International Women’s Day 2019

International Women’s Day 2019: Let’s Celebrate

International Women’s Day is a great time for us to reflect on and appreciate the amazing women we have here at Voxpopme. We are seeing exciting and constant growth in our client base, our technology and the talent in our teams – enabling us to deliver a world-class service.

Today we recognise the women who have helped us on our journey so far and who are paving the way for us to achieve great things. From the women on our Executive team, who shape and create our winning strategy, to the women in our Customer Success division, who ensure our clients receive tailored projects and solutions, and all the departments that make us successful, we are immensely proud of the extraordinary, talented women we work alongside, pictured above.

This year’s IWD theme is #balanceforbetter and we pledge to celebrate the achievements of the women in our teams and encourage an open and transparent workplace where women and all genders are motivated, listened to and respected, not just today but always.

We also want to take a moment to recognize the incredible women in the wider Market Research and Customer Experience sectors. To take our IWD celebrations a step further we collaborated with Women In Research (WIRe) to bring together a panel of experts (both female AND male) to discuss the most important steps companies can take to improve the workplace for women and embrace equality for all. We asked our panel of research leaders; “What are actionable steps – with a big impact – that companies can take to be better workplace allies for women and other diverse populations?”

Here’s what they had to say:

How to get VoC the attention it deserves in the boardroom

It’s official: we’re living in the “information age” – and we’re suffering from information overload. We’re all drowning in data, with more than five times as much information to digest than we had 30 years ago. However, if you thought we have it tough, the senior executives in our organizations face an even larger barrage of data from an ever-increasing number of channels and business units.

As a result, our C-suites are inevitably less captivated by statistics. Yet, figures, charts, and graphs are still the primary form of customer experience (CX) communication. Moreover, very few businesses are able to look behind the statistics captured in the voice of the customer feedback – making it difficult to reveal individual customer stories. Left with scores alone, CX reports become yet another data-set to consume – which perhaps explains why just 30% of stakeholders are typically invested in CX programs.

Helping VoC to stand out in the boardroom

Sure, we still need charts and graphs, surveys and scores – but on their own, they’re just not compelling enough to get senior executives fully behind customer experience initiatives. Too often, we treat data as if there isn’t a human behind it, losing emotion as our feedback and listening posts turn people into aggregated data. And if we lack the human element in VoC initiatives, our organizations aren’t truly listening to customers when we talk about their experiences, which means decisions aren’t being made with the customers’ best interests at heart.

That makes it hard to break down silos, spread customers’ stories and command the attention of the boardroom with engaging messages. Consequently, there’s a disconnect between what executives think is going on with their customers and what is really happening – and that’s exactly why it’s crucial that we help the voice of the customer (VoC) stand out in the boardroom. What we need is to close the gap through understanding, get rid of the disconnect and instead replace it with actuality. So to do that, we need to bring emotion into the boardroom through voice of the customer tools that amplify our customers’ experiences.

The challenge with bringing VoC into the boardroom

VoC has always promised to give the customer a say in the boardroom. It’s a well-intended motivation for any feedback initiative, but the trouble has historically been how the VoC has then been spread through the organization. The mechanism and mode for capturing, digesting and reporting VoC currently result in too much data, which hurts decision making capacities. After all, it’s easy to ignore graphs and charts, and unfortunately, these outputs don’t give staff a chance to experience first-hand customer feedback.

Instead, we shovel yet more data into their hands, culminating in analysis paralysis. The world today is information-rich, but action poor – and if senior figures are going to make the right decisions, they need to hear real, unfiltered stories from the customers themselves. Basically, it means that CX practitioners have to break down silos, spread the message between departments and command the attention of the C-suite on behalf of the customer (easy right!).

The solution: human stories

So, how do we do it? By telling stories. Humans are not rational information processors, and we can’t use data alone to portray our customers’ experiences to our colleagues clearly. Instead, we need to focus on revealing unique insights that live in the gaps between the numbers to understand what drives customer behavior. After all, when it comes to communication, nothing beats the truth – especially when it comes from a genuine, human source. Real customer stories are compelling and will stand out against the swarms of data as they are far easier to digest and trigger an emotional response in your audience. Crucially, human stories will ensure VoC, and consequently CX, reports get executives thinking and acting.

