In Palermo (Italy), there is IFF’s biggest branch, with more than 600 square metres and 140 CATI stations. We have a Focus Room equipped with a semi-reflecting mirror, cameras, a desk where can sit up to 12 people and an adjacent Viewing Room. But since our core business is quantitative research, we have developed the Cube Survey digital platform that allows us to conduct webcam interviews, offering new opportunities to market research institutes.
Webcam interviews for quantitative research
The respondents can choose the time slot when they prefer to be called for a webcam interview and they receive a link to click on and connect to. This link works both on desktop and mobile. If the client doesn’t have a sample, we can use the Cube Survey system to create a sample, by using sponsored posts on social media, through which we invite the target group to spontaneously register in order to participate to the interview.
To those market research institutes that require telephone market research, we give the opportunity to receive 5% of the interviews in video format, (therefore we have to have the respondent’s approval). This way, our study goes from quantitative to quantitative 2.0, since the video-interview gives them the possibility of analyzing gesturing, tone of voice and the respondents’ behavior. Then we can subject this video material to neuromarketing analysis for the sentiment analysis. Also they can analyze customer satisfaction, for instance, if required, there is the possibility of “labeling”: the interviewers’ attire, thematic backgrounds we can project requested videos on in order to involve the respondent more.
Market research at the cube
Technological trends are going towards augmented reality and virtual reality, and social networks allow users to live in a sort of virtual control room from which they can select, object, influence, share. User experience, can be both online and offline, in every communication context. Webcam interviews, besides finding fertile ground, are fertilizing themselves. It is the user who spontaneously chooses whether to be interviewed with audio only or with both audio and video. Because they want to appear.
This is a step towards the future. We are one step away from virtual market research. People is ready, but the marketing world, technologically, is not ready yet. That’s why the cube market research with webcam interviews is the future. The respondents are no longer the same as those of the 80s, who passively participate to the interview. Today they want to have an experience, they want to go beyond the conventional ways, they want to stand up for it.
Benefits of CubeSurvey
As quantitative market research is our core business internationally, we can say that this additional research method is bound to become the standard one for the following reasons:
- More than 50% of social use is through video format;
- Respondents are; recruited by following the target group features;
- Video gives new opportunities for qualitative analysis;
- The percentage of dropout is drastically eliminated, because of they’re free to choose to participate;