Consumer Feedback Research

The Research Project  

Isite TV commissioned Mackman Research to assess the effectiveness of promotional video content produced for Currys. The research aimed to understand what drives customers’ decisions when purchasing electronics and focused on the impact of three distinct video formats across four key product categories: TV, Laundry, Computing, and Gaming. The study was delivered in two phases, beginning with exploratory testing of video styles, followed by deeper investigation into audience preferences and reactions.

Customer Feedback Results

The research involved 46 participants in face-to-face focus group sessions. These individuals represented three core audience segments: students aged 18 to 25, early adopters aged 26 to 54, and mature customers aged over 55. All participants had recently shopped for electronic goods and were selected to reflect the broader Currys customer base. Each person evaluated three video formats while sharing their thoughts on structure, tone, clarity, and overall impact across product types.

The Client

iSite TV are a nationally renowned rich media company based in Colchester, offering a full suite of services including video, photography, CG & syndication. Their services incorporate every aspect of the creative process, from pre-production to filming, talent management, animation, VFX and styling. The iSite TV portfolio is replete with leading brands such as Sony, Whirlpool, and Cambridge Audio. Their head office in Stanway, Colchester, enables iSite to work with London-based clients as well as those in East Anglia. 

Brand Facts

• iSite TV are a rich media company based in Colchester, offering a full suite of services including video, photography, CG & syndication. 
• iSite TV have worked with well-known household names such as Wickes, Samsung and Playmobil. 
• The company’s strapline is ‘Bringing your products to life’, encapsulating the technical and creative talents of their employees from a multitude of skill sets.

Research Aims & Objectives

The primary aim was to test how consumers engage with three video formats and determine which style resonates most during the online shopping experience. The research sought to answer whether people watch videos when shopping for electronics, if higher-value items encourage longer viewing, how persuasive video content is, and how it supports wider customer research behaviours.

The Research Design & Methodology

Mackman Research designed and facilitated five structured focus groups with recent electronics shoppers. Participants were selected for demographic variety and relevance to the Currys customer base. A discussion guide was developed in collaboration with Isite TV to uncover how video content influences brand sentiment, purchasing decisions, emotional response, and preferences across different product categories. The project was delivered via Microsoft Teams, allowing for detailed discussion and real-time data collection. Both qualitative insights and light-touch quantitative feedback were gathered to support robust conclusions.  

The focus group discussion guide was designed to understand: 

• Do the videos engage with the customers across all demographics? 
• Does the video content resonate with customers’ Currys’ brand sentiment? 
• What are the most liked/disliked elements of these videos? 
• How do consumers feel about tech jargon? 
• How do the videos sit within the customer purchase funnel? 
• What is the emotional response to each video? 

The research was designed across two phases: 

Phase 1: This consisted of one focus group discussion testing the proposition of 3 types of video content in the consumer purchase journey of TVs. Time was taken to understand the general actions consumers make to research and purchase electronic household items. The candidates were also shown each type of video content, after which the same set of questions were asked to understand their likes and dislikes of the video advertisements.  

Phase 2: This consisted of 4 focus groups, one for each electronic product category, exploring the impact of the 3 types of video content in further detail. Although most of the questions asked were qualitative, as per the Client’s requests, we also gathered quantitative data during our focus group discussions.

The Research Challenge

Due to the nature of the project, it was important to recruit focus group participants with a range of ages who have experience in purchasing electronic products in the 4 product categories (Gaming, TV, Computing and Laundry). To provide realistic viewpoints on consumer purchase histories, we slightly loosened some of the age quota restrictions. This allowed full participation and engagement from all candidates throughout the focus group discussions, resulting in the collection of thorough, in-depth consumer feedback.  

Research Outcomes

Across all sessions, consistent consumer behaviours were identified in relation to video content, including how it fits into the broader purchase funnel. Participants shared clear preferences around the structure and tone of video content, while also identifying areas for improvement. Key trends emerged by age group, shopping habits, and product category, providing Isite TV with actionable insights to optimise their approach and better serve clients like Currys through more targeted and effective video content.