How video research can uncover home truths
By Emma Miller
We might still be physically distanced at the minute but qualitative video research can enable you to stay close to your customers. So if you’re not already using it as part of your research toolkit, the next question you should ask is one to yourself and your team… “Why not?”
In recent months, everyone has been forced to explore new ways of working. The results have, at times, been interesting. Almost everyone experienced the ‘joy’ of getting used to staring into our computer’s camera—pets and children wandering in and out of view, online buffering, awkward smiles, and “is my camera on?” moments.
At Solutions Research, we are certainly looking forward to meeting our respondents in person again soon. But even when that day arrives, the role of the virtual world will be far from over.
Until then, using qualitative video research as a way to be invited into your customers homes remains a great tool for gaining an insight into their changing behaviours, attitudes, feelings, or even fears.
With remote working once again being advised by the government, It is important to ensure that the new virtual ways of working, warmly embraced in recent months, are being used to their full potential.
Get close to what customers think
Qualitative video platform research is a tested and proven way to achieve robust connections with your audience, while maximising the value of research investment. With more pressure than ever on budgets and research spending, that’s crucial.
When the time is right, qualitative video research can also be used as part of a ‘blended’ approach to fulfilling your research needs—combining virtual and physical methodologies.
For now though, it can (and on many occasions should) be an invaluable part of your research toolkit, to keep you connected with your customers, and your projects on track.
Make no mistake: It’s not a trade-off or a concession—qualitative video research is an opportunity to engage customers in their own homes. Not only does it let you conduct research with key customer groups, regardless of location; it also offers you the unique chance to get a literal peak into their lives.
Different platforms require a different approach
It’s important to recognise that any kind of virtual research is different, and requires a different mindset and skillset.
Conducting research over video platform, isn’t as simple as copying every element from in-person research. You need to put more effort into how participants connect and engage. Smaller, shorter sessions are key.
That requires more intense moderating skills, careful consideration about the amount and type of stimulus you include, and a laser focus on the research objectives. Virtual research may be strange or new to some participants, so prepare to spend extra time coaching them on how to participate.
Why Qualitative Video Platform Research?
1. Reflect how life has changed
One thing for certain is that most of us have changed how we use technology in our daily lives. Embrace this.
People are keen to share their views, but they also lead busy lives. And right now in particular, travelling to take part in research may be impractical or simply not possible. By incorporating online or video platforms into your research, the barrier to taking part is far lower. It’s here where video platform research can deliver real benefits, allowing respondents to take part in research in a way that fits flexibly around existing daily routines—not the other way around.
2. Connect with your customers, wherever they are
Whatever industry, sector or discipline you operate in, if you want to make more informed decisions about how you move forward and better engage your audience, it’s critical to stay close to your customer community—regardless of their physical location. Using video platforms allows you to bring people together quickly. Removing the need to travel also frees research teams to recruit traditionally harder to reach respondents and in harder to access locations. That means access to a more representative, inclusive mix within your sample size, enabling you to achieve greater proximity to what your audience is thinking—providing a literal glimpse into their lives.
3. Bridge the gap between cost and results
Keeping close to your customers has never been more important. But neither has keeping research costs down. When budgets are tight, embracing qualitative video research can significantly decrease travel costs across the board for everyone involved. By minimising expenses such as venue hire and travel expenses for face-to-face sessions, you can open up more options, like increasing your sample size—enabling you to reach more potential customers.
4. The thing about video platforms is that it’s not face-to-face
Sounds obvious, doesn’t it? One thing we were curious about in the early days of conducting research on video platforms was how interviewees would react: would respondents feel at ease to open up to about thoughts, feelings and behaviours? The answer is a resounding ‘yes’. Respondents are relaxed within their own homes. This can help to free them from the insecurities that can overcome some people in physical discussions. We also find that respondents bond well and are respectful of each others right to contribute – particularly useful when it comes to collaborating and building on opinions shared within research groups.
Recent months have provided a chance to rethink how we work. The technology to conduct effective video platform research is proven, tested and accessible—delivering a vital means of gathering relevant and actionable insight.
We look forward to meeting respondents in person again soon, but when we do, the team at Solutions Research will still continue to support the use of the virtual world, alongside traditional face-to-face research. As with everything, the key to success then will be knowing when and where to use the different tools that are available to you. Rest assured, we’ll be there to help (both physically and virtually) to offer a human hand and help you navigate whatever future challenges and research needs will lie ahead.
If you would like to discuss qualitative video research in more detail, or have a specific project in mind, please contact Emma Miller, Research & Insight Director at: emma@solutions-research.co.uk