Spotlight: Video Review Task

There are a variety of instances within qualitative research where you may be interested in presenting participants with some type of image for them to review (e.g. concept testing, projective techniques, etc.). For this reason, we have designed the Image Review Task!

Use of multimedia and video in online qualitative studies is a powerful way to engage with your target audience in a remote setting. With that in mind, we placed a large focus on expanding the breadth of tools researchers can use for evaluating video content within Recollective in a much more meaningful way. In today's spotlight, we will take a look at one of those powerful tools - Recollective's Video Review task!

  • What is the Video Review Task?
  • What can you do with the Video Review Task?
  • Data Visualization

What is the Video Review Task?

Similar to our popular Image Review Task (learn more about our Image Review Task by clicking here), Video Review gives researchers the ability to present participants with any video or audio file of their choice, and have them interact with the stimuli in real time as they view the content. While this sounds rather obvious, it is important to note that all of the qualitative and quantitative data is recorded on a frame-by-frame basis. This enables you to capture the participant's in-the-moment reactions to specific areas of the video in addition to the overall content.

From a participant standpoint, they are prompted to watch the stimuli and place markers at key points of interest throughout the viewing. Once they select a marker, they are prompted to annotate why they made that particular selection in that given timeframe.

What can you do with the Video Review Task?

There are a variety of different ways you can leverage the Video Review Task. A few examples include gaining reactions to:

  • Animatics
  • Advertisements
  • Pre-recorded slide decks
  • Website or application screen recordings
  • Entire television shows

When building out your activity, you can have participants review content independently or take a comparative approach.

Comparative Content Review

Using a combination of our task randomization and segmentation features, researchers can present multiple videos to participants in rapid succession. In pairing it with concept randomization and selective viewing methodologies, one can present multiple videos that involve:

Slightly varied content and messaging for sequence testing

  • For example, you could show product commercials that introduce regional variations for the users within each respective market or segmentation group.

Significantly varied content for direct concept comparison

  • Commercials or marketing content from competitive brands could also be displayed for direct comparison, followed by deep dive techniques to flush out additional reactions from participants

Independent Content Review

In other cases, you might want to present finalized video content for user assessment. We've often seen this done with projects revolving around the entertainment industry, whereby pre-aired film and television content is focus tested on a select group of viewers. This is a great way of subjectively allowing your participants to provide an in-depth (and often one-time) reaction to the video content.

Regardless of the level of variance in the content displayed, the Video Review does a much better job at associating your participants' thoughts on the frames that are different from one video to the next.

For more information regarding Concept Testing within Recollective, click HERE.

Data Analysis

The Video Review task captures the following data from participants:

  • Their quantitative rating at an exact timecode / video frame
  • Their qualitative text comments associated with that timecode / video frame

Based on those two datasets, you'll get access to a several charts for analysis including a breakdown of the marker distribution and frequency. The marker distribution chart allows you to quickly and easily identify any moments throughout your video where multiple markers were placed, while the marker frequency chart shows a breakdown of the types of markers placed for the entire video, giving you a general idea of participants reactions overall. These charts can be customized for more targeted analysis and easily exported for future use in reporting.

The Video Review Task is incredibly powerful, allowing you to collect frame-by-frame data on your videos without being overwhelming to participants. Whether you are testing an ad, screen recordings, or even a TV show, the Video Review Task produces a unique output that can net you useful and specific feedback regarding particular moments within your content. The Marker Distribution is both visually appealing and easy to understand, making it easy to add further value to your reports. The Video Review Task can even lead to unique insights that might not have identifiable with traditional video review techniques, so you'll want to make sure to take advantage of it whenever you have the chance!

Jared Nguyen
Vice President Strategic Projects

Let's research happy together