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Generation WE: Video Ethnography

Video is not a new thing for researchers to use as a way to communicate their findings. In fact, video is a fairly common practice to record the quotable moments that help us understand our people better. However, in all honesty, video that comes out of this work, for the most part, is no more interesting than watching a dog fetch a stick. You can record it, but there really isn’t a focused point of interest, zero storyline, and offer little emotional pull. In the end, it’s just, “interesting.” Meh.

Who wants that? As a researcher, we get excited about any sort of insight. But to our clients, we want them to say: “YES! You’re right! That’s what we need to do!”

The video below is an example of this excitement regarding how the Millennial generation, or otherwise known as Generation Y, will be in power as consumers, decision makers, and leaders of our nation. While this is a marketing video, it’s nothing new. But the message they communicated was clear, meaningful, and factually true. It’s on the future of voting and the motivations that will lead to their decision making. Very timely, but more importantly, was that it came from their voice. In some ways, when doing the research and uncovering answers to “why” questions, I think that it’s fair to have them present their message in a compelling way like below.

Generation WE: The Movement Begins… from Generation We on Vimeo.

Even though this may be a marketing video, the things they say are presumable a result of the interviews, and analysis conducted in the field. The message remains the same with the statistical facts threaded throughout the screens. The difference here is that instead of trying to make some kind of production with footage from a lab study (that always has horrible audio), putting extra effort into the pitch of why the things studied are so important will come off as a much more important argument.

I don’t believe there is any bias in the way it is filmed either. All the things they said are true. It’s no different than having us, as experts, provide a bulleted list of recommendations on a PowerPoint deck. Instead, why not craft the presentation in a way that still comes from the people?

My hope is that more research can be presented in this way because so much of this stuff is lost in the piles of white papers. We can appeal to a broader audience who can help make these changes we are recommending once we put it in a way that really resonates with them. The cost of production is getting lower with cheaper video cameras, adapters that allow us to achieve cinematic aesthetic, and free software to stitch it all together. It’s time to shake things up some more.