Defining the Customer to Interview for a Case Study Research Video
As a business owner, case study videos are top line means of marketing content that can help you to increase conversions on your website, social media, newsletter campaigns, email outreach and across many other verticals. However, defining the customer that you want to interview for a case study research video is an essential step in the process that really can’t be and shouldn’t be overlooked. In fact, the customer that you choose to interview for a case study research video can literally make or break your entire project.
At Beverly Boy Productions, we take choosing the appropriate customer for a case study research video very seriously. To help our clients understand the process, we’ve outlined some tips that will make it easier for you to decide who your most suitable customers are for case studies, video testimonials, and similar projects that you might wish to get involved in. To learn more about producing these, and other forms of marketing videos, give us a call!
Define Based on Background
It’s especially important for you to understand your customer’s background and the story that they’ll tell if you’re going to include them in your case study video. If you’re producing a B2B case study research video, you’re going to choose your customer based on the company that they are with, what the size of the company is, and how much value that company has derived from your business.
You’re going to want to build your research video around a company or consumer that your prospective audience can directly relate with. Think about who you want to target, and then consider the customers that you’ve worked with in the past that might have a similar demographic or background. This is important because you want to build a connection between the two.
Consider the Challenge
Much of the case study research video that you create is going to be based on creating a connection between your past customers and your prospective customers. You’ll create this connection largely based on the challenge that your past customers had, and the challenge that your current prospective customers are facing – it should be similar if not exactly the same.
The idea is to choose a past customer that is going to say, “I had XYZ pain point or challenge,” that challenge should be the same as the one that your current audience is struggling with. This way you can build the connection that your prospective audience will think, “Wow, this brand helped them with the same problem I’m having.”
Make sure that you search your customer database for someone that had the exact same challenge that you’re focusing on, used the product or service that you want to promote in your case study, and had a great outcome. This way, your target audience can resonate with them.
The Desired Results
Ideally, when planning your interview for a case study research video, you’re going to have a plan in place ahead of time in regards to the results that you want to promote your brand being responsible for. Make sure that you choose a customer to represent your brand that had the results that you are promoting specifically to your target audience.
Keep in mind that you want the results to be significant, real, and representative of what your prospective customers can expect if they choose your brand. You also need to be sure that the customer you choose to provide the testimonial is able to provide cold, hard details and data to back the results up. You don’t just want hearsay, you want true real world examples that can be gathered in the form of quotes, figures, statistics, graphs, and stories.
Additional Considerations in Choosing a Case Study Research Video Customer
Now that you’ve got a good idea about how you should go about choosing your case study research video customer, consider also that you should pick a customer that you are familiar with and that you have recently worked with. You want the story, and the details, to be fresh in your customer’s mind when you perform the testimonial interviews.
You also want to be sure that the customer is still actively using your brand or satisfied with the outcome of having used your brand. They should have a great story to tell and they should be “over the moon” about the idea of sharing with others. If they’re not, you might want to rethink who you intend to include.
To learn more about the interview for a case study research video, and the next steps in the production process, give Beverly Boy Productions a call. We’ll help you to define the most suitable steps in the case study production process, and we can even help you to determine who your most valuable customer target is. We can’t wait to help you create the case study of your dreams!
