[PDF] Storytelling And Market Research eBook

Author : C. Frederic John
Publisher : Routledge
Page : 176 pages
File Size : 18,25 MB
Release : 2021-11-10
Category : Business & Economics
ISBN : 1000473422

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Showing how market researchers can get a seat at the decision-making table, this book is the essential guide to mastering storytelling techniques that can dramatically enhance the impact of research reports and presentations, commanding full audience engagement and buy-in. While demand for storytelling in marketing research reports and presentations has mushroomed in recent years, there can be confusion about what decision-makers mean by "stories." Leading market research expert C. Frederic John eliminates this confusion by defining four specific types of story in the business arena, and providing a series of "how-to" guides for generating effective solutions when communicating learning and other information. This book is the first to emphasize the needs of the report reader or presentation audience. Drawing on examples from ancient and modern literature, drama, opera, and other arts, this book will help today’s (and tomorrow’s) market research professionals to thrive in a world demanding insights, real-world recommendations, and more relevant deliverables.

Author : , empreender
Publisher : Editora Bibliomundi
Page : 18 pages
File Size : 43,19 MB
Release : 2021-12-16
Category : Business & Economics
ISBN : 1526024861

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Story telling can be a powerful component in a marketing strategy. It can be the driving force behind developing, and more importantly, establishing a brand that connects and resonates with your target audience.It’s also the easiest way to express emotions and illustrate your commitment to providing value. There’s nothing more powerful than a carefully crafted story that fulfills the needs of your core market.In this special report, you will learn top story-telling methods, how to best use these strategies and how you can use storytelling to strengthen your brand or launch a new one.

Author : Hernández-Santaolalla, Víctor
Publisher : IGI Global
Page : 457 pages
File Size : 50,20 MB
Release : 2020-04-24
Category : Business & Economics
ISBN : 1799831205

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As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

Author : Caroline Florence
Publisher : Kogan Page Publishers
Page : 297 pages
File Size : 24,48 MB
Release : 2024-06-03
Category : Business & Economics
ISBN : 1398615048

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Marketers are storytellers, they write content, marketing strategies and devise internal communications, but unless these stories are evidence-based, they won't be believable or truly persuasive. Understanding how to use data to build and tell stories is an increasingly important part of the modern-day marketers' toolkit. Stories centered on robust evidence and credible data can withstand challenges, provide meaning, offer insight and engage audiences. This book is designed to plug the data storytelling skills gap and enable marketing professionals to cut through the data overload, join the data dots and create engaging narratives and content. Regardless of whether you're a data expert, data anxious or a data sceptic, this book will give you the tools to help you to communicate more effectively with your customers and your stakeholders. Written by expert trainer Caroline Florence, this book outlines how to build robust and compelling data stories. Drawing on her client work with companies such as Toyota, Lactalis, News UK, Mars Petcare and AXA, plus contributions from experts across data, insights, marketing and customer experience, this book provides a practical roadmap to increase your influence with data storytelling.

Author : Y?lmaz, Recep
Publisher : IGI Global
Page : 633 pages
File Size : 17,33 MB
Release : 2018-07-06
Category : Social Science
ISBN : 1522553584

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Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies.

Author : S M A Moin
Publisher : Springer Nature
Page : 113 pages
File Size : 45,27 MB
Release : 2020-10-26
Category : Business & Economics
ISBN : 3030590852

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Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

Author : S.R. Toliver
Publisher : Routledge
Page : 232 pages
File Size : 40,12 MB
Release : 2021-11-19
Category : Psychology
ISBN : 1000474666

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This research-based book foregrounds Black narrative traditions and honors alternative methods of data collection, analysis, and representation. Toliver presents a semi-fictionalized narrative in an alternative science fiction setting, refusing white-centric qualitative methods and honoring the ways of the griots who were the scholars of their African nations. By utilizing Black storytelling, Afrofuturism, and womanism as an onto-epistemological tool, this book asks readers to elevate Black imaginations, uplift Black dreams, and consider how Afrofuturity is qualitative futurity. By centering Black girls, the book considers the ethical responsibility of researchers to focus upon the words of our participants, not only as a means to better understand our historic and current world, but to better situate inquiry for what the future world and future research could look like. Ultimately, this book decenters traditional, white-centered qualitative methods and utilizes Afrofuturism as an onto-epistemological tool and ethical premise. It asks researchers to consider how we move forward in data collection, data analysis, and data representation by centering how Black girls reclaim and recover the past, counter negative and elevate positive realities that exist in the present, and create new possibilities for the future. The semi-fictionalized narrative of the book highlights the intricate methodological and theoretical work that undergirds the story. It will be an important text for both new and seasoned researchers interested in social justice. Informed and anti-racist researchers will find Endarkened storywork a useful tool for educational, cultural, and social critiques now and in the future.

Author : Matthew Harrison
Publisher : Kogan Page Publishers
Page : 400 pages
File Size : 15,81 MB
Release : 2016-03-03
Category : Business & Economics
ISBN : 0749475862

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Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analyzing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences are included throughout to ground the concepts in business reality. Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research. Online resources include a range of tools, templates, surveys and guides.

Author : Paul N Hague
Publisher : Kogan Page Publishers
Page : 257 pages
File Size : 32,84 MB
Release : 2004-03-03
Category : Business & Economics
ISBN : 0749445947

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This practical guide to the basics of market research takes a clear, concise step-by-step approach. It describes and explains the various tools and techniques available to market researchers. Comparative examples and real-life international case studies help make the basics of market research straightforward and accessible. Market Research in Practice assumes no previous knowledge of the subject and offers guidance for the reader who is either studying or completely new to market research. The book also outlines data protection legislation and details the professional ethics incorporated in the MRS Code of Conduct. Contents include: the role of market research market research design desk research focus groups and in-depth interviews sampling questionnaire design interviewing self-completion questionnaires and e-surveys data analysis report findings Part of the new Market Research in Practice series and published in association with the Market Research Society, Market Research in Practice is an invaluable guide for students, researchers, marketers and users of market research.

Author : S. M. A. Moin
Publisher : Routledge
Page : 0 pages
File Size : 19,4 MB
Release : 2024
Category : Business & Economics
ISBN : 9781032689425

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Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space. Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology. In this context, the book positions brand storytelling as an artistic science, evolving in the content creators' playground that fosters brand-consumer conversation and co-creation. Although the future of storytelling is mysterious, the author argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science. With a balance of theories and practice, including conceptual models, tools and techniques, this book offers valuable insights, allowing researchers, academics as well as astute marketing practitioners and students to follow how the art of storytelling, empowered by science and technology, is transforming the discourse of brand communications in the imagination age.