Learn more about how to improve Video Feedback response rates and
optimize usage of this question type.
Make the preceding question an opt-out instead of an
opt-in.
As a best practice, you should include a question preceding the Video
Feedback question that asks participants to opt out. Author the question and
answer text so that:
- Responding by video is
prioritized over responding by text.
- Participants have to
explicitly opt out, which means they opt in by default.
- Participants are reassured
about how their video responses will be used (for example, they will not be
shared publicly).
- Participants understand
the impact and value that a Video Feedback response may have over a text-only
response (for example,
"Video allows you to speak directly with our executive team").
| Example: Opt-out question and answer text |
|---|
We would like to hear your likes and dislikes about paperless
billing. Would you like to share your feedback through a short video? Video
allows you to speak directly with Marin + Rose executives and best influence
the paperless billing experience. Your video will not be shared publicly.
- Yes, I would like to
share my thoughts in a video.
- No, I prefer to type a
text comment.
|
Inform participants of the video response opportunity as early as
possible.
In your email invitation, advise participants that the survey contains
Video Feedback questions.
| Example: Email invitation text |
|---|
During this survey, you'll have an opportunity to record a video
response and tell us what you really think.
|
Use question text that encourages thoughtful qualitative
responses.
A well-crafted Video Feedback question should:
- Encourage participants to
explore and discover problems and opportunities.
- Be open-ended.
- Be easy to understand and
digest with no need for clarification.
Keep these considerations in mind when you are drafting the question
text:
- Keep question text short
and concise, but be detailed in your prompt.
- Ask open-ended questions
that encourage participants to tell a story instead of giving you
"yes" or
"no" answers.
- Write with key themes in
mind. For example, if you ask
"Describe the brand in 3 words" you can use the words to
identify key themes in the Video Feedback Report later, as opposed to asking
"Tell me what you think about this brand
" which will result in less focused responses.
- Use the following key
words in your question text to encourage open-ended, thoughtful responses:
- How
- What
- Why
- Generate
- Discover
- Identify
- Describe
- Meaning
- Outline
- Show
- Explore
| Example: Brand research |
|---|
| Question type
|
Question wording
|
| Relationship
|
Describe the x brand in 3 words. If you
had to describe x to a friend in three words, what three words would you use
and why?
|
| Relationship
|
Show us how x makes you feel. Using items
within your home (excluding those related to x), please select an item that
represents how x makes you feel. Show us that item in your video and talk to us
about why this item represents how x makes you feel and share why.
|
| Relationship
|
Describe x as a person in your life. If
you were to describe your relationship to x as a friend, family member or
someone else, who would x be and why?
|
| Relationship
|
What is it about x that you connect with?
What do you love about x that keeps you coming back to the brand? What does x
brand do differently than any other x brand? What could x do even better?
|
| Relationship
|
Please read through this question and
complete it before recording your video response. For the next activity, you
will write a love letter to the x brand. Within your letter please include when
and how you met, how you knew you were in love, how/when you introduced them,
if at all, to friends and family and what would make your relationship even
better. Once finished, please read aloud your love letter to x.
|
| Relationship
|
Show us how x brand makes you feel. Using
items within your home (excluding those related to x activity), please select
an item that represents how x brand makes you feel. Show us that item in your
video and talk to us about why this item represents how x makes you feel and
share why.
|
| Relationship
|
If you were to describe your relationship
to x brand as a friend, family member or someone else, who would x be and why?
|
| Optimization
|
What would x need to change or do
differently to ensure you purchase this concept/idea in the future?
|
| Optimization
|
What are the top 3 ways your experience
could have been improved?
|
| Awareness
|
When have you experienced x? Thinking of
the past 7 days, when and where have you experienced (i.e. heard, seen) the x
brand or logo in your life? It can be a TV or digital ad, in a display at the
store, anything that says x! Tell us about it and what impact it made on you,
if any.
|
| Drivers
|
Which brands do you think 'get you' and
why?
|
|
| Example: Concept testing |
|---|
| Question type
|
Question wording
|
| Reaction
|
What is your initial reaction to this
concept/idea? What do you like about it and what do you dislike? Why?
