By ICG member Saul Dobney.
The Cxoice Survey Platform (run by Saul Dobney, ICG member) has been extended to include real-time video capture as someone completes a survey; together with speech-to-speech AI and conversational AI capabilities. This means participants can talk to the survey as they complete it, to explain their reasoning, or so you can see their reactions to prompt materials. The benefit is quant data with added transcriptions for commentary, and video show people can show you things.
Video with quant might seem a strange idea for researchers who only use traditional tick-box questionnaires. However, for surveys that ask people to do visual tasks like marking up a webpage, or asking for participant to show their preferences, or to collect reactions to new marketing materials, then the combination of video and speech allows respondents to ‘show you’, not just ‘tell you’.
It also works for video-based tasks – for instance show me the cosmetics you use, or show me how you load a washing machine.
With all the issues over data-quality and the need for researchers to go deeper and to provide research that can’t be done with AI, video has the potential to have a much bigger role in all types of research projects.