How To Shoot A Vox Pop

Vox Pops or Voice of the People interviews (Man on the Street Interviews in the US) are notoriously difficult for journalists and Market Research specialists alike. The most difficult thing is stopping people in the street and expecting them to have time to answer a few questions. How many times have you stopped for market research? Being on the side of the researcher, the tables have turned! I for one stop more now than ever before.

Researchers can come in many forms, from students doing research for their dissertation, to charity workers trying to get their message across. So there is a battle on our streets for willing volunteers to stop and spare a moment or two. So you have to be a little different, particularly if you want to stop someone to appear on camera. Have you thought about bright clothing? Waving at someone? Or having a big smile? All of these can help you engage with your audience. In addition, have you thought about offering an incentive? A gift voucher or cash can go down well, or a gift from the company might be useful as well.

Where will you be conducting the research? Foot-fall is really important. You need lots of people going past so you can select the right demographic for your research. Some respondents may want to talk about equality issues, but not finance, so don’t feel bad if someone stops but really doesn’t have anything to say on the subject.

If you are shooting video, there are a few no-go’s. Don’t shoot near heavy traffic, fountains, loud music or have flat brick backgrounds. These are on-streets videos and they need to look like the streets of your town or city. Having some iconic land marks for b-roll is useful for the edit as well. And change the background each time, you don’t want the same shot for every respondent.

And then, you just have to formulate your questions for your research and get out there with your camera and microphone.  Plenty to think about, and if you need any help, give Peter Shevlin at c60media a call – number is on the contact page.

Good luck – and don’t forget – have fun out there, people do stop for big smiles!

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What are Vox Pops?

People often ask us, what are Vox Pops? Well it comes from the latin, “Vox populi” which literally means “Voice of the people” (In the US they refer to Vox Pops as MOTS (Man On The Street) interviews). Vox Pops are often used in journalism to garner public opinion; questions we’ve seen recently on TV have included, “What do you think of Brexit” or “Who are you likely to vote for in the coming general election?”. In business, Vox Pops can be used as a Market Research tool to gain popular opinion of a brand, product or service. It’s perfect for instant reactions for a youtube campaign or marketing presentation. Recently we conducted research on behalf of a personal finance specialist, we captured some great respondents, one who was just off to his financial advisor to unlock some of his pension pot early. With Vox Pops, you just never know who will stop and answer your questions, but you can select a demographic to aim for in advance, for example, millennials. So know who you want to ask, what are the questions going to be and what you will do with the videos once you have collected your research. Knowing these things will help us stop the right people, ask the right questions and shoot for your end platform or distribution channel.

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Why Market Research Vox Pops in London?

Far too often, we think we know what our customers think and want because – well, we just know, that’s all. Wrong! Successful businesses thrive when they meet the needs of their customers. But what do they actually want?  There should be few activities as important as finding out what your customers want from your products and services. Fortunately, there are a variety of practical methods that businesses can use to gain feedback from customers.

The methods you choose and how you use them depend on what the type of feedback that you want from customers. Primary research is information that comes directly from the source – that is, potential customers or current customers. There are five pillars to this research: deciding the questions you need answers to, deciding what information you need to collect in order to answer those questions, deciding how you’re going to collect the information, how you’re going to analyse it, and what you’re going to do with the results.

Vox Pops and focus groups are a great way to do this, give us a question list and we’ll find out more for you, sending you videos of each ‘man/woman on the street’ (MOTS) interview or Vox Pop or even a focus group. Video allows the researcher to spend more time reviewing the footage and therefore will provide a more in-depth analysis for their client. Video has been proven to generate invaluable information that can greatly improve the a product or service offered.

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