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The future of video: Unlocking real behaviour (not claimed) via consumer video
The general knowledge around the capabilities of video are generally low or incorrect, but the growth of video to an integral part of the research mix is unquestionable. The capabilities of video to capture actual consumer behaviour via new methods, the simplicity of editing, searching and sharing video, the higher quality, all combined with the unarguable fact that good video is compelling, can tell a great story, and most importantly can uncover commercially powerful insight means video is going to keep taking more of the research pie. It’s up to us as an industry to improve that knowledge and show people what is achievable now and in the future.
