QRCA Views Fall 2011 : Page 44
consumers in their homes for hours on end. Videographers provided the equip-ment and expertise to professionally capture these in-home sessions. Now, with smart phones, wireless webcams and handheld camcorders, it has never been easier for consumers to generate their own video. And, with the launch of YouTube in 2005, the popu-larity of making and sharing videos has skyrocketed. In fact, as of May 2011, YouTube is now the third most popular web destination, behind Google and Facebook. With this as a backdrop, self-recorded video diaries are now emerging as a popular tool for researchers. Examples of research applications that are a good fit with video diaries include: • a “Day in the Life of” activity • longitudinal consumer behavior (typically one to two weeks) • current product use • home-use testing of new products • deep-dive target profiling Giving participants a video camera as part of their incentive is highly motivat-ing, largely because of the novelty fac-tor. Researchers can have respondents use their cameras at home, at work, on the go or while shopping to film differ-ent aspects according to what we ask. For instance, we have asked women to demonstrate how they make homemade queso (cheese), and we have used video diaries to study morning rituals involved with getting ready for the day. We have incorporated video diaries in projects to test product trial and reaction, and to “live” with brand lovers for a complete day in order to get a rich understand-ing of who they are. Video diaries offer many key benefits: a practical and cost-effective way to learn over time and across geographies; high-quality data, including both verbal and nonverbal communication; and more detailed, expressive and reflective responses. Video diaries are also a user-friendly communication method for respondents (easier than writing), and clients can gather insights directly from the voice of the consumer via video reports or embedded clips in presentations. Tradeoffs, though, do come with this approach. For example, video is not for everyone, so some respondents will opt out during recruitment. Additionally, the researcher may feel that the prospect