By Rebecca Mansley, Head of Operations UK
Voice and video surveys are reshaping how we capture real consumer sentiment. For decades, the insights industry has relied on structured research methods built around tick boxes, sliding scales and text fields to measure attitudes at scale. They deliver speed and efficiency, but often at the expense of truly understanding the humans behind the data.
The way consumers communicate today has evolved. Voice notes, video calls and short-form video content are now part of everyday life. Consumers are already using their voice to share their thoughts, explain experiences and express emotion. Much of that emotion simply does not fit neatly into a five-point scale. If we want richer insights, we need to capture feedback in the formats people naturally use.
Voice and video are not just new channels. They represent a shift in how we capture and interpret insight, bringing emotional context into research alongside rational measurement.
Beyond data points: Capturing the story
Traditional surveys are effective for gathering structured data efficiently, but they often flatten nuance. A typed sentence or selected option cannot fully capture hesitation, conviction or uncertainty, nor can it replicate the complexity of human expression.
When people respond using voice or video survey questions, something far richer emerges. We hear tone and pacing. We notice expressions and pauses, as well as hesitation, energy or doubt. We can also see confidence, frustration or delight. These subtle cues reveal motivations and barriers that traditional survey formats can easily miss.
This evolution from collecting data to hearing stories creates deeper, more meaningful insight:
- Emotional cues: Tone, pauses and expressions reveal layers of meaning that are invisible in structured surveys
- Authenticity: Conversational formats often feel more natural, encourage honesty and reduce fatigue
- Narrative insight: Voice and video uncover the ‘why’, inspiring decisions rooted in real human experience
Together, these formats turn survey responses into richer feedback. They help brands and organisations make decisions based on real-world feedback, not just averages and percentages.
Technology has closed the gap
For a long time, voice and video research sat firmly in the qualitative space. It was often expensive, time-consuming and difficult to analyse at scale. Those barriers are disappearing quickly.
AI and modern research platforms now make spoken and visual expression both scalable and actionable. Real-time transcription converts speech into searchable text almost instantly. Advanced sentiment and emotion analysis can identify tone, expression and micro-signals across large samples. Seamless capture makes recording effortless across devices, whether someone is responding on their phone or laptop.
Automated interpretation tools can summarise themes, surface patterns and highlight moments that matter most. Researchers can still dive into individual stories, but they are no longer overwhelmed by hours of manual analysis.
What was once considered a qualitative ‘nice to have’ is fast becoming a competitive necessity. Voice and video insights can now sit alongside quantitative data, enhancing it rather than competing with it.
From data collection to human understanding
Used alongside traditional survey approaches, voice and video responses bring more meaning to the numbers. Forward-thinking organisations are already integrating audio and video into their research strategies. Here are a few examples:
- Product innovation: Watching real-world usage reveals unmet needs that ratings alone may miss
- Campaign development: Real-time reactions highlight emotional peaks, confusion or disengagement with messaging and creative
- Customer experience: Hearing stories first-hand builds empathy across teams and helps prioritise improvements
- Sensitive conversations: Voice and video can encourage more open and deeper people-centred sharing
The result is enhanced data. Voice and video add depth to the statistical surface.
The future of insights speaks for itself
The insights industry is entering a new era, one where data alone is no longer enough. Growth, relevance and connection depend on understanding not just what people do, but why they do it and how they feel while doing it.
Tick boxes will continue to provide structure and scale. They provide consistency and comparability. But the brands and businesses that lead will be those that truly listen. They will capture tone, emotion and nuance, and use that understanding to build empathy at scale.
Rebecca Mansley
With over 15 years of experience in the market research and panel industry, Rebecca heads the EMEA Operations team at Pureprofile. Over the course of her career at Pureprofile, she has progressed through a range of commercial and operational leadership roles, building a deep understanding of both client strategy and delivery.
Rebecca has oversight across the UK, EU, US, India and MENA regions, leading teams that deliver consumer, business and healthcare projects. She has a strong track record of driving revenue growth, improving operational efficiency, and building high-performing cross-regional teams. Her experience across sales and operations enables her to bridge the gap between client needs and delivery excellence, with a focus on scalable processes, quality, and long-term partnerships.
