The Art of Storytelling by Julie Knox #ACEI_CO #InvestigAction2013 #MRX

… Live blogging from the Colombian Association for Marketing and Public Opinion Research in Bogoto, Colombia, any errors are my own, any comments in [] are my own…

ACEI Bogoto Colombia

Para leer esto en español, por favor, copie pegarlo en Google. Una mala traducción es mejor que ninguna traducción.

  • “death by powerpoint”
  • how do bring clients closer to customer and engage them with our work
  • there has always been distance between company and customer
  • traditional approaches are losing their ability engage… focus are a good example. we try to get marketers to come and watch focus groups to decrease the distance. But, the backroom is more often the backoffice – people arrive late, check their email, talk amongst themselves and enjoy the food and beverages. Fewer and fewer people are observing as more focus groups take place. The more groups a client sees, the less engaged they are.
  • presentations don’t always engage the audience, they’re too long, too rambling, too many charts. but we’re competing with more distractions – the phone, their email. imagine working from home where the dog is at your feet while you’re trying to watch a webex.
  • alternative approaches are many
  • tell clients better stories, use video to bring it alive, use customer immerision rooms
  • how to create a better narrative?
  • use classic story structures –
    • describe the problem and set the challenge to create a dramatic need to listen
    • describe the world and benefits if we can fix the probelm
    • take them on the journey
    • provide direction to make it happen
  • like journalists, use headlines to move the story along
  • provided a detailed analysis in the report but only show the story in the presentation. perhaps 1 slide is represents a full chapter
  • base the story around individuals we care about, not faceless numbers
  • strong headlines at the beginning and the end
  • optimize video, adds engagement to the audience, and engages with the findings, seeing people voice their opinions is more meaningful than reading their verbatims, consider video in situ – at the store, at the gas station. Use techniques from film makers but this does come at a price.
  • museum theory – immerse your clients/employees in experiences, set aside rooms and equip them with posters, charts, computers, interactive presentations. helps reach a wide internal audience, works best to create noise among employees. the employees set the pace themselves, browse the information at their leisure. you can bring in competitive data, secondary data, internal data means a 3d view from the consumers view.
  • how to make clients part of the story?
  • Swap shops – clients take the role of real customers in a focus group. Recruit the target audience, and give each client a biography and picture of a consumer. Give client time to ‘become’ the consumer. Now employees role-play that consumer. After the pretend group is finished, re-run the focus group with the real target group. Let’s clients see how their perceptions differed. It’s fun, engaging, eye opening, insightful. these are logistically complex. Only need to do it once with any client, element of surprise and power is gone by second time. [never heard of this before, anyone have experience with it?]
  • dragon’s den – clients explain propositions to consumers in pith elevator style pitches. customers then critique the pitches.
  • close encounters – have consumers help design the discussion guide, help run interviews, help analyze the data, help present the data.  its good for new product design, customer understanding. good for building ownership of results. be careful clients don’t run away with insights that aren’t generalizable.
  • concept nursery – best ideas are killed during research. recruit optimistic and articulate people from the target audience. educate them on how to be perfect responders – constructivism, anti-cynicism, understand the possibilities. Use breakout tasks and Q&A sessions to get clients to participate more. Good for development stages of ads/products. Good for engaging research allergic audiences. it nurtures creativity and is fun. be careful clients don’t run away with insights that aren’t generalizable.
  • benefits: all provide inspiration and trigger creativity. outcomes have more staying power with clients, more ‘sticky.’ generate a stronger sense of ownership among clients who are more energized to take the findings forward internally. provide eye opening moments of true insight.
  • limitations: clients’ misinterpretation of the overall findings and getting attached to their own findings, high energy and momentum  creates a lot of noise and then nothing happens, perhaps moving too much towards fun and entertainment and too far from research, devaluing research.
  • market research is the voice of the consumer and helps clients get closer to them, develop more empathy to the consumer
  • it sustains our expertise and credibility, utilizes our understanding of consumers, complementary tools in our portfolio
  • no one else is better placed to do this than market researchers

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  1. […] The Art of Storytelling by Julie Knox – Annie Pettit of Research Now live-blogs from the Colombian Association for Marketing and Public Opinion Research in Bogota. […]

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