Why are Video Surveys Important?
Video surveys are unique in that they help gather authentic information coming straight from the customer’s heart. Regardless of the tone of the video, the opinions shared by customers offer actionable intelligence you can use to improve your products and services.
- Deeper Insights: Survey answers shared through a video provide contextual information. Added to this, they also shine a light on non-verbal cues like emotions, facial expressions, body language, and tone of voice. With the right video survey tools, you can identify the hidden emotions and attitudes and use them to make changes to the product.
- Make Surveys Enjoyable: Creating a video is considered better than writing long texts, and it's easier as well. So, when given the choice your customers might be more inclined to share their experience by speaking and showing, which is great for you and makes the entire experience more engaging for your customers.
- Better Marketing: As customers share positive experiences about your product and services you put them up on your website and social media, after obtaining their consent, of course. 90% of customers are influenced to make a purchase after watching videos.
To sum it up, video surveys are more reliable, effective, and provide rich information as compared to textual surveys. Who knows if respondents are not using a GenAI tool to cook answers to the survey questions? There’s no authenticity in AI-generated answers.
Best Practices For Conducting A Video Survey
Success in video surveys depends on its implementation. From the tool you are using to selecting the right questions and making the entire experience comfortable, a lot of variables are involved here.
Coming from a place where I have executed several video surveys and helped my clients get the best out of them, here are the best practices I follow for improving survey response rates and extracting the best results.
- Use the Best Video Survey Tool
Although it's less talked about, it's important to use the right tool for your purpose. Among all the video survey tools available, not all of them will satisfy your requirements.
The right tool can make everything involved in the survey workflow easier as it will have the features to help make your work easier. For instance, you will need a tool that has ready-to-use templates for different types of surveys. Plus tools with in-built AI capabilities can help with setting the right questions, analyze results, and do much more.
The right tool enhances data quality as it helps capture clear videos and encodes them for the highest quality regardless of device. Moreover, it also makes the recording experience easier for your customers, eliciting an honest and detailed response.
- Craft the Right Questions
With video surveys add open-ended questions that encourage rich and qualitative feedback. Since it’s easier for customers to share detailed answers through videos, use this opportunity to elicit detailed responses.
“Asking the right questions” here means focusing on the core topics and going precise rather than asking broad questions. Moreover, the questions will depend on the survey type.
Like if the survey is about product experience ask related questions to this topic only. Do the same for others like customer experience, product feedback, employee engagement, etc.
- Personalize the Survey
Personalization in a survey builds trust which is a precious resource many fail to mine. Personalizing a survey means adding a welcome page, thank you notes, asking dynamic questions, and choosing the right colors, among others.
Yes, I know it would be even better to add names to the survey, adding names to the survey. So as the user opens the survey, they will be greeted with a personalized message addressing them with their names. This will imply that your brand cares about its customers and values their opinions.
You can add the names using mail merge or API integration to automatically insert the survey recipient’s name.
- Add Follow-Up Questions
One of the best video interview techniques includes asking follow-up questions after every close-ended question. This means if the respondent gives a negative response ask them to share details on what you could do to improve theirs. Similarly, if the response is positive, ask them the reason behind having a positive experience.
Now I know you cannot predict how a person will respond, but you customize the question flow when using AI to build and run the surveys. Qwary’s Converse AI has a built-in dynamic questions capability where the next question can change according to the response of the existing one.
- Focus On Facial Expressions, Too
One of the reasons brands must use video surveys is to use facial expressions to their advantage. Facial expressions can tell a lot more about the customers and their perspectives than words. The same applies when you are asking questions.
In addition to asking the right questions, respondents will understand them better when you use facial expressions. However, for this to work, ensure you are recording videos under good lighting. I recommend ring light as they are easy to use and set up and some of them even have adjustable colors to help you fine-tune the output.
- Keep It Short
Videos will improve survey response rates, but don’t overdo it. My recommendation is to add up to four questions that elicit a detailed response in video format. These most probably will be open-ended questions.
For the rest of close-ended multiple choice questions, you can use the text format. From what I have observed is that the quality of responses to each question deteriorates as the number of questions increases. So, while keeping the survey short, ensure the placement is right.
Place the questions that are most important to your survey and the information you want to achieve earlier in the sequence.
- Create a Survey with a Mobile-First Strategy
With mobile being an integral part of everyone’s lives, expect your target audience to take the survey from mobile as well. So, your survey design, format, and everything else should be optimized for mobile.
Fortunately, with Qwary, you can preview the survey design in different formats customized to all types of screens. Using a mobile is easier so it will also increase the response rate instead of a situation where you ask customers to take the survey from a desktop only.
- Choose your Target Audience Wisely
Success in a video survey is also dependent on choosing participants who are willing and able to share their recordings. So, you need to consider asking customers who may be more open to this format.
Naturally, you will want to first send the survey link to your existing contacts, but it’s certain that all of them will agree to take the survey. And sending the survey link to everyone isn’t ideal.
Here, you can take two ways forward: either ask for their consent and the ones who agree to it, send it to them. The second way is following the sampling approach. It’s where you choose a selected few customers to take the survey and generalize the results for all the customers.
The second approach is debatable, especially considering the differences in opinions and perspectives of your customers. So, I would recommend asking for content.
What Should A Good Video Survey Tool Have?
