Video, voice or text: choosing the right interview format
Each format brings out something different. Here is when to use which, and when to let participants choose.
Écouter lets participants answer by video, voice or text. Each format brings out something different, and the best studies choose on purpose.
Video: see the reaction
Video shows expressions and body language. It is the best choice when emotion matters: first impressions of a concept, reactions to an ad, frustration in a product flow.
Voice: talk like on the phone
Voice feels natural and low-effort. People talk longer and more freely than they write, which makes it ideal for stories and explanations.
Text: think before answering
Text suits sensitive topics and considered answers, and works anywhere, even on a busy train. It is also the most accessible option for many participants.
Let people choose
When the format is not essential to your question, let participants pick. You will reach more people, and each of them will answer in the way they are most comfortable with.
