Audience Research - Vox Pops

What are vox pops?

• Vox populi is latin for voice of the people.
• It usually is the interviewees are shown in public places, and are supposed to be giving spontaneous opinions in a chance encounter. 
• Vox pops are often used on news programmes to show 'balance'
• 'Opinions are divided on the streets...'
• Each person is asked the same question, the aim is to get a variety of answers and opinions on any given subject.
• Journalists are usually instructed to approach a wide range of people to get varied answers from different points of view.

Example of vox pop:

As we can see, there is no interviewer he is behind the camera or to the side of the camera. We always see the interviewee looking in one direction never at the camera with the background behind them.