How Opinium Got 4x More Responses — By Asking People to Speak Instead of Type

The Snapshot

****Industry: Strategic Insights & Market Research

Use Case: Audio and video-based ad testing surveys for a major fintech client

Results at a Glance

• 4x higher completion and engagement rates compared to previous video survey tools
• 5x longer responses — respondents elaborated more freely without the pressure of being on camera
• Faster turnaround: surveys built and launched in minutes, with responses flowing in at scale — no technical bottlenecks, no video upload headaches

Challenge

Harley McKee, Naomi Horn and the research team from Opinium had a big challenge on their hands. They needed a way to get detailed, high-quality feedback for their ad testing research studies in a short period of time. In the past they would use traditional video survey tools which had low completion, engagement rates, and short responses.

On top of that, they needed something easy and quick to set up as their current systems often required technical expertise and were quite time consuming to program and launch a survey.

The ideal solution for Opinium would be a platform that allowed the team to quickly create surveys, capture audio and video at scale, and was simple for the respondent to use. They were looking for something that could give them the depth of traditional interviews but in a fraction of the time and with minimal hassle.

Voiceform seemed like the perfect fit, promising to streamline their qualitative data collection, be quick to implement, and significantly enhance the quality of their survey results.

Solution

Opinium implemented Voiceform for the ad testing research studies. They were hired by a major fintech company to help figure out which ads resonate more for their upcoming marketing campaigns.

As mentioned previously, in the past they would capture video responses in their surveys so they decided to try Voiceform as they did offer video responses plus much more. Voiceform offered a platform that was quick and easy to set up, letting Opinium build surveys effortlessly. After setting up their Voiceform account, Opinium starting creating surveys in a matter of minutes which allowed them to combine quanititative, audio, and video questions. They were even able to upload stimuli for the respondents to give feedback on. After programming, they quickly sent the survey to hundreds of people and got responses back very quickly. This meant they could gather qualitative insights at scale, almost like conducting hundreds of interviews, but without the time and resource drain.

But what specific outcomes or results did Opinium achieve using Voiceform for their ad testing?

Result

Using Voiceform, Opinium saw impressive results compared to their previous open-ended responses in other surveys. They quadrupled their completion and engagement rates compared to their previous surveys.

This was mainly due to the fact that they ended up collecting more audio responses than video as audio provided a happy medium between text open ends and video open ends where the respondent was still providing rich feedback, but didn't have to be on camera which was a much more pleasant experience. Due to the respondent enjoying the experience so much more, they received responses that were five times longer, providing richer insights. Respondents were more engaged, leading to higher quality feedback. The turnaround time for collecting these insights was much quicker, allowing Opinium to act on the data faster.

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