Abstract:

While the ideal marketing research study drives change, only half of research studies succeed at that goal. Similar to guerilla marketing, the solutions often lie in unconventional and creative ways of engaging the audience, obtaining a maximum impact at a low cost. The current best in class is to approach the delivery of results as a service with multiple touchpoints in time, adding formats like interactive workshops and consulting. This paper explores making research more impactful by making it experiential. Making insights memorable and increasing consumer empathy are key step stones to reach that goal.