Videos can be tested either pre-release of post-release. Opinium managing director James Endersby said results are usually available within 48 hours, though turnaround time could be cut to 24 hours in instances where the video content is time-sensitive – a client responding to a corporate crisis, for instance.

He said: “Companies are seeing the benefits in receiving immediate feedback as to whether the right message has reached their end audience, where more follow-up might be needed and finally benefiting from the provision of an insightful source of data that can be used to generate instant insight and give them the ability to respond in a fast and effective way.”