How videos of real people can be used to build customer understanding and improve the customer journey

FWD, a dynamic insurance company based in Asia, approached VPI with the aim of using qualitative video research to enrich their understanding of customers through the development of Customer Personas. Their primary objective was to make customers more accessible, relatable and human to their staff.

The research objective was to capture a rich and deep understanding of the emotions, needs and behaviours of FWD’s target customer segments. The video content then needed to effectively deliver these insights to ensure that key learnings would be impactful and really embed customer understanding.

To achieve this, we used depth interviews to draw out key insights, whilst producing video content that featured real people in their daily environments – and even some real home footage – helping staff step into the worlds of their customers. Watch the final videos below or read on to find out how we did it.


“We  were delighted with the end product, the quality of the output.” – FWD Assistant Vice President, Group Customer Experience

Through the videos we produced, VPI helped FWD to make sense of their customers’ needs, characteristics and behaviours. This enabled staff to connect this insight with business operations, and take on board how the customer journey could be transformed and reengineered based on the customer.

The final videos were used to support a crucial customer journey mapping exercise, as well as focusing the design of products and services within FWD to meet nuanced customer needs. They also contributed to a shift in perspective for FWD, building customer empathy, helping the young and disruptive organisation switch from an inside out culture to outside in.

How Vox Pops met FWD's brief


We spent a full day filming with each respondent, which was important because we needed to build a rich tapestry of the environments and activities that made up these people’s lives.

Part of our time with each respondent was spent filming ‘b-roll’ shots of the customer going about their daily routines. This included a mix of self-filmed and set-up shots that give context into their homes, family lives and activities whilst out ‘on-the-go’.

In addition to this, we included some home footage that the respondents had shot themselves in the past. This allowed us to give insight into their lives over a much longer period than just the one day we spent filming with them. It also meant the videos included genuine recordings of moments from these peoples’ lives, adding a sense of authenticity to the films and helping the audience to relate.


We spent time with each respondent conducting in-home depth interviews. These interviews were used to invite the audience into the customers’ homes, and to give the customer the opportunity to personally address the audience.

This style of interview helps the viewer to develop a relationship with the respondent that solidifies each segment as an understanding of a real human. These interviews were also used to create the voiceover for both videos, presenting key insights into FWD’s two chosen segments.


In addition to the shot and discussion guides used to keep the filming and interviewing on brief, VPI used a number of production techniques to make sure the videos were as emotive and relatable as possible.

For example, warm coloured film burns were used over b-roll transitions to create a feeling of welcome in regards to these people’s personal lives.

We also used camera tracking to place the added text within the world of the customer, rather than overlaying it. This text was used to highlight segment data and attitudes that typify each persona. The purpose of using camera tracking, in this instance, was to connect the highlighted insights with the person in the film – linking key insights back to FWD’s customer segments.

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