Video reports can serve as a great deliverable to clients as long as they are executed with the right goal in mind. There are situations in which video reports work well and some situations in which they are not needed. You can tell almost right away… for example, video reports are probably not useful if you’re simply looking to capture clips of customers giving one word answers about the benefits of a product or service.
According to the Spring 2012 issue of QRCA Views, there are two types of video reports: consultant led and self directed (video diary). The ideal length is about 15 to 20 minutes long. Video reports are most useful when you are trying to capture changing facial expressions, body language, or a decision making process where consumers are trying to explain something. Showcase an insight you’ve discovered and make sure to shape a story around it. How does using a cleaning product makes moms feel like she’s protecting her family? How do college students use a particular product compared to how Baby Boomers use it? People remember stories, not slogans.
The goal of a video is the capture a full process, highlighting interactions rather than simple, isolated reactions from respondents. It’s important to tell a story. Follow through a consumer’s journey from awareness to interest, from evaluation to trial and finally to adoption/rejection.
Video reports are also a popular method of interviewing for home ethnographies when you want to record consumers using products in their natural setting.
Here are a couple of keys to a successful video to keep in mind:
- Get the message across in the first 30 seconds of the video. Viewers have less patience with multimedia deliverables.
- Start with a controversy or bold statement. Highlight questions that respondents ask.
- Set a conversational tone throughout the video. Keep introductions brief.
- Divide your story into themes so it is organized and easy to follow.