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Gerard Loosschilder Webinar about Storytelling for the Australian Market & Social Research Society on January 20, 2015

On January 20, 2015, Gerard Loosschilder delivered a webinar about storytelling in market research for the Australian Market & Social Research Society. The webinar was about storytelling to share the insights coming out of a market research study, among which visualizing complex sets of data to turn data into insight. The webinar was aimed at helping market researchers see how to apply storytelling in their market research practices and why it is a necessary skill. Also, it provided them with a few helpful tools, tips and tricks to help them turn into engaging market research storytellers .

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Gerard Loosschilder Webinar about Storytelling for the Australian Market & Social Research Society on January 20, 2015

  1. 1. GerART The Power of Storytelling in Market Research By Gerard Loosschilder, aka GerART For the Australian Market & Social Research Society January 20, 2015 1
  2. 2. GerART Using stories to turn data into insight 2 What? Why? How?
  3. 3. GerART You are my target Business teams Client side market researchers Agency side market researchers 3
  4. 4. GerART Storytelling is part of a consultative approach to market research Conscience to the Business Window to the World 4
  5. 5. GerART Our deliverable is actionable insight Now I see Now I do 5
  6. 6. GerART The story is a vehicle An engaging and credible narrative that makes the audience see reality from a different perspective 6
  7. 7. GerART To engage with our audience, activate them and prompt a change 7
  8. 8. GerART We tap into a long history of storytelling 8 Ethos Pathos Logos Storytelling is here!
  9. 9. GerART Four tips to become a storyteller in market research 1. Use templates 9
  10. 10. GerART Four tips to become a storyteller in market research 1. Use templates 2. Visualize 10
  11. 11. GerART Four tips to become a storyteller in market research 1. Use templates 2. Visualize 3. Think of analogies 11
  12. 12. GerART Four tips to become a storyteller in market research 1. Use templates 2. Visualize 3. Think of analogies 4. Practice 12
  13. 13. GerART Intermezzo The Positioning of Honest Tea 13 Vimeo WordPress To watch the video, follow this link to vimeo.com … … or watch it from gerardloosschilder.com
  14. 14. GerART A story conveying an insight answers three questions What? So what? Now what? 14
  15. 15. GerART 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 15
  16. 16. GerART This is a template to extract insight 16 What (if)? Why? So what? Now what?
  17. 17. GerART Every insight gets its own form until you’re ready to complete the full story 17 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?
  18. 18. GerART Intermezzo Building a hotel in Istanbul 18 Vimeo WordPress To watch the video, follow this link to vimeo.com … … or watch it from gerardloosschilder.com
  19. 19. GerART The Story Form framework was used to share a meaningful insight What? So what? Now what? 19
  20. 20. GerART Every insight gets its own form until you’re ready to complete the full story 20 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?
  21. 21. GerART 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 21
  22. 22. GerART This is a template to build a story using the Story Spine framework 22 Situation Catalyst Events Climax Equilibrium Also known as the Pixar Pitch but originally developed by playwright Kenn Adams
  23. 23. GerART Scenario thinking and the Story Spine combined helps to see things from various perspectives 23 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
  24. 24. GerART Intermezzo Daniel the Virtual Merchant 24 Vimeo WordPress To watch the video, follow this link to vimeo.com … … or watch it from gerardloosschilder.com
  25. 25. GerART This story was written to make you see a paradigm shift in the industry 25 Situation Catalyst Events Climax Equilibrium
  26. 26. GerART Intermezzo The Curse of the Curly Fries 26 Vimeo WordPress To watch the video, follow this link to vimeo.com … … or watch it from gerardloosschilder.com
  27. 27. GerART The Curse of the Curly Fries – what’s good about it? Protagonist – David Antagonist – Philip 27
  28. 28. GerART The Curse of the Curly Fries – what’s good about it? 28 Protagonist – David Antagonist – Philip
  29. 29. GerART 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? 29
  30. 30. GerART Tip #3 Think in analogies 30 analogy /əˈnalədʒi/ noun 1.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"
  31. 31. GerART Tip #3 Think in analogies Where have I seen this before? • Similar products or services • Similar business models • Similar market situations • Similar research approaches 31
  32. 32. GerART Tip #3 Think in analogies Where have I seen this before? • Similar products or services • Similar business models • Similar market situations • Similar research approaches 32 Inert markets The example of a low churn rate taken from the telecom market and applied in the utilities market to explain the disappointing effectivity of promotions
  33. 33. GerART Tip #3 Think in analogies Where have I seen this before? • Similar products or services • Similar business models • Similar market situations • Similar research approaches 33 Consumable business The example of appliance – consumable or head – handle business taken from razors and inkjet businesses and applied to the power toothbrush business
  34. 34. GerART Tip #4 Practice – everything is a story 34
  35. 35. GerART Tip #4 Practice – in everyday life 35
  36. 36. GerART Wrap up: Storytelling is part of a consultative approach to market research Engage Activate 36
  37. 37. GerART Wrap up: four tips to become a storyteller in market research 37 Simon Says … 1. Use templates 2. Visualize 3. Think of analogies 4. Practice
  38. 38. GerART 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. 38

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