GerART

The Power of Storytelling in Market Research

By Gerard Loosschilder, aka GerART

For the Australian Market & Social Research Society

January 20, 2015

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Using storiesto turn data into insight

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What? Why? How?

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You are my target

Business teams

Client side market

researchers

Agency side market

researchers

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Storytelling is part of a consultative approach to market research

Conscience to the Business

Window to the World

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Our deliverable is actionable insight

Now I see

Now I do

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The story is a vehicle

An engaging and credible narrative that makes the audience see reality from a different perspective

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To engage with our audience, activate them and prompt a change

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We tap into a long history of storytelling

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Ethos Pathos Logos

Storytelling is here!

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Four tips to become a storyteller in market research

1. Use templates

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Four tips to become a storyteller in market research

1. Use templates2. Visualize

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Four tips to become a storyteller in market research

1. Use templates2. Visualize3. Think of analogies

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Four tips to become a storyteller in market research

1. Use templates2. Visualize3. Think of analogies4. Practice

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IntermezzoThe Positioning of Honest Tea

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To watch the video, follow this link to vimeo.com …

… or watch it from gerardloosschilder.com

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A story conveying an insight answers three questions

What? So what?

Now what?

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These questions are the basis of the Story Form framework

What? The thought, fact, data or the analysis of fact and data

So what?The implication of the fact or data to your business problem or reality

Now what?The action that the fact and its implication prompts

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This is a template to extract insight

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What (if)?

Why?

So what?

Now what?

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Every insight gets its own form until you’re ready to complete the full story

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What?

Why?

So what?

Now what?

What is the positioning of Honest Tea in the brand landscape?

What is the reason for the positioning of Honest Tea in the brand landscape?

So what that Honest Tea is positioned in the fringes of the brand landscape?

Now what do we suggest Honest Tea to do now that we know about its positioning?

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IntermezzoBuilding a hotel in Istanbul

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To watch the video, follow this link to vimeo.com …

… or watch it from gerardloosschilder.com

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The Story Form framework was used to share a meaningful insight

What? So what?

Now what?

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Every insight gets its own form until you’re ready to complete the full story

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What if?

Why?

So what if?

Now what if?

What is the opportunity of various sites and locations, and of types of hotels?

What is the reason for opportunity at this site, and for the type of hotel?

So what if competitor hotels respond by stunting with their room night prices?

Now what if Metropole opens a hotel in Istanbul and competition responds?

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The Story Spine framework helps to be dynamic

Ever since then …

The moral of the story is ...

Equilibrium

Until finally …

Until suddenly …

Climax

Because of that …

And then … occurred

Events

But then one day … some-thing changes…

Catalyst

Once upon a time …

Everyday…

Situation

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This is a template to build a story using the Story Spine framework

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Situation

Catalyst

Events

Climax

Equilibrium

Also known as the Pixar

Pitch but originally

developed by playwright

Kenn Adams

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Scenario thinking and the Story Spine combined helps to see things from various perspectives

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Situation

Catalyst

Events

Climax

Equilibrium

Metropole is ambitious

Metropole wishes to expand

Metropole explores Istanbul

Metropole opens in Istanbul

Metropole is a new competitor

Istanbul is nice and quiet hotel-wise

Competition sniffs that Metropole is coming

Competition plans to run for cover

Competition starts discounts

Pieces of the pie have become smaller

Metropole Competition

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IntermezzoDaniel the Virtual Merchant

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… or watch it from gerardloosschilder.com

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This story was written to make you see a paradigm shift in the industry

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Situation

Catalyst

Events

Climax

Equilibrium

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IntermezzoThe Curse of the Curly Fries

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To watch the video, follow this link to vimeo.com …

… or watch it from gerardloosschilder.com

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The Curse of the Curly Fries – what’s good about it?

Protagonist – David Antagonist – Philip

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The Curse of the Curly Fries – what’s good about it?

Protagonist– David

Antagonist– Philip

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To profile actors and characters, use a Persona template

• Who is the protagonist?• What are his dreams and

challenges?• Who are his or her friends

and allies?

• Who is the antagonist?• What are his dreams and

challenges? How does this cross the protagonist?

• Who are his or her friends and allies?

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Tip #3 Think in analogies

analogy/əˈnalədʒi/noun1.a comparison between one thing and another, typically for the purpose of explanation or clarification.2."an analogy between the workings of nature and those of human societies"3.a correspondence or partial similarity.4."the syndrome is called deep dysgraphia because of its analogy to deep dyslexia"5.a thing which is comparable to something else in significant respects.6."works of art were seen as an analogy for works of nature"

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Tip #3 Think in analogies

Where have I seen this before?

• Similar products or services

• Similar business models

• Similar market situations

• Similar research approaches

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Tip #3 Think in analogies

Where have I seen this before?

• Similar products or services

• Similar business models

• Similar market situations

• Similar research approaches

Inert marketsThe example of a low

churn rate taken from the telecom market and applied in the utilities market to explain the

disappointing effectivity of promotions

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Tip #3 Think in analogies

Where have I seen this before?

• Similar products or services

• Similar business models

• Similar market situations

• Similar research approaches

Consumable businessThe example of appliance – consumable or head – handle business taken from razors and inkjet

businesses and applied to the power toothbrush

business

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Tip #4 Practice – everything is a story

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Tip #4 Practice – in everyday life

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Wrap up: Storytelling is part of a consultative approach to market research

Engage Activate

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Wrap up: four tips to become a storyteller in market research

Simon Says …1. Use templates2. Visualize3. Think of analogies4. Practice

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Thank you!For more information, questions, coaching and support, contact Gerard Loosschilder at Gerard.loosschilder@gmail.com or at +31 6 2266 5218 (European continental time zone, GWT+1), connect with me at Linkedin, follow me on Twitter at @Gloosschilder or visit me at Gerardloosschilder.com.