Skip to main content

Benefits of Using Video for Qualitative Research

By 30th September 2021No Comments
academic transcription

Over the pandemic, many of us turned to online video as a means of communicating, both personally and professionally.  

With viewing facilities closing down and any face to face research locked down, qualitative researchers needed a simple, easy and effective way of collecting their data.  The use of Zoom and Microsoft Teams exploded, conducting both focus groups and interviews became the norm during 2020.   

In the UK, with lockdown easing from July 2021, will this method continue?  What were the benefits that qualitative researchers discovered and continue to use?  


The Advantages of Using Video Platforms for Qualitative Research:




Saves cost:  By meeting respondents through a video call, the immediate and most obvious advantage is reducing costs to the client, the researcher and the participant.  Costly viewing facility fees and travel costs can be eliminated from the project cost.  

Saves time:  Probably the most convenient of all, conducting qualitative research through Zoon and Teams results in more efficient use of time, projects are leaner and faster.  

Increases client satisfaction:  Clients value the immediacy of being able to observe interviews and focus groups in real-time. 


Interview respondents regionally and internationally

An obvious but important benefit, researchers can get in touch with people anywhere in the world.   During the pandemic, this resulted in focus groups being conducted with respondents throughout the UK in one session.  Recruitment was easier as people could participate from the comfort of their own homes.  

Researchers are able to include people who may previously have been deemed hard-to-reach, people with mobility issues such as older and more vulnerable people, or people living with disabilities.


Real conversations

A positive benefit of conducting focus groups by Zoom or Teams is that the quality of the research encounter is enhanced.  Respondents are less inhibited and researchers can build rapport more quickly.  When the moderator smiles or nods encouragingly, this helps to relax participants and increase their confidence. 

Rather than sitting in a room full of strangers that can initially feel quite stilted and awkward, respondents feel more comfortable in their own home and the data you collect could be argued is more authentic. 


You can record the interview

A key advantage of Zoom and Teams is the ability to securely record and store sessions without recourse to third-party software. This feature is particularly important in research where the protection of highly sensitive data is required. 



What are the benefits of getting your Zoom and Teams interviews transcribed?

Whilst Zoom and Teams offer ASR [automatic speech recognition] the results can be garbled, nonsensical and time consuming to glean any real data from.

Human transcription services make the leap from an automated, churned out block of text with only 80% accuracy, to a nuanced, intelligently thought through transcript that actually aids the researcher in mining and analysing their data quickly.   

Written data is easier and quicker to digest and analyse, it’s easier to compare, spot themes, and make links between the conversations.

Human transcription services offer added benefits compared to ASR.  Strong accents are deciphered, respondents can be identified and colour coded if necessary and in the case of verbatim transcription, mood and tone can be included.  



Transcribe It is the UK’s longest established transcription services provider [established 1992].  We continually flex our service offer to ensure we’re offering the most up to date, reliable and professional service.


Please give us a call on 01992 445411 or use our contact form and we’ll discuss how we can help you with your UK transcription needs. Alternatively, you can email us your transcription enquiry at and we’ll be in touch with a quote!

Benefits of Using Video for Qualitative Research
Article Name
Benefits of Using Video for Qualitative Research
Written data is easier and quicker to digest and analyse, it’s easier to compare, spot themes, and make links between the conversations.