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The Power of Storytelling
Stories engage and enthrall us in a way that little else does, so why aren’t stories used more in advertising? More brands should use the power of a good narrative to make their advertising more compelling and persuasive to their audience.
A Funny Thing Happened On the Way To the Focus Group
Millward Brown has teamed up with legendary comedy troupe, The Second City,on a new program called “Consumer Theater”. Improvisational actors create scenes based on live consumer feedback.The concept is that other consumers are more likely to give a natural reaction while laughing and engaging with actors in a studios opposed to participating in a moderator-led discussion in a conference room.
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Consumers Have Gone Mobile Long Ago – Researchers Must Catch Up Before it’s Too Late
Consumer behavior has shifted at the same speed as technology. Researchers need to use “Mobile First” surveys to get reliable data and valid results, now and going forward.
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