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EXPO launches in-home video research

Posted: December 7th, 2009 | No Comments »

(Click to view)

In-home video research used to cost an astonishing amount of money. Think about it…how much would it cost to hire a camera crew to follow someone around? You had to screen and qualify applicants (you might not even know what they look like or sound like), you had to hire a camera crew for no less than a full day (even if you were interested in just one sliver of the participant’s life). Nothing could be done quickly — you had to coordinate schedules of applicants and crews, and make sure everyone knew what was supposed to happen. Imagine the costs if you wanted to follow the participant to measure their reaction over time!

And even after all that, what are the chances you could get an authentic, sincere response from the participant, with a bunch of strangers and equipment invading their home?

Marrying the skillset of user-gen content, and the comfort of social media, EXPO has been able to harness the power and knowledge of our community to tap into video ethnography for a fraction of the cost. We can hyper-target a demo, or screen by qualifying questions, and then provide very detailed assignments to our community. This level of care results in a broad video ‘picture’ to accompany research findings. We’re calling it “Kitchen Table Conversations“, to evoke the sense that people are really inviting you into their homes, where they’ve always been most comfortable sharing their lives with you.

In times when social media has made putting personal videos and pictures on public display passe, it’s hard to imagine trying to make a research point without showing real faces in their real words. We recently did a video ethnography for AdAge in conjunction with JWT, on the “Rise of the Real Mom”. We think that EXPO helped AdAge capture the triumphs and tribulations of the unsung heroes that have helped this nation get through the financial crisis…moms!

UPDATE: Will Richmond from VideoNuze did a MUCH better job explaning KTC than I did. I guess the power of being a neutral third party.

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