Insight and Emotion: Video and Market Research

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In part one of a two-part series highlighting LRWGreenberg Studios, we look at the value of incorporating video into market research insights.

Gareth Walters is our VP, Creative, and oversees LRWGreenberg Studios.

Gareth Walters is our VP, Creative, and oversees LRWGreenberg Studios.

“Documentary is a film, it’s a movie… so make it entertaining, compelling and captivating.”
~Sheila Nevins, President, MTV Documentary Films (former President, HBO Documentary Films)

The fact that video is a powerful medium is undeniable, yet in market research it is often used only as a component of information gathering, rather than as a key element in disseminating insights. LRWGreenberg Studios, our in-house team devoted to sensory storytelling, lives at the convergence of research and creative visuals, bringing insight, data, and implications to life.

In part two of this piece, we’ll look at the barriers that can prevent this (logistics, cost, etc.) but in part one we focus on video’s unique ability to create compelling narratives in a variety of formats, portraying relatable human perspectives. 

A Unique Role for Video

Design and video bridge the gap between information and understanding however, while design appeals to the visual senses, it’s hard to get to real, honest emotion without a video component. The moving image, combined with audio and music, creates empathy for a human point of view that photography and verbatims alone cannot achieve. Interviewees become protagonists in rich, detailed stories, taking us on a journey that delivers deeper, more actionable insights.

While taking care to avoid a Butterfly Effect – where the act of recording the subject could potentially affect their response – interviewing the subject in their own home, surrounded by the people and things they love, is a more powerful means of portraying deeper beliefs and motivations that are otherwise hard to depict in traditional reporting. With the addition of motion graphics, quantitative data can be seamlessly incorporated into an integrated narrative that is effective from consumer to B2B, in any industry.

At a more functional level, the ability for immediate and secondary stakeholders to observe before-and-after product or service evaluations can provide invaluable details. Interviewing subjects about their opinions on a new product or service, allowing them to air their doubts and skepticism, juxtaposed with their experience and reactions, simply can’t be replicated as successfully in a deck.

LRWGreenberg Studios was created to provide clients with a more sophisticated set of tools, to enable both a better understanding of fieldwork and as a means of disseminating those insights more effectively within an organization. Video is forming an ever-more important role in the work we do. Clients find great value in utilizing its immediacy in time-challenged, corporate environments, as a key (and sometimes the only) tangible outcome of a research project.

Creating the right type of video for the project is vital. In part two, we’ll look at the types of video deliverables LRWGreenberg Studios offers, and how they fit with different project needs and budgets. 

To view our latest video reel, contact our VP of Creative, Gareth Walters.

The Seduction of Video   Why does video affect us so deeply? Various receptors in the  Limbic System  contribute to behavioral and emotional responses to video. All storytelling induces  dopamine  and, when released in large amounts, it creates a feeling of pleasure and reward, which is motivational to the point of being addictive.   Oxytocin  creates empathy – it’s also known as the love hormone – and promotes attachment and solidifies relationships. It triggers warm connotations of emotion and empathy; pulling you in and connecting you to people.   Endorphins  relieve pain and stress and induce happiness. Inducing laughter in a video releases endorphins in the viewer, which can lead to relaxation and a feeling of satisfaction.

The Seduction of Video

Why does video affect us so deeply? Various receptors in the Limbic System contribute to behavioral and emotional responses to video. All storytelling induces dopamine and, when released in large amounts, it creates a feeling of pleasure and reward, which is motivational to the point of being addictive.

Oxytocin creates empathy – it’s also known as the love hormone – and promotes attachment and solidifies relationships. It triggers warm connotations of emotion and empathy; pulling you in and connecting you to people.

Endorphins relieve pain and stress and induce happiness. Inducing laughter in a video releases endorphins in the viewer, which can lead to relaxation and a feeling of satisfaction.