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Never has it been easier conduct video research thanks to the prevalence of smartphones and a wide number of apps and online platforms. These enable seamless collection and analysis of data, and most are GDPR and/or HIPAA compliant.
While video diaries provide a unique insight into the lives of patients and healthcare professionals, there are both positives and negatives to using this approach:
· There is less dependency on respondent recall.
· Respondents may discuss important topics that they may otherwise consider too minor to mention in an interview or notice nuances in their workflow they would not otherwise have recognised.
· Ability to see exactly what it is the respondent is discussing (less need for interpretation).
· By combining video diaries with other research methods, overall data collection can be far richer than it otherwise would be.
· Respondents may be inclined to be more candid because they are not directly faced with a moderator.
· It is interesting to watch their interpretations of the tasks and the different approaches they may use.
· The environment is less controlled than a typical interview.
· Opportunity to observe similarities and differences between the respondents besides those identified in the screener e.g., confidence on topic, candidness.
· Videos make much more striking and memorable contributions to research than typical methods.
· Although video diaries are meant to be less “controlled” than other methods, the heavily contrived nature of setting the tasks still means that the data collected is not spontaneous.
· Respondents would not typically perform the same behaviours or have the same discussions as they will on camera.
· Researchers must be aware that respondents may try to portray themselves in a better light e.g., not skip steps in a process, or have politer conversations.
· Similarly, respondents may be inclined to self-monitor during their tasks, e.g., try to please the investigators, try not to say the wrong thing, or censor what they are saying or showing by shooting multiple videos.
· Lack of moderation means it can be harder to follow up with respondents if they have missed something from their tasks.
· Depending on the amount of data collected, it can be a lot more time consuming to analyse results, as videos must be watched in real time.
Video diaries can be quite cost and time-effective when compared to traditional ethnographic methodologies.
However, there are lots of other things to consider when contemplating using video diaries for your market research study.
Before undertaking video-based research, ask yourself the following questions:
If you are investigating medical workflows or unmet needs and need guidance on research strategy or any other service do not hesitate to contact us.
We would be delighted to offer a primary consultation, consisting of an initial discussion by telephone or face-to-face, to outline our proposed research approach, with explanation and rationale.