One way to see if your product has a direct relevance to people’s lives is to introduce them to it unsuspectingly. You can take advantage of a convention, fair or any public gathering spot to accumulate spontaneous feedback about your product from an unscripted audience. Recording these clips has high potential for research as well as the few that could become spots in your next marketing video.
Producing street interviews has a three pronged result service. First, you are creating a hype about your company product; a type of branding to get your name to a new audience. The second is for market research to see how people respond to the product and to your description of it. If they have heard of your product you can see what they are thinking and if they haven’t but willing to lend a few minutes you get the opportunity to pitch them the current slogan. Seeing how the current slogan resonates with a new audience and how that communicates the message can be key to understand how effective it is in describing the product. Thirdly, you have the chance to select possible candidates for more in-depth interviews.
Hiring a professional production crew with a charming spokesperson who can understand your product but not get defensive about negative reviews is crucial. They can be done for a relatively low production budget with an interviewer/spokesperson and a camera man. Having an audio recorder is optional but advised. There should be scripted questions that deviate based on the responses from the participants. If your product is consumer based then bringing samples or a test product can benefit for more genuine results.
While you can stage these events with pre-planned participant, the general trend in marketing is to shoot for authenticity. This may take longer to find in production but requires a lot less pre-production. You should have a key demographic that the spokesperson hopes to engage on the street or at the event. Also, authentic responses from real customers can provide your research with the valuable key of understanding your audience so you can tailor marketing content directly towards them.
Distributing the clips of these street interviews can be part of a larger campaign or used as stand-alone clips on your social media pages. Editing them for brevity and accompanied by the right tone of music can be promotional tools for your next event where your street interview team will be at.