘Accessing a quality and representative sample is the single biggest challenge’
- 42. QU: Overall, do you think “professional participants” are a problem in qualitative research? Base: 100 UK Based Qualitative Researchers, Liveminds’ Researching the Researchers
- 43. #5 SOLUTION GO BEYOND TRADITIONAL RECRUITMENT TO FIND THE ‘REAL PEOPLE’ WHO MATTER
- 46. IN CONCLUSION 1_ GO FUTHER TO SHOW YOU UNDERSTAND STAKEHOLDERS 2_COLLABORATE WITH BEHAVIOURAL SCIENTISTS 3_USE INTEGRATED METHODS TO ADD COLOUR AND WEIGHT 4_USE PARTICIPANT VIDEO TO TELL THE STORY 5_RECRUIT FRESH, NOT ‘PROFESSIONAL’ PARTICIPANTS
- 47. PLEASE SHARE YOUR EXPERIENCES WHICH GUIDELINES ARE MISSING?
- 48. WHAT ELSE BUILDS OR BREAKS CREDIBILITY?
Hinweis der Redaktion
- Today we’ll be talking about credibility in research and how to convince the most cynical of stakeholders to buy into insight. This is not just about how to make them believe in research. It’s about how to make it inspiring for them. We will go through some of the challenges and solutions from the study we did together, which was all about how young people’s relationships with music video. Since we have so much client-experience in the audience here to today, at the end, we want everyone to learn from each other. So we will be asking you to share any other examples of challenges and solutions to do with research credibility. Before we introduce ourselves, if there are any pop music aficionados amongst you, you should keep your eyes peeled as you may well win an exclusive prize if you can answer the pop trivia quiz at the end.
- My name is Tom Woodnutt, and I’m founder of the insight and strategy consultancy Feeling Mutual, We are a network of specialist independent consultants. Our approach is dedicated to nurturing more mutual relationships between brands and people. This means we take a highly collaborative and psychology led approach.
- Who we are
- An example of what we do
- As Justin Bieber knows only to well, credibility matters. It does not matter how insightful or strategic a piece of research is. It will instantly lose its value, if it loses its credibility. So in the last 20mins, we’ll be asking you to share your views on what makes or breaks credibility. Hopefully we can all come out of this knowing more than we did when we came in. We’ll be sharing five principles that we followed to make a project we collaborated together on more credible. But first let’s take a step back and look at the broader context of research credibility
- Creative people and market researchers have long had a tense relationship. There is a general belief held by a number of people in creative industries: that good ideas are too often killed by bad research. There is a feeling that the sensible world of research can all too easily constrain the chaotic world of creativity, I’m sure we’ve all been in that meeting where the creative director will default to a defensive position and try to pick holes in the validity of a piece of research This mentality makes credibility all the more critical.
- You can understand why creative people are often against research. Because a lot of research is guilty of blindly following what people say rather than interpreting what it really means. This is a threat to creative people who like to rely on their gut and think they know what people want before they do. To paraphrase that classic Steve Jobs quote: How can people tell you what they want when they don’t even know themselves?
- And yet when research is done well it can in fact inspire creativity. As David Ogilvy famously put:. In order for creative people to engage with a piece of research they have to be won around first. They have to believe in it.
- If you can manage to make a piece of research credible in the eyes of the most cynical creative person in the room, Then it can be truly illuminating. The insights can then be like a fridge, when you open it a light comes on for people. Or as Tom Walker would say, it ‘leaves a light’
- You only have to look at the creative and commercial success of Netflix , to see how insight and creativity can not only co-exist but also be mutually perpetuating
- With the rise of AI software increasingly being used to carry the risk of creative decisions, you can understand a general reluctance to embrace data.
- In the context of all that we challenged Feeling Mutual to help us understand young people’s relationship with music video. It had to inform diverse parts of the business from production to marketing and PR. In order to make it inspiring, we had to make sure the work was first and foremost CREDIBLE. So today we’ll be sharing five big challenges and solutions to making the incredible, credible.
- We have also woven some psychology theory throughout this presentation. Not only because it was a big part of the approach we took. But also because it’s interesting (and makes us more credible!)
- What we did We kicked off by commissioning a music psychologist to review relevant literature on the subject. We then ran a stakeholder workshop to clarify the decisions that we had to inspire. We used online and mobile qual to get into their natural environments rather than artificial viewing facility setting We then did a quant study with 1000 16-24s to measure their behaviour and needs in order to validate our model And ended with a workshop debrief
- Onto the first challenge: The way that research design does not always engage or take into full account, the people who end up using it. Sometimes it’s because the research agency does not push for it. Other times it’s because stakeholders do no make the time for it. Whatever the course it will result in stakeholders who are not engaged and results which are misaligned with the decisions they’re supposed to inform.
- TW: We’ve looked at the psychology of credibility and there’s a number of perspectives on it. Take the psychology of teaching or instructor credibility and also medical credibility. Research has pointed to a similar factor determining their credibility: that is ‘kindness’ The more a teacher or medical professional shows kindness (aka ‘caring’ or ‘fidelity’) – and makes the audience feel genuinely listened to. The more likely they are to be judged as having credibility. (FOR REFERENCE: Competence focuses on his or her expertise or knowledge in a subject matter.[12] Character refers to the "goodness" (i.e., honesty, trustworthiness) of an instructor.[13] Caring focuses on whether the instructor shows concern or empathy for the students’ welfare or situation.[14] Although an instructor may show one or two of these qualities, the best and most respected exude all three qualities. https://en.wikipedia.org/wiki/Credibility)
- So the solution - As Brownstone suggested circa 1995 – is that if you love them – prove it. Efforts to go further to prove a genuine concern for their agenda will increase the perceived credibility of the study. This is what we tried to do in our piece of work.
