How to unlock the face of your customer with video open ends
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Learn about the power of video open ends and how to uncover the face of your consumer.
Whether you're developing products, creating advertising campaigns, or trying to understand shopper behaviors, sometimes you need a gut check.
When you’re about to launch a new product, you might want to get a quick pulse to understand how consumers feel about your competition.
If you’re developing a new creative campaign, perhaps you want to know if consumers liked or disliked the ad, are motivated to purchase the product, and to see their physical reactions.
Before you release a new feature, it could be handy to see how consumers use your current products in their routines.
When you need to quickly see how consumers feel about something, use a video open end.
What are video open ends?
Video open ends (VOEs) are unmoderated video questions that are answered by research study participants. It truly brings the voice of the consumer to life. Think of them as the video version of an open ended question in a survey. VOEs help researchers strengthen their qualitative understanding of consumers by expanding on and enhancing quantitative research. VOEs offer up hidden sentiments and in-the-moment experiences with target consumers. Essentially, they help researchers explore how consumers feel and what’s going on behind the scenes.
Video open ends versus other qualitative methods
Video offers new opportunities for market researchers to uncover expressions, hidden sentiments, and unique experiences. It’s also a great tool for digging into the “why” of your quantitative findings. Each video tool offers distinctive benefits for researchers. So, when you choose a video market research method, consider your research goals, topics, and the amount of detail needed.
Typically, in-depth interviews (IDIs) and focus groups are the first tools that come to mind when researchers consider qualitative video options. These options are valuable for uncovering granular and intimate details, group sentiments, or a broad range of insights.
Video open ends bring their own special benefits to the table. They are unmoderated and on-the-fly allowing respondents to answer on their own time. VOEs help researchers quickly enhance their quantitative research and can be useful for customer stories. They’re also a great tool for researchers to qualify consumers and gauge the further need for IDIs or focus groups. Video open ends are quick and scalable, too. With Suzy you are able to conduct all three methodologies along with your quant studies right in the platform - no other point solutions necessary!
How do video open ends work?
Like any other survey, it starts with crafting good questions. Follow these tips for creating a good video open-ended question:
Keep your call to action simple and clear with language that is easy to understand.
Limit your call to action to no more than two different questions.
Make the ask sound easy.
Show the respondents stimuli - like a concept image or video - before asking the open-ended question.
Ask questions they will enjoy answering. Use an open and curious tone, free from judgment or bias.
From there, your question will be distributed to your target audience.
Once responses have been received, qual analysis can begin. In order to get the fullest picture of consumers, Suzy recommends using a consumer feedback loop to ensure constant connection with consumers throughout the research process. Your qual and quant findings can continually be enhanced with further research and analysis, which ensures the products developed, ad campaigns executed, and instore or online retail experiences meet the needs of the consumer.
What can you use video open ends for?
Here are some ways current researchers use VOEs to bolster their findings:
Discover the “why” behind quant responses: Let’s say a consumer was initially asked to select their preference between two versions of product packaging during quantitative research. With video open ends, the next touchpoint can be, “tell us why you are passionate about your selection.” Gauging enthusiasm via facial expressions, tone of voice, and body language allows for a deeper understanding of the consumer.
See your product in action: Researchers can see the product that a customer has actually purchased and how they use it. They can gauge any sentiments or reactions they may have.
Screener for focus groups or IDIs: To create a focus group or select candidates for IDIs, researchers can find the most appropriate people by screening candidates with VOE.
Experiential and lifestyle use cases:
“Show me” and unboxings: Researchers can send consumers products to gauge their initial reaction, A/B test product packaging, and refine messaging.
VOE and In-Home Usage Testing: IHUTs allow researchers to see clients interact with products in their own space.
Walk-through of routines: Researchers can get a direct look at the way a product fits into a consumer’s daily life with walk-through routines. With video open ends, researchers can glean information about benefits, ease of use, and ways in which the product might be improved.
How do VOEs benefit enterprises?
Customer story development: Show, don’t tell. Be it marketing your product or pitching your business, people want to see the impact you’re making—and there’s no better way to do that than for them to hear it from your customers themselves.
Asynchronous responses: With video open ends, respondents answer questions in their own time, from the comfort of their own homes. This cost-effective method cuts out the traditionally high costs associated with market research by eliminating the need for travel.
Develop communications while in concept exploration: Enterprises can test messaging in a cost-effective manner to make sure the launch is a success.
The “why” behind the “what”: Dig deep when faced with surface-level feedback to see what consumers really feel.
Video Open Ends at Suzy
Suzy is proud to announce the addition of Video Open Ends (VOE) to our connected research cloud. With VOE, IDIs, and focus groups, Suzy effortlessly integrates qualitative research methods with our quantitative offerings and our high quality audience. Tap into Suzy Video Open Ends to:
Gather unmoderated video responses from the consumers you care about most to save, share, and analyze.
Review, clip, and download video responses for further analysis.
Save time and money by tapping into Suzy’s proprietary audience for faster collection of responses, all in one connected research cloud.
If you’re already a client you have instant access to Video Open Ends - no purchase necessary! Simply log in to Suzy, and create an action. Video Open Ends are available as standalone questions. Or, reach out to your account executive or customer success manager today.
If you’re not a current Suzy customer and would like to learn more about Video Open Ends, book a demo today.
