The benefits of Video Diary tools for Customer Experience Research
A video diary can be a great tool to capture vast amounts of customer experience data over an extended period of time. Customer experience research captures the customer touch points with those of a particular service or company interaction. These touch points can be difficult to capture and recall using traditional diary research methods; however video diary platforms offer a solution.
The benefits of Video Diary Studies for Customer Experience research?
Much like diary studies, video diary studies can be used to capture customer experience from a few days to a much longer time frame, such as a few months or a year. This qualitative, customer experience research method provides a rich context through a self-reflecting view of the participant experience.
Video diaries provide in-the-moment video footage of the real world customer experience that shines a light on pain points or moments of delight at each stage of the customer journey. Being able to show this video footage to stakeholders results in faster decision making compared to relying solely on analytics.
Video Diary Apps are easier for CX research participants
First , customer experience research can be difficult and time consuming to capture standard diary study research methods. While the participant is writing down their thoughts, often they cannot be shared out in real time with the researcher. Mobile first Video Diary Study apps solve for this pain point by capturing interactions and storing them on a platform that can be accessed by the researcher shortly after the upload.
Capture Customer Experiences in context
Additionally, traditional diary studies increase the time it takes for researchers to synthesise and analyse the qualitative data. Accessing the diary entries from participants makes it difficult for researchers to follow up on emerging insights.. Online tools for video diaries solve for this by providing researchers access to participant recorded materials throughout the duration of the study. This helps facilitate analysis as the study is progressing, not just at the end when the participant hands over their materials.
In-the-moment research means less reliance on memory
Finally, customers can forget key moments of their experience. This can result in the loss of valuable insights and emerging patterns. Video diaries can overcome this by providing participants with prompt and unobtrusive notifications to direct them during a project. Pop-up messages and predefined tasks help researchers get answers without waiting to follow-up with participants after the study. This asynchronous interaction provides a more relevant and accurate account of the customer experience.
Surface Customer Experience insights quickly
Qualitative research using video diaries provides additional benefits for customer experience research by allowing easy transcription, tagging, and secure storage.
Our video diary software platform stores all the information along with tools to help speed up the analysis. Having all data organized and easily attainable ensures that the final deliverable will be data driven and internal stakeholders can get access to mine for additional insights they may need beyond the customer experience blueprint.
The power of Video Diaries for Customer Journey Mapping
As research strategists working with UX Design teams and market researchers, we are increasingly seeing the integration of video diaries to create dynamic customer journey maps.
Quick and effective analysis of the qualitative data obtained from video diaries can be leveraged to design and develop a map of the customer experience. Customer Journey Mapping has become an integral part of ensuring the best customer experience for many brands. The use of video diaries for customers to showcase their experiences is highly valuable. Video diaries are now becoming a critical component that makes up a dynamic and rich customer journey map.
Why you should consider Video Diaries for your CX research
Video diaries can quickly overcome the limitations of traditional diary study techniques for customer experience research.
At each step of the customer journey research project, video diary software is leveraged to make the experience data gathering process more efficient and easy.
For the reasons listed above and more, video diaries are a great tool for optimizing customer experience research.
If you’d like to discuss how our video diary software can transform your customer experience research, please get in touch.
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