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How video feedback can connect your business to your customers

8 min read
Video feedback is a response-gathering method where organisations can request feedback from customers, prospects, employees or anyone else through the format of a video. Discover how to capture 6x more content than traditional open feedback

It’s never been more important to deeply understand your market, customers and employees at scale. From uncovering new opportunities for product research and development to the key factors of employee retention and satisfaction, those that know the drivers of positive change are leading the charge.

But as the need for insights becomes more apparent, so to do the limitations of current solutions. For example, while quantitative market research tells us the “what”, it lacks the depth and context that can highlight important and possibly groundbreaking insights from respondents.

Qualitative research, on the other hand, delivers the “why”, but current approaches are siloed, slow, expensive and hard to scale. And with everything moving online as a result of the pandemic, researchers have to reassess how they capture critical, context-based insights.

However, one type of cost-effective qualitative research that can support existing approaches (e.g. in-depth interviews and focus groups) by enabling organisations to capture insights from remote audiences is video feedback.

What is video feedback?

In market research, video feedback is nothing new. It’s a response-gathering method where organisations can request feedback from customers, prospects, employees or anyone else in a video format. But while video feedback has found routine use over the years, it’s not a replacement for essential parts of qualitative research, such as in-depth interviews and focus groups. Instead, it can help support these methods.

For example, through video research, organisations can drastically scale their ability to capture meaningful insights as they’re using an accessible format that people are already familiar with. In addition, with the right tools they can start to connect research processes, eliminating the need for point solutions or market research agencies.

What’s most beneficial for organisations is that respondents can submit video surveys in their own time, enabling organisations to analyse results as they come in, and no moderator is required, resulting in more authentic and consistent responses. In the absence of in-depth interviews and focus groups — or instances where it’s difficult to use those methods — video feedback can help organisations to investigate pain points that are difficult to express via words.

As important, video feedback (or open-ends) is just like text-based open-ends, but instead of writing responses, respondents simply record a video. Researchers can then use sophisticated tools to comb video responses and review them for sentiment, key topics, ideas and more.

Start collecting video feedback with Qualtrics 

Why is video feedback useful for your business?

1. Provides new business and product development opportunities:

Because respondents are more likely to think carefully about their responses via video, researchers can use video feedback to help inform business decisions. This includes identifying product opportunities, acting on market trends, improving experiences and much more.

2. Gets you to the “why” faster

As mentioned, traditional quantitative research lacks the “why”. With video feedback, you can capture 6x more content than traditional open feedback, as well as increase respondent rate — helping to get you to the “why” faster and unlocking insights you may have previously not received.

3. Helps you to understand your audience and what they think of your business

If you want to gain customer feedback, you may choose to use a research panel or representative sample to survey online or in-person. However, while traditional surveys can only provide certain types of feedback (quantitative), video testimonials provide more detail and context. As well as this, video feedback provides some non-verbal cues about how respondents feel about a product, service, experience, feature or your brand as a whole. Overall, it delivers more authentic feedback that’s a respondent’s own words.

4. Empowers every team to carry out research

With the right video feedback tools, other departments can easily carry out market research, extract critical insights and make pivotal changes to enhance what they do and how they deliver it. Over time, this becomes a strategic and embedded process, with market researchers moving from just executing projects and delivering data to helping other teams make best use of it.

5. Shows audiences you’re listening

Adding a video layer to your quantitative research can help you to understand respondents better. The thing is, people want to be heard and understood — and by giving them the opportunity to voice their experiences, desires and concerns (whether relating to your product, brand, experience or target market) empowers them and empowers you. By listening carefully, you can begin to create new solutions and services and improve that which you do already. And as you action video feedback, you increase loyalty and engagement, building your brand image and turning customers into evangelists.

6. Tells a more compelling story

For researchers, video feedback tells far more compelling stories, stories which they can use in stakeholder meetings to push specific decisions forward and get key stakeholders engaged with the process.

Ultimately, video insights are far more authentic and representative of how people feel, and this kind of information from your target audience is invaluable .

How to measure video feedback responses

Your research team is already collecting customer feedback from survey forms, telephone interviews, interval questionnaires and more, so why not include video feedback survey software to capture deeper and more meaningful insights?

Implementing video survey software into your existing technology stack is simple with the right tools — or you could opt for an all-in-one solution that provides end-to-end video research capability, from question types and data collection to analytics and reporting.

More specifically: Qualtrics Video Feedback.

With Qualtrics Video Feedback, you can bring insights to life through the power of video and leverage:

  • Our video visualisation widget into the Qualtrics dashboard: The dashboard tools automatically extract meaningful insights to ensure organisations understand quantitative and qualitative feedback side-by-side in one place.
  • Video capture tools and built-in time stamping: This allows businesses to flag customer pain points, text analysis surfaces key themes and patterns, and discovery tools provide video analysis for top insights.
  • AI-powered analytics and real-time transcription: See what respondents are saying with real-time transcription of video feedback. Then, analyze every word with built-in, AI-powered text analytics to pull out the most significant insights.
  • Topic and sentiment analysis: Surface exactly how respondents feel and why they feel that way with sentence-level topic and sentiment analysis, driven by AI-powered tools.
  • Easy to configure and automate reporting tools: The platform understands and interprets all existing video content quickly, as well as respondent-recorded video feedback, all within the XM Platform™.
  • Customised auto-generated showreels of video feedback: Video clips are brought together to tell powerful stories that create connections and empathy, and help brands make better business decisions.
  • Integration into one central system: Qualtrics Video Feedback allows you to collect, analyse, share and act on video feedback from a single platform. You can even create highlight reels to bring the data to life so that anyone can understand it.

Starting with video feedback

With Qualtrics Video Feedback, you can go from measuring responses to understanding the story behind every single data point.

Let your respondents share their story in their own words, so you can get to know them and start delivering and improving products, services, campaigns and more to meet their needs and expectations.

Start collecting video feedback with Qualtrics