Using video to reinvigorate the open question

Using video to reinvigorate the open question

Pete Cape

Global Knowledge Director

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Open Questions Suck

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You have 5 minutes with the President…..

be more likeclinton

be more likeclinton

more benefitfor collegestudents

more benefitfor collegestudents

You shouldhave kept yourwords and notjust speak

You shouldhave kept yourwords and notjust speak

the econamy

the econamy

n/a

n/a

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You have 5 minutes with the President

You have done a great job.People have VERY shortmemories of all the good youhave done for our Country, andjust love to pick on you forevery wrong that happens inthis Country. Please continuewith your coverage ofHealthcare and not listen to thenaysayers.

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Why can’t the world be more like this?

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But let’s not get carried away (yet)

•Who could make a video?

•Who does make a video?

•How do we increase conversion?

•Does it work?

•Is video data comparable?

•Are there biases….?

50% (age bias)

65% (male bias)

Use legal sounding wording

Does it work?

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Experiment 1 set-up

•Ordinary panel members from SSI panels

•Doing normal “dull” survey about home heating

•Two open questions:

—1: Easy question – Why do you prefer your preferred heating fuel?

—2: Difficult question - Why would you switch/not switch toelectricity if it came from sustainable resources?

•Random assignment to Video:No-video group

•Video group self defined into Video: Refused Video

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More content

•6x more characters!

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More content

•1.5 x more answers!

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More content

•5x more characters!

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More content

•1.33 x more answers!

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Same top answers

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Boost in importance of secondary answers

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Unexpected boost in minority answer….

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Similar top answers

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Small boost in secondary

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More depth, more colour

Hi, I like gas because I like to cook with it, with arange top. It's fast, it's easy, you know it's on, youknow what the temperature is based on how big theflame is. I like gas because it's quiet. I like gasbecause you don't smell it. I think it's cleaner thanoil. I know it's less expensive than oil. I like gas, it'smaintained better than having to call the oilcompany to come get it

Clean, no smell, easy

control

Why do you prefer <HEATING FUEL>?

Gas is a lot cheaper and more efficient I think, thanusing anything else. It's there at the click of a button,like for cooking. Just click it and it's on. And, for thegas heating, it's a lot easier, because you just turnthe gas radiators on or the heater on, and it's there.You don't have to worry about whether you've gotany money or wood or anything to actually heat yourhouse.

Electricity does not explode afteran earthquake; there are no fuellines to rupture.

Vox Pop

Standard OE

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More depth, more colour

Although I like the idea of sustainable sourcing togenerate electricity and making that a more viablesource for heating, I've mentioned in my previousresponse that I had electric heat once before and I dohave some issues with allergies and such and electricheat just makes the air very dry and it seems toaggravate my allergies. For that reason, I probablywould avoid electric heat unless there was someother system in place that would allow it to be lessdry. But I do like the idea of it being a sustainablesource of fuel that doesn't rely on other forms of fuelsuch as coal or nuclear energy to be generated.

save the earth resources

helps the planet and futuregenerations

Why would you switch/not switch to sustainable electricity?

I would choose sustainable sourcing because windpower - wind is regenerated all the time. Solar panels- the sun comes up everyday, so it regenerates. And itwould be free. Can't beat that.

It is cheaper and less damaging toour atmosphere

Vox Pop

Standard OE

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Remember her?

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Panelists in action

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Sound is not always great

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Picture quality can be so-so

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Some people fill the time…

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But sometimes the end is worth waiting for

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Who does a video?

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Who does a video?

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Experiment 2 set-up

•Ordinary panel members from SSI panels

•Doing “divisive” survey about political issues

•One open question:

•“If you had the opportunity to talk to the President for just 5minutes what would you want to tell him? What should heconcentrate on for the future? Where is he going right? Where ishe going wrong?”

(which they didn’t know in advance)

•Assignment to Video:No-video based on equipment

•Video group split into Video:Refused based on consent