020 8786 8855
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www.voxpops.com 020 8786 8855
Video Based Market Research
How to turn research insights into an effective business tool
www.voxpops.com 020 8786 8855
Est. 1987
Clients include BBC, Boots, BSkyB, Coca Cola, Ebay, English Heritage, Guinness, HSBC, Nokia,
Orange, Sainsbury’s, Toyota, Virgin, Which?
More than 4,000 videos for over 500 companies
Diane Earnshaw – Founderof Vox Pops International
www.voxpops.com 020 8786 8855
Help improve planning and decision making throughout the company
Help make a company more customer focussed
Identify ways of improving services and products
Clarify that you are selling to and targeting the ‘right’ people
Keep you up to date with the competition
Track and identify internal issues – such as personnel and how systems are working
Help you win new business, increase distribution, improve relationships with partners
And much more…….
What Market Research Can Do For You
www.voxpops.com 020 8786 8855
Qualitative is usually undertaken using in-depth interviews or discussion groups (focus groups) among a relatively small number of people. Its purpose is to provide attitudinal information — the how and the why — in depth. This research is preferably face-to-face, although telephone and on-line methodologies are also used.
Quantitative incorporates the statistical element, designed to quantify and provide hard facts about a market, products and your target group.
Two Types of Research
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Bespoke research is designed exclusively for a client's specific needs and objectives – it can range in size and can be anything from adding one question to an ongoing survey (omnibus) to a large, standalone project.
Off the peg (or web) – existing research in the public domain – free or paid for, eg MINTEL, White Papers, News articles
Bespoke versus “off the peg” Research
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Presentations
Written Reports
In business / marketing / HR plans
At workshops – brainstorming
In Press Releases to generate publicity
Traditional Uses of Research
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EVERYONE, including
Managing Director, Market Research / Customer Insight Managers & Directors, HR Director and HR Team (staff surveys), Brand managers, Marketing Managers, Directors, Advertising, PR, New Product Developers, Design teams, Sales teams, customer servicing, Financial Director, Chairperson and shareholders
Who Can Benefit from Research insights?
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Traditionally this doesn’t happen
Why?
It’s not user friendly and is not written in such a way that non-marketing literate people can understand
This means that the research is not working as hard as it could, companies could get a great deal more for the money they spend if they look at alternative, modern ways of delivering it, including:
VIDEO
HOWEVER……..
www.voxpops.com 020 8786 8855
2 uses of video in research:
to conduct fieldworkto present and deliver findings
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www.voxpops.com 020 8786 8855
It is QUALITATIVE - raw and unfiltered, ‘honest’ opinions literally straight from the horse’s mouth
Allows researcher to go to the respondent, in their environment, and to film everything about their lifestyles
Provides access to ‘harder to recruit’ respondents
Provides another dimension – visual, 360 degree, body language, what they’re wearing, pointing to, describing and helps to unearth responses that can be lost otherwise
Proves that right target group been researched
Support and Bring to Life QUANTITATIVE findings
Benefits of using video to conduct research
www.voxpops.com 020 8786 8855
Brings insights to life, turns consumers from statistics into ‘real’ people
Makes it memorable
Can be used for many purposes – eg training, sales, opening up conferences – gives research more of a shelf life
Makes research easy to digest for non marketing-literate audiences
Used for communicating to internal and external audiences
Ease of distribution through a company – MPEGs, Intranets, at the desktop – 1000s instead of a handful
Benefits of using video to illustrate and deliver insight
www.voxpops.com 020 8786 8855
Vox Pops – intercept interviews that are conducted in a variety of locations including; in store, street, sports centres, shopping centres, bars, pubs, airports, train stations, etcVox Pops
Customer Segmentation VideosCustomer segmentation videos
Accompanied ShopsIn-Store
Popular Video Based Research Services
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Communication Checks
Comms Check & Product Testing
Set up interviews – staff, consumers, B2B, expert voices, friendship pairs, mini groups
Staff Interviews
Accompanied Surf
Accompanied Surf
Video diaries & video portraits
Mood Videos
Popular Video Based Research Services
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Edits can be fast, creative, traditional, use split screens, special effects, titling, graphics
Can include stats, voiceovers, cutaway shots, music, still images
Research from many different sources can all be brought together in the final video.
AUDIENCES EXPECT QUALITY – sound, picture, visuals, special effects – need to use good cameras, sound equipment, trained crews
Video Production & Editing
www.voxpops.com 020 8786 8855
More Uses for Market Research Videos
Vodcasting
Testimonial Videos
Sales/Promotion
PR
Advertising
Training
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Kiss – case study
• Here is a handout of one of our case studies
• Evidence of videos making a difference
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More Uses for Market Research Videos
Web TV
Proliferation of websites featuring media rich content, including videos….
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Examples of Web TV
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www.voxpops.tv
Largest online library of vox pop videos anywhere - More than 800 short videos featuring real people’s opinions on a number of subjects and brands
Expert Voice videos on HR Issues
Streamed on to Partner Websites, including Brand Republic, Retail Bulletin, Interactive Advertising Bureau, Mintel and many others coming soon, national and specialist media
Constantly Updated
International Videos on the Youth in USA, China, India, Russia, Germany, Mexico available in October 2007
Fully searchable, all videos available for instant purchase
www.voxpops.com 020 8786 8855
www.voxpops.com 020 8786 8855
Free video to view every month – editor’s choice
Or take out subscription and select your own
www.voxpops.com 020 8786 8855
TOP TIPS WHEN CONDUCTING RESEARCH
Think about the objectives very clearlyWhat are you trying to find out?Who is your target group?How will it help your business?Who can benefit from the research?How will you deliver it and use it?With video – what style does it need to be, length, format – small segments, one long documentary?
Future – Follow up and testing success and impact
www.voxpops.com 020 8786 8855
THANK YOUwww.voxpops.com
020 8786 8855