Video-Conferencing as a Market Research Tool

By Dave Kreimer, Principal of Next Step Consulting

After discussing the travel budget for an upcoming research project, I asked my client; “Have you considered using video-conferencing?” “Video-conferencing?” she replied, “Oh yes, we have thought about trying that.” This is typical of the responses I get when I mention the technology to clients. Their initial tentative interest is usually followed by a variety of objections. Their reluctance is understandable when you consider the risks of trying a new technology and the investment required for a serious market research study. However, my experience using video-conferencing with one of my clients leads me to believe that many market research studies might benefit from the technology.

Here is what I did:
I conducted a three-city, six-focus group, cross-country study for a client based in the Midwest. I was the only person who traveled to the three cities. My client viewed each of the focus groups from the comfort of their own video-conference room at their corporate headquarters.

My client noted a variety of benefits:
  • Reduced travel. My client saved the expense of three days of coast-to-coast travel for several people.
  • Increased productivity. The same people who did not travel spent a productive day at the office and then viewed the groups.
  • Convenient scheduling. The West Coast groups were held later, and the East Coast groups earlier so my client could conveniently view them after their regular workday.
Most people regard the value of the above benefits as significant, but still raise two specific concerns. The primary concern I hear relates to the ability to accurately interpret participants’ responses when viewing research on a video monitor. I believe this is a valid concern, especially if your research objective includes understanding the subtleties of participants’ perceptions and attitudes. However, if the research objectives are more direct, perhaps testing reaction to a specific product or program, then video-conferencing technology may be worthwhile. Clients also wonder how they will communicate with the moderator and guide the research. For example, what if you want to follow up on a participant’s comment or ask a special question at the end of the group?

Here are some tips to counter these concerns:
  • Choose a quality video-conferencing facility. More and more of the established research facilities are acquiring the requisite equipment and some are developing reputations as high-quality providers. My client with the video-conference experience reports that, through trial and error, her company has developed a short list of the best facilities in strategic cities.
  • Be sure you have an experienced, live camera operator in the back room. This individual helps ensure the quality of your transmission, provides the views you desire, and is in direct voice/visual contact with you at the remote-viewing site. If you need to pass a note to your moderator, the operator can assist.
  • Get good-quality viewing equipment and know how to use it. The equipment you use for viewing the groups varies in sophistication. Be sure your system allows you to set multiple views so you can switch as needed from viewing the entire group to close-up views of individuals.
  • Video-conference with your moderator before and after each group. Speaking with my clients through both visual and audio contact before and after each group leaves me feeling almost as connected to them as when they are physically present at the site. With proper preparation, this level of contact between moderator and client should be adequate for most research projects.
So what are your options if you do not have your own video-conferencing facility? The simplest answer is, where is the closest link to your office? That local research facility that you try to avoid overusing may offer new utility if you begin booking it to view groups from around the country. More informally, Kinko’s offers video-conference viewing rooms that are compatible with some of the systems used by market-research facilities. Alternatively, you may consider the temporary or permanent installation of a system at your headquarters and still save money over your travel budget.

I see a lot of potential for using video-conferencing of personal interviews or mini-groups. I believe that focusing on an individual, or four to six people, may be easier than a full-size focus group of nine or 10. Another possibility that pushes the envelope and takes advantage of the technology includes moderating through video-conferencing. Yes, I am proposing a talking head at the end of the table. In my mind, this would work best for a quick national sampling of personal interviews. A study could take advantage of the time zones and potentially work several sites in a day. I found using the technology surprisingly natural and can envision using it effectively in this manner.

Perhaps the time has come for your company to begin using video-conferencing. Next Step Consulting manages the details of the technology as part of our services. Give us a call!



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