Did you know that videos are shared 12 times more than links and text posts combined on Facebook? In a world where we live increasingly digitised lifestyles, where video on demand is increasingly the norm and our penchant for movies shows no sign of dissipating, we'd be fools to shy away from the reality that video is the format of choice today for anyone wanting to broadcast their content as effectively as possible and in ways that inspire genuine action. As qualitative researchers who work in the space between online and offline, we believe video is arguably the 'hottest' tool in our storytelling toolkit right now. This is our manifesto for the evolution of the role of video in qualitative research - in the 'sweet spot' between methodology and presentation tool.
The research showed that well-rehearsed 'patterns' of service in the channels explored tend to inhibit the desire to seek out something new when deciding on cold drinks, and they tend to result in consumers making these decisions in autopilot (system 1). Key to disrupting the status quo, they were what we termed, 'emotivators'. That is, disruptors or nudges that overcome default choices and the perceived risk of deviating from what is 'usual', safe and comfortable - and that engage consumers on a deeply emotional level. For example, we determined that personalisation in the small things (a name on the cup that indicates it was made just for them) or customisation (adding a shot of flavour) both cultivate positive emotions and make what are otherwise mundane experiences for the consumer all the more enjoyable and rewarding.