Using Customer Voices to gain important insights

In today’s rapidly evolving market landscape, understanding consumer behavior is paramount for brands seeking to stay relevant and resonate with their target audience. This rings particularly true for Card Factory, a much-loved name on the British high street as the go-to location for gifts and cards. As a leading brand in this sector, Card Factory recognised the need to delve deeper into the card-buying habits of Generation Z, a demographic known for its unique preferences and digital-savvy nature. To achieve this, they enlisted the expertise of Vox Pops International, to capture authentic consumer voices through engaging video productions.

In this video production project, we helped Card Factory get into the minds of Gen Z consumers by creating an interesting and insightful video to use as part of their research. The objective was to gain information about how Gen Z’s card buying habits have changed since the pandemic, and whether purchasing physical cards helps bridge a connection in a digital world.

card factory vox pops interview
card factory vox pops interview
card factory vox pops interview

The Approach

Vox Pops International conducted filmed vox pops interviews with 16 – 26 year olds in Kingston High Street to get their opinions on the topic of cards. The use of intercept interviews enabled us to get ‘in the moment’ insight from consumers.

As the final edit was being used for internal communications and insight purposes, it was important for the video to be engaging yet full of interesting quotes from the people interviewed.

Interestingly we found the majority of Gen Z’s prefer physical card gifting and receiving to digital as they believe more thought has gone into the act. In addition, Gen Z’s also spoke about the importance of brands that ‘do good’ as sustainability is at the forefront of their minds.

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