Questions make the story!

As a content creator and videographer who works closely with athletes, I have learned that great storytelling does not begin with the camera rolling, but by asking great questions. Whether that's a brand campaign or a documentary-style feature, knowing when to use qualitative versus quantitative research helps me tell stories that connect and perform.

Probe the subject: Qualitative Research

When launching a project, I use qualitative research to explore the why, the motivations, feelings and experiences that are the life experiences that make up an athlete’s story. It is exploration. Using interviews, focus groups and client visits, I can listen to and observe what lies below the surface.

With this research, I focus on:

● Open-ended questions.

● Reflection

● Observation of tone, emotion, and body language

● Emerging themes that guide story direction

Questions like “What is it that drives you to continue?” and “What is your definition of success off the field?” create the types of honest moments we’re trying to create.

Numbers don’t lie: Quantitative Research

As the content goes live, the preparation for quantitative research begins, to see how it’s panning out. This research is set to measure results and sharpen instincts in creative work.

I use this information to:

● Track performance: views, engagement, shares

● Compare impact: highlight reels vs. lifestyle pieces.

● Analyse patterns: audience growth/attendance rate over time.

Quantitative research is for testing, measuring, tracking, and helps turn insights from the audience into strategy.