Big Brother is getting on a bit

I’ve been extremely intrigued to read over the last couple of weeks about Big Brother-style market research. This type of video-marketing research is not new (we call it V-Research). As a company Vox Pops has specialised in many types of observational video research for a period of eight years. Vox Pops worked with Procter & Gamble last year and other client companies also heavily subscribing to this genre of research include Nokia, Toyota, Nissan, Land Rover, Van Den Berghs, Adidas, BBC Radio 1 and Nike.

One of my company’s most popular services is video diaries, when the respondents have the camera for a week and they follow a topic guide and have tasks to complete.

The rise in the popularity of video in marketing is generally on the increase . The extra cost of videoing is worth it since the research becomes an actionable and impactful tool that can be used for presentation, training and by sales teams. This, added to the introduction of broadband and fast internet connections, also means that video can be watched at the desktop, so it becomes a key, internal communications tool.

As a innovator in this industry Vox Pops has been investing in an online video-clip library, V-Search, aimed at companies who want to see what consumers are saying about brands and issues and who simply want to buy the odd clip.

It also has voxpops.tv, a web TV station that shows video research documentaries on all types of topics, including market research, drinking, marketing to kids. The Market Research video was filmed and the interviews conducted at the recent MRS conference and many delegates were very open about this type of observational video research.

You might also like to know that this type of research is also happening in the US and, given the amount of European work Vox Pops is conducting at present, shows every sign of becoming a truly international research technique. If you have any questions please don’t hesitate to contact me.

Diane Earnshaw

Managing director

Vox Pops International

London W4

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