|
| Reaction
|
Tell me the first 3 words that come to
mind/describe x in 3 words.
|
| Relevance
|
How relevant is this to you, and does it
make you interested to learn more? Please be specific.
|
| Willingness to Try
|
Would you try this concept/idea? Please
explain why or why not.
|
| Optimization
|
What, if anything, could further improve
this concept/idea?
|
| Optimization
|
What would x need to change or do
differently to ensure you purchase this concept/idea in the future?
|
| Performance
|
What is your perception of how the
different concepts/ideas may perform? Which one do you think will be best? Why?
Please speak specifically while referencing the name of each concept.
|
| Recommend
|
Tell me about a time when you could have
used a product like this. Would it have solved your need?
|
| Recommend
|
Who would you recommend this product for
and why?
|
|
| Example: Journey mapping |
|---|
| Question type
|
Question wording
|
| Catalyst
|
What triggers x? When do you begin
thinking about x? How do you know when it's time? What or why typically
inspires or triggers your x?
|
| Preparing
|
Take us through your steps as you prepare
for x - is there a goal, a plan, … what are you doing from the time that you
first begin thinking about x to actually x? How do you feel each step of the
way?
|
| Reflection
|
Reflect on your entire x and tell us
about the different emotions you experienced throughout the day/process. Was
there anything unexpected? What was your favorite/least favorite part? How are
you feeling now that it is over? What did your x set the stage for?
|
| Reflection
|
Is there anything that could have helped
you along the way - inspiration, motivation, tips/tricks/shortcuts, emotional
support, etc.?
|
| Occasion
|
What are you seeing and feeling the day
of x? What are you doing, seeing, and feeling from the time you wake up until
after the event is over?
|
|
| Example: Product testing |
|---|
| Question type
|
Question wording
|
| Reaction
|
Tell me the first 3 words that come to
mind/describe x in 3 words.
|
| Selection
|
When you are selecting your x products,
what benefits are you looking for? Does x play a role? Are you loyal to
specific brands and products you've used in the past, or are you open to using
new products?
|
| Optimization
|
If you had to create one "super product"
for x, what attributes would you pull from all of your different solutions to
create this product? What specific sensory experience (smell, touch, sound,
see) or benefit is most important for that product to have? Name your "super
product" and the ideal format.
|
| Relationship
|
Show us how x product makes you feel.
Using items within your home (excluding those related to x activity), please
select an item that represents.
|
| Recommend
|
Tell me about a time when you could have
used a product like this. Would it have solved your need?
|
| Recommend
|
Who would you recommend this product for
and why?
|
|
Have realistic expectations about video length.
A typical video response should be somewhere between 30 and 60
seconds. On average, people speak at a rate of approximately 120 words per
minute in any given language. That means if you ask participants to record a
3-minute video, you are asking for a very time- and effort-intensive response.
It's also best to avoid putting a timestamp in your question text. You
may think that including a message like
"This question will take 60 seconds to respond to" will reassure
participants and encourage them to respond, but it could have the opposite
effect. Participants may see the timestamp and feel overwhelmed or think it
will take too long and skip the question.
Do not include more than 5 Video Feedback questions in a single
survey.
Too many Video Feedback questions can cause participant fatigue.
Consider using incentives with Video Feedback questions.
Incentive guidelines vary by participant profile, but generally $1 per
Video Feedback question can be effective.
Profile your community to find out who wants to respond with
video.
Send a survey to community members and ask if they are willing to
participate in video research going forward. In that survey, emphasize how
their participation benefits them (for example, monetary incentives). You can
then use their responses as a profile variable to flag who is willing to
participate.
If you have already sent out surveys with Video Feedback questions
without profiling your community, check those surveys and see which
participants responded to the Video Feedback questions. Add a profile variable
to flag these participants for future video research.
Here are other considerations to keep in mind when it comes to
participation:
- Business-to-business (B2B)
audiences have lower participation rates than business-to-consumer (B2C)
audiences.
- There is no data to
indicate certain demographics have higher participation rates than others.