Brooklyn

March 5-6, 2019

Brooklyn
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How Video Among Engaged Respondents Can Bring Consumer Insights to Life

Room 4 | 1:30-2:00 | Tuesday, March 5, 2019

Prodege’s client was interested in sizing the pet owner market and exploring opinions of pet products. They wanted to achieve both objectives through a traditional quantitative survey. The client developed a 30-minute online survey and ProdegeMR, in partnership with LivingLens, incorporated an open-ended video question into the program.

The survey fielded among 500 respondents and the video open-end asked qualified respondents to record a 30-second video of their pets and the current products they have for them. Respondents were given the option to complete the question via video or writing and ProdegeMR offered respondents an additional incentive to reward respondents for their extra effort and to boost response rates.

While not all respondents were willing to participate in the video option, we were able to derive useful qualitative insights among pet owners. Interestingly, pets not cooperating represented one of the main reasons participants opted out of the video question. We also gained insights into the appropriate incentive required to further expand participation.

Our client was very happy with the results because of the richness and depth of the videos collected. The LivingLens platform allowed them to easily pull actionable insights by providing access to the content in a variety of forms (videos and content transcription, etc.) and a variety of analytical features such as analysis of video content via speech, actions and sentiment and translating human behavior into insights. We feel the combination of a powerful sample source with the technology of embedded video analytics tools can truly bring quantitative insights to life.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Emotional measurement (neuroscience/eye-tracking)
  • New techniques – qualitative and quantitative

Takeaways:

  1. Video qualitative data brings a depth of emotion and actionable insights to traditional research methodologies.
  2. Fair incentives provided to an engaged respondent panel can motivate consumers to share valuable information deeply relevant to marketers.
  3. Mobile-rendered survey designs allow for creative ways to better understand key drivers of consumer behavior.

Speakers:

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