- We conducted a number of one on one stakeholder interviews to understand how different parts of the business would use the research. We identified 23 areas that key stakeholders hoped the research could address The act of interviewing them one on one showed that we really cared about their needs and critically it deepened their interest in the project
- The inconvenient truth in market research over the last few years has been the advent of behavioural psychology. I’ve relished it as a psychologist graduate. Out of interest how many of you have commissioned BE studies? And how did it go?
- Again, the psychology of credibility focuses on perceived expertise
- The myriad biases and heuristics which shape behaviour cast doubt on how credible relying on direct questioning alone can really be. If people don’t know what they do and don’t really behave rationally, how can we rely on what they say?
- Our solution was to collaborate with behavioural psychology expert.
- We worked with Patrick Fagan – author of why cute sells. He not only did the literature review but also co-designed the study and did the analysis and presenting. Here’s a few of the theories he uncovered which helped us take a fresh perspective
- The psychology review gave us a big headstart when it came to designing and interpreting the study. For example we learned about ‘Teen narcissistic vulnerability’ Campbell told us that each generation is more interested in their own image than the last. Gentile tied this to social media usage (people score higher in narcissism after going on social media compared to the same time spent on google maps) Although many judge this behaviour as simple vanity, jenkins helped us reframe it and see it as adaptive, as the ability to express identity online and collaborate is vital now and in the future Reframing image management as an adaptive quality rather than a character flaw – was useful stimulus in thinking through the significance of social media
- When you look at the meaning of ‘credibility’ from an academic perspective it comes down to method (and peer review) As much as I love qual (as a quallie) I also know that it can lack validity if not validated. Often that’s a risk worth taking but qual is always improved when robustly validated with quant https://en.wikipedia.org/wiki/Credibility
- https://www.comparitech.com/blog/vpn-privacy/netflix-statistics-facts-figures/
- We knew that discovery was important from the qual phase But it was only when we measured it and correlated it with other factors that we knew just how much
- Those into live performances are… …12% more likely to be into ‘discovery’ …34% more likely to be into ‘behind the scenes’ content
- Which is one of the reason why Box fresh exists and we took this brand to The Great Escape for a second year running.
- https://www.comparitech.com/blog/vpn-privacy/netflix-statistics-facts-figures/
- The forefather of credibility theory is Habermas who said people need to understand in order to believe (something Trump and Brexit have perhaps challenged the credibility of) He said understandability needs to be reached. Only then the three other validity claims make a difference and may lead to credibility in the Habermasian sense.
- https://www.comparitech.com/blog/vpn-privacy/netflix-statistics-facts-figures/
- We wanted to show you the video from the research but in the spirit of GDPR we can’t because we didn’t get their consent to use it.
- So we’re going to make our case for using video as part of the presentation through some of what we learned in the psychology review on the power of music video. Other studies – visual information In one academic study, researchers had participants rate how they felt on a scale while listening to music or watching a music video (or neither). It’s even stronger for music videos. This is likely to be because music videos run through two sensory channels (audio and video) rather than just one, thus having a more involving effect on the brain. This same principle applies to using videos in research – they are more moving and easy to understand
- These insights helped inspire our design and ensure we had questions that were allowing us to measure the effects
- We challenged Liveminds to find a sample of 16-24 year olds who were: Regularly viewing music videos Real fans of particular music genres Fresh to research, (not regularly taking surveys and doing group discussions) In addition, some had to be actively engaged in the Box’s niche channels like Kerrang
- The recent grit report found that sample quality is the single biggest challenge facing the industry If stakeholders question who we spoke to it undermines integrity. Not only that but it’s not a good story to go to record labels saying our sample do research surveys for fun every day That’s not the cool kids they want to understand So we challenged FM to go further
- Our solution was to work with Liveminds who use facebook data to invite people to research based on what they do not just on what they claim. In fact they commissioned a study with 100 qual researchers and asked for a number of anecdotes about the quality of recruitment The results were shocking The bald man in the shampoo group These are extreme examples, but it threatens the credibility and therefore integrity of what we do, if recruitment is not effective.
- Most thought that professional participants were an issue
- https://www.comparitech.com/blog/vpn-privacy/netflix-statistics-facts-figures/
- Behavioural recruitment gave us access to a huge youth audience Facebook has 7-8 million monthly active users aged between 18-24 in the UK. Through the hypertargeting of its advertising system, we were able to narrow that huge audience down to those people whose online behaviour clearly demonstrated that they matched the criteria And the participants we found here were fresh to research, and so were naturally curious and enthusiastic, and keen to discuss a subject we knew they were genuinely interested in In a recent study of their own qualitative research platform, analysing more than 35 million words, we found that behavioural recruitment participants give 47% more data than those recruited through traditional methods.
- In a recent study, Stanford professor Michael Kosinski revealed that a computer model based simply on Facebook likes, knew more about it’s subjects than their closest friends and family. But Likes are just 1 of 98 different data points collected on users, from the tv shows we watch to our international traveling habits.
- https://www.comparitech.com/blog/vpn-privacy/netflix-statistics-facts-figures/
- Hand out pens / take a post it / come up with one principle Then come up to the front
- Turn to the person on your right and discuss what makes or breaks? Discuss I’ll write I up