Video:Lab

Video based qual

Recent work with clients has shown that traditional approaches to groups, interviews and observations can be a bit formulaic and lacking in impact. The traditional approach to qual relies on the use of consumer verbatims in powerpoint charts coupled with researcher interpretation. We have found that most clients have a cupboard full of videos of groups that never get watched.

At Blue Yonder we have gone a step further by developing our ‘videolab’ methodology. As well as the traditional qual techniques we are now using digital video as the media for research, analysis and debrief. We can record every group, interview or observation in its entirety onto DV tape. One of our moderators is trained in Mac based film making with around 4 years experience. We get her to select video clips that bring out the main points of the research. This allows the researcher to add her expert interpretation while dramatically increasing the impact of the research to the client.

This technique really does add value for the client who can see his consumers discussing the project – along with all the associated body language and group interactions. As well as the in person debrief we can also present the film of original research footage with an explanatory voiceover on DVD or a website for remote clients to view at their convenience. For a taste of this approach see the case study here. Or call any of our team who will be happy to discuss the method in more detail.

Despite extensive searching we have not found any other researchers using video in such an holistic manner and we believe it is a unique capability.