Category Archives: Demo Video

Lights, Camera, Action! Using Video to Improve Survey Research

Using video in research

Using video in research

Lights, Camera, Action! Using Video to Improve Survey Research

You’ve heard that “a picture is worth a thousand words.” But now, according to Dr. James McQuivey of Forrester Research, one minute’s worth of video is worth 1.8 million words (or 3,600 typical web pages.)

So it’s no wonder, with our ready access to technology, we’ve become a video-inundated society. The average Internet user views 32.3 videos per month. Because videos can communicate information faster and more easily they are also being used more frequently in surveys. Videos embedded in online surveys can:

  • Create interest and improve respondent engagement in the research.
  • Better and more realistically represent products to the respondent (who might not carefully read a concept statement.)
  • Demonstrate more clearly how a product or service works, especially if it is complicated.

How to Use Video in Surveys

Additionally, videos can be used in nearly any part of a survey, depending on what you want to accomplish:

  • In the email invitation, a personalized video invite can connect respondents with the organization sponsoring the research.
  • In the brief survey introduction, a video can explain the reason for the research, and its importance to the organization.
  • In the survey, video is frequently used as stimuli, to demonstrate product usage, provide a new product or service description, or to present advertising or marketing communications more realistically than with still photography or drawings.
  • Finally, video can even be used as survey answers, as respondents prepare short videos with their responses to open-end questions and post them back to the survey.

Tip & Tricks

As with anything, videos can be too much of a good thing. Remember, the best surveys are those that are short and focused. Videos should only be used if they improve the survey, without adding length. So keep these tips in mind when thinking about adding videos to your survey:

  • Limit the number of videos. Use only one or two carefully chosen videos for specific purposes. Do not use videos just because you can, make sure they improve the research project.
  • Keep it short. The optimal video length is, of course, related to what you have to say. But if your survey has an average completion length of 10 minutes, how much of that do you want respondents to spend watching videos? Calibrate your video length to how long it takes to complete the survey.
  • Remember mobile. Today 40% of all surveys are completed on mobile devices. You need to be sure your video works in those environments. So test, test, and test again to make sure your survey works with smartphones and tablets on both the iPhone and Android operating systems.
  • Video quality counts. A low-quality video will not give you the research impact you are looking for, so use only videos that look professional.
  • Use video analytics. Many online survey packages come with timer metrics for video, so be sure to use them in your analysis. The length of time the respondent spends watching your video and the number of times the respondent views it can give you important insight into their responses.

Video is a great tool for improving marketing research, as long as it is handled well. Put video in your marketing research tool box and think how you might use it in your next survey.

Register with Clear Seas today to learn more about using video in your marketing research!

Clear Seas Mobile Demo. Crafting Killer Mobile Marketing Research Projects With Better Technology.

Many people today live on their smartphone. Many people are also replacing their computers with tablets. We are living in a cultural shift to a mobile world. Naturally, you want to make sure that you are listening to your customers on their mobile devices as well. How do you do that? You work to maximize the quality of the feedback you can obtain from your target audience, regardless of where they spend their time.

Clear Seas Mobile brings you the most advanced mobile capabilities for data collection while focusing on the quality of your respondent’s experience.

To help you better understand your customers and consumers, we understand the urgency of capturing their thoughts, feedback and opinions on their mobile devices.

Focusing on the quality of your respondents’ experience will make sure they do not drop out, that they will keep their attention long enough to get you the answers you need and that they will not be turned off to taking future mobile surveys.

Clear Seas Mobile has designed a mobile experience with the latest in mobile technology capabilities to maximize data gathering from your target audience. In this demo, you can see some of the advantages of using Clear Seas Mobile.

• Clear Seas Mobile uses Industry leading mobile device detection to support all devices with dynamic image scaling to fit a variety of screen sizes, and limit scrolling.

• Your surveys will work more smoothly as our software minimizes fat-fingering mistakes with large text, block highlights around selections and isolated “next” buttons.

• Using the “Canvas” element, in HTML5, which allows for javascript controlled drawings, video, audio and images your respondents will have no need to download flash or plug-ins.

• Your questions will be interactive, allowing your audience to mark off a space on a page where interactive pictures, charts and graphs, game components, and other imaginations can be drawn directly by user interaction — no flash or other plug-ins are required.

• Your mobile surveys can utilize GPS location capture.

• You will be able to utilize storage capabilities for offline operation (a quasi built-in database on the browser).

• And, of course, designing short surveys with limited open ends and matrices will increase your response rate.

Clear Seas Mobile Technology will maximize the quality of your respondent’s experience and give you powerful data during the limited time and attention span your mobile audience can give you.

Since your time is critical, and you may part of a limited staff and resources within your company, wouldn’t it be nice to be able to see what your customers are faced with while still having time to get out and meet them? With Clear Seas Mobile, you can still do all of the things you need to do everyday, but be much more productive because you can be the mobile sidekick to your clients with real-world feedback.

Contact Clear Seas Research today to learn more about Clear Seas Mobile capabilities.