Sharing is Caring: the Power of Empathy in Video Sharing


When it comes to insights sharing, nothing beats visuals. From a single image to video reels, mastering the visual medium is an art that turns even the most boring bits of information into compelling narratives.

Think about it: visual assets make us retain more information, faster and for longer. Case in point, think about the number of books you read last year against the number of movies you watched. It’s very likely the latter outclassed the former by an order of magnitude.

Research reporting is no stranger to this notion. More and more sleek icon-rich infographics are replacing dull plain-text reports, helping researchers get across their findings to stakeholders more effectively.

Yet, not even the most vibrant presentation can truly capture the essence of your users’ needs and pain points. So, how can you keep stakeholders engaged and make your findings resonate using the power of visual media?

Your users are your strongest assets


During your studies, you have either spoken with or listened to your users, you have probed their needs, you have been amused, fascinated, and surprised by their reactions – in a word, you have empathised with them. 

You can try to carry over the empathy you have established with your users by transcribing full interview sections, or by using a selection of quotes, observations and images. While these are definitely useful and nice to have, they will never match the emotional power contained in the video itself. So, double down on empathy, and use the videos recorded throughout your study to make your insights even more powerful! 

Let’s check the example below. During an internal test study on the quality of online check-ins in airline companies, Eva, one of our participants, recounted her past experience and what could be improved. Now, we could share just the transcript with the most poignant quote:

“There was like zero customer service. […] They weren’t polite. They weren’t trying to help. […] I think no one has ever seen my request. […] It’s just a robot handling it.”

Or, we could show the bit of the video containing that quote.

Needless to say, the emotional connection you have established is quite different. Through the power of video, you have seen her level of frustration, you have heard her voice, you have put a face behind the quote – and you have got her message loud and clear. 

That’s because you have intuitively picked up on non-spoken cues such as:

– tone of voice

– body posture

– speaking rate

– hands’ gestures

And added layer upon layer of complexity to her words. By this logic, you can use video snippets or highlight reels to convey so much more information than a written report. By leveraging on the most qualitative aspects of your research, you’re spearheading deeper discussions, adding weight to your insights, and creating an overall more enjoyable reporting experience!

And if you are looking for a platform that allows you to share findings, quotes, insights and videos all in one sleek package, you have come to the right place! with Sonar, sharing video-based findings has never been easier. check out our platform page and see it for yourself.

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