Dynamic Video Capture – A New Way to Bring Focus Group Learning to Life
For many clients, capturing focus group learnings via video highlight reels is critically important. Video is especially useful for educating and motivating internal stakeholders on the attitudes, behaviors, and needs of consumers, as well as their reactions to particular products and services.
Video brings research to life; however, creating effective video reels using traditional focus group recording methods is difficult. Stationary cameras typically result in low quality and grainy footage, while operator-assisted cameras are expensive and often don’t track the natural flow of conversation well.
When a regional casual dining restaurant chain was interested in using focus group insights to educate and engage franchisees, they called in C+R’s expertise.
Wanted: A Compelling Way to Share Research Findings
A regional casual dining restaurant chain was looking to expand within its current marketplace and beyond. In anticipation of this expansion, the company wanted to understand perceptions of the brand and reactions to the restaurant experience.
The primary research objective? Establish a vivid, consumer-centric understanding of the brand’s DNA, its elasticity, and what it could stand for in the future. The company also wanted to learn about customers’ delights, pain points, and wishes related to the menu, service, and dining atmosphere. Ultimately, the client wanted a compelling way to share research findings and motivate franchisees around the learnings.
A High Quality Video Solution
To meet the client’s objectives, C+R conducted a comprehensive brand audit including focus groups at the chain’s individual restaurants. Hosting the focus groups at the restaurants gave participants real-world context to refer to during the discussions, eliciting a richer understanding of the brand and restaurant experience.
The team used C+R’s Dynamic Video Capture technique to seamlessly capture the focus group discussions on modular, table-mounted GoPro cameras. GoPros have several advantages over traditional ceiling-mounted and operator-assisted cameras, including:
- Small, compact size makes the cameras unobtrusive
- Wide angles mean fewer cameras are needed
- Easy to capture vivid close-ups of respondents
- Respondents’ body language and facial expressions are more evident, which allows for a deeper, more authentic understanding of respondents’ feelings and perspectives
- Tracking participants’ conversation comment-by-comment is seamless, without losing the context of who is speaking
- Resolution and video quality is extremely high
Enhanced Video Storytelling Engages and Excites
C+R’s expert qualitative team created a dynamic video highlighting the focus group learnings and presented it at the company’s annual franchisee meeting. The high quality video brought diners to life in vivid detail. Management reported feeling delighted to see that franchisees visibly engaged in the learning because of the enhanced video storytelling. The immersive video gave the whole team a nuanced understanding of their diners, what the brand stood for, and the opportunities for expansion in the future.