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The white paper will also enable you to:
- See how companies are using insight to spread customer feedback using new, visual and digital channels of communication, including company intranets, plasma screen TVs in communal areas, company specific YouTube channels and internal social networks.
- Put together a communication plan for your research and insight, in order to ensure that everyone can benefit from it in your organisation including marketing, sales and training.
- Find out how to make your research insights go further through different styles of videos, including customer segmentation, animation, mood videos, video diaries, observational, focus groups, product testing videos, etc.
Key Findings:
One of the fastest growing communication tools within the research industry is video. The survey found that 43% of companies are using video to communicate research and insight within their organisation, a number that has grown significantly over the past 15 years and is set to increase even further with the added accessibility to multimedia in the workplace.
In our time poor society, half the battle of improving business is convincing management and staff to make changes quickly. Using video and other digital communication channels can persuade, engage and influence more effectively than data driven reports and lengthy Powerpoint presentations.
84% of the sample believe that using video as a deliverable keeps people engaged; makes research memorable (78%); and is exciting (77%); and easy to digest (62%). Other participants said they thought video could be used by many departments; it provides unrivalled visual reference of real life consumers in context; it resonates with the audience on a personal level; and keeps research alive.
“The problem often with research is it’s quite dry, and having those recorded responses from customers just brings it to life. It’s something that you just can’t ignore, where you can ignore written words and put them away in a drawer, but actually having a video of that person actually saying something about your company is really compelling.”
– Senior Marketing Manager, Insurance Provider.
Dedicated insight portals can save people travelling miles to attend a presentation, and provide a really effective solution to encourage healthy work-related discussion and debate, which cultivates a better working environment. The Customer Insight Manager at JD Williams agreed that implementing an intranet “makes people feel part of a team.” Despite 90% of those surveyed having access to video at their desktop, ONLY 35% are actually using video insight portals for this purpose.
“Organisations need to invest up to 10% of the budget not only on research but in communications, because if the research is not being used, what’s the point? Communication is just as important as research.”
– Head of Insight, Which?
“What has amazed me about what we have done is that we have tried for years to get our insight seen far and wide across the organisation. The medium has proven really effective. As well as the quality of what is being said in the insight videos, the content slots nicely into existing internal communications channels such as intranet, plasma screens, lift TVs, conference presentations and staff training materials. Insight TV has actually opened up channels / opportunities for us to share our wider insight as well as the customer videos.”
– Senior Insight Manager, Barclays
With the number of people using social networking, blogging and YouTube increasing by the minute it is clear that the use of video is escalating. This combined with companies’ own efforts to produce consumer-targeted digital content on their websites through social media sites will lead to a higher requirement for video content. While video is a relatively new concept in the insight field, its potential for growth is considerable.