MMR Taps 'Watch Me Think' for Video Insights

UK consumer insight and sensory specialist MMR Research Worldwide has partnered with consumer-generated video insights firm 'Watch Me Think', which offers panellists financial rewards in exchange for submitting smartphone videos containing their feedback on specific topics.

Watch Me Think recruits participants to record their own, or their families' experiences and opinions about client brands on their smartphones, in their own homes. Through the partnership the firm will supply MMR with footage relevant to its current projects and clients, which its research teams will then analyse and present. MMR says this will enable it to get closer to consumers and access behavioural insights which are often missed through traditional qual and quant techniques.

MD Mat Lintern says the biggest advantage of the partnership from a researcher's perspective is the ability to observe consumer behaviour in real-time, thus increasing the likelihood of uncovering 'accidental insights'.

'Diary-type methods of recording behaviour can be complex and time consuming to complete and also render many important consumer groups such as children, babies and pets inaccessible,' explains Lintern. 'Seeing consumers interact with their products and discuss their experiences on screen will boost understanding of our conclusions, and is sure to inspire further ideas.'

Watch Me Think's co-founder Alistair Vince, claims now is the perfect time for research partners to invest in smartphone-based research, given that people are recording on their devices as an 'entirely normal thing to do'.

Web sites: www.mmr-research.com and www.watchmethink.com .