Combining the latest e-gaming technology with classic qualitative methods, Hook Research has developed the VoxBox – a powerful, new tool that helps our clients understand the precise moments in video content that are connecting with audiences. Have a quick look at this video to see the VoxBox in action:

Tracking audience engagement with the VoxBox

At Hook, we’re always thinking about how the latest tech can help us power up our qualitative offering. The explosion of video game streamers into the media scene has unlocked a powerful new array of products that enable us to create unobtrusive recording of audiences while they view content.

Leveraging this tech, we’ve been working to create a tool that further unlocks what audiences want from quality content – the result is the VoxBox.

Pairing an analysis of viewers’ reactions and facial expressions with a comprehensive qualitative interview (built upon our unique 4D Methodology) enables us to combine audiences’ expressed thoughts on content (what they enjoyed, what they didn’t, how it matched their brand expectations, etc.) with their in-the-moment reactions.

Many viewers – young people especially – may find it difficult to express why they love a piece of content, or perhaps feel embarrassed about liking certain elements. The VoxBox allows us to bypass these conscious biases and see for ourselves which moments are enjoyed or disliked by audiences, and then pair these insights with broader insights about the channel, talent, slot, or brand.

VoxBox - video content - Hook Research

Helping you better understand your audience

Overall, the VoxBox is just another way that we at Hook help our clients get to the heart of what viewers want from quality video content and it has already unlocked powerful insights for a number of our media clients.

Could the VoxBox help provide you with the audience insights you’re looking for?

Get in touch today to have a quick chat about Hook Research and our innovative range of research tools!

Author Sam

Sam is a market researcher with a background in consumer engagement and new media. As well as being interested in all types of social media and content creation, he is also an experienced filmmaker and editor.

More posts by Sam

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