Video interviews for more than video production
We’ve developed an analytical strategy—called video-based qualitative analysis—that taps into the unique strengths of video as a research tool. Video captures not just words, but also expressions, environments, and moments that add rich layers of meaning to human experiences. Our approach blends documentary filmmaking with qualitative research, helping us organize and interpret the information, stories, and contexts shared in video interviews. This method not only deepens our understanding of people’s experiences in their visual and social settings but also produces powerful storytelling outputs that can be shared with a wide range of audiences.
Rather than bringing video into qualitative analysis software, this approach does the reverse: it repurposes the coding, searching, and filtering tools within video editing software for qualitative inquiry.
Coding the video interviews
Starting with Lumberjack Builder, you can link interview transcripts directly to video interviews and apply keywords or metadata to specific sections. We repurposed this text-video coding feature to create qualitative codes for themes, characteristics, and other key elements. By watching, listening, and reading simultaneously, users can review not just what participants say, but also how and in what context—essential for exploring place-based, cultural, and health knowledge.
How It Works
Thematic Analysis
All codes and metadata from Lumberjack Builder can be imported into video editing software like Final Cut Pro, which can then be used both to edit videos and repurposed for qualitative analysis. By using search, filter, and categorizing tools, keywords and metadata reveal relationships and trends across the video interviews based on participants’ statements.
Benefits
Data-Driven Storytelling
Holistic Analysis
Analyzing interviews during the storytelling
process can help identify what concepts to focus on when developing a video's narrative.
Watching, listening, and reading the data all at the same time can help to explore the intangible dimensions of the data, such as body language.
Co-creation
Multidimensional Outputs
Video data can be a more accessible way to engage participants and communities when collaborating on a project that prioritizes their own voices.
Producing qualitative research outputs in addition to creative video outputs can help with reaching diverse audiences, thus contributing to a project's impact.