is video the future of qualitative research?
TRANSCRIPT
VIDEO ANSWERS AND THE FUTURE OF BIG QUAL?Frank Kellywww.lightspeedresearch.com October 2016
Marketing Research: The process or set of processes that links the producers, customers, and end users to the marketer through information (Wikipedia)
Quantitative (Quant) Research: The systematic empirical investigation of observable phenomena via statistical, mathematical or computational techniques (Wikipedia)
Qualitative (Qual) Research: is a broad methodological approach that encompasses many research methods that examine the why and how of decision making (Wikipedia)
What is Big Qual? The systematic empirical investigation of the why and how of decisions making
Quantitative and Qualitative ResearchWhat’s the Difference?
Quantitative Research
Qualitative Research
Open-endedDynamic Input
Closed-endStatic Input
2016
2016
2020
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 video instead
SamplingNo longer REP without MOBILE
SIMPLIFYMobile first – Create shorter surveys, and allow for fewer
answers
MODULARIZEBreak surveys up into multiple parts
ADAPTBe responsive – Video can provide more input for the
same amount of time
Video Capture and Transfer is the Driving Force Behind Big Data
Source: Statista
2013 2014 2015 2016 2017 201815
25
35
45
55
65
0.5
1
1.5
2
2.5
3
Global Video, Smartphone, and Social Media Usage
Video Monthly Data Traffic Smartphone UsersSocial Media Users
Dat
a T
raffi
c - T
hous
and
Pet
abyt
es
Use
rs -
Bill
ions
The Rise of Video
Video will account for 70% of increase in data transfers over
next 3 years
60% Of Respondents Were Engaged In Another Activity While Completing The Survey
40%
37%
4%8%
2%6%
3%
Nothing Else
Watching TV
Reading or Studying
Eating or Drinking
Playing an Online Game or App
Surfing the Internet on Different Device
Surfing the Internet on Same Device
UK survey 1,000 completes on mobile devices June 2015
Benefits of Video Response
1. Incorporating Big Qual techniques into Quant research
2. More direct link between product user and product creators. Hear words, feelings and emotions people use to describe products and needs
3. Potentially create shorter surveys: one video can replace 3 open-ended questions
4. Add a Qual element for a fraction of the price with less lead time needed
Video Research
Data Capture works equally well on Computer and Mobile.
QUALITATIVE
QUANTITATIVE
COMPUTERMOBILE DEVICE
Ad Hoc Quant
Trackers
Ethnography
In the Moment Research
Geo-location
Discussion Forums
Voice of the Consumer
Diary Studies
Online Focus Groups
Fieldwork Considerations for Video Research
Willingness
Analytics
Incentive
Quality
Privacy/Security
Capture
How Willing Are Respondents To Provide Video?
Lightspeed study December 2015
USA Brazil Singapore China0
10
20
30
40
50
60
% Willing To Do Video
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
• Bad lighting
• No sound
• No one speaking
• Background noise (traffic, dog barking)
Varying Quality For The Video Responses
26% questionable
63% Good videos without instructions
83% Good videos with instructions
Instructions Make a Difference
Good videos with instructions
83%
Blockers From Respondents
43% have security / privacy concerns - don’t know what but just don’t feel comfortable
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’
147 (40%) Gave Consent
53 (14%)Videos Received
371Responses
73% Good Quality
Different Sample Composition = Different Data
ProvidedConsent
DeclinedConsent
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%
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 example, my brunch, 'cause I don't each breakfast and lunch. I'll have like a half a cup of beans, a wrap by Joseph's, it's the honey wheat, and then I had a yogurt, a full-calorie yogurt. For a snack in the afternoon I had a Fiber One bar. For dinner I had a piece of chicken, half a cup of cottage cheese, regular full-flavored. I had a donut from Dunkin' Donuts. It was treat day, usually I'll have like a diet dessert. And then if I get hungry before the night is out, I'll have a Ghirardelli chocolate square. They come in assorted pieces, different flavors, and what not. And that's basically my daily routine.
