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Consumers Ignore Ads That Aren't Telling Their Stories"The ideal research method is ethnography -- observing and talking with people "on location." But whichever interviewing method you use, here are a few tips:" Trigger memories through the senses Know how to identify a good story Add an element of surprise Focus on the markers of a good story If you want to break into a segment, try evoking its stories. And listen for the good ones. The insights revealed may lead you to new innovations. More important, the stories themselves may provide the inspiration for your next, truly engaging campaign." Read the full article: |
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