Life happens in the narratives we tell one another.
And that is critical in the way we research advertising.
Make strategic business decisions with The Essential Guide to Market Research by Ellen Baron.
Storytelling, that is, strategic storytelling, is at the heart of advertising, whether we are talking about the classic 30 second TVC, a print or billboard ad, or a digital narrative on social media, such as using GIFs to connect with hay fever sufferers. Joy, Hope, Excitement, Sadness, Fear, stories create emotions within the viewer and that’s exactly what makes it so powerful.
- What are the stories that consumers will tell each other (if any) based on your advertising?
- What will be on the lips, or more likely social media ‘shares’ of consumers today?
Great advertising can persuade people, but it might not inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul.
We also use a variety of research approaches to test territories, story ideas, and animatics of finished ads, including neuro testing to understand implicit brand connection, engagement and motivations, that consumers can’t tell us about.