Suppose you conduct your market research through paid survey sites in India, the US, or other countries. In that case, you must have forayed into the alley of video surveys. And if you haven’t, you should try this extremely popular way of engaging with your customers. We can help you with what a video survey is with some tips on how it can help you to get the best with your market research.
Video surveys have gained popularity because they’re engaging. Instead of preaching the features, they show the benefits of your products and services. A video survey helps you stand out in a swarm of competitors. A text-based survey might not reveal every aspect of your product like a video embedded in the survey form. Videos help your users discern the color and look of your products and understand the services better.
Video-based market research can offer videos explaining a brand’s offerings. Likewise, a market research consultant can explain the latest research the brand is conducting about the market and product to the users through a survey. Or a brand can even ask users to drop a video-based review, which they can further use for promotions with users’ permission.
To learn more about why you should use video surveys in your market research endeavors, read how online videos surveys increase the engagement and response rate.
Open-ended videos are like subjective text-based questions. Users are free to enter longer text content as a part of their review for a question that can’t be replied to in a binary yes or no. Likewise, in an open-ended video survey, users are asked to upload a video of their sentiments.
A video with the review conveys so much more than the words— nonverbal gestures and facial expressions, grunts, smiles, and irritated arched eyebrows. Such qualitative data can be captured otherwise through a focus group.
Not all reviewers would know what they’re expected to offer in a video review. So, explain to them what you’re looking for—whether you want them to explain the features they liked or improvement areas in your product or whether you want them to compare an existing service vis-à-vis yours.
Your users might be mindful of their data being used unethically or unlawfully. After all, data leaks and personal data breaches are not uncommon these days. So, assure your users how you plan to use these video reviews and their data. Seek their permission first if you want to use their feedback over social media, as website testimonials, or in some other ways. Many users might be wary about being a part of your social media campaigns. So, use their videos judiciously.
Making video reviews consumes the time and effort of your audience. They also need to be more open and braver to present themselves in a video. So, if you offer them a reward, make sure it compensates for their efforts. And if not, you should plan to pay your users.
The same goes when you upload a video explaining your products or surveys. A user might not prefer to consume bug chunk of their internet bandwidth or their precious time to watch your video for nothing. They have many entertaining platforms to keep them busy and hooked to movies. So, you must compensate your users in a better way than a usual text-based survey.
Rewards help your users hook, open up, and share not just views but also their physical presence.
If you frame your question in 3-4 words, you can’t expect a detailed review from your audience. So, frame the right question in a detailed way. But not too long that your users start to cringe at reading a one-page document instead of a question. Hence, your question should be detailed yet crisp. Ask them what you expect them to record as a video. If possible, offer the question yourself as a video, make them more comfortable, and keep them engaged.
A crisp and clear question explaining your expectations helps them frame their answers with emotions and the right word choices. Remember, a video review is qualitative market research in a quantitative assessment. So, if you ask, “how did you find our cereal for breakfast”, you might get “good”, “amazing”, or “tasty” in the response—which surely is not your agenda. And you would lose a great opportunity to collect customers’ opinions.
Instead, ask them, “Which aspects of our breakfast cereal makes you come back to it every morning”. Such enticing questions can evoke the right feelings in your users and help you assess their feedback more deeply. If you also post a question in the form of a video, you can ask them about flavors, nuts, and macronutrients they want to see in your products more smoothly.
Most people these days are well-acquainted with using a webcam. But you should still offer them technical assistance to record a video. Sometimes, a web browser doesn’t allow a camera by default. Their system settings or phone configuration might restrict them from creating a video. Or they aren’t very comfortable being online to strangers. So, assist them with every sort of comfort and help they might need.
When creating a video for your respondents, you should be clear in your questions. Try to record yourself in a noiseless and clean environment. Dress up smartly and represent your brand in some way, using logo or banner. Your users might not understand your accent. So, pose your questions calmly in a clear voice. Frame your sentences with good pauses to make them properly audible. Don’t stray off the topic when you explain your market research context. And if possible, post some samples to explain them what their feedback can look like.
The market research industry relies on booming technologies like AI and analytics and popular ways like video surveys to engage their users. Video surveys can make you reach out to a wider audience. If you’re willing to implement these in your surveys and market research, we are here to help you.
Opinionest, an online panel company, is one of the popular online survey sites in India. So please contact us here today to start a conversation.
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