Using video to bring emotion into the boardroom

Video is a VoC tool that can help with just that. Technology has enabled video to become the single most powerful way to collect real human feedback, giving you unbeatable access to how your customers feel about your brand, products, and services. Video goes beyond the information and data provided by scores and scales, collecting the true voice of the customer, unlocking real insights and giving the story behind the scores. And because modern, video-first voice of the customer tools allow you to ask customers open questions at the point of interaction, you can easily collect self-recorded video feedback that delivers complex messages in a simplified and digestible format. This collection of raw, unfiltered video feedback, in the moment-of-truth, arms you with deeper insight into the customer psyche and a better way to demonstrate this in the C-suite.

Showing videos of actual customers is powerful, it’s emotional, and most of all, it’s…human. Video encourages people to sit up and take notice. 59% of executives would rather watch a video than reading text-based alternatives. Moreover, whilst it’s easy to ignore statistics, videos of your actual customers and their opinions give CX practitioners the ammunition they need to break down silos, spread the message and command attention. When placed into VoC initiatives, video closes the gap, delivers empathy and allows you to build a deeper understanding of your customers. It cuts through the noise to obtain raw, unfiltered context so you can better understand your customers’ true feelings. In turn, this increases customer closeness by allowing you to add depth, emotion, and authenticity to your data. That means you can build real human connections between the people within your organization and your customers. And by eliciting emotions in this way, you can flip the way execs think about your business encouraging them to act and enhance the experiences you create.

In today’s data-heavy world, the power of storytelling has never been more critical. Instead of sharing yet more statistics with your stakeholders, video allows you to humanize and add context to your data and deliver impactful, convincing and memorable stories that stand out and drive change. In a nutshell, video is the missing ingredient for anyone looking to humanize CX and see the world through their customers’ eyes.

Two simple ways to go beyond CX scores

If you’re a customer experience (CX) practitioner, you’re well aware that CX is a super broad, catch-all term for a variety of solutions and interactions that shape the perceptions our customers have of our brands and CX scores are the typical measure of performance. And stellar CX performance is dependent on the combined delivery of exceptional products, services, and interactions. Failing that, as a minimum, we should be responding swiftly and appropriately to negative experiences and turning them on their heads.

As a result, a large portion of the modern CCO or VP of CX’s time is dedicated to collecting and interpreting feedback from thousands of customers. Modern enterprises use everything from survey-based solutions and social listening to text or voice analytics and user experience research to try and understand what drives customer behavior and decisions.

Yet, understanding which areas of our businesses excel or undermine our customer experiences can feel like a daunting task – even with the abundance of tools at our disposal. Why? Because, to-date, our understanding has been based solely on aggregated scores – not genuine stories.

So how can you really get to grips with what your customers are thinking and understand the why behind their actions? Is there another way besides standard customer experience surveys that can allow you to unlock deeper insights? This blog explores two possible ways you can go beyond the scores and really bring your CX to life to ensure you are making truly customer-centric decisions. Read on to find out more…

Why CX is so important

First things first, let’s recap why it’s so important to understand what your customers are thinking and feeling. Here are a few statistics that reiterate just why CX is such a big deal and why it’s so integral to business success:

  • 86% of buyers are prepared to pay more for a better brand experience
  • However, only 1% feel that vendors are consistently meeting their expectations
  • 54% of UK consumers feel more loyal to brands that show a deep understanding of their preferences and priorities
  • And 84% of organisations actively working to improve CX reported a notable increase in revenue

Basically, in a market inundated with choices regarding every product imaginable, it’s no longer enough for companies to rely on unique selling points or their brand strength alone in order to stand out from the competition. Almost more than a product, in today’s world in order for a company to stay ahead, they need to sell an experience – and that experience begins with the customer. In fact, two-thirds of a company’s competitive edge is based on the experience they deliver to their customers. So whether you’re a small independent coffee shop or large multinational corporation, without maintaining good customer relations and really listening to customer feedback, there’s no way you will able to make the improvements you need to continue to grow.

How video can transform CX scores

VideoCXBut how can you transform your CX feedback to access deeper insights than ever before? There must be an alternative to traditional open text box responses or typical CX scores, right? Well, that’s where video comes in. Customer-recorded video is a fantastic addition to your existing feedback solution that can help you to really revolutionize your customer experience surveys. Collecting self-recorded video as part of a CX program can help capture the real voice of the customer and drive a much deeper customer understanding. Video lets you see the stories behind your scores and makes your CX truly about the people behind your results.

