Appropriate Action: Incorporating Video in Research

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In part two of our LRWGreenberg Studios Video and Research series, we explore the video formats that bring your insights to life.

Chas Petersen is Director of Video Production at LRWGreenberg Studios.

Chas Petersen is Director of Video Production at LRWGreenberg Studios.

“We are the only animal with the mysterious glue that enables millions of us to cooperate. That mysterious glue is made of stories, not genes.”
~Yuval Noah Harari, Sapiens

As we saw in part one, stories are what move us. In research, storytelling through video helps bring respondents to life, illustrate insight and data in more human ways and create deliverables that resonate throughout your organization.

There are many ways we incorporate video into our market research and brand strategy projects, but these are some of the most common formats:

Documentary

This is a real-world, authentic narrative developed from footage professionally shot during fieldwork, augmented with b-roll and music. It immerses viewers in the lives of the target audience and captures and reflects deeper consumer emotions and motivations. Our documentary work weaves a narrative structure into the research and tells a story in a way only video can and, as a result, has become a crucial element of our segmentation studies. Organizational understanding and adoption are the largest barriers to successful research, and bringing unique characteristics to life through video, highlights the nuances that separate one segment from another in an emotional and relatable way. Documentaries are a highly effective, shareable way of showcasing insights inside and outside of the organization.

Dramatization

Often used in a B2B space where many decision makers are reluctant to (or contractually prohibited from) appearing on camera, these videos are shot in a studio, using professional actors to represent specific consumers or business roles. Working with Strategists, we develop scripts, based on interviews with respondents who have participated in the fieldwork and, with client input, select acting talent to best bring the characters to life. This style lends itself well to persona work, allowing a synthesis of multiple interviewees to manifest in a single person.

Field Highlights 

These videos are focused edits of specific consumer/customer reactions within the research, often broken into key sections. Unlike documentary or dramatization, field highlights are more linear with less narrative structure. They are used to underscore specific points in research. This method is also the most rapid and cost-efficient deliverable and can be embedded into reports. 

Animation

Motion graphics, titles and animation can help tell a scripted story and/or highlight process steps, learnings and key recommendations. Our Studios team is often called upon to help simplify complicated data, and animation is a go-to method for demystifying complex points. Our animations can help add nuance to data-driven stories, incorporate Quant data into Qual work, or even stand alone. As with all video projects, detailed timelines are provided prior to engagement. 

“But video is out of our budget.”

This is a concern we hear often, however we offer video solutions that meet the needs and budgets of nearly all of our clients. Because LRWGreenberg Studios is embedded in the research process, we can turn around projects in a fraction of the time of outside contractors or even in-house teams. This integration means we are well versed in the research and insights space, which ensures the content is cogent and matches the precise needs of our client partners.

Have pricing questions or want to see examples of a particular type of video? Contact our VP of Creative Gareth Walters.

Field Notes    Ethnographic video production requires a mix of creative talent and deep empathy for the people whose stories we’re telling. These are some of our guidelines:    Keep it small . Our video teams are effective and discrete. Our setup is small and unobtrusive to allow for the maximum comfort level of our interviewees. We never let the crew overwhelm the respondent, and we prioritize their needs above all else.   Sharing someone’s story is a privilege.  We’re tasked with conveying respondents’ stories accurately, and this requires deep respect for the subject. All stories are valid, all opinions of interest, and some passions in life are universal.   Music should support, not lead.  The right choice of soundtrack is key to the success of our video work. However we always use music to reinforce emotion, rather than to manipulate. In the words of the late Johann Johannsson (composer for  Sicario  and  Arrival ): “It's about serving the needs of the film…your goal is to tell the story first.”

Field Notes

Ethnographic video production requires a mix of creative talent and deep empathy for the people whose stories we’re telling. These are some of our guidelines:

Keep it small. Our video teams are effective and discrete. Our setup is small and unobtrusive to allow for the maximum comfort level of our interviewees. We never let the crew overwhelm the respondent, and we prioritize their needs above all else.

Sharing someone’s story is a privilege. We’re tasked with conveying respondents’ stories accurately, and this requires deep respect for the subject. All stories are valid, all opinions of interest, and some passions in life are universal.

Music should support, not lead. The right choice of soundtrack is key to the success of our video work. However we always use music to reinforce emotion, rather than to manipulate. In the words of the late Johann Johannsson (composer for Sicario and Arrival): “It's about serving the needs of the film…your goal is to tell the story first.”