Powerful quantitative insights with video

Background

How can we enhance quantitative research insights to land with more impact?

While we love numbers, and there is power in a great statistic, so too can a number inadvertently de-humanise and remove the ‘human’ from insights. On conducting a recent study of nearly 8300 people, we found ourselves in need of bringing things back down to an individual, human level. That is, providing more powerful quantitative insights with video.

Approach

As part of a wider engagement, we were commissioned by our client to provide a ‘state of the nation’ view by surveying nearly 8300 Australians. This large sample size was driven by a need to provide robust analysis across demographics, and people going through particular property journeys. But with numbers so large, it’s easy to forget each of these several thousand responses was provided by a single human.

To combat this, and ensure the insights landed with impact, we augmented surveys with video. A select number of individuals were asked to talk to camera for a maximum of one minute, describing what they found most surprising, most frustrating, and most positive about their specific property journey experience. Others were asked simply to type in their responses to these same questions.

Result

This inclusion of these videos, alongside the rich verbatim, meant we could provide the very real and raw human side to our quantitative insights.

We were able to bring ‘to life’ a range of people, including first-home buyers, landlords, renters, even those looking to build. Video helped us showcase the faces, stories and real emotion of individuals in a tangible way, adding a new dimension to the insights.

Rich verbatim alongside this allowed quantification of key themes, helping showcase both the depth and richness of human experience, alongside the validation that comes from large-scale surveys.