deep insight using storytelling and role playing
DESCRIPTION
Deep Insight using Storytelling and Role Playing. QRCA Southern California Chapter Mini-Conference June 12, 2010. Kirk Bridgman, M.B.A. THEATRE IMPROV BASED STORYTELLING AND ROLE PLAYING. “History is a myth people agree to believe.”. “It’s as American as Apple Pie”. - PowerPoint PPT PresentationTRANSCRIPT
1
Deep Insightusing
Storytelling and
Role Playing
Kirk Bridgman, M.B.A.
QRCA Southern California Chapter Mini-Conference
June 12, 2010
2
WHAT
WHY
WHOWHEN
WHERE
HOWTHEATRE IMPROV BASED
STORYTELLINGAND
ROLE PLAYING
3
“History is a myth people agree to believe.”
“It’s as American as Apple Pie”
4
“Just the facts, ma’am.”
Apples are not indigenous to America
Apples were used to make hard cider
Apple use declined during prohibition since hard cider was outlawed
Apple Marketing Board of New York State coined the expression “as American as apple pie”
5
Liberty Valance Effect
“When the legend becomes fact – print the legend.”
6
“When the legend becomes fact – print the legend.”
The legends that create beliefs, values, behaviors and action
The legends that beliefs, values, behaviors and action create
Legend Drives Action
7
Legends
8
Legends
1 Part Fact
3 Parts Myth
9
The legend of the Santa Claus Brand
10
Fact or Myth:
The original St. Nicholas
The Dutch connection
Washington Irving
Alexander Anderson
Clement Moore
Thomas Nast
The Coca-Cola Company
Miracle on 34th Street
11
Legends
StoriesTold - Storytelling
Acted Out - Role Playing
12
Santa Claus and “The Spirit of Giving”
What did you see?What did you hear?What did you smell?What did you taste?What did you feel?
13
What did you see and hear going on?
14
Santa Claus & The “Spirit of Giving”Category: Storytelling aloneStructure: Sense Memory / Emotion Recall (adapted from
Actor’s Studio)
One Minute Story (adapted from The Thiagi Group)
Used to: Explore past sensationsFind emotional triggers
Variations: Collage or picture makingIn dyads, then sharingFree associationExtended stories in IDIs
15
Do you consider yourself:
Extremely creative
Pretty creative
A little creative
Not creative at all
16
FactForm FeelingFuture
Legends develop based on who is telling the story.
17
HOWFACTLogic
AnalysisMeasurementsPerformance
Efficiency
WHATFORM
MethodsResources
OrganizationSequence
Control
WHOFEELING
Personal ValuesRelationships
CommunicationsEmotions
Recognition
WHYFUTURE
VisionNew Concepts
IntuitionEnvironment
Synthesis
Which Block Do You Most Associate With?
18
Santa Claus and “The Spirit of Giving”
19
Story Structure
Once upon a time . . .Everyday . . .But one day . . .Because of that . . . (repeated)Until finally . . .Ever since then
20
Santa Claus and “The Spirit of Giving”
Until finally . . .And ever since then people have had a better understanding of the true “Spirit of Giving.”
Because of that . . .But one day . . .And everyday . . .Once upon a time
21
What did you see and hear going on?
22
Santa Claus and “The Spirit of Giving”Category: Storytelling with role playingStructure: Story Rotation (adapted from Kat Koppett / StoryNet)
Used to: Understand context and relationshipVariations: Individuals write the story and then share
Have small groups create a story and present to the group
Use the story spine for different contexts (then, now, future, planning, visioning)Personify a product
23
W T F
24
The Interview
Topic: “The Spirit of Giving” – Image Selection
1 Moderator3 Experts3 Panelists
25
Occupation Alternate occupation Role Model Comfort quadrant Strengths Weaknesses Pleasure Pain Character tendencies
Character Descriptions:
26
The Three #1 Rules of Theatre Improv
Do It, Don’t Censor
Respond with YES AND
Make Others Look Good
27
What did you see and hear going on?
28
The Santa Claus InterviewCategory: Role playing with storytellingStructure: Expert Interview (adapted from Viola Spolin )
Used to: Understand comparison choicesVariations: 2 or 3 experts with different approaches
Man-on-the-street interviewAn outrageous topic Use topics players are really expert inAudience questions rather than panel
29
The Santa Claus brand is “The Spirit of Giving”
Who is campaign targetLogoSlogan or taglineSpokespersonCampaign channel strategy
30
What did you see and hear going on?
31
Spontaneous MarketingCategory: Role playing aloneStructure: Ad Game (adapted from Del Close)
Used to: Explore a brand perceptionVariations: Different objectives
Run as a contestInclude clients with consumersConduct with different subset groups and then discuss similarities and differences
32
WHAT
WHY
WHOWHEN
WHERE
HOWTHEATRE IMPROV BASED
STORYTELLINGAND
ROLE PLAYING
33
WHAT
Explore thoughts, feelings and actions that nurture, shape and sustain individual and collective legends.
34
WHY
“When the legend becomes fact – print the legend.