technology enabled solutions...research 2. create a more direct link between product user and...
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TECHNOLOGY ENABLED SOLUTIONS Partner with Lightspeed for video response and facial coding solutions
Quant Research will evolve over the
next few years to incorporate new
technologies that enable Qual at
scale.
Marketing
Research As
We Know It Will
Change
The use of video will
double in next 2
years
Video will account
for 70% of increase
in consumer internet
traffic over next 3
years globally
Video in Research
Today
1. Video is fast becoming the norm for brands to
communicate with consumers; it is simply another
type of data
2. Text based open ended questions do not
provide much input • Open end responses on average include 8
words
• Video responses average 40 to 100 words
and provide much deeper insights
• Video responses can be processed like
other quant measures using available
technology
3. Video content can be assessed by measuring
real-time facial responses • Technology can enable respondent facial
measurement and emotion analysis
Story Telling
Finding the Story in the Data: Knowing how to ask insightful
questions that can bring out the story
Big Data is really layered data
Conscious and non-conscious inputs combine to give the full story
Facial Emotions
Voice Tonality
Other Biometrics
Background Analytics
WordsInsig
hts
& U
nd
ers
tand
ing
Use Cases For Video Response 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
Video Ad Hoc
Key Characteristics
• All respondents
required to do video
• Short survey with
several video
responses
Benefits
• Can be event
triggered
Why Use Video Responses?
Emotions/ Real
Decision Making
Respondent
Validation
Background
Context
Observed
Usage
Deeper
Understanding
Increased
Engagement
Objective:
To optimize media spend for
a new campaign
Sample Source:
Lightspeed DOI panel
Stimuli:
3 ads
Outcome:
All ads aired but majority of
media spend was directed
to the ad with the highest
engagement on repeat
viewing
Emotion Analysis Usage Case
LIGHTSPEED’S VIDEO ANSWERS
Enhance your story by incorporating Video Answers into
quant research
Video Answers Offering
1. BASIC VIDEO CAPTURE
Scripting by Lightspeed
Incremental incentives
Editing – removing poor data
Data storage
2. ENHANCED
Basic Video Capture
Video show reel creation
Analysis through Voxpopme
Filtering on keywords and other variables
Transcription/translation incorporated into
video
Video Answers
Data capture works equally well
across devices
Data capture works across various
research methodologies
Online Focus Groups
Voice of the Consumer
Ad Hoc Quant
Trackers
Diary Studies
In the Moment Research
Benefits of Video Answers
1. Incorporate Mass Qual techniques into Quant
research
2. Create a more direct link between product user and
product creators: Hear the words, feelings and
emotions people use to describe products and needs
3.Shorten surveys: one video answer can replace
several open-ended questions
4. Add a Qualitative element with limited lead time
5. Gain richer Insights with the same survey
LIGHTSPEED’S EMOTION ANALYTICS
Quantify emotion in real time with Lightspeed through
Affectiva’s automated facial coding system
Emotional coding can provide brands with objective ways to assess video content,
and Lightspeed in conjunction with Affectiva can provide the respondents and
technology to enable these types of studies.
1. The computer vision
algorithms identify key
landmarks on the face
2. Machine learning algorithms
analyze pixels in those regions
to classify facial expressions
3. Combinations of facial
expressions are mapped to
emotions
How the Affectiva Platform Works
Measure emotions moment-by-moment in real time
7 Emotions
Detected by
Affectiva
Valence:
how positive or negative
a person is feeling
Engagement:
overall level and intensity
of the emotion
Sadness Joy Anger Surprise
Fear Disgust Contempt
Gain Diagnostic Insights with an Easy-to-use Dashboard
Emotions are memory markers; they influence brand awareness and drive purchase decisions.
Benefits to using the dashboard:
• Measure 7 emotions, 20 facial expressions
• Display moment-by-moment emotion trace in synch with your content
• Filter data by demo and any survey data
Benchmark performance of ads using industry leading norms
• Benchmark how your videos perform against
those of your competitors.
• Compare by geography, product category,
media length and repeat view.
• Built on the world’s largest emotion database of
24K ads tested and more than 5 million faces
analyzed in 75 countries.
• Optimize content, brand engagement & media
spend
1. Get consent from the respondent
2. Connect to Affectiva via API
3. Run the ad and feed the webcam facial measurement data to
Affectiva
4. Compare the data against Affectiva benchmarks to assess
video performance
5. Extract the dashboard files for delivery to client
Emotion measurement with Lightspeed is simple within the survey:
LIGHTSPEED’S QUESTIONARTS
To best integrate technology enabled solutions, utilize
Lightspeed’s QuestionArts Intelligent Components for high
quality design on all devices
Mobile First Design is Essential for Quality Research
Audience Engagement
Respondents rely on mobile
devices for interaction with
survey research
Requires a good survey
experience on the respondent’s
device of choice
Award-winning suite of
QuestionArts design tools
Create surveys suitable
for cross-platform data
collection
Standard 24/7
programming support
Cost efficient solutions for
both local and global
support
Real time reporting and
data analysis
How We Will
Support You
• Fully Adaptive. Respondents can answer the survey in
portrait or landscape mode depending their preference
• Built in intelligent layout rules: To optimise the layout
on each device
• New features that fully exploit touch screen device
capabilities:
• New Click select ranking
• More control over range labelling and image display
options
• A wider range of selection options
• Collapse animation features and animated question
reveal effects
• Question grouping and nesting
• More advanced flag drag and drop layout features
The New Intelligent Component Design Features
Our new suite of intelligent survey design tools
The cure for the common survey
Consultancy Offers:
• Survey Creation (Copy Writing)
• Survey Enhancement (Bonsai Design – reduce
question redundancy)
• Research Program Optimization (Evaluation and
recommendation)
Our award-winning survey design
team can work with you to
address your research
challenges, and recommend a
custom solution based.
Going Beyond QuestionArts Templates…
Contact us to learn how you can best use Video Answers, Emotion
Analytics, and QuestionArts in your next research projects
www.LightspeedResearch.com / [email protected]