Marketing and Research Consulting for a Brave New World
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Research transformation is more than employing new tools to get at what consumers in a 2.0 world think and do, it is about finding ways of bringing those findings to life. What is the brilliant insight from your research (example: Dove Campaign for Real Beauty was motivated by the insight that only 2% of women think of themselves as beautiful). Find that insight and then tell it in a way that is unforgettable. If you connect emotionally with your audience they will never forget the insight you delivered and if will be baked into their decision-making. (Can you say “research impact”?) I think storytelling is key and that’s why it will be featured at the ARF’s Jan 27th event in SF on research transformation (Michael Perman from Levi Strauss will speak on, “Storytelling inspires change”). We will then follow that up with a day of training on storytelling research results on March 29th (the Sunday before our annual conference). Are you using storytelling techniques? Please let us know!!

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