September 6, 2017 – mmr
Using Graphic-Based Video for Reporting Impact
Videos are a natural complement, or substitute, for traditionally reported qualitative results. But graphic-based video can also add value and impact to quantitative studies – no respondent footage required.
What is a Graphic-Based Video?
Graphic-based videos are a great tool to bring static slide presentations to life. They allow you to animate, add a voice-over narrative, and generally lead the viewer through a story centered around a POV.
Below is an example of a graphic-based video that explains how a particular methodology works and how it is best used. Voice-over narrates the story, while visuals on screen are used to clarify and add emphasis.
When to Use Graphic-Based Videos
Just like with custom research, the purpose of a graphic-based video is a customized solution for a specific need. There are certain situations where this type of deliverable is more appropriate:
1) When high impact is required for reporting results. At the 2016 Insights and Innovations Exchange (IIeX NA), it was quoted that “executives spend only 26 minutes a week in front of their computer.” With increased competition and email clutter, your slide deck could be easily skimmed along with multiple others in the CEO’s inbox, but a well-produced 90 second video that’s straight to the point is more likely to grab their attention.
2) When results will be shared with a broader team, especially if that team is outside of the research/insights or even marketing departments. Video is an easy, succinct way to communicate your results and/or details about a project overall.
3) When voice-over & visuals help bring the story together. Report slides should always be made to stand on their own, but those slides won’t always be accompanied by your voice-over which can be important to bringing the story to life. Static visuals are highly impactful in reports, but animated visuals go beyond visual aids like infographics to help the audience better understand the information and often times have better retention.
When a video is undertaken for any project, the objective of the script is to get the viewer to take action; this is in-line with MMR’s commitment to providing a decision-focused POV. Typically, the call to action and POV presented in a video are narrower than the report as a whole because the need for minimalism is even stronger. As well, the call to action can be more targeted: centered around a strategic POV, a “how-to” explanation, or as a lead-in for digesting the full POV in an accompanying document.
Are Certain Study Types More Appropriate for a Graphic-Based Video Deliverable?
Graphic-based videos are generally easily applied to strategic ad-hoc studies, but can also be integrated into something like an annual brand tracking program. For a study that is more tactical or short-term in nature, for example a concept or messaging test, it’s not worth the extra investment.
If respondent footage is available, an integrated video deliverable can be produced combining graphics and respondent footage. This is especially effective for Mobile Qualitative that includes video and image capture from respondents.
Example Use Case: Methodology and Study Overview Video
After completing a multi-phase study for a broad group of stake-holders, one of our clients had great success using graphic-based video to communicate high level results within his organization. The video was made to both quickly bring people up to speed on all the due diligence that went into the project, and communicate the output available for the team to leverage going forward.
When applied appropriately and executed with a directed POV, graphic-based videos are an impactful addition to research projects. With appropriate planning, scripting and production can be completed in just a couple of weeks which minimizes reporting timeline impact.
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