While surveys are excellent for collecting quantitative data from large audiences, they often lack the emotional depth needed to understand why people think or behave in a certain way. Video diaries capture facial expressions, tone of voice, emotion and context, providing richer qualitative insights. They also encourage more detailed responses, helping organisations uncover motivations, pain points and unmet needs that may not emerge through written questionnaires alone. Individuals feel comfortable in their home, so why not allow them the space and time to respond to questions in this fashion.