The Challenge
Having launched a campaign on the positives of shared ownership properties, Keaze needed video insight into their target audience: first-time buyers. In an ever-challenging property market, having a deep understanding of the challenges of this group is vital. Keaze’s objectives were to find out about the messaging they use, as well as highlight the challenges that this group faces, including saving for a deposit, securing a mortgage, and navigating the home-buying process. As well as insight, they also needed a video that communicated the findings in order to make an impact with the stakeholders.
The Approach
Keaze utilised our Vox Pops Pool service to gather insight into first-time buyers. Vox pops are incept interviews that can provide authentic and engaging content. Keaze wanted to find out the challenges for first-time buyers specifically, so the questions in the discussion guide reflected this. It was important to keep the questions open-ended to prompt the public to share their experience and thoughts on the property market, as well as shared ownership.
The Impact
Our video research revealed that finances were the biggest hurdle when it came to buying property. The vox pops also revealed that there was a general misunderstanding of what shared ownership was – the government house buying scheme which Keaze advocates for.
This valuable insight highlighted the barriers and misunderstandings by first-time buyers, allowing Keaze to enhance their campaign, and use the research to tackle the financial and educational barriers to support their target audience further.
Using video market research is an effective way to bring the customer to you, in order to better understand them and their challenges. By using video, they aimed to showcase real experiences and connect more authentically with their target audience, as well as create engaging content for social media.
Client Testimonial
“Really easy to arrange the Pool Shoot with Inga and Alice. Video quality received is excellent.”
– Jo Short, Partnerships and Marketing Manager
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