Interviewing for the Edit by Michael Carlon, Hall & Partners and Joe Indusi, RESEARCH2VIDEO #CRC2014 #MRX
- why is high quality video important – people always remember the videos more so than reports
- PATIENCE is your friend. we’re trained to probe and fill the silence, we’re uncomfortable with silence. when someone asks WHY all the time, it interrupts the sound bite. HIt the mute button. 3 second rule. think of soundbites during the interview – wait 3 seconds. this lets the editor cut the clip and it leaves room for the person to keep talking. the first answer is usually the answer they think you want to hear but if you wait 3 seconds then they come up with the real answer.
- Stay out of the LIGHT. The poltergeist rule. Let the responder have the light. Don’t film in front of windows or it looks like you’re in the witness protection program. You can only use footage if you can see the face of the person talking. It’s important to show their environment, show what represents them, show where they usually sit in their favourite chair. Don’t put them against a blank wall that you could find anywhere. show their character.
- It’s okay to beat a deadhorse – you do know what’s going on after a few questions or interviews. But then you’re looking for consistency and reliable. and it gives you multiple editing takes in cases where there was a cough or a baby crying in the background. You can ask people to repeat what they said, “we’d like to hear you say that again.” Maybe they’ll say it a little differently or not but it’s okay to ask.
- Cutaways – don’t forget the B side. if people mention behaviours, keep track of them so you can show them during the filmed interview. it doesn’t need to be just a person talking, show little clips while they’re talking.
- Consider screening out pet owners – particularly if you know footage will be used, we don’t love your pets all the time, you can’t get footage out of a video full of barking. bring a lint brush 🙂
- Capture establishing shots – communicate without having to say it, take footage of the neighbourhood.
- Interview 3 to 5 consumers per segment – one will be a dud or they have dogs or cats, allows you to show multiple people saying the same thing, you can’t have a montage of one. helps sell an idea.
- Budget for time-coded transcriptions – do this even for tight budgets, it lets you not take notes and be fully involved, it’s easier to highlight quotes on paper and then show these to the film editor
- Insist on a video script – think about how the edits will come together, if the filmer can see the script ahead of time, then can plan ahead
- Work with an editor who know the MRX business – anyone can buy a computer with film editing and anyone can pull clips, but there is an art to pulling clips, they know what makes a good sound bit and how to build a story of clips
- The Oscars of Marketing Research: Peanut Labs’ Chief Research Officer wins ESOMAR’s Excellence Award for the Best Paper
- In which I rant about showing data in presentations #MRX #CRC2014
- How marketing researchers can start being more ethical right now #MRX
- How Funny and Clever Earns Budget and Respect by Adam Cook, Pilot Media, Inc. #CRC2014 #MRX
- Immersive Ethnography and Other Unconventional Research on a Budget by Clinton Jenkin, Barna Group #CRC2014 #MRX
- Discover the Science of Fascination by Sally Hogshead, Fascinate, Inc. #CRC2014 #MRX
If you’re not yet excited about statistics, get ready because Hans is definitely excited and he will bring you along for ride. My favourite part: The average person has more than the average number of legs.
Here is a four minute preview of his talk.
But be sure to find an hour to watch this hour long video.
To zero or not to zero, that is the question #MRX
A Pie Chart of my Favourite bars…
Data Tables: The scourge of falsely significant results #MRX
Researchers Discover The Sixth Sense #MRX
Approximately Correct Is Better than Precisely Incorrect