Creating Insights that Cut Through with Market Research Video

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Published on

March 10, 2017
Time to read: 2 minutes
Market Research video - Hook Research

It is a truth universally acknowledged (at least among marketers) that video offers a powerful way of engaging with consumers. A quick Google uncovers lists of statistics backing up this claim: there’s the oft-repeated idea that a minute of video is worth 1.8 million words (a stat originating in a 2008 Forrester report) or that video drives 600% higher engagement than print and direct mail. Powerful stuff, indeed. With such success in external facing marcomms, it’s no surprise then that companies are now looking at how effective videos can be internally – and this is nowhere more important than in market research video.

We’ve all heard the stories of research managers who produce an incredible piece of research, yet struggle to get internal teams and departments to engage with it, or personally read boring research debriefs that just don’t stick. At Hook Research we know that the best research not only produces powerful insights but also delivers them in an engaging way – and that’s where video comes in. At Hook, we pride ourselves on creating high-quality market research video that drives engagement and penetration across our clients’ companies.

Bring audiences to life with market research video

We’ve used video to power-up many segments of our research. Personas can be powerful tools for segmenting and understanding your key audiences, but it can be difficult in some cases to apply these models to real-life situations. Market research video can flesh out personas, allowing you to gain a three-dimensional understanding of the consumers and their worlds: Put faces to persona titles; go in-home and see how users consume media in a relaxed setting; or hit the streets with your target demographic to understand how they engage with your brand in real life. In all of these cases, video offers a vibrant and dynamic way to bring your audiences to life.

Market Research video - Hook Research

Amplifying Vox Pop videos

Vox Pops can be shaky affairs – often recorded with a handy-cam in a poorly lit viewing facility. At Hook, we shoot and light our Vox Pop videos in a professional way, not only ensuring that issues raised during the group sessions are communicated clearly but that stakeholders will also be proud to distribute them within their companies.

Powerful presentations with design at heart

OK – maybe after all of this you’re still not convinced by market research video. That’s OK! All of our debriefs are created by our in-house design team with design at front of mind. We pride ourselves on creating debriefs that not only provide powerful insights, but which are also easy to understand and actually enjoyable to read.

Want to learn more about how Hook’s videos and debriefs can power up insights? Get in touch now or follow us on LinkedIn.


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