I’ve been reading a lot of predictions for market research—the typical pontification we see at this time of the year. Some of it has been very inspiring, but too many just rehash the obvious.
Personally, I think there are a lot of interesting theories, a lot of long-term shifts taking place. But as for something we will truly experience in 2015? Something that will really change what we do, how we do it? It’s simple: video. Specifically, video-based methods and video-based reports.
In 2015, we will see a notable spike in use of video IDIs, video focus groups, video ethnography, and video diaries. These methods are superior to others in terms of truly discovering and gauging consumer emotions, aspirations and values. Why is that important? We are more aware than ever before of the limitations of self-reporting such things (thanks to the popularity of research on irrational decision making and behavioral economics). Yet these are exactly where market researchers are often most needed, especially in the face of big data, which increasingly owns the questions “what” and “how”—we market researchers find ourselves increasingly tasked with “why.”
And the video momentum isn’t just about methods, it’s about reporting as well. Video-based reporting will transition from rare to common. Research buyers will increasingly expect video deliverables including video reports, montages and supplemental deliverables.
Remember, “Video killed the radio star?” Well, for market research, video is killing projects and deliverables that don’t capture emotions, convey authenticity, or tell a compelling story. In 2015, video will be the star.
[We are so convinced of this trend, we are putting our money on it. Research Rockstar will soon be launching its first class on video-based research methods. Want to take part by being a tester? Email Info@ResearchRockstar.com and request “Video Class Testing”]