Video Response questions can yield authentic, detailed insights by enabling respondents to speak directly and elaborately. This post outlines best practices for video interviewing in surveys.

1. Ask focused, single-topic questions

When collecting video responses in a survey, ask specific questions that guide respondents to provide clear, concise answers. Avoid overly broad questions that may cause respondents to struggle to decide what specifics to focus their response on, leading to vague or rambling responses.

For example, rather than simply asking a respondent “Why” they feel a certain way, you could begin the question with one of the following:

• For what reasons…
• In what ways…
• Explain in detail…
• Make a list of…

Ensure each question addresses only one topic. This clarity helps respondents provide thorough, coherent answers without feeling overwhelmed. If you need information on multiple aspects, break them into separate questions. This approach yields higher quality responses and makes analysis more straightforward.

2. Craft questions that prompt detailed responses

When using video responses, focus on open-ended questions that encourage rich, qualitative feedback. Avoid closed-ended or quantitative queries that can be efficiently collected through other survey methods. Instead, craft your questions to elicit detailed descriptions and explanations.

For example, rather than asking “Did you enjoy this advertisement?” you could ask:

What are your thoughts on this advertisement? How would you describe its style and overall message?

This approach allows respondents to share nuanced insights, capturing emotions, reactions, and detailed explanations that add depth to your research findings.

3. Limit video responses to a maximum of four

To ensure high-quality responses to each of your questions, we recommend collecting a maximum of four video responses per respondent in each survey. Exceeding four tends to yield increasingly unfocused and lower quality responses as participants fatigue.

4. Use other question types effectively

Video Response questions effectively gather in-depth, qualitative insights from respondents. However, they are less optimal for concrete data like demographics or usage statistics. Incorporating complementary survey question types - multiple choice, rating scales, etc. - streamlines the process for respondents. It also enables easier analysis of segmented data for researchers.

The following question types are commonly used to complement Video Response questions:

5. Set clear expectations for video response surveys

When incorporating video responses into your research, consider the following factors to optimise your research planning:

Lower incidence rates

Video response surveys typically have lower incidence rates compared to standard surveys. This is because they require respondents who are not only qualified for your study but also have the necessary hardware and are comfortable recording themselves providing feedback. As a result, the pool of eligible participants is smaller, which can impact your project timeline and sample size requirements.

Larger initial sample sizes

To achieve your desired number of completed video responses, it is recommended to start with a larger initial sample. This approach compensates for the lower incidence rate, as well as providing a buffer against incomplete or low-quality responses, ensuring the depth and value of your research outcomes.

Longer fieldwork timelines

Video response surveys typically require longer timelines than other survey types. This is due to the additional time needed for respondent recruitment, video recording and uploading, and thorough quality checks. Factor these considerations into your project schedule to avoid delays and minimise impact on your research deadlines.

Higher survey incentives

Video response surveys often require higher incentives due to the extra effort from respondents and the smaller pool of eligible participants. Offering more attractive rewards can boost participation rates and encourage higher-quality responses. Pre-plan your research budget and consider the cost and benefit of video responses to maximise the value of your research investment.

6. Pilot test your survey

Conduct a small-scale pilot test before launching your full video response survey. This step helps:

• Identify potential technical issues with video recording and uploading.
• Refine question wording to ensure clarity and encourage detailed responses.
• Estimate survey completion time and adjust survey length if needed.
• Gather feedback on the overall respondent experience.
• Check if existing incentives are attracting enough participants.

A well-executed pilot test improves data quality, enhances the respondent experience, and allows you to fine-tune your survey design for optimal results in the main study.

7. Find suitable respondents for video responses

Video responses require participants who are both willing and able to record themselves. Start by considering your existing contacts who are familiar with your brand and may be more open to this format. With Conjointly, you can collect video responses from your existing contacts and mailing lists through the bring your own respondents and send an email campaign options.

Looking to gather video responses from sources outside your current contacts? Keep in mind the typically low incidence rate for video responses. You may need to adjust your pricing or sample size accordingly to achieve your desired number of responses.

Conjointly provides you with numerous sampling options to match your specific needs. For small tests and access to a general audience, you can opt for Self-serve sample. This option gives you full control over your respondent sourcing with over 160 preset targeting filters and the ability to customise your bid per complete response. When setting your price, consider the typically low incidence rate for video responses. You can pause data collection to refine your approach as needed.

For larger studies or if you have more specific requirements, you can reach out to us for specialised Predefined panels with video response capability, which are crafted to ensure effective and efficient video response collection, and priced to take into account the typically lower incident rate.