Maximizing the Value of Photo and Video Questions

Photo and Video testimonials are one of the most powerful ways to bring consumer feedback to life. While surveys and structured questions help quantify performance, photo and video captures something deeper: emotion, context, and nuance!

When used effectively, a small set of photo and video responses can unlock rich, actionable insight—and help teams across product, marketing, and leadership truly see and hear the voice of the customer.

What’s Included in Photo & Video Questions

Photo and Video doesn’t require scale to be impactful—it requires intentionality.

Sample size: In any given test on Highlight, we will provide photo or video feedback among a subset of no more than 20% of total participants. A subset goes a long way without overtaxing participants!
How many photos or videos?: For tests where a video question is added, 1, 2-3 minute video is asked of the video subset, and for tests where a photo question is added, up to 4 photos can be collected from that participant.
Quality thresholds: Highlight will collect more photos and videos than we need, and we ensure that each photo and video provided to you passes our internal QC checks so you only receive the highest quality of all those collected!

A typical 100-person product test for example will result in 20, 2-3 minute video testimonials. In this example, 20 participants × 2–3 minutes each = up to 1 hour of content! This creates a manageable but insight-rich dataset, and you’ll capture diverse perspectives across subtopics, behaviors, and attitudes. Our customers consistently find that this volume of content is:

Easy to sift through and analyze within the platform in a way that supports product, marketing, and comms teams
Highly effective for identifying recurring themes that can effectively guide product developers
Rich enough to surface unexpected insights and “aha” moments that showcase the day in the life of target consumers

Video Deep Dive

Ways to Use Video Throughout the Participant Journey

Video questions can be deployed at multiple points in your study, depending on your objective. Below are the most common points where videos are utilized most.

	1. Pre-Trial: First Impressions	2. In-Trial: In-the-Moment Feedback	3. Post-Trial: Reflection & Preference
	Capture gut reactions to a concept, product, or packaging.	Ask participants to record while actively using the product.	Have participants reflect or compare experiences and articulate preferences.
Use when you want to understand…	Initial appeal Expectations Points of confusion or intrigue	Real usage behavior Friction points In-the-moment reactions	Overall satisfaction Trade-offs Final choice and reasoning

Design Questions for Depth (Not Breadth)

The goal of a video question is not to cover everything—it’s to go deep on what matters most.

Be specific enough to guide the response
Be open-ended enough to allow for authentic feedback
Encourage demonstration, not just description

Proven Video Prompt Examples

If you’re not sure where to start, these formats consistently deliver strong results:

Love Letter / Break-Up Letter

Ask participants to speak directly to the product.

Reflect on your experience with this product. Do you love it or would you break up with it? Record a short ‘love letter’ to this product if you loved itt—what did you love and why? If you didn’t love it, imagine you’re breaking up with it—what didn’t work for you? Record your love or break up letter in 2-3 minutes!

Best for: Emotional drivers, brand connection, unmet needs

Unboxing Experience. Capture first impressions in real time.

Open the package on camera and walk us through your experience step by step.
As you go, say out loud what you’re noticing, expecting, or feeling. Pause on anything that stands out—positively or negatively—and explain why in 2-3 minutes!

Best for: Packaging, design, and initial delight (or confusion)

Show-and-Tell Usage. Have participants demonstrate how they use the product.

Show us how you used this product in the moment and what triggered you to use it. Talk through what felt easy or difficult and demonstrate as needed in 2-3 minutes.

Best for: Usability, ergonomics, and real-world context

Preference or Trade off Reflection. Force clarity by asking participants to choose—and justify.

Now that you’ve tried both options, which one would you choose and why? Please have both products in front of you and show us what you mean as you explain in a video 2-3 minutes in length. Walk us through the key differences that mattered most in your decision!

Best for: Identifying critical drivers of satisfaction or frustration

Routine/Habit Formation Reflection. Understand willingness to integrate product into routine.

Thinking about your experience overall, how likely are you to incorporate this product into your regular routine, and why? Please walk us through what role it would realistically play in your day-to-day life—or what might prevent you from using it consistently in 2-3 minutes.

Best for: True adoption intent and understanding strength of value prop

Photo Deep Dive

Ways to Use Photo Throughout the Participant Journey

Photo questions can be deployed at multiple points in your study, depending on your objective. Below are the most common points where photos are utilized most.

	1. Pre-Trial: Context	2. In-Use: Observe Real Behavior	3. Outcome
	Use photos to ground your research in the participant’s real-life environment, habits, and preferences before they ever touch your product.	Capture the product in action, within the participant’s actual routine or once a product is prepared.	Use photos to document the end result of using the product, or comparing two product outcomes.
Use when you want to understand…	Current behaviors and routines Competitive set (what they already use) Baseline conditions for comparison	How the product is used or prepared (vs. intended use) Surrounding context and environment Points of friction or ease	Visible effectiveness Perception of results Variability across participants Side-by-side usage or results

Design Questions for Specificity

Clear, specific prompts are critical to getting high-quality, usable photo submissions. When instructions are vague, participants interpret them differently—leading to inconsistent, incomplete, or low-value images.

Proven Video Prompt Examples

If you’re not sure where to start, these formats consistently deliver strong results:

1. Storage & Usage Context

Upload a photo of where you typically store or use products like this.
Please include the surrounding area so we can understand the full context (e.g., shelf, drawer, countertop, or space where you normally use it or store it). If possible, show other items that are usually nearby.

Make sure your photo is clear, well-lit, and easy to see!

2. Product Ecosystem (Pantry / Shelf View)

Show us your pantry or bathroom shelf so we can see the brands and products you use most often. Try to capture a full view of the space, including multiple products—not just one item—so we can understand your typical setup and preferences. If there are specific products you use frequently, make sure they are visible.

Please take the photo in good lighting and ensure it’s clear and in focus.!

3. Before State (Baseline)

Take a photo of your [hair/skin/pet/home] before using the product. Try to capture a clear, natural view that shows the current condition before any use. If possible, use natural lighting and a consistent angle so we can easily compare it to your ‘after’ photo later.

Make sure the image is clear, well-lit, and not blurry.

Final Takeaway

You don’t need hundreds of photos or videos to get value. With the right participants and well-designed prompts, an intentional subset can deliver:

Deep, nuanced insight
Clear direction for product and packaging decisions
Compelling content to share across teams

When in doubt, remember: optimize for depth over volume—and let your customers show, not just tell!