Training Vodcasts for Specialty Retail Salespeople of the Millennial Generation: Design Considerations for Training Vodcasts

Abstract

This paper examines planning and design issues relating to instructional vodcasts. A vodcast, or video podcast, refers to Video-On-Demand (VOD) developed for viewing on mobile devices. The popularity of video iPods, smartphones, and other mobile video devices make vodcasts an attractive instructional tool. Literature suggests vodcasts are particularly beneficial for Millennials (born 1980-2000) and occupations for which coordinating in-person, group training is difficult, such as sales. However, the small screen, storage limitations, Internet accessibility, and ambient distractions of a mobile device all impact vodcast viewing and require special consideration during the planning and design processes. The purpose of this study was to develop and evaluate the effectiveness of two vodcasts to teach sales techniques which were created based on design recommendations and best practices for vodcasts, podcasts, and the mobile Web. In addition to quantitative data measuring the effectiveness of the vodcasts developed, qualitative data was collected from those with Web access on their learning styles, preferences and experiences with vodcasts, and attitudes towards specific design aspects of the sales training vodcasts. Data was analyzed and conclusions were drawn on the use of vodcasts as an instructional medium and the design considerations necessary to create engaging and effective vodcasts.