We know video consumption is on the up and businesses are developing around it as quickly.YouTube is upping their advertiser offering with Google Preferred. Networks are geared up to help brands target, measure and optimise their video views. Creative agencies have set up services which create characters and story lines to capture attention, deliver messages and claim a space in  hearts and heads for their clients customers. As marketers we recognise the power of video to build an immediate emotional connection. We recognise it requires little effort to consume but delivers huge impact.

In Liberating research A Manifesto for Change William C Pink proposes we change the way we do research. He advocates shorter surveys, eliminating redundant questions and more meaningful measurement. He makes some good points. While brands have jumped on mobile devices to ask questions at the right time (Well done BA I was leaving the airport!)respondents are still fenced in by choices of response and flat delivery ‘How satisfied are you with your experience with BA so far at the airport today? (Very dissatisfied=1 to Very satisfied =5) (Boooo BA!)

We need to look not only at the channels and the questions we use to get feedback or the way we measure it. We need to look at how we’re asking for feedback and the ways we allow consumers respond. I chose ‘3’ on the BA mobile survey because I wanted to see what happened. ‘Could you please tell us your main reasons for your overall rating of your experience with BA’ I shut the survey down, didn’t have the time to tap out my reasons. I wasn’t convinced my responses mattered. They were giving them to me.

Video isn’t just a broadcasting tool its also a research tool. We need to open it up to customers as a feedback option. There is a reason Skype and Face Time are well loved. People can inject more of themselves into it.Give someone the opportunity to talk freely and they will. In their own words. With their own insights. In their own way. Seeing and hearing a customer talk is an opportunity to really understand where we can improve not just where we think we can improve.

The technology is out there. People can record video feedback using their own devices, at their own pace, wherever they like, at their own convenience. We need to give them the opportunity to do that. How else would you get someone in Australia taking about how your business could be better, from their bed, at 11pm, covers tucked around their ears (true story!)