Unlocking the power of video to illuminate insights
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Tech entrepreneur and Voxpopme CEO Dave Carruthers explores the power of video and how technological developmemts allow us to identify the human stories behind our data.
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Unlocking the power of video to illuminate insights
- 1. Unlocking the Power of Video to Illuminate Insights Dave Carruthers, CEO & Founder at Voxpopme Ben Gilgoff, Executive Director, Global Customer & Brand Insights Primary Care “The views expressed in this presentation are the personal views of the author(s) and may not be understood or quoted as being made on behalf of or reflecting the position of Merck & Co., Inc. or any of its subsidiaries worldwide. Views are presented solely to aid discussion and should not be interpreted as company policy or guidance”
- 2. Video is now ubiquitous
- 3. 83% of all data traversing the internet will be video by 2020. *Statistics sourced: Statista & Brandwatch It touches all aspects of our lives
- 4. It touches all aspects of our lives videos watched and shared on Snapchat every, single, day. 10bn *Statistics sourced: Statista & Brandwatch
- 5. Technology has changed the game
- 6. How do we know? Dave Carruthers CEO Co-Founder of Voxpopme 10+ years experience in developing technology businesses I have a unique understanding of the market from both a technical and commercial perspective. Ben Gilgoff Executive Director, Global Customer & Brand Insights Primary Care at Merck Passionate research professional with a unique perspective on how to optimize various analytical disciplines in effective decision making.
- 7. We've done a lot of research, so we know video is… An undeniably powerful storyteller Cumbersome to record, analyze and share But...
- 8. So the thought of traditional video research often… leaves us feeling a little like this guy
- 9. Capturing video Challenge Solution Benefit Instant, visual consumer connections Geographical and personnel demands Video capture in any survey, from any device
- 10. Analyzing video Challenge Solution Benefit Searchable content, auto categorized into key themes Time consuming to find and understand insight Advanced, fast and scalable video analytics
- 11. Sharing video Challenge Solution Benefit Engaging stories that drive action Time and video editing skills required Simple, custom showreel generation
- 12. Why use video? Purpose & Benefits • Maximize the value of quantitative studies by making the findings believable and sticky to your audience. • Respondents want to tell you their story in their words not yours. • Gain instant credibility by having respondents explain their rational vs. the Researcher trying to explain it. • Save time and energy in explaining controversial or unusual findings • People get tired of looking at graphs and slides
- 13. Where to collect video? Ideas: • Awareness Tracking and Usage (ATU) Studies • Forecasting Studies • Messaging Tracking/Testing Studies • Copy Testing
- 14. Enriching respondent’s journeys Just incentivizing is no longer enough… Easy and engaging journey Shorter Surveys Use video to engage and discover their stories We must build an environment that makes survey fatigue a thing of the past!
- 15. But don’t take our word for it "I like that I can express exactly how I feel, say exactly what I want to say and be able to portray my emotion when I say it.”
- 16. Video challenges the status quo Drives action across organizations with unarguable insight and powerful narratives
- 17. 59% of executives would rather watch a video than read text *Statistic sourced: Forbes Enriching the c-suite’s experience
- 18. Helping to visualize research "It's not Hollywood - these are people's raw feelings that you see. This video feedback has been incredibly useful for us in finding out what our customers think and driving change.” Oliver Wilson, Customer Insight Manager, Asda
- 20. How it works
- 23. For more information Dave Carruthers Founder & CEO Voxpopme E: dave@voxpopme.com Video Insight Made Easy voxpopme.com
Notas del editor
- SYNOPSIS Video is now ubiquitous. But why? In this short session, Dave and Ben will discuss the explosion of video technology and how it has enriched the research experience for everyone. Exploring their journey using video, they will demonstrate why video insight software: Overcomes the challenges facing modern researchers, grabbing the attention of time-pressed stakeholders Appeals to respondents, giving them a chance to tell their story with rich context Challenges the status quo, moving us beyond an age of minimal video research and even less video output Drives action across organizations with unarguable insight and powerful narratives
- Thanks to advanced tech, research has a world of solutions at our fingertips… And video is one of the most transformed providing end-to-end video solutions
- BEN SECTION
- Advances have helped us overcome many of the traditional challenges of video Recording Pains
- Analysis Pains – anyone that has manually time coded video will know that it’s slow, time consuming and accuracy can be difficult. Now, thanks to automations, timed coded transcriptions, sentiment, and themes can be applied to 100s of video in minutes, making them instantly searchable,
- Video editing would have required specialist software, skills and a lot of patience. But now, drag and drop interfaces mean that you can create a powerful showreel to share with colleagues in just a few clicks that is shareable online or in presentations
- How many times do get a result in quant and your customer says “I don’t believe it, that doesn’t make any sense” Then you reply that the survey had 250 of your targeted customers and they reply “I don’t care- it still doesn’t make any sense” Respondents will always answer survey questions but open end video allows them to explain it in their words without your limitations on how you see the market Researchers spend a lot of time expalining what respondents say and do. Save yourself the trouble and have your customers do it. Unusual or unpolular findings usually result in your customers questioning the research methodolgy, tecnique, moderator, or your skills. Avoid these by having customers make the point. It saves your reputation and it becomes much harder to dispute And the reason that people get tired of graphs and slides is because we learn in storytelling which is what video helps you do.
- Videos new found versatility means it can be added to any online study – the studies here are just some of the ones we’ve used it for.
- With relevant samples, careful survey design and appropriate incentives we can offer respondents a more tailored and attractive experience – video is key to enriching this experience
- DAVE’S SECTION
- DAVE’S SECTION