New Lightspeed Service Captures Video Open-endeds

WPP-owned digital data collection specialist Lightspeed has partnered with mobile video MR specialist Voxpopme to launch a service called 'Video Answers', which captures and analyses open-ended video comment during the survey process.

Lightspeed says capturing short videos within a survey 'liberates' respondents from the restrictions of survey design, and elicits deeper consumer insights that can enhance quant research projects. Available across the Americas, Europe, Middle East and Africa, Video Answers can be accessed as a basic service with scripting provided by Lightspeed, along with incremental incentives, editing and data storage; or an enhanced analysis service from Voxpopme which offers basic video capture and album delivery, analysis and platform access, activity tags, and transcription. Frank Kelly, SVP, Global Marketing and Strategy, says the combination of his firm's survey design and market penetration with Voxpopme's platform will create a powerful new way to analyze consumer behaviour.

Daniel Fitzgerald, Chief Client and Marketing Officer, adds: 'For many survey participants, the ability to provide a video answer enables an improved and convenient way to articulate their thoughts than is possible through closed-end questions or text boxes. We're helping to create unique experiences for our panelists; it's simple, easy to use and allows for spontaneous, honest answers. Our clients now have video dialogue directly from their targeted consumers'.

Web sites: www.lightspeedresearch.com and www.voxpopme.com .