Market researchers have a lot of tools to gather insights, but video is one of the most powerful—and least adopted. In the past, acquiring video insights was challenging for market researchers. It was costly and time-consuming, and video was hard to analyze.
Thanks to the rise of tools like Suzy, getting video insights is easier than ever. When you use video as part of an iterative model, it can bring color to your market research. It enhances quant findings and helps uncover both the voice and face of the consumer. With a mixture of quant and qual video responses in market research, you can gain the greatest competitive advantage a brand can have—true human understanding.
In this article, we’ll explore:
- How qualitative video enhances quantitative market research
- Some of the video offerings from the Suzy Research Cloud and how you can use them for in-depth insights
- Why it’s important to use qualitative and quantitative research as part of a consumer feedback loop for iterative insights, both video and otherwise
Let’s get started.
Enhancing Quant Market Research with Qual Video
It’s not enough to do quantitative research these days. Instead, you need to enhance it with qualitative insights. While open-ended questions and written responses can be compelling, video can help researchers go deeper.
Video uncovers a wide range of qualitative insights that might otherwise go unnoticed, like expressions, hidden sentiments, or unique experiences. They’re also incredibly valuable for creating robust selling stories. After all, if a picture is worth a thousand words, a video is worth ten thousand.
Let’s explore how video can be part of your market research plan for powerful qualitative insights.
Video Open Ends
Similar to open-ended questions, video open ends allow you to capture qualitative insights in a survey. These unmoderated video responses can help you connect with your target consumer and capture in-the-moment experiences for deeper human understanding. Then you can review, clip, and download the videos for further analysis.
Video open ends enhance quant research by getting at the “why” behind survey responses. For example, you can use a video open end to enhance a quant question around product concepts to understand what exactly a consumer liked about a particular idea. You can also use them to verify survey responses, capture product usage, or get a walkthrough of a consumer’s routine.
Best of all, video open ends are quick, yet mighty tools for recruiting strong participants for further qual studies, like IDIs or focus groups.
IDIs, or in-depth interviews, help researchers explore personal stories with consumers. Use IDIs to explore your quantitative findings and go much deeper, especially when it comes to sensitive topics. With IDIs, you can understand what drives thoughts and behaviors on an individual basis.
Through IDIs, we’ve had customers validate brand messaging, even going so far as to launch scents and names co-created with Suzy Live participants into the market. IDIs are useful for go-to-market strategies, product prototyping, and fundamentally understanding target consumers.
Online focus groups help you target larger groups of consumers. You can easily capture group insights and get a broad range of feedback. The online focus group setting allows participants to interact with and bounce ideas off each other, a unique type of video insight.
The wide scope of focus groups works great for early concept exploration. They’re big time-savers for researchers, too, allowing you to survey several consumers all at once.
In-home user testing (IHUTs) helps researchers identify motivations and moments of truth. In an IHUT video study, you can test your products as they’re meant to be used—in the hands and homes of your target consumer. With video insights from IHUTs, you can validate and improve your concepts and products so you can launch with confidence.
IHUTs help you determine if your product is easy to use or works as it should. With IHUTs, you can learn if your product passes the sight, smell, and taste tests. Plus, seeing how consumers react to your product can help you gauge the likelihood of purchase intent, uncover areas of delight, and determine opportunities for improvement. These videos can help you capture user claims and user-generated content for marketing messages too.
Video takes storytelling to the next level, and it’s a big part of creating a robust sales story to sell concepts, products, ads, and other business initiatives to management or customers. With all of Suzy’s video products, you can use downloadable clips to create a story with moments that matter.
Soon, we’ll be adding showreels to our Suzy Live offering, so you can easily create shareable sizzle reels from your video insights.
Leverage the Power of Video on One Connected Platform
Video is a powerful tool for market researchers, but it’s most potent in an integrated quant-qual loop. Unfortunately, many video tools are part of the fragmented market research space, where quant and qual are often standalone offerings.
At Suzy, we’re changing the way research gets done. Our end-to-end consumer insights platform integrates quant, qual, and high quality audiences into a single connected research cloud. You can start your quantitative survey research by enhancing it with video open ends, which can help you gauge the need for further qual or quant. Then, you can tap into Suzy Live: in-depth interviews (IDIs), focus groups, and in-home user testing (IHUTs) to go even deeper.
From there, you can rinse and repeat. With Suzy’s proprietary audience, you can retarget the same consumers over and over again for additional learnings and develop a true understanding of their motivations, behaviors, interests, and more. It creates an always-on consumer feedback loop that delivers compelling insights. Since it’s all in one platform, the process is efficient and cost-effective. And Suzy makes it easy—we’ll find, recruit, and incentivize participants when it works for your schedule. We’ll even moderate your IDIs, focus groups, and IHUTs if you don’t have your own.
The Suzy Difference
From one-off questions and robust surveys to qualitative video interviews and in-home product tests, Suzy’s suite of products allow you to conduct robust and iterative research – efficiently and at scale. To learn more about Suzy, visit us at suzy.com.