Download - Market Oriented Market Research. ENACT: Learnings from Hollywood

An Outlook on ResearchENACT: Learnings from Hollywood

Context

Theme

Research“What is it good for?”

REprovide extra

value

set

1. intelligence generation

2. intelligence dissemination

3. responsiveness

Market Orientationthe marketing conceptKohli & Jaworski (1990)



3. responsiveness

INTEGRATED TOOLBOX

We need to broaden our spectrum to what humans pay attention to or participate in?

consumers

as well as

managers

gamification - fun

RE levance

event & locationbased

Task based interactive &experiential research

“Let’s get in sync with how these work”WHY?

Rule # 1

Rule # 12

Excercise boosts brain power

We are powerful and natural explorers

Rule # 4

We do not pay attention to boring things

Rule # 9

Stimulate more of the sensesRule # 10

Vision trumps all other senses

What you DO to people

is equally important as

what you ASK



3. responsiveness

CONVERSATION STARTER & STORYTELLING

STORIES:WHAT CAN WE LEARN FROM...

?

P(2nd CL 1st

CL) + Pr = P5

3. responsivenessACTION



A picture is worth a 1000 words, but an experienceis like a movie

Aha! x €It’s me

ENgagement

ACTivation

Throughout

generating disseminating responding to market intelligence we need to

STORIES

EXPERIENCE

GAMIFICATION