Participation in video responses (VRs) cannot be guaranteed for everyone invited to the survey. To set the study up for success, be sure there is optimal survey verbiage describing the task and number of video responses requirement.
VRs can be incorporated into the study design in one of two ways:
- A VR as part of a larger project: In this option, video answer(s) can be included as part of a longer quant survey. Here are some tips to keep in mind:
- If the data within the open-ended responses is important to collect for all respondents and the method of getting that data is less important, respondents can be given the option of providing a video response or a standard typed open-end. This ensures data is provided by all respondents, with the bonus of some video responses in the mix.
- If it’s less important to have data across all respondents and the purpose of the open-ended question is exclusively to have video responses, then respondents can be given the option to provide the video response or move on to the next question.
- A specific number of video responses cannot be guaranteed on either of the above options, nor can a specific breakout by demo or non-targetable quotas, unless there are demo quotas in the survey.
- Video responses are the sole purpose of the study:
- For this option, a specific number of video response completes can be guaranteed; respondent recruitment continues until the desired number of videos are captured (this should be a reasonable ask, of course).
- Any demo quotas should be discussed, since not all audiences participate in video responses at the same rate.
- This methodology requires fielding to continue as long as necessary to collect the desired video responses (may result in longer than expected fielding time).
Additional notes to consider when creating the survey design:
- We allow one video response per survey.
- Expect about 10%-20% of respondents or less to participate in video responses, so there will be a minimum over-recruitment needed. Therefore, niche audiences will be less likely to be feasible, since smaller sample pool will be available to participate.
- The survey should have a reasonable LOI (less than 15 minutes). Long LOI + Video will not set up the project for success.
- The more engaging the core of the survey is and interesting the topic, the more likely people are to participate.
- Keep the Video Response question and instructions clear and concise.
- Different populations respond/ participate at different rates:
- B2B audiences are very difficult to get to participate - VR is not advisable in B2B studies.
- No VR for children (under 18).
- Different demographics may find different topics to be appealing to them – if there are demographic quotas in the survey, expect different VR participation rates.
- People do not like to talk about their ailments or other sensitive information on video.
- International audiences are a case-by-case basis due to privacy laws, comfort and access to this technology, and internet infrastructure required for optimal connectivity.
Respondents Privacy: Content received from a respondent that constitutes a video recording, audio-visual work or audio recording, can be used solely for internal business purposes only and cannot be made public without the respondent consent.