Math and magic: How AOL works with VoxPopMe to amplify research through video storytelling

Denise Brien, Dean Macko, Tom Higgins and Niamh Jones

This paper reveals best practices for using video in research, based on a project by AOL, the digital content brand, which explored how technology-powered solutions can help researchers incorporate video.

Introduction

AOL, a leader in digital content and storytelling, and VoxPopMe, a technology platform specializing in qualitative video research, partnered to explore best practices for including and operationalizing video in research.

Telling a story

Storytelling - the art of using words and actions to reveal elements of the story and encourage the listener's imagination - has become a central component in the market researcher's toolkit. Signs of its increased application in our industry are everywhere: An internet search for "using storytelling in research" yields thousands of helpful articles and tips for incorporating storytelling techniques into reports and presentations. Industry conferences...

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