Market Research: Using Rapid Response Video for Consumer Pulse Checks
As we all know, events in the world can change by the minute, often affecting brand strategy/messaging or creating time-sensitive opportunities. It’s becoming more critical for insight teams and brands to keep their finger on the pulse of consumer perceptions and sentiments so they can understand how these events significantly impact marketing and sales strategies. Getting into the marketplace quickly and getting answers from real people to time-sensitive questions can give brands a competitive advantage. Not understanding consumer sentiment has led to some serious marketing missteps.
To address this need, aha insights technology has collaborated with our clients to develop aha moments™, the next-level rapid response video capture tool that gives researchers the ability to get spontaneous market-level feedback at quant scale. This AI-powered mobile video method can be used to ask broad or laser-focused questions (or a limited series of questions) and receive immediate feedback accompanied by insight summaries and quantified sentiment analysis from consumers on current events, new ideas, or cultural narratives.
While you can ask anything you want, here are a few examples of the qualitative video survey questions that can be asked:
- Should corporations involve themselves in social issues? How does it help or hurt a brand?
- Has inflation affected your spending habits, and how?
- How important is environmental sustainability when you purchase products?
Getting To Real Emotions
The real power of a rapid-response video survey using open-ended questions is the ability to see the respondents share their emotions, which literally brings your survey to life. Because people have gotten comfortable speaking on camera, they are willing to elaborate and offer more context around their opinions than a typical written response. And finally, video gives you the ability to analyze unspoken data by reading between the lines to truly understand tone, expressions, and vibe.
Pulling It All Together
Our aha intelligence™ (ai) analysis tools can be used to quickly summarize these transcripts in minutes and instantly apply sentiment analysis to the response sets. You can automatically tag thematic responses to support your findings and generate supporting video clips around the emerging insights. By utilizing our easy-to-use video maker tools, you can rapidly create a video highlight reel with supportive quotes, slates, and subtitles that can be shared with your client, team, or the c-suite within 24-48 hours of the study launch.
Other advantages of using aha moments include:
- AI-generated clip suggestions
- No app download
- NO SUBSCRIPTION necessary
If you would like to learn more about how aha moments can help your business harness the power of rapid response video, please contact us here.