Debuted at the ESOMAR Insights Festival 2020, our Brands Connect series continues with its next episode exploring with insights leaders working within brands and research using organizations the opportunities and challenges they see for their organizations and their talent pools.These inspiring conversations cover a lot of ground despite their bite-sized formats and offer a real opportunity for the community to gain insights into the emerging trending topics of our time. A can't-miss rendez-vous to connect that's sure to leave you inspired and fully fed with insights!In this episode, Mars Wrigley's Senior Director of Foresight, Innovation & Growth Insights, Michelle Gansle interviews ESPN's Vice President Research and Insights Renata Policicio as they discuss the headline topic: The Future of Storytelling.
Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling is created equal. We wanted to test the theory that measuring storytelling effectiveness could directly influence business growth. We designed a new framework in the process establishing a new method for brands to evaluate storytelling effectiveness.
Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling is created equal. We wanted to test the theory that measuring storytelling effectiveness could directly influence business growth. We designed a new framework in the process establishing a new method for brands to evaluate storytelling effectiveness.
The main 3 takeaways of the presentation are:- It is possible to measure what makes and predicts engaging storytelling;- Relatability is the most important attribute to any story, no matter what your objective is;-Different generations connect and value stories in different ways.
Q&A Session, Insights integration.
Emotionology is an innovative research project conducted by Turner Latin America in 2013 and 2014, in partnership with Neurensics and BMC, with the objective of measuring consumers' emotional engagement towards different types of content, drilling down into how the brain reacts to them - including programming content and advertising. Humans are 'emotion hunters': from birth and until we die we are feeling and seeking emotions in every moment in our life. Emotions are behind all our actions, from the moment we wake up to choosing what to watch on TV when going to bed at night.