One Google search on video survey tools will get you hundreds of platforms. But you cannot randomly open any link and start creating the survey. For one it takes time to build, share, and analyze a survey. What good does it bring if the tool you choose has limited distribution options or can only let you analyze a couple of parameters.
So, choosing the right tool is essential, and here’s how to go about it.
- Customization: Check the level of customization you will get with the tool. Ideally you need a tool that can let you create a survey from scratch and edit the templates or even an AI-generated survey. This means that you should also prefer using survey tools with in-built templates.
- Real-time Analytics: Real-time data analysis is pivotal to making quick and effective decisions about your product or services. Good video survey tools let you check responses as soon as they arrive and dive deep into the analytical part for better understanding.
- AI Capability: AI can make everything about a video survey better. The part where it can help curate questions, design the survey, etc. is understood. But an AI-enabled tool can help you read emotions in the video and transcribe the speech into text format.
- Skip Logic and Branching: The effectiveness of a survey relies on the logical flow of the questions. Through these, you can set relevant questions in the survey and that will prompt your customers to respond. Second they help set personalized questions which are required for improving survey response rates.
Top Video Survey Tools to Choose From
The insights you gather from video surveys can help transform your simple product into a customer-centric solution. Among the many great video survey tools available, here are the top five.
Qwary improves the video survey experience for brands and respondents with its intelligent set of features. Build surveys with Qwary that feel like real conversations and record the crucial bits of customer experience, product experience, and employee experience, among others.
- Record and upload your videos in the browser-based tool.
- Build surveys with zero coding experience using user-friendly tools.
- Implement the If-Then logic and branching for dynamic questioning.
- Use links, SMS, and website embed, among other methods, for survey distribution.
- Execute surveys in two-way conversations using chat and SMS.
- Measure survey results for NPS, sentiment, emotions, and assess customer satisfaction, brand loyalty, likelihood to churn, and much more.
Pricing: Qwary has two pricing plans, keeping things simple for you. The Starter costs $199 per year. For large-scale usage, go for an Enterprise plan (price on request).
Ratings: 4.8/5 on Capterra
Mindswarms was the first AI-empowered video survey tool you can use to capture emotional cues from customers’ responses. It auto-highlights the key movements in videos and converts them into transcripts.
- In-built tool Fabric allows the creating of screener and interview workflows for studying consumers.
- You can use an in-built database of 250,000 participants spanning over 79 countries.
- Once recorded, videos can be viewed from a dashboard as soon as they are shared by the respondents.
- Filter out the most common mentions in the video responses and sort them accordingly for easy analysis.
Pricing: Not available on the website.
Ratings: 3.8/5 on G2
With Videopeel, you can build a video survey in around 5 minutes, replete with all the essential elements to extract authentic insights. As you customize the video surveys according to your brand and add logos, images, etc. you can do this with 40+ templates.
- Access a pre-built consumer panel to get honest reviews, especially if you are about to launch a new product.
- Regardless of the devices used for video recordings, all data is optimized to work smoothly with Videopeel.
- Video library sorting and organization elements like tags, categories, etc., are available for easy management.
- Robust video editing features are available to let you create video walls and use user-generated content for brand promotion and advertising.
Pricing: Videopeel has four different plans;
- Basic - $9.99 per month
- Pro - $69 per month
- Premium - $399 per month
- Enterprise - Price on Request
Ratings: 4.8/5 on Capterra
Built by Typeform, which is one of the best survey tools, VideoAsk is popular for streamlining video survey creation. As videos have proven effective for improving survey response rates, VideoAsk also has an AI-enabled video chatbot to let you stay connected with your audience 24/7.
- Easily build video surveys with in-built tools and options or upload pre-recorded videos.
- Choose from different answer types, including text, video, audio, and MCQs.
- Have relevant conversations with your target audience as you auto-segment surveys and choose from one of the many available styles.
- Analyze videos by searching for key terms and moments in the responses.
Pricing: You have three plans to choose from;
- Start: A free-to-use plan with limited features and access.
- Grow: $30 per month
- Brand: $50 per month
Ratings: 4.7/5 on Capterra
Conclusion
Video surveys offer a unique opportunity to find usable and nuanced insights from a customer’s journey experience with your brand, product, and service. With the potential for improving survey response rates, video surveys help obtain a better understanding of your customers as they talk about the product/service.
If you want to harness the full potential of video survey creation and analysis, go with Qwary. Added with advanced features and a user-friendly interface, Qwary empowers businesses to create engaging videos and collect actionable insights.
Revolutionize your video survey process today. Take a free demo to check it out.
FAQs
- What are the 7 steps to conduct a video survey?
Begin survey creation by defining the purpose of creating the survey and identifying your target audience. Curate relevant questions associated with the type of survey and choose one from several video survey tools available. Record your videos, upload them on the solution, and distribute the survey while asking for the respondent’s consent. Collect and analyze the results.
- What are the different video survey methods?
The most popular video survey method is self-recorded, where you and the respondent record videos to share with each other. Other methods include live video surveys, diary style videos, embedded video questions, and mobile video surveys.
- How do you choose a video survey tool?
Choose a video survey tool based on its ease of use, customization options, video recording and editing capabilities, data analysis, and survey-sharing options. Aim for a tool that offers the best value for money and satisfies your requirements.
