How do you get viewer feedback on your videos?

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  • Updated 2 months ago

This is NOT a technical question.  :-)

 Here’s our situation. . . .   We’re a software development shop and are constantly creating short video tutorials on our product features.  Although we do see and hear a good amount of positive anecdotal feedback, the powers that be would love to see some cold hard stats.  We’ve pretty unsuccessfully tried things like SurveyMonkey and inline questioning but it always seems like a swing and a miss.

 How do you do it?  We’d love to learn about what customers like and don’t like.  Do the videos help with the users adoption of our products?  What can we do to make our productions better?  You know the normal things that will help you improve your productions.

 I’d love to hear everyone’s thoughts on this topic and of course please share any links to resources you may have that have helped you.

 Thanks!

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Eddiebo

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Posted 2 months ago

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Ben Rhodes, Employee

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Hello,

These are a great set of questions.  I'm curious do you have a specific video hosting solution you are using and is this a hard requirement?

So I read a couple different threads in what you are looking for:
1) If you are interested in getting specific feedback about a video we do offer our Video review solution.  This product allows users to watch your video and comment and annotate at any time in the video. 

2) It also sounded like you'd like analytics collected on how a user is watching the video.  So you could look at some data that would answer some of the question you wrote about above.  Our TechSmith Smart Player does have some integration with Google Analytics that record some events like:
  • Number times a video was started
  • Number times a video was finished
  • Basic stats on how much of the video was watched in 10% increments
  • Number times a video was replayed
To enable this you have to provide TechSmith Smart Player with a Google Analytics ID.

Our TechSmith Relay lecture capture solution records detailed analytics about what parts of the video users have watched.

You may also want to look at https://wistia.com/ for these needs.

Ben
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Rick Stone

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Heya Ben

Can you please expound more explicitly about how to go about configuring the SmartPlayer with the Google Analytics ID?

I'm not sure I've seen that documented anywhere.

Cheers... Rick :)
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Ben Rhodes, Employee

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Adding this JavaScript in the production player html doc before the other JavaScript will activate Google Analytics.

TSC.playerConfiguration.googleAnalyticsID = 'Your GA ID';

I will add that this feature of Smart Player has not been updated in a long time.  As Google Analytics has changed over the last 5 years, we have not done any work to keep up. 

Ben
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OdatNurd

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Is this similar to what adding an Analytics Key to your Screencast.com account does to allow for analytics support on videos on that site, or is that handled by another mechanism for videos hosted there?

Mainly just curious as I was toying with the idea of setting that up, but it sounds like perhaps it might not fully work?
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Ben Rhodes, Employee

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OdatNurd,

Yes, screencast.com will set that player config setting when using that feature.

Ben
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Rick Stone

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Thanks for the pointer on the code placement!
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Eddiebo

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Thanks Ben!

Based on your response it looks like we're actually on the right path, we just need to do a better job at analyzing some of the information that is available to us.

We're actually an early adopter (beta tester) of your review tool.  I actually use it on an almost daily basis.  However, I only use it as an internal tool for our SME's to review the productions.  Maybe we could develop a process to engage some of our customers to use it too.  Going to think about this one.

As for Wistia. . .  YES, LOVE IT!  Been using their hosting service for years.  Our Marketing department initially used it for their content but we've pretty much taken over their account.  :-)

Thanks again for the reply! 
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David Demyan

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Surveys are helpful if they are positioned strategically. We get really good responses to our targeted surveys at the end of SCORM-packaged videos. From the e-learning we have a link that is placed in such a way and worded in such a way that it gets attention. We use survey questions that measure how effective the viewers felt the video was. We allow text comments to provide more information and that's where you get really good suggestions for improvement. Sure, some of them are off-target rants, but the vast majority are positive and helpful.

"Positioned strategically" in the paragraph above means the message and link appear right after the video is done. Many video delivery tools allow embedding an interactive link that takes viewers to the survey. I would explore that method before spending more money. As Ben suggested above, the TechSmith Smart Player allows that kind of interactivity.
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davemillman

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Pay them a carrot or a $25 Amazon gift certificate or a custom Tshirt. If you pay them they will come. The other advantage is they will answer more and longer questions if there is a carrot waiting at the end.
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Eddiebo

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TechSmith needs a "Love" icon for this one. . . 
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David Demyan

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DaveMillman is correct that incentives work to encourage survey participation. Nielsen got me to fill one out by sending a dollar bill and promising 5 more if I completed and sent it back. I did.

However, I always worry about tainting the responses that way. Do we create a favorable bias, especially when using more valuable incentives?
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Eddiebo

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Yeah, that though has been poking me in the back of the head in regards to compensation.  
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davemillman

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While it is probably true that a sample audience paid for their time may express a systematic bias, in those cases where time has value (business & product planning for example) it is far more important to capture data quickly, in awareness of these biases, than to attempt unbiased perfection. Current neuromarketing research has revealed that most research methods that rely on verbal answers are seriously flawed at their core, especially quantitative methods. So just pay the people and conduct detailed, qualitative conversations.

In the OP's case, trying to "learn about what customers like and don’t like" in the area of tutorial videos, here's a methodology that should return usable results: 
  • Ask for volunteers among the customer base, keep it short and pay them for their time
  • Present them with a menu of the support resources available and include any considered for the future (the menu probably includes short how-to vids, longer tutorial vids, PDF manuals, webinars, chat).
  • Explore which they have used and not used, both yours and other vendors'
  • Ask which is most valuable AND WHY.
  • Now the killer question: Tell them money is tight and you must stop producing one type of support resource. Ask them which one to cut AND WHY. 
  • Then ask them which is the next one to cut AND WHY. 
  • Repeat until only one is left. Confirm this is the one they said was most valuable. Discuss.
  • Ask them for advice.
Analyze the results and present the juiciest quotes to management. Here are excerpts from such a presentation. (Camtasia was involved.)

And don't waste your time trying to reduce the data into a spreadsheet or database. All you will be doing is stripping away qualitative richness in order to normalize the answers into the boxes. Human behavior does not conform to spreadsheet rows and columns.

Sorry for the post length.
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Eddiebo

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"Sorry for the post length.". . . .   Ah. . .   NO!  This is fantastic stuff David!  Thank you for posting!
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David Demyan

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I have been meaning to chime in and offer my thanks as well. You have obviously done the research and paid the dues in terms of regimented discipline. I am grateful to you for sharing this valuable wisdom.