Key takeaways
- Online focus groups and in-depth interviews are still among the most widely used qualitative research methods, but the analysis stage has historically been slow and labour-intensive.
- Indeemo lets you import video recordings directly from Microsoft Teams, Zoom, or your computer, and analyse them through a single research repository with generative AI assistance.
- AI-powered analysis includes summarised transcripts, theme identification, sentiment analysis, and timestamped quote extraction — moving researchers from hours of manual review to focused interpretation.
- Automated translation across 30+ languages means multi-market focus groups and interviews can be analysed side by side without external translation services.
- With Indeemo, you can combine imported video content with in-the-moment mobile submissions in a single workflow — analysing focus groups, IDIs, and diary data together.
Why use video research for consumer insight?
Understanding consumer behaviour and user experience is essential to staying competitive. Brands and consultancies are constantly looking for ways to surface deeper insight into how people live, what they prefer, and why they make the choices they make.
To meet that need, brands need access to rich, reliable insight faster and more continuously. Video is a strong fit for that. Whether you're collecting mobile video feedback from diary studies or analysing hours of online focus groups, video gets you closer to people, products, and experiences in the context of everyday life.
Indeemo has invested significantly in video and generative AI so that market researchers and UX designers can get a deeper understanding of consumers, products, and experiences. Given that online focus groups and in-depth interviews remain popular methods, Indeemo now lets customers import that content directly from Microsoft Teams and Zoom, and analyse it rapidly with generative AI.
How do you import focus groups and interviews into Indeemo?
Indeemo lets customers import in-depth interviews and focus group video directly from Microsoft Teams and Zoom. This lets qualitative researchers bring their video content into Indeemo, streamlining the research process and enriching the data they have to work with.
Traditionally, researchers have faced real challenges gathering and analysing video content from depth interviews and focus groups. Transcribing, organising, and extracting insight from those sessions was time-consuming and labour-intensive. With direct import, researchers can transfer recorded online meetings straight to Indeemo's research repository and video analysis platform. Manual data entry and transcription are no longer part of the workflow.
You can also upload recordings from your computer, which means focus groups and interviews from other conferencing tools or in-person sessions can be brought into the same analysis environment.
How does generative AI speed up focus group and interview analysis?
Indeemo's generative AI features give researchers a set of powerful video analysis tools that turn hours of footage into usable insight.
Summarised transcripts
Focus groups and IDIs get distilled into key takeaways, so researchers don't need to sift through long recordings to find the essence of what was said.
Theme identification
Recurring patterns and trends within the data are surfaced automatically, letting you develop a quicker understanding of consumer behaviour and preferences across sessions.
Timestamped quote extraction
The most impactful moments within the research are linked directly to their timestamp. Analysis moves faster, and nothing important gets lost in the middle of a 90-minute recording.
Rapid language translation
Translation across 30+ languages makes it easier to analyse and compare feedback from participants across multiple countries and cultures. Insights from different regions can be brought into the same analysis environment without waiting for external translation services.
Taken together, these AI-powered tools let researchers move past the time sink of summarising content and spend more time on interpretation. Analysis time can be reduced significantly, which changes the economics of video research for many teams.
"In an era where it is no longer possible to rely on faceless, contextless text as a reliable source of understanding, we believe that qualitative research will transition to video. Indeemo's AI-powered video analysis tools help our clients conduct video research faster and at scale, and significantly reduce their analysis times." — Eugene Murphy, Founder and CEO, Indeemo
How does Indeemo support the full research workflow?
Alongside focus group and interview analysis, Indeemo supports the full qualitative workflow. You can:
- Recruit B2C and B2B participants in hours from a panel of 3 million+ participants
- Capture in-the-moment videos, photos, screen recordings, and texts through the mobile app for diary studies and mobile ethnography
- Combine imported focus group video and mobile diary submissions in a single analysis environment
- Use generative AI for summarisation, translation, thematic analysis, and sentiment analysis to speed up analysis significantly
- Automatically transcribe and translate submissions in 30+ languages
- Create subtitled highlight reels to share participant voice with stakeholders across the organisation
Because focus group video and mobile diary content sit in the same dashboard, you can run mixed-method studies — for example, a diary study followed by a focus group — and analyse both in one place.
Do you need an analyst to run AI-assisted video analysis?
No. Indeemo's AI tools are designed to complement the researcher's judgement, not replace it. Whether you're an experienced qualitative researcher or newer to video analysis, the platform gives you a clear starting point — summaries, themes, quotes — that you can build on with your own interpretation.
If you want help with study design or analysis, our Catalyst team can support you. Use the platform independently, or partner with us for study design, recruitment, moderation, and analysis. If you have research ambitions but not the capacity to run everything yourself, we can lend a helping hand.
Frequently asked questions
How long does it take to analyse a focus group with Indeemo's AI tools? Once a video is imported, automated transcription and initial theme extraction typically complete within minutes for a standard one- to two-hour session. Deeper interpretation still depends on the researcher, but the time spent on manual transcription and basic coding drops significantly.
Which platforms can I import video from? Microsoft Teams, Zoom, or direct upload from your computer. If your organisation uses another conferencing tool, you can usually export the recording and upload it.
What languages does Indeemo support for transcription and translation? Automated transcription is available in major languages including English, Arabic, Brazilian Portuguese, Chinese (Mandarin), French, German, Hindi, Italian, Japanese, Korean, Russian, and Spanish. Translation spans 30+ languages, which makes multi-market focus group analysis practical in a single workflow.
Can I combine imported focus group video with diary study data? Yes. One of Indeemo's strengths is combining imported video (focus groups, IDIs) with in-the-moment mobile submissions (diary studies, mobile ethnography) in a single dashboard. Mixed-method studies work well in this environment.
Is the generative AI analysis accurate enough to rely on? AI-generated themes, summaries, and sentiment are a strong starting point, but they're not a replacement for researcher interpretation. Most teams use the AI output as the first pass, then apply their own judgement and domain knowledge on top.
