Marks and Spencer (M&S) is asking customers to answer questions via self-recorded videos to gain insight into consumer trends.

In a partnership with video platform Vypr, the videos are embedded into a live digital report which is shared with internal teams.

Customers are asked about particular trends that impact their daily lives and shopping behaviour, with M&S targeting specific consumer groups about key themes such as the cost of living, on-demand delivery apps, sustainability, and flexible working.

M&S claims that the video clips provide more value than written responses, as teams can gain additional info through facial cues, voice patterns and tone of voice.

The retailer added that people are familiar with using video on their phones and that the medium offers “unfiltered research” direct from consumers.

“The critical benefit of the VyPops service is that we were also able to use the Vypr platform to reach the right customers to speak to for our focus themes,” said Chloe Wilk, insight partner for M&S food. “That level of accuracy to hear the right voices is invaluable.”

M&S recently increased pay for around 40,000 employees following an investment of £57 million. The retailer claims that this is in line with or more than the real living wage and means that employees have seen a pay increase of 20 per cent over the past two years.

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