A video survey is a type of unmoderated qualitative study that takes advantage of the fact that almost everyone has a smartphone by asking participants to respond to a series of instructions or questions by making a short video for each one.

Video survey responses usually last 1-2 minutes, and are most often “selfie” videos in which the participant can be seen answering the question. But they can also be videos in which participants show something else using the back camera of their phone, for example “show me where your kitchen is” or “show me the confectionery aisle in a supermarket”. They can even be videos in which participants narrate an activity they are carrying out on their smartphone, such as navigating an app or website, while recording what appears on the screen.

The advantages of a video survey include giving participants more flexibility in timing compared to an online interview, and capturing facial expressions and reactions “in the moment” in a way that can be very appealing to customers.

There are a number of specialized video survey tools, and video response capabilities are also built into many platforms. Some of these tools generate automatic transcripts of uploaded videos, speeding up analysis and reporting, and others use artificial intelligence features to analyze participants’ facial expressions or the language they use to deduce the sentiments expressed.

Simple video surveys can also be conducted without using a dedicated platform. At Meenthe, we have conducted numerous video surveys using a variety of platforms.