Marketing Automation, Web Video and Social Media

Hey, Market Research... Digital Video Has Arrived.

By Jack Campisi

On Friday, June 26th, Brainloaf hosted a workshop on using digital video specifically for the market research industry. With the emergence of social media and networking technology, the role of video in market research is growing. However, the level of difficulty for recording, editing and posting of video can range from simple to complex, and the quality of picture and sound can make or break a video’s usefulness. There can be a lot information to absorb and it can be daunting. That’s why we were happy to provide some insight into the ins-and-outs of digital video and the web. After all, a lot of the intelligent technology solutions that we provide are perfect for market research purposes.

The two main ways main purposes for video usage that we discussed were for data collection and presentation & reporting.

Using video for data collection, the opportunities for interaction with respondents in their natural environments have exploded in the past few years. Simple video tools like uStream, Go-To-Meeting and Skype have enabled live video interaction, while webcams and cell phones have produced a culture in which most people are carrying a camera in their pockets at all times. Digital video allows simple, on-demand viewing and much easier access to key findings. That’s great, because no one wants to sift through piles of DVDs and hours with the FF button just to find a few good snippets about toothpaste flavors or shampoo preferences.

We also discussed the potential uses for adding impact and life to reports and presentations with the inclusion of video. We covered many of the different video editing and sharing tools out there, like Windows Movie Maker, iMovie and other editing software packages. We also introduced our new private video sharing and editing portal, BrainloafEVP. (Easy Video Portal) We were pleased by the reaction to the simplicity, security and power that this tool offers to a researcher. While video can be a powerful tool for presenting research findings, it’s still in its infancy. But the use of video online has become so commonplace that it is now often expected. In our bullet point society, no one has the time or patience to read a report anymore. Video, however, can grab someone’s attention and tell a compelling story.

It was a great workshop, and although I did a lot of the talking, I certainly learned a lot from the group of researchers that attended. The group featured people with a wide range of experience, expertise and technical savvy. I would say without a doubt that the event was a rousing success.

I’d also like to thank MarketView - Tarrytown, the premiere focus facility in Westchester County, for hosting the event. If you are looking for a venue to conduct focus groups, I highly recommend them. And if you live in the Tarrytown area, give them a call and get on their calling list for consideration in focus groups. (914-631-0796) What could be better than getting paid to give your opinion on things?

MarketView-Workshop