As all great researchers know, question wording in consumer surveys is critical to getting the right results that meet your objectives and result in authentic, unbiased feedback. Video research is no different, so the experts at Voxpopme have compiled some tips unique to writing amazing video questions for truly agile qualitative feedback.

Defining your objectives

The first step for any successful research engagement is to set out the core objective or intent of your qualitative research from the outset. A single sentence purpose statement helps to define a roadmap for the overall study. The use of qualitative words such as ‘discover’, ‘understand’ and ‘explore’ help to set the tone of the question and demonstrate your desire to delve deeper.

How to write a good qualitative purpose statement: a statement that provides the major objective or intent or roadmap to the study. Fulfill the following criteria:

  • Single Sentence
  • Include the purpose of the study
  • Include the central phenomenon
  • Use qualitative words e.g. explore, understand, discover
  • Note the participants (if any)
  • State the research site

Use this template to write your purpose statement: The purpose of this ______________ (narrative, phenomenological, grounded theory, ethnographic, case, etc.) study is (was? will be?) to ____________ (understand, describe, develop, discover) the _____________ (central phenomenon of the study) for ______________ (the participants) at (the site). At this stage in the research, the ___________ (central phenomenon) will be generally defined as ____________ (a general definition of the central concept).

Writing agile qualitative research questions, designed for video

Once the purpose has been defined, it's time to craft our qualitative research questions. Your approach to video research questions shouldn’t differ much from traditional qualitative approaches. It is just as crucial to start your study with well-constructed qualitative research questions that will encourage storytelling and a truly emotional response.

Key qualities of good qualitative research questions include:

  1. Being able to discover problems and opportunities from respondents
  2. Open-ended in nature
  3. Easy to understand and digest with no need for clarification

More tips for framing video questions:

  • Keep questions short & sweet but detailed in prompt
  • All questions should be open-ended in nature, prompting the respondent to tell us a story vs. simply 'yes' and 'no' answers
  • Write with key themes in mind.  Think: describe the brand in 3 words vs. tell me what you think about this brand.  Those “3 words” will then help to identify key themes in the video insight. (Stay tuned… more on that in Part 2!)
  • Include the following types of qualitative words to engineer the type of responses you're looking for from interviewees:
    • How
    • What
    • Why
    • Generate
    • Discover
    • Identify
    • Describe
    • Meaning
    • Outline
    • Show
    • Explore

Question examples by methodology
 

Brand Research


Question Type

Question Wording

Relationship

Describe the x brand in 3 words. If you had to describe x to a friend in three words, what three words would you use and why?

Relationship

Show us how x makes you feel. Using items within your home (excluding those related to x), please select an item that represents how x makes you feel. Show us that item in your video and talk to us about why this item represents how x makes you feel and share why.

Relationship

Describe x as a person in your life. If you were to describe your relationship to x as a friend, family member or someone else, who would x be and why?

Awareness

When have you experienced x? Thinking of the past 7 days, when and where have you experienced (i.e. heard, seen) the x brand or logo in your life? It can be a TV or digital ad, in a display at the store, anything that says x! Tell us about it and what impact it made on you, if any.

Drivers

Which brands do you think 'get you' and why?

Relationship

What is it about x that you connect with? What do you love about x that keeps you coming back to the brand? What does x brand do differently than any other x brand? What could x do even better?

Optimization

What are the top 3 ways your experience could have been improved?

Optimization

What would x need to change or do differently to ensure you purchase this concept/idea in the future?

Relationship

Please read through this question and complete it before recording your video response. For the next activity, you will write a love letter to the x brand. Within your letter please include when and how you met, how you knew you were in love, how/when you introduced them, if at all, to friends and family and what would make your relationship even better. Once finished, please read aloud your love letter to x.

Relationship

Show us how x brand makes you feel. Using items within your home (excluding those related to x activity), please select an item that represents how x brand makes you feel. Show us that item in your video and talk to us about why this item represents how x makes you feel and share why.

Relationship

If you were to describe your relationship to x brand as a friend, family member or someone else, who would x be and why?

 

Concept Testing


Question Type

Question Wording

Reaction

What is your initial reaction to this concept/idea? What do you like about it and what do you dislike? Why?

Reaction

Tell me the first 3 words that come to mind/describe x in 3 words.

Relevance

How relevant is this to you, and does it make you interested to learn more? Please be specific.

Willingness to Try

Would you try this concept/idea? Please explain why or why not.

Optimization

What, if anything, could further improve this concept/idea?

Optimization

What would x need to change or do differently to ensure you purchase this concept/idea in the future?

Performance

What is your perception of how the different concepts/ideas may perform? Which one do you think will be best? Why? Please speak specifically while referencing the name of each concept.

Recommend

Tell me about a time when you could have used a product like this. Would it have solved your need?

Recommend

Who would you recommend this product for and why?

 

Journey Mapping


Question Type

Question Wording

Catalyst

What triggers x? When do you begin thinking about x? How do you know when it's time? What or why typically inspires or triggers your x?

Preparing

Take us through your steps as you prepare for x – is there a goal, a plan, …what are you doing from the time that you first begin thinking about x to actually x? How do you feel each step of the way?

Reflection

Reflect on your entire x and tell us about the different emotions you experienced throughout the day/process. Was there anything unexpected? What was your favorite/least favorite part? How are you feeling now that it is over? What did your x set the stage for?

Reflection

Is there anything that could have helped you along the way – inspiration, motivation, tips/tricks/shortcuts, emotional support, etc.?

Occasion

What are you seeing and feeling the day of x? What are you doing, seeing, and feeling from the time you wake up until after the event is over?

 

Product Testing


Question Type

Question Wording

Reaction

Tell me the first 3 words that come to mind/describe x in 3 words.

Selection

When you are selecting your x products, what benefits are you looking for? Does x play a role? Are you loyal to specific brands and products you've used in the past, or are you open to using new products?

Optimization

If you had to create one “super product” for x, what attributes would you pull from all of your different solutions to create this product? What specific sensory experience (smell, touch, sound, see) or benefit is most important for that product to have? Name your “super product” and the ideal format you would administer it.

Relationship

Show us how x product makes you feel. Using items within your home (excluding those related to x activity), please select an item that represents how x product makes you feel. Show us that item in your video and talk to us about why this item represents how x makes you feel and share why.

Recommend

Tell me about a time when you could have used a product like this. Would it have solved your need?

Recommend Who would you recommend this product for and why? 

What’s next?

We hope these best practices were useful for you when considering your approach to writing qualitative research questions for video feedback. Have more questions? Our team is always on hand to collaborate with you and identify the biggest opportunities to incorporate rich, agile qualitative insight into your research program.

Stay tuned for Part 2 of the series, where we’ll share insider info on how to analyze video feedback, and how to uncover the most powerful treasures in your research.