Lights, camera, insights: Using video showreels to bring market research to life
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What are video showreels and how can they bring market research to life?
Nearly half of executives attend between 6 and 15 meetings a week, according to Fellow. And over 30% attend 16+ meetings! With all these meetings, decks, and presentations, how can you capture their attention and get buy-in for your new product design or marketing campaign?
Key stakeholders often don’t have the capacity to go through lengthy reports or sit through boring deck presentations. Whether it's clients, retailers, or executives, presenting research findings through graphs, charts, and tables can be monotonous, especially when they're not researchers themselves. Let’s not even get started on the rampant multitasking that might be happening behind the scenes. Failing to grab your stakeholders’ attention means you might fail to get buy-in.
How can market research professionals deliver key information quickly and efficiently? Enter video showreels—a fresh way to convey critical research findings in a more engaging, accessible, and visual format.
What are video showreels?
Showreels or sizzle reels are concise and impactful video montages. Ranging between 1 to 7 minutes, these reels provide a rapid yet robust way to present video insights effectively. Showreels are typically used to show video clips and are popular with videographers, actors, animators, advertising agencies, and many other creative projects.
But video is a great way to explore research too. Thanks to the rise of video in market research, insights professionals and marketers now have the opportunity to tell compelling stories about their consumers to internal stakeholders.
With video, brands can understand what real consumers are thinking and saying. Video offers otherwise hidden insights—including expressions, hidden sentiments, and unique experiences. Plus, consumers can express their feelings, thoughts, pain points, brand loyalty, and much more in their own words.
There’s a lot of value offered by video market research. But video can often be lengthy. Sometimes there’s only one valuable nugget of insight in a video. And when you have multiple clips of consumers, you need to distill it down into something easily digestible. A shorter showreel can capture and highlight all these important pieces of information, making them easily digestible and accessible for the decision-makers at your organization.
How to use video showreels
Since showreels are montages of various findings, the variations for usage are truly endless. Suzy allows you to combine footage from video open ends and clips from online focus groups and in-depth interviews, you can explore and zero in on what matters in your showreel.
Video showreels are also a great way to make your quantitative findings more dynamic and colorful. Insights from heatmapping, custom quant studies, MaxDiff analysis, monadic testing, and TURF analysis will be even more impactful when you pair them with qual video.
You can also communicate holistic research findings from a robust, multi-stage, or mixed-method study at once. Whether you pair quantitative findings with qualitative video clips or use a voice-over to drive home critical findings, video offers a digestible and entertaining way to understand data.
Once your showreel is complete, you can show off the great insights you’ve gleaned.
Video showreel use cases
To better understand how you can use showreels to tell powerful stories, let’s explore a few use cases.
Make a big impact with retailers. Show exactly how consumers react to your product on the shelf, what they wish they could see at the store, or how your product stands out compared to your competitors. Showreels can help you gain shelf space or win advertiser dollars.
Highlight consumer testimonials. When consumers put praise into their own words, it’s powerful. Bring your consumers’ attitudes and behaviors to life. Share success stories and positive experiences with your brand, product, or service.
Humanize your consumer personas. Hear from them, live and in color. By showcasing real people and authentic stories, you can demonstrate how your brand or product is uniquely positioned to meet the needs of your target audience. At Suzy, you can highlight members of your customer segment.
Get a glimpse into how consumers live, shop, use, and interact with your products. Pull all the findings together to help stakeholders quickly understand the value proposition, benefits, and unique features of a product or service without having to read through lengthy reports or presentations.
Capture consumers’ live emotions and reactions to ads, messaging, products, or other stimuli, and use the compilation of these reactions to drive home the impact your messaging, products, or brand has on consumers.
How to create effective showreels
Here are some tips to ensure that you create effective video showreels that capture your audience's attention:
Use a template: At Suzy, we have several pre-built templates you can use to put video showreels together in a snap—no video editing experience required!
Outline the story you want to tell: Have a general idea in mind of the main points of your story and the message you want to convey before adding clips/VOEs as assets.
Customize: Add your brand logo, fonts, and colors to make your presentation stand out.
Follow a theme: Use music and imagery to help tell a compelling story.
Use a mix of qual and quant to paint a picture of your findings: Pairing numbers with actual consumer voices can really drive the point home for your stakeholders.
Keep it short: With ever-shortening attention spans, make sure to pick the most important data points and videos that support your key findings to keep stakeholders engaged. Target between 1 to 5 minutes for optimal length.
Last words
Video showreels are a modern and engaging way to convey critical research findings to stakeholders. They provide an accessible method of presenting data, and you can adapt them according to the tone of your content and audience. Creating effective, data-driven video showreels can simplify complex research findings and improve stakeholder engagement.
Now, you can show what real consumers are thinking and saying—and tell a compelling story that gets buy-in from your key stakeholders.
Ready to impress your boss?
At Suzy, you can take video open-end responses and Suzy Live clips and splice them together with text, music, and other images to create a powerful and engaging story from your insights. Edit to match your brand colors and fonts, and layer in music and other assets to enhance your findings. You can also upload logos, replace images and videos, add voiceovers, and add text to your video showreel—including quant findings.
Showreels are free to Suzy customers. To get started, simply login to the Suzy platform. You can start a new showreel from scratch, or use one of the many pre-built templates.
