A New Type of Data: why video research has ballooned

Video isn't just a great tool for qualitative learning, it can provide a rich source of quantitative data, too. It can get us closer to real, detailed, consumer-led insights. If we can learn better and deeper from video, shouldn’t we have it at the centre of more of our consumer research?

The author(s)

  • Alex Baverstock Innovation
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Video content is now the biggest component of consumer internet traffic, so it is interesting to note that only a relatively small proportion of consumer market and marketing research data is video-based. 

Video enables us to deliver more agile research designs, be more impactful in how we deliver our insights, and provide a resource that is available to re-mine and explore. 

When used in this way, video is the data, not an add-on to ‘bring the findings to life’. It moves from being solely valuable for qualitative learning, and becomes a source of rich quantitative data points, as well.

In this new whitepaper our Senior Research Director, Alex Baverstock, explains how video can get us closer to real, consumer-led insights while significantly reducing the ‘time to insight’.

Download the full paper today. If you would like to learn more about how we can bring the power of video to your organisation, don't hesitate to get in touch.

The author(s)

  • Alex Baverstock Innovation