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.
@LightspeedGM I @AddedValueUS @zoedowling
VIDEO
Words – How do they Compare?Both have many words, but which has more information?
The Question MattersAsk a more personal question: Using personal wording can generate more insights and this can be increased with video.
10.1
43.7
13.4
61.4
Avg Word Count
Your Routine
AdFeelings
No. Codes
1.5
3.3
2
4.2
Marketing Research will evolve over the next few years from primarily closed end surveys to incorporate qual techniques at scale that enable a more natural way to provide insights
Marketing Research As We Know It
Biometrics: • Heartrate/Blood Pressure• Facial Emotions• Voice Analysis• Eye Tracking
Video/Pictures
Virtual Reality
Chat Bots
Examples of Tech Based Qual Tools that can be Launched at Scale
Story TellingFinding the Story in the Data: Knowing how to ask insightful questions that can bring out the story
• Methods need to be independent but come to the same conclusion
TriangulationIndependent Research Protocols to Confirm Research Objectives
• Methods need to be independent
• Two is better than one if both give the same answer
• To avoid bias, dynamic insight questions should precede closed-end questions
EVOLUTION OF RESEARCH TECHNIQUES
Interviewers Talk to People
People Interact with
Surveys
People provide video
Machines talk to people
People Talk to People
Market Research Over Time Forecast
Report Issued Timeline Survey Design Data Provided
In Person Focus Group Interviews
Report Provided
20 20 20
500
Online Interviews
Survey Design 500
Online InterviewsCustomized Follow Up Interviews
100
Data Provided Report Provided
ADAPTIVE LEARNING:
1. Visual
2. Aural
3. Verbal
4. Physical
5. Logical
6. Social
7. Solitary
ADAPTIVE RESEARCH
1. Direct
2. Indirect
3. Associative
4. Emotional
Adaptive LearningWe now know how to teach people based upon the way they learn, we should similarly learn how to derive insights from people according to the way they can best provide it.
Big Data is really layered dataConscious and non-conscious inputs combine to give the full story
Facial Emotions
Voice Tonality
Other Biometrics
Background Analytics
WordsInsi
ghts
& U
nder
stan
ding
Emotion As a ServiceEmotions aggregated across respondents for key phrases from video responses in hotel study can enrich understanding
Free Breakfast
Early Check-in
Exercise Room
Toiletries/ Amenities
Hotel Brand
Loyalty Points Pool
Late Check-out
Use Cases For Video Research
Tracker with Video
Key Characteristics• Subset of
respondents• Focus on topical
issues
Benefits• Regular consumer
feedback for brand managers
Ad Hoc Infusion
Key Characteristics• Subset of
respondents
Benefits• More detailed
insights generation than text open ends alone
• Seek out respondents that feel strongly positive or negative
Video Ad Hoc
Key Characteristics• All respondents
required to do video• Short survey with
several video responses
• Highly engaging data collection medium
Benefits• Quick turn around• Can be event
triggered
Examples of Video Research Offer
1. BASIC VIDEO CAPTURE AND ALBUM DELIVERY Scripting by Lightspeed Specialty incentives Editing – removing poor data Append demographics or survey responses for easy filtering
2. ENHANCED Basic Video Capture and Album Delivery Analysis through a valued video technology partner
Filtering by topic, demos, key words Transcription
Why Use Video?
Emotions/ Real Decision Making
Respondent Validation
Background Context
Observed Usage
Deeper Understanding
Increased Engagement
Video is gaining as a way to communicate and consume media and we will see increased usage of video in research.
We expect that about 25% of respondents today would be willing to provide a video, although higher incentives will be required.
We believe that short videos will become a standard component of surveys for a portion of the respondents. These videos will be used to add color and new insights to the traditional data sources.
New tools to manage video content will enable video processing much like other data types.
Prediction: within 5 years 25% of research projects will incorporate video capture.
Summary