Now you’ve run your video survey, you’ll be keen to dive into the results and pull out key insights.
With Qualitative video responses, you’ll likely be wanting to:
Understand the overall picture from your research
Dig deeper into emerging themes
Identify respondents who emulate these themes well, as proof points/to share in your deliverables
Here’s a step by step guide on how to get started:
Watch and read through a couple of videos across all your answers
This helps you start to understand the types of sentiment and themes that could come up in your survey. It’s also a great way to get a flavour of your responses
Use the AI Summarise functionality on each question
By generating high level summaries on each question, you can fast track your understanding of what is most important to respondents. Here you’ll likely start to get an understanding of themes which echo across questions
Create a list of the overarching themes
Emerging, consistent themes are where to start to dig in deeper. You can use the ‘search’ functionality to refine which responses you look at for each question. Make a note of any respondents who talk to these points particularly, so you can come back to them if needed. Some users keep count of how many times a key theme is mentioned by a respondent within each question to get a flavour of the prevalence of a viewpoint.
Dive in on the sub-themes within each key theme
Whilst looking at these overarching themes, you’ll notice they often contain subtext and nuance within themselves e.g. ‘Quality’ can mean how something is made, the perception of premium, the likelihood to stand the test of time. Looking at the sub-themes within your analysis makes for a richer, deeper understanding of your target audience
Are there nuances by subgroups?
Within your target audience, you might also look at gender splits, age splits, or even attitudes/purchase habits. On the Attest dashboard you can filter by any other questions included in the survey, or use the demographics panel in order to refine the responses you are looking at. Noticing the differences between any key group of interest can create additional insight into where to focus.
Notice what people are not saying
Whilst the beauty of video and transcripts is being able to deep dive on what is being said, it’s often what is not being said that is interesting to also bring to life. If your brand wants to emulate sustainability, but no respondents talk to that point, what does that mean for your brand and what you might do in the future?
Capture key quotes
You can easily copy and paste transcripts into deliverables where they demonstrate the critical points you want to make to your business stakeholders. Having a few quotes is often more powerful than a block of text trying to describe it!
Bring your research to life with respondent videos
Video research allows you to bring your target consumer into the room. Having the viewpoint of someone who has experienced a certain situation, or a brand, or used your product talk about their experiences is a powerful way to remind executives that there is a real human at the end!
For further support with analysing and interpreting your video questions, you can reach out to our Customer Research Team!