Currently, customer experience measurement tools only provide the what – but in today’s world, you need to understand the why if you want to unlock actionable insights and drive real change. While the facts and figures remain critical to CX, in a world inundated with data, the C-suite won’t always be inspired by numbers and figures alone. Video can help you cut through the statistics and unearth real emotional insights, helping you bring your data to life by looking at your quantitative findings through a qualitative lens.

Customer-recorded video also allows your customers to share experiences in their own words, improving their engagement and helping them feel closer to your brand – making feedback an experience, not a chore. So by humanizing your data in this way, you can truly get to know your customers, which in turn empowers you to tell better stories and identify opportunities for improvement. The result? Increased influence, excited executives and the chance to impact your entire organization with customer video.

How you can use video in your business

So far, so good. But how do you go about using video to improve your CX program? Well, a solution such as VideoCX is a complete end-to-end CX solution that allows your customers to easily share video feedback in addition to providing traditional CX scores. It can be your main CX program, or it can sit alongside existing programs – it’s completely up to you.

Basically, no matter how you want to bring customer stories into your CX feedback, there’s a video solution that works for you. Whether you want to utilize video in a new or existing program, in just a few clicks you can capture, analyze and share compelling, self-recorded customer stories. And once your video data is captured, industry-leading video analytics will transcribe, theme code and sentiment score your content to find the insights you need in just seconds, so you can turn your customer stories into ready-to-share showreels in just a couple of clicks.

Let’s look at the two different ways that you can use VideoCX in your business:

Method one: Standalone Video + Score

In this method, customers have two choices – they can either take a traditional text and score survey OR take a video survey together with one score based question such as NPS, CSAT, or Customer Effort. Because this method uses video alongside a traditional score-based survey you can benefit from the power of video while supporting the stories you’ve captured with the statistics we’ve always captured.

This approach can be quickly set-up and used as a brand new addition to your CX feedback – collecting customer-recorded videos in a matter of hours. The powerful combination of data paired with visual stories makes your CX feedback more persuasive and makes it easy to capture, analyze and share the stories of your most avid promoters and detractors.

Method two: Integration Method

Alternatively, if you want to stick with your more traditional survey methods, you can instead choose to add VideoCX as an open-ended question inside your current customer experience survey platform. Whether that’s Medallia, Qualtrics, or Clarabridge, VideoCX works with any type of survey solution and boosts the power of your scores with real customer stories to back them up. Integration is seamless and VideoCX is already being utilized by leading global brands to collect video responses within their current suite of feedback tools.

Regardless of the approach, the depth of understanding provided by video is unparalleled. The scalable nature of collecting self-recorded video via our customer experience surveys, paired with automated analytics makes it possible to capture hundreds of individual stories and extract critical insights to build a collective picture of customer emotions and sentiment. In doing so, we can better shape our brands, products, services to meet the evolving needs of modern customers.

Critically, this rich, visual feedback resonates with stakeholders at every level of your enterprise. As a result, you can close the feedback loop by ensuring your colleagues listen to, and take action with, your CX reports.

Not sure what to ask? Check out Voxpopme’s tried and tested open-ended questions for video research.

As researchers, we have all written hundreds of probing questions to get closer to our customers, but sometimes we all get writer’s block or need a hint of inspiration.

At Voxpopme, we’ve tried and tested thousands of open video questions while collecting over a million consumer recorded video responses. So, we wanted to share our knowledge by offering some starter questions that have proven to deliver valuable, visual insights. We’ve put together a collection of simple, but effective open-ended questions you can use when you’re crafting your next video research project. These short-format templates will need adapting, combining or expanding to suit your specific needs but are here to get those creative juices flowing again.

We’ve segmented the question examples based on the various areas of a business to make them relevant to your particular research goals. What you do with them next is up to you…


  • What would you change/improve about product X?
  • Why do you choose product X over Y?
  • What do you think of the taste/look/feel of new product X?
  • What products do you think compare to this and how do they compare?
  • How does or doesn’t this product solve problem X for you?
  • What did you like most about product X?
  • Imagine and explain life without product X? (ethnography study)
  • Show us how you use product X? (ethnography study)


  • What are your expectations/requirements of service X?
  • What changes would most improve the service of brand X?
  • How likely are you to recommend service X and why?
  • How did you come across this service?
  • What was your primary reason for using/purchasing this service?
  • What steps are involved in your decision to use service X?


  • What did you think of advertisement X?
  • What was your favourite part of ad X?
  • What emotions did the ad elicit?
  • What is your favourite ad and why?
  • How believable are the claims made in the ad?
  • How does this ad fit with what you know about brand X?
  • How unique is this ad compared to others you have seen for similar products?
  • How does the ad you just watched impact your purchase consideration for brand X (if at all)?
  • What makes a great ad?


  • What are your initial thoughts when you hear brand X?
  • What do you think brand X represents?
  • Is your perception of brand X positive or negative and why?
  • What traits are you looking for from a brand in category X?
  • How and where do you come into contact with brand X most?
  • What are the positive attributes of brand X?
  • What are the negative attributes of brand X?

In-store experience

  • How was your last experience when visiting store X?
  • What did you think of the customer support in store X?
  • Why did you choose to shop in store X over its competitors?
  • Do you have an alternative to brand/store X and why?
  • Show us your favourite section/display in store X and tell us why it is?
  • When did you last go to buy a product/service but didn’t buy your intended item and why?
  • Please explain if you would return to this store and the reasons for your answer.

Online experience

  • How was your experience shopping with brand X online?
  • How easy/difficult was it to navigate the site and find what you were looking for?
  • Did you experience any difficulties when trying to buy a product from
  • What is your opinion of’s checkout experience?
  • What do you think of the online support?
  • What don’t you like about your current service provider/product?
  • How does your online experience of ‘brand X’ differ across different digital devices?


  • What promotions come to mind when you think of season/event X?
  • What seasonal promotions would you like to see product/service X offer?
  • What time of year do you begin looking for product or service X?
  • What promotions stand out most for you in store X?
  • Please show us prominent category X promotions in store Y.
  • How do you prefer to discover promotions for product/service X?
  • What are your thoughts of our loyalty programme?
  • How does loyalty programme X compare to the loyalty programme of competitor Y?

Value positioning

  • Would you say brand X provides value for money?
  • What are your thoughts on product X’s quality for the price paid?
  • What role does cost play when purchasing product/service X in category Y?
  • Does the cost of product/service give you a particular perception of brand X?

Wider brand exploration & personification

  • If Brand X was a celebrity who would they be and why?
  • Which make of car is brand X most similar to?
  • Brands are a party – what type of party guest would brand X be?
  • How has brand X changed over time?
  • Who do you think to be the leader in category X and why?
  • If brand X came to life as a person, what would they be like?
  • Where does brand X rank amongst its competitors and why?
  • Draw what you think X means and explain why.

So there you have it, your go-to database of open-ended video questions. Used your way, they will get you a step closer to the truth, revealing the all-important “why” behind consumers perceptions and a compelling way to bring your customers’ stories to life.

Non-Purchaser Feedback – the holy grail for retail CX?

Voxpopme works extensively in the Voice of Customer space, and I’m always struck by how many of our retail clients only capture feedback from customers who actually make a purchase. This opens up a big gap in their data.

Typically, Voice of Customer data is collected through surveys that paying customers are prompted to take either through paper receipts or post-purchase email invitations. For many companies, this is a completely acceptable solution as they simply don’t have a large percentage of non-purchasers. When was the last time you went to Starbucks and didn’t come out with at least a coffee? However, for many stores, the percentage of visitors who leave a store empty-handed is >25%, and for some verticals – like Electronics, Fashion, and Luxury – this can be in excess of 50%. These non-purchasing customers are the people insight misses – we simply don’t hear from them.

So we started to look at how we could deliver a better understanding of this non-purchasing group. By leveraging our technology, we can provide rich insight that helps our clients reduce non-purchaser percentages and significantly impact their revenues.

Our Non-Purchaser Feedback program combines geo-location data, surveys, and video. Survey invitations are triggered by store visits, using both GPS data and store dwell-time to get feedback immediately after the customer experience. Before being invited to the survey, the user completes a few screening questions to validate whether they visited the store and if they made a purchase.

We suggest that the survey itself is around 5-7 minutes in length and that it should contain a mixture of your standard VoC program questions/metrics alongside additional questions to understand what is driving this non-purchasing behavior.

The final part of the survey asks the consumer to record a short video response talking about their in-store experience, why they visited the store and why they chose not to purchase. The video provides incredible insight into this lost revenue opportunity, and Voxpopme’s platform makes the analysis of this content fast and easy.

By understanding the key drivers of non-purchaser behavior, companies can drive real change and increase revenue across their store locations. Even a 5-10% reduction in non-purchasers can be worth millions of dollars.