Storytelling in research - Pros and Cons
A shared challenge faced by most research companies is structure of the presentation.(my thoughts on this in another post- how the deliverable is not really the results/findings but the presentation) A common approach followed by most is to tell a story.
In my experience of both the Client side and the agency side is that a researcher’s key result area is – decode what the Customer thinks, why or why not and then design all research documents to that objective.
Present the findings in a way that the Client understands. Traditionally, you presented the facts, built the story around the brand/product and what the Customer sum total of perceptions is ( Kenichi Ohmae 3C’s :Category,consumer, competition) and then suggest a way forward. The advantage of that is that you let the viewers/audience read the data with you, think of different implications in their mind and build a story for themselves. Now when you present your way forward, it could match the intended audience’s view or be different and hence make them think of another perspective.
Over the last few years, Research has moved to more of actionable insights. Where the narrative is explained first, then the facts around it and the way forward is now part of the story itself. I feel this has in part happened because a lot of Consulting work has started coming to research agencies ,given how research is better priced than consulting and therefore a lot of Clients try to get the research agencies to answer those questions for them.
Why this may not always work is because consumer research is based on just attitudinal data and consulting takes a more holistic approach where behavioural data, market intelligence is taken into consideration while shaping the narrative.
I feel this new approach could have its shortcomings-
Very often, or actually most often facts,data can be presented to suit your story/narrative. Ie- subjective nature of data.
You could be guilty of not showing some data points/data which could be of potential later.
Finding a mid -path is essential. Build trust with your technique and present your perspective.
What is storytelling for brands?
In this low attention, fast paced world of Video it stays.
Science has it explained that the memory works on 3 attributes
Emotion -The amygdala, an almond-shaped structure in the brain's temporal lobe, attaches emotional significance to memories.
Place - Research says that place-based memory (associations of it) work
Story - Building a narrative is the best way of it being etched in your memory.
Communication which speaks to them
What is a Narrative?
Something that works like a Plot. Is your tagline your narrative? Not really. Your tagline defines your purpose.
Narratives are what your story is about. It could be a gist, an abstract, a summary.
It is like Book reviews
Commonly used phrases like What is your narrative? What is your story?
That is translates into- what are you really talking about, your purpose?
Are we transform lives- a narrative? No.
A narrative is the View you want stakeholders to know about. It is what you want everyone to know about you or your solution.
It is YOUR WORLD VIEW THAT YOU MAKE INDIVIDUALS BELIEVE IN
Connects Emotionally - So people remember the emotion with your story
Described functionally
Resonates, is relevant and is Real
An example of a well written narrative is, and its rendition is Taj Stories. You believe the world view about Indianness and Tajness and the hospitality that comes with it. (In being as authentic to the places they are in)
Or even the Sprite Story. You believed in it. About wanting to be and connecting with the bindass cool guy. Or the Nike Just Do it Story. You believed the world view of going out there to pursue sports as an athlete or as a passion.
The Quaker Oats story where they created a world view of believing in how Oats are healthy for your heart and good cholesterol.
Like the 3 Idiots story or even the Taare Zameen par story.
Think of the Ekta Kapoor stories. The Plot is predictable each time. But she sells you a world view you believe in.
Often, we hear ourselves saying
“That is a bad plot, there was no story in it.”
Well, that is what can happen to brands too. Prospective Users are not able to get your story and therefore do not understand your world view.
How can you use Storytelling in building a brand?
Storytelling is a framework. It enables a logic in your content development. It is about starting from the beginning. Building the plot slowly and then introducing Hero.
It helps in bringing about Consistency about your offering and making sure everyone gets the external world view internally. To train your sales force
Correlate the way the Customers see the company/its solutions vis a vis how the business is organized internally
To have it reflected in your owned media assets
Develop a brand story, a narrative around the company that translates into Mission & Vision for the company
How to develop your brand story
A lot depends upon your brand journey/stage.
Choose where your brand fits:
Disruption
Challenge an existing category
Legacy B2C brands – Have been there for long, Say Apple, Pepsi, Coke. They need a refresh mostly for their sub-brands. The larger brand ethos remains the same. Apple is about design, and you are someone who believes in superior design and intuitive user interfaces. That gets translated across different products. (ACT1 is where every time a new product is introduced)
Start-up brands – Have to first build the world view and ratify that the world view is consistent for a sizeable audience. (know their product-market fit). Then they develop the brand story around that.
B2B brands – May have to work around 2 stories, depending upon who the Target Audience is -
Product led
Service led
Choose your framework:
Frameworks
The Status Quo-Conflict Resolution- Hero-Act 1
The Brand Archetype framework
Design thinking - Positioning framework
A narrative may not be customised. It is your campaigns which can be tailored. The broader narrative around says being about immunity building, motivation stays.
Choose who you want to collaborate with?
If you have all your data with you and need someone to structure it for you, brainstorm give you one on one help then take an expert.
If you want to try storytelling out, then take an expert who will show you the nuts and bolts.
If you have less of data, no collaterals and no idea of the TG, go with an agency. They have the data and more resources to work against timelines.
Depends upon your end goal – What kind of content are you looking at? If you want this as a process for copy, catalogues and want someone to do end-end then look at medium sized agencies.
Checklist for You:
Do you know the Status quo of the category
Do you know how your brand/solution address the existing friction in the category? - The Conflict resolution
Do you have some idea of what your key USP is?
Is there any specific campaign/product launch you have in mind?
How does Out of Syllabus do it?
We work with the broad framework outlined above. Our commercials depend upon your level of data sufficiency, content required from us and number of stories to be written.
Our frameworks are proprietary and hence we only share a full detailed process on commission. We do share an approach note with commercials on queries.
Read More on Brands and storytelling:
Brand Archetypes: The Hero & the Outlaw
All marketers tell a lie- Godin Seth
YouTube links