Editor’s note: Ian Twohig is the senior research strategist of Indeemo. This is an edited version of an article that originally appeared under the title “Going further with Market Research: the power of Video Surveys.” 

In an era where anyone with access to ChatGPT can effortlessly and eloquently provide the answer to any question, it is becoming increasingly difficult to rely on open-ended text as a reliable source of understanding. A common theme from our recent sales calls is the growing suspicion that an increasing proportion of survey respondents are using ChatGPT to compose answers to open-ended survey questions. Simply put, it is no longer possible to entirely trust the authenticity of faceless, contextless, text-based survey responses. 

To address this problem, video surveys are being embraced to capture richer, more authentic and verifiable survey data to deepen understanding and accelerate innovation. This blog delves into the advantages of video surveys, spotlighting their applications in shopper and consumer research, shopping missions and customer experience enhancement and offers a comprehensive exploration of how video surveys are reshaping the field of marketing research.

Before diving into the benefits, it's crucial to grasp the essence of video surveys. Video surveys are a novel data collection technique that leverages the power of visual and auditory cues to gain richer insights into consumer behavior and preferences. Instead of relying solely on traditional text-based/“open-end” surveys, video surveys encourage participants to express themselves visually and verbally, offering a richer, more comprehensive understanding of their thoughts, emotions, context and experiences.

The versatility of video surveys extends across various domains, revolutionizing the way researchers and brands gather valuable insights. Here's a broad overview of their multifaceted applications.