Abstract:

In 2014, Shell commissioned BAMM to conduct exploratory research to understand the complex interplay between the environment, customers and staff of Shell stations across the globe. BAMM carried out research in 4 key markets, employing a combination of digital ethnography, filmed customer journeys, and documentary journalism, to capture the daily routine of the stations, and to uncover the staff's motivations as well as the challenges they face. This presentation explores how documentary journalism provides a powerful tool for the collection and dissemination of insights within a global organisation. It demonstrates how multiple visual assets can be used to captivate and excite stakeholders, and it introduces new opportunities for insight teams and agencies to create global impact.