This webinar has been generously sponsored by Norstat

For researchers, it’s tempting to think that the project finishes with the debrief. But for our clients, the debrief is only the beginning. The hard work comes with getting the insights understood by the business and used to influence decision making. As a result, clients are looking for new and exciting ways to activate their insights – often asking agency or independent partners for help.

There’s a growing realisation that video is part of the solution – quallies will recognise how the energy increases in the room when clients see some group or vox pop footage of real consumers. But to date, that has been pretty much it for video content as part of the debrief – separate clips of qual research participants or, at best, a reel combining multiple respondents.

Outside of the market research sector, things are different. Explainer videos are everywhere – especially in journalism and marketing. For example, the Netflix series ‘Explained’ by Vox, or the short-form videos created by news outlets such as the BBC and The Guardian to help us understand complex news stories around politics, science and more.

In this webinar, the Explners team will explore the rise of the explainer video through some of our favourite examples, deconstruct what makes explainers so powerful, and share some case studies of how the market research sector can adopt the explainer video to help clients activate the research projects that they (and we) have put so much hard work and investment into.

After attending this webinar you will:

• Understand the different types of explainers and how they differ from other video content
• Be able to spot the types of projects that would benefit from this type of video output
• Know what to propose when a client or a brief says “we are interested in innovative ways of activating the output of this project.

Judith Rose (formerly Staig):

Judith has worked in research for more than 25 years, initially agency side. For the last ten years she’s been a content consultant and insights storyteller, writing copy and long-form content to help researchers bring insights to life and get them to land effectively with stakeholders. In 2023 she co-founded EXPLNERS a business that helps brands, agencies and businesses activate insights using explainer videos.

Mark Whalley:

Mark is a food & drink strategist, specialising in long-term category vision and innovation. A former Head of Food & Drink at GlobalData Consumer, and Insight Controller at Greencore, he understands how things work on both the agency- and client-side. Mark also excels in insight delivery and impact. A huge believer in the value of storytelling, he runs presentation skills workshops and is a co-founder of EXPLNERS.

Dan Parker-Smith:

Dan is a specialist filmmaker with a research background who understands how to balance research project goals and high-quality, video production storytelling. He was recently shortlisted for the MRS ICG Award thanks to his video work. Dan is a co-founder of EXPLNERS which fuses his experience in market research with his skills in film making.

Register for this session here

EXPLNERS: Activate your insights