The insights industry rarely hits the pause button, and summer is certainly no exception.
However, with the inevitable rush of new briefs that will land on your desk in September, taking a moment right now to evaluate your research toolkit is essential.
If you are thinking about upgrading your video diary capabilities to capture better human stories, it is vital to choose a technology partner that aligns with your goals. Different platforms might have a different point of view, so you need to understand what their take is and if that is in line with what you are looking for.
To help you navigate the busy landscape of research technology, here are five crucial questions you should ask when evaluating your next self-ethnography platform.
1. What is your approach?
Not all platforms are built the same. Some are traditional survey tools that have added a video button as an afterthought, while others are content creation apps designed for marketing teams rather than researchers.
You need to ensure their philosophy matches your needs. Look for an approach that prioritises empathy and human connection. Participants should never feel like they are speaking into a void; any platform you choose must foster a safe, private, and guided environment where respondents feel comfortable sharing their true lived experiences.
2. Where are your servers?
When running projects globally, upload speed is heavily influenced by the physical distance between the user and the hosting server. If a participant in Asia is trying to upload a video to a server in America, the resulting lag will frustrate them and lead to high drop-out rates.
Having multiple servers around the world results in quicker uploads and a better participant experience. Ensure your chosen technology utilises a global network of servers to automatically select the best upload route based on network distance and response time. This ensures a smooth experience whether your participant is in a high-speed London office or a remote location with patchy connectivity.
3. What activity types do you support?
Having a clear understanding of what a platform can or cannot do is paramount when writing proposals or activity guides.
Answering the same style of open-ended text box thirty times is a recipe for boredom. Look for capabilities that go beyond standard video, such as audio capture, mobile screen recordings, tasks where participants can voice-over their reactions to stimulus, or integrated mini-surveys to add a robust quantitative component to your qualitative work.
4. What about your upload tech?
A purpose-built upload tech plays a huge role in the success of a project, especially when you have video-based deliverables.
Ask if the files are compressed and if there is a loss of quality in the upload process. Aggressive compression can leave you with grainy, unusable footage. It is crucial to choose a platform that does not compromise on quality, ideally utilising technology that minimises disruptions and allows high-resolution video to be collected securely even from markets with challenging connectivity conditions.
5. How will you help me?
Trying a new platform for the first time can be scary, but it does not have to be! When you are managing multiple projects and tight deadlines, you need to know that your technology partner will act as a safe pair of hands.
Make sure comprehensive training is provided and that it is free of charge. A good platform provider will offer support to get you set up seamlessly, providing personalised kick-off meetings, guidance on task writing, and ongoing help from an experienced team.
Are you ready for the September rush? Use the summer months to evaluate your tools, explore new platforms, and elevate your next project. When you ask the right questions, finding the perfect match becomes a whole lot easier!
