The popularity of social media has made it easy to understand how your customer feels. People are very comfortable posting comments—whether positive or negative—about your brand online.
Nevertheless, focus groups are just as relevant as they were decades ago. A well-managed focus group allows you to access your customer’s psyche. They are conducive to obtaining brilliant insights and motivations of consumer behavior, which can help launch new products and services, or alter the existing ones as needed.
Focus group videos, when produced well, are great resources for brand managers. One major advantage of having a focus group video is that you can see the consumer’s body language as they interact with your brand.
There is an art to focus group videos, especially since what the customer says is only a part of what you need to capture. It is the body language which truly reveals the hidden intentions behind their responses.
How to Set Up Your Focus Group Video
Traditional facility cameras used in focus group videos are meant for capturing footage for documentation to be archived later. This is the basic minimum requirement. But, after years of producing focus group videos, we’ve learned that a great insight captured in a focus group can be the tipping point during presentations.
If you have access to an internal video production crew, here is how you should do it: Instead of capturing audio from a central microphone, opt for individual lapel mics for all the participants. In addition, use multiple cameras to capture every possible angle.
Combining these, you will be able to hear and see the subtleties in the interaction, which may otherwise be missed.
Presentation of Focus Group Videos
A well-produced and edited focus group video is a great presentation booster. Reading statistics and graphs build the base of your case and seeing and hearing customer opinions on video seal the deal.
So, the next time you use plan to produce a focus group video, keep these tips in mind.