In Their Own Words

If a picture is worth a thousand words, then a video is worth a million. It combines images and words with emotion and vulnerability to tell a powerful story that resonates with its audience. Want proof?  

Click Play Below:

Both pieces of content above tell the exact same story. Which one did you spend time on? Which one would you talk to your colleagues about? Which one do you remember?  

Finding: Sizzle reels are the future of qualitative market research reporting. 

Just check out the benefits: 

• Memorable findings
  • Findings are not just a sentence on a PowerPoint slide.
  • Reels show a face, emotion, and body tension.
  • The face and story are intertwined and inseparable.
    

Story: A recent client watched three sizzle reels and said, “I finally get it now.” We had been telling the story for weeks, but it didn’t resonate until the client saw and heard the respondents speak. (Thank you, sizzle reels!)

• Emotions are clear
  • You can witness individuals process emotions and reactions in real-time.
    

Story: A recent respondent who cares deeply about the planet and sustainability is married to a man who works in the oil field. The strain on her face was obvious in the video. As a quote, this would not have been as obvious. 

• Increased honesty
  • People often tell you what they think you want to hear.
  • They tend to be very honest when they shop alone with a camera.
    

Story: Our moderator interviewed respondents for two hours about their brand preferences, and she gained many important insights. However, when she equipped them with a camera and sent them shopping alone, she got a few more! The cameras enabled us to get valuable unaided reactions to specific brands that often showed a respondent’s true brand sentiment.

• Captures nuances
  • When transcribed, native and non-native English speaker dialogue can look similar, but the nuances are very clear on the video reels.
  • Same with sarcasm.
    

Example: When you see the word “wow” in print, how do you read it? Is it a “wow” or a “WOW” or a full-eye roll “W-oow”?

No need to wonder with a video reel, where the inflection, tone, and dynamics of someone’s speech are captured perfectly.

• Save time and money
  • No need to reword findings. You have the information straight from the respondent’s mouth.
    

One more story 

We recently did qualitative projects for two branches of the same brand. In the first study, we submitted a normal report with quotes and findings. We also sent three sizzle reels.  

When we started the second study with the next team, they told us they had seen the reels from the first study. In fact, all the executives and many other people at the company had seen the reels and were talking about them. This group wanted the same kind of traction in their study, so they requested sizzle reels and a condensed written report without quotes.  

A picture is worth a thousand words. And a sizzle reel can tell the story that helps your organization learn how to appeal to a thousand customers.

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