Vox pops (short for the Latin phrase vox populi, meaning “voice of the people”) are short, unscripted interviews with members of the public that capture authentic opinions, reactions and experiences. Commonly filmed in public places, vox pops are widely used in market research, marketing, communications and broadcast media to gather genuine audience insight. Businesses use vox pops to test campaigns, collect customer feedback, understand consumer behaviour and create engaging, relatable content. By capturing real people sharing real opinions on camera, vox pops provide valuable qualitative insight while bringing research findings and brand stories to life.