The Benefits Of Using Video Surveys For Your Customer Research Plan

It's impossible for an online survey to measure emotion on their own...

An online survey is an effective tool to help understand the views of your customers at scale. They provide quantitative based information that forms metrics to answer your business questions.

Yet, an online survey always includes an open-ended question that people want to avoid, because it takes time and effort. Surveys are supposed to be fun, engaging and quick.

Expressing our feelings is human. We tend to express our thoughts in conversations and on social media. The how and why questions give us answers to help understand what people think.

This could be in the form of open-ended questions. That can help to uncover those truths, that a closed question can’t.

What is an open-ended question?

An open-ended question is a free text response that lets respondents type a response. This could be one sentence, 1 word or even a paragraph. They will typically take longer to complete given the nature of the question.

If allowed, you will find that respondents will skip most open-ended questions or drop off from the survey and not complete all the questions. Open-ended questions are therefore a sticking point for users, it can often be a breaking point between carrying on with the survey, or to say goodbye.

That is why videos can be an important part of the market research tool kit.

It’s easy to get answers to open-ended questions through video surveys. People use video all the time already. To Facetime their friends and family. For selfie videos on Instagram.

We are always with our mobiles. So why can we not use video surveys to get feedback from customers?

In a way that can be easy for them and impactful for businesses.

“My girlfriend sent a text to me, and I completely miss read what she meant because it was text. It can be miss interpreted. Which is why video can be so powerful,” said Philip, Co-Founder at VoiceForm on the Tea & Biccies Podcast.

This article provides the benefits of using video for your customer research, whilst discussing the use cases across different platforms.

I will even share how you can design and start your very own video survey for your customer research plans.

First though. Let’s talk about the benefits of video surveys.

Benefit 1: It is so much more interactive than a online survey

Can you imagine actually typing out your opinion in an open text box? I can’t, so why would participants. This is one of the reasons why online surveys are disengaging. They are not interactive. However, when you view a video, you can actually see the respondent, see their emotions which can help to bring your results to life.

Benefit 2: Video survey can provider greater insights

Let’s face it, if you see an open-ended question, you answer it quickly. You are required to type your thoughts rather than say them out loud which feels more natural given the amount of tools and apps we use day to day, such as voice notes.

However, when we use video responses, respondents are willing to give up longer time periods to provide more context around their responses. Which means great insights for researchers and businesses.

Benefit 3: Endless opportunities to analyse unspoken data

Using video surveys, you can analyse tone and expressions that focus groups and in-person interviews offer. This is something a standard online survey can’t offer. By analysing tone of voice, expressions, you can understand what a participant is feeling and why it matters. This also allows you to understand the likes and dislikes through emotions and speech.

As an example, sarcasm, can never be picked up on in writing. It is impossible to find out

In writing: "Yeah we had really good service!”

In video, spoken: "Yeah we had really good service *Eye roll* and *Laugh*

This is the exact same information and commentary, but using a video open-end it can help you understand if it is negative or positive.

Why are video surveys important?

You can only gain true feedback from customers through the use of open ends.

Video open-ends are like text-based open-ends in an online survey. Participants then answer your open-ends and it’s a win-win for everyone.

Consumers can express their opinions about a company.

As a researcher, you gain even more insights using videos.

Then imagine a C-Suite individual asking for more details about a project you were working on. You can provide actual customer stories.

Video makes it easier for respondents to express themselves. You are allowing participants to be humans and share their emotions towards a brand.  They can also share emotions through their body language and facial expressions.

How video surveys work?

Video surveys can be added to various survey tools.

There are also video only survey tools you could try, such as VoiceForm, Plotto and Phebi.

If you use enterprise market research tools, you can also connect your video surveys to FuelCycle.

Imagine, analysing your latest brand awareness or NPS scores and then watching real customer stories via video.

Whilst you will find many articles that say you can create a video survey in seconds.

In fact. It still needs the same time and resource as any other survey. This is because you have one opportunity to speak to your customers. So, you need to make sure the open-ended questions will gather the insights you need.

Should you have more open-ended questions than closed questions?

Video provides all the advantages of text-based open-ends, plus more.

There are so many question examples I could think of, but I have come up with my top 10 that I hope is relevant:

What would you change/improve about product X?

Any changes you would most improve to the service of brand X?

What was your primary reason for using/purchasing this service?

How does this ad fit with what you know about brand X?

How unique is this ad compared to others you have seen for similar products?

In what ways does the ad you watched impact your buying consideration, if at all?

In your opinion, what do you think brand X represents?

Is your perception of brand X positive or negative and why?

Why did you choose to shop in store X over its competitors?

How was your experience shopping with brand X online?

They all may seem very easy questions to think of. But they don't need to be complex at all. They need to allow customers or your audience to provide feedback via video in a friendly way.

The ResearchGeek

Jake Pryszlak

Market researcher | Speaker | Podcaster