How Video Surveys Help You To Have The AHA Moments

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 makes it impossible for participants to share their emotions.

Expressing our feelings is human. We tend to express our thoughts in conversations and on social media. The how and why questions giveus 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.

That’s 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:

· Explains how video surveys work in market research

· Discusses the use cases of video surveys across different platforms

· And shares how you can craft the perfect video survey


What is video surveys in market research?

Video surveys allow you to gather market research from anyone, including your customers.

Imagine asking customers questions, and they leave their thoughts and feedback via video.

So, you can understand the true meaning behind what they meant.

You can hear from customers. And then analyse their sentiment, key topics mentioned and much more.


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.

How to create the best video survey to capture powerful consumer insights?

We can learn so much from asking open-ended questions. By asking open-ended questions, you allow customers to express emotions, likes and dislikes about a brand.

Open-ended questions have been a major part of market research and, surveys for many years. Open-ended questions can discover those hidden truths, that you might not have known before.

We are all aware of the benefits of open-ended questions.Allowing customers to answer questions, without limits. It could be the deciding factor between unlocking key customer insight and not.


What are video open ends?

As the name suggests. Video open-ends are like text-based open-ends. Instead, they ask respondents to record a video response as opposed to typing/writing out their answer.

Should you have more open ends rather 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