These days, there are more and more options when it comes to presenting and evaluating concepts and ideas in consumer research. A common practice is evaluating an idea or concept in an internet survey. But how should the idea be presented to consumers? And with consumers taking surveys on all kinds of devices – mobile phone, laptops, and even some desktops – which way is more effective? Are image concepts still meaningful when compared with video concepts?
We’ve seen many researchers assume video is a better, more effective way to communicate with consumers today. Let’s face it – video is everywhere these days and it’s just “cooler”! However, creating videos for ideas in the early phases of product development can be costly, and even more importantly, can slow down the process. No company can afford that these days. So, we set out to test this premise utilizing our own data base.
In this case, we used an image description and a video description for a product currently on the market. This was a cleaning product that was relatively new and wasn’t familiar to the consumers who evaluated it in our study. The research itself included anyone who purchased cleaning supplies. The participants represented a wide range of demographics. Some evaluated the idea on their phones, while others used laptops and computers.
The results:
*Both methods – the image and video concepts – were equally effective when consumers were asked to evaluate their interest in purchasing the product described utilizing the standard, 5-point purchase intent question.
Of course, there are likely many valid reasons to use a video concept rather than an image. For example, an idea that is too complex to adequately explain in an image. Or one that requires a 3D-type of image. But for the most part, this data may suggest that using a video should be the exception and not the rule IF creating a video slows down a project or increases costs. And it goes without saying that this premise should be evaluated annually since the world is changing and evolving so fast these days. This research should also be tested with other types of products to determine the strength of the trend.
Interested in helping us to validate this data utilizing your product? Please reach out to [email protected] and let’s get to work!
More to come – don’t miss Part 2! Which group was more likely to purchase the product?
*Based on a t-test evaluation at 95% confidence.
another time ?). Researchers are happy when they can compare the results of several studies because things are done the same way. That’s fine if you’re testing the very same thing over and over again, and assumes the world around you isn’t in constant change. But it is.
However, it may be necessary to change the “internal” ratings when evaluating new product ideas and executions to better reflect consumers’ overall experience. After all, “new” product ideas indicate that something is different about the product, and “new” survey or research questions should be added to better understand how consumers feel about the differences. Otherwise, you’re comparing things that aren’t comparable- apples to oranges.
Many clients come to us with a rough understanding of who their target consumer is. Oftentimes, we are tasked with finding respondents who meet set criteria, such as earning within a certain range of income, having obtained a level of education, etc. For companies who have not had the benefit of running research on their consumers themselves, the target consumer may be a little more difficult to define.
We have helped many companies, large and small, help better define who their “Who” is. We employ many different techniques to help us gather information on the background of the consumers most likely to utilize your products. We’ve done this through internet surveys, habits and practices studies, in-home ethnographies, shop-a-longs and more.
We’ve been on your end of the research and understand how important it is to have the right consumer in your groups. To that end, we won’t ever just “fill a seat” for your project. We employ many methods that allow us to recruit in unconventional ways to find the right people for your research. We call it our “artisan approach to recruiting”. Because of our problem solving skills, we’ve been awarded and have successfully recruited many difficult, low incidence recruits. We love the challenge!
Many of us are familiar with the story of Goldilocks and the three bears. According to literary reviews, this children’s story makes extensive use of the 
Live streaming is more popular than ever – and with good reason! Our cameras can capture your focus groups and research interviews live and deliver them to wherever you or your team members may be. The media content can be viewed in real-time (live) or on-demand at a later time to ensure that your team has the opportunity to participate in the research, wherever they may be.