Abstract:

Can an ancient method be as powerful as the most advanced ones? Our answer is yes, at least about exploring customer experiences. The method we chose is oral storytelling. Our approach, "Recollection, Repetition, and Reflection," employing modified cognitive interview and projective technique using Tarot cards, allows us to collect the most exciting and inspiring stories from customers. Bonding keys through which emotional attachment towards a brand were discovered, and a scenario of a customer-brand interaction throughout the customer's life was developed. And nothing can be more powerful and compelling than raw emotions released from great storytellers - so inspiring that the client came up with a dozen of ideas for their next campaign in the viewing room!