There’s nothing like showing graphics or video clips to convey the essence of qualitative research. Hearing and seeing respondents discuss brand perceptions, react to commercials, or tell stories about their use of a product are compelling and engaging. Such clips may be embedded, or linked to in a qualitative report.
The use of video, however, presents obstacles that are not true of still shots, clip art, or other visual tools that are static rather than dynamic. The key obstacles are file size and file conversion.
File Size
Large files are not an issue when the presentation is being played on the computer on which the PowerPoint was created. However, files with embedded videos are difficult to send and receive by email. Solutions to that include:
- Online programs designed to send large files, such as Yousendit, or Whalemail
- An alternative to PowerPoint, which is that offered by Sliderocket. An online program, it enables the user to create and send presentations entirely online, thereby replacing PowerPoint altogether in a form that is considered arguably flashier than PowerPoint—although it has fewer shape formatting and chart capabilities. And PowerPoint still has many more followers and a much longer tradition of use.
File Conversion
Converting from one format to another can be tricky. It often simply involves converting DVD’s (the usual takeaway from focus groups or one on ones) to other formats. But it may also mean turning a video report into a PowerPoint presentation, or vice versa. Here are software programs that can help:
- My Video Converter converts from or to a number of different formats and costs $40. Auto GK is a free tool that converts DVDs to AVI’s ("Audio Video Interleave"), which can be used with Windows. But the process is not entirely automatic. There is a learning curve to using these software programs.
- Roxio's Videowave, which extracts selected clips for inclusion in PowerPoint report clips. It also helps to design a presentation using the clips, including background music and/or animation. Animation can be also be used in creating charts by using Oomfo.com. A new tool for PowerPoint, oomfo.com provides a way to create animated Flash charts for PowerPoint presentations.
- Aimersoft is relatively more user friendly than other programs. At a cost of about $60, Aimersoft's “ultimate” Video Converter enables the user to create DVD’s, rip DVD’s, or convert video.
At the extreme end of the video continuum is video reporting, that is, the option of creating "videomontages," in which the entire report- for a cost- is rendered in the form of "a highly edited movie produced from research footage." The montage is embellished with audio, special effects, and other enhancements. A video library is another way to go, providing video-clips organized into topic folders.
Qualitative Research: Keeping Video in its Place
Attention to visual appeal -- whether in the form of charts and graphs, graphics, or video -- should not take precedence over good qualitative reporting. That is, to tell a story, and tell it as succinctly, accurately, and clearly as possible about findings and implications. Garr Reynold's blog (and book) "Presentation Zen" is a good reference for maintaining the critical balance of information and design.
PowerPoint presentations for qualitative research are becoming more sophisticated, requiring improved graphic design, and the inclusion of video clips. This article discusses new software tools than can help with file size and converting files. It also cautions against the overuse of graphics, videos, and other bells and whistles to the detriment of the qualitative findings themselves and the insights they provide. See Three Ways to Improve Market Research PowerPoint Presentations.
Elizabeth Harrington - Poet, Freelance Writer, Marketing Research Professional, Blogger (www.allaboutqualitative.com)
