Open-ended questions are everywhere.
Think about it.
We’re expressing ourselves on social media through Facebook’s “what’s on your mind?” status, Twitter’s “What’s happening?” and even in everyday conversations with colleagues and friends.
Imagine a world where all questions and discussions were closed-ended. Meh…
What would we learn? Or more importantly, what would we miss?
Expressing our emotions, likes and dislikes and everything about us is how we make conversation. It’s human nature. It is also the best way to learn new information about each other, as these conversations give us the opportunity to express our feelings freely with no limitations. So why should research questions be any different?
Open-ended questions have been a major part of market research and, more specifically, surveys for donkey’s years. They are an essential method to unearthing hidden truths that closed-ended questions could otherwise miss.
As market researchers, we are all aware of the benefits open-ended questions, allowing respondents the flexibility to answer questions freely, without limits, could be the deciding factor between unlocking key customer insight and not.
So what are Video Open-ends?
Well, it’s in the name really, video open-ends are just like text-based open-ends but instead require the respondent to record a video response as opposed to them typing/writing out their answer.
Why Video? What are the benefits of Video vs. Text Open-ends?
Video provides all the advantages of text-based open-ends, plus much, much more.
Consumers love video because it allows them to adequately portray their emotion, which in turn is valued highly by researchers for its content richness and ability to drive action in the boardroom. After all, nothing is more powerful than seeing your customers face to face (digitally via video), sharing insight into why they love or loathe your product, service or brand.
Check out the video below to find out all the reasons Why Consumers Love Video.
So there you have it, video is emotional, insightful, effective, and consumers love it!