Participation in video responses (VRs) cannot be guaranteed for everyone invited to the survey. To set the study up for success, ensure there is optimal survey verbiage describing the task and the number of video responses required.
Two Ways to Incorporate VRs into Your Study Design
- A Video Response as part of a larger project: Video answers can be included as part of a longer quant survey.
- If the data within open-ended responses is important to collect for all respondents and the method is less important, respondents can be given the option of providing a video response or a standard typed open-end. This ensures data from all respondents, with the bonus of some video responses in the mix.
- If it's less important to have data across all respondents and the purpose of the open-ended question is exclusively to capture video, respondents can be given the option to provide a video response or move on.
- A specific number of video responses cannot be guaranteed on either option, nor can a specific breakout by demo or non-targetable quotas, unless there are demo quotas in the survey.
- Video responses are the sole purpose of the study:
- A specific number of video response completes can be guaranteed — recruitment continues until the desired number of videos are captured (this should be a reasonable ask).
- Any demo quotas should be discussed, since not all audiences participate in video responses at the same rate.
- This methodology requires fielding to continue as long as necessary, which may result in longer than expected fielding time.
Additional Notes for Survey Design
- We allow one video response per survey.
- Expect about 10%–20% of respondents (or fewer) to participate, so there will be minimum over-recruitment needed. Niche audiences will be less feasible since a smaller sample pool will be available.
⚠️ Note: VRs are generally not mandatory; however, they may become mandatory at the end of survey fielding. If (for example) we have 95 out of 100 total completes and would like to collect 10 VRs, but at this point we only have 5, the VR will be mandatory for the remaining 5 completes. Respondents will see a screen at the beginning of the survey that informs them the survey contains a VR type question and gives them the option to exit if they do not wish to participate. This does not affect the IR of the survey. - The survey should have a reasonable LOI (less than 15 minutes). Long LOI + Video will not set up the project for success.
- The more engaging the survey and interesting the topic, the more likely respondents are to participate.
- Keep the Video Response question and instructions clear and concise — we recommend 1–3 talking points/questions.
- Different populations participate at different rates:
- B2B audiences are very difficult to get to participate — VR is not advisable in B2B studies.
- No VR for children (under 18).
- Different demographics may find different topics appealing — if there are demographic quotas, expect different VR participation rates.
- People do not like to talk about ailments or other sensitive information on video.
- International audiences are case-by-case due to privacy laws, comfort, access to technology, and internet infrastructure required for optimal connectivity.
⚠️ Note: Content received from a respondent that constitutes a video recording, audio-visual work, or audio recording can be used solely for internal business purposes and cannot be made public without the respondent's consent.
Example
In the following example, the overall task is placed in the Question field, further instructions in the Instruction Text field, and three specific questions for respondents to address in the Talking Point fields.