What are the advantages of Snippies' research?
What's the difference between Snippies and Reel Insights?
Are Snippies' video journalists professional moderators?
Can primary research be conducted by video journalists?
How does Snippies recruit respondents?
Does Snippies do focus groups?
Does Snippies provide analysis of video data?
How do we get started?

What are the advantages of Snippies’ research?
Speed, cost, locations and presentability of results. Other well-known tools – such as surveys, online research and focus groups – can produce research insights but they don’t put a face to their findings. They are, therefore, poor devices for “selling” the research – whether within the company or to an outside client. Snippies’ full-screen presentation of actual consumers is powerful and persuasive, and can be an alternate or supplemental means to insight discovery (for primary research use Reel Insights – see below). Snippies’ research is almost always done in contextual settings – taking the camera to where people work and live rather than bringing them to research facilities.

What’s the difference between Snippies and Reel Insights?
Both Snippies and its Reel Insights division perform consumer research on video. Reel Insights uses stricter recruitment criteria, larger sample sizes and, usually, longer interviews. While Snippies research is sometimes delivered simply in presentation (short) format, Reel Insights is initially delivered as unedited footage or as 30 to 60 minute highlights – ready for MR analysis. Snippies consumer research enlivens presentations, highlights quantitative and focus group research, and puts a face on an idea while giving a quick read; Reel Insights delivers video data for analysis and later presentation.

Are Snippies' video journalists professional moderators?
Most come from a television news background, which we view as ideal because they’ve been trained in both interview techniques and in handling a camera, and they know their community intimately. They are not focus group moderators, and we make no pretense otherwise. We select our video journalists for their inquisitive minds and question-asking ability, plus their video-shooting talents.

Can primary research be conducted by video journalists? 
By having Snippies’ video journalists ask good questions of large numbers of respondents in multiple markets, a researcher has a potent device for gaining reactions to ideas, products and storyboards, or getting marketplace reads of sentiments, language and emotions related to a topic. More generative research requiring group dynamics is better run by a trained moderator (of course, in that instance we’d recommend using Snippies as a presentation supplement to the groups). In any case, our clients can choose to have the research directed – from questionnaire design and demographic to locations and follow-up – by a researcher from their MR department or an outside researcher of their choice.

Does Snippies provide analysis? 
Our core competency is collection of multi-market video data, not its analysis. Generally, analysis is left to those who know it best – the company’s own MR people or outside researchers of their choice. Upon request, we can facilitate selection of an outside researcher or firm (we’ve worked with some good ones). We can also can furnish a written summary of the major themes in interviewee responses, but this stops well short of analysis.

How does Snippies recruit respondents? 
For broad demographics (i.e., “middle class women in their 30s”), we recruit on-the-street. For very narrow demographics (i.e., dermatologists), we have established relationships with professional recruiters worldwide – the same ones you might use when putting together a focus group. In the middle ground (and when appropriate given the research criteria), we use the “who do you know?” technique, tapping into the local knowledge and social networks of our 150 video journalists.

Does Snippies do focus groups?
No – and yes. All research we conduct is designed to yield not only insights, but dynamic presentations as well. Since most focus groups do not fit these criteria, Snippies steers clear. However, we’ve run groups “The Snippies Way,” as a supplemental group or as the final group after a series of groups run by traditional means. “The Snippies Way” means everything – group size, room setup, lighting, camera and microphone placement, etc. – is planned with presentability in mind. Footage from this group becomes the primary face of the study, and the low-quality footage from other groups becomes a supplement, usually “covered” on screen by images related to the topic. The result is unlike any focus group tape you’ve seen.

How do we get started?
Call us (212-594-9500) or email us with your project particulars. We’ll swiftly prepare a no-hassle, no-obligation proposal.