inColor is unique in that it is based on a video Q&A. We strongly recommend using video requests for introducing your open-ended qual questions as this creates a more inviting atmosphere for respondents to record themselves. Also, the video question offers many opportunities:

  • Why not get a company spokesperson or representative to ask the question? This will help put a face to the company, demonstrating your culture and building a more intimate connection with your participants

  • You could be demonstrating a task or showcasing a new product

  • You could upload an ad, film or presentation in order to gain feedback


The video can be easily recorded within the system or uploaded if you have an existing file. Make sure that you have good lighting and the sound is clear - we recommend having a test run first. Many laptops have good enough webcams and mics so specialist equipment is probably not necessary.



Best Practice

Our aim is to collect high-quality video responses. There are several things that you should consider when recording yourself for the video request.

  • You should always ask open-ended questions (instead of questions that can be simply answered with yes/no). Example: 
    • Don’t ask “Did you like this ad?” ❌
    • Do ask “What is your impression of this ad?” or “What are things that you liked?” or “What are things you did not like?” ✅
  • Keep it conversational. Do not use too specific or too technical terms that respondents wouldn’t understand. Also, you don’t have to be formal. Think of talking to a friend and try to use your own words. 



Preparation for Recording Video Requests

In contrast to live qualitative interviews, you cannot interact with respondents while they answer your questions in quantilope inColor. Therefore, preparation is key. 


  • It is recommended to write down a video script and to have it reviewed by a colleague before actually recording your video questions.
  • inColor has a tool that allows you to input your script notes so you can see this whilst recording.



Interview Flow

At first you should introduce yourself and the aim of the study. You may also want to explain how participants can record themselves / upload videos. Use the Welcome message to record a video that would help you to kick off the study 


Example:

“Hi, I’m NAME and I’m a researcher at [company name].

Today I would like to talk about PRODUCT with you.

I’m looking forward to your video answers. You can record them on this site [POINT DOWNWARDS] or record yourself with a device of your choice and then upload your response.

Please make sure that your face is clearly visible and that you're in a quiet environment so that I can understand what you’re saying.”


Then, start with an easy warm-up question - this can be category- or product-related or even personal. 


Examples:

  • “What was the last time you consumed PRODUCT? Please describe the situation, your mood and why you chose the product in as much detail as possible.”
  • “Tell me a little about yourself. How would a friend describe you? What are your hobbies? What does your typical day look like?”


The aim of this first warm-up is to ease respondents into talking and recording themselves before actually getting to the research questions.


After the respondent is warmed up, you can ask your main questions. Keep in mind that you should ask open-ended questions and try to limit the number of questions per video, so that respondents don’t get overwhelmed / confused. 

Again: try to keep it short and simple. 

Examples:


  • “How did you like PRODUCT? Please describe your experience in as much detail as possible and mention aspects you liked and also what you didn’t like.”
  • “Let’s talk about TOPIC. What comes to your mind when you think about TOPIC? When was the last time you heard / talked about TOPIC? With whom did you discuss TOPIC and why? I’m looking forward to your detailed video answers!”
  • “I would like to understand better how exactly you use PRODUCT. Think of a typical situation where you use PRODUCT and describe it to me in detail, e.g. when and where did you use it? Why did you use it? How did using it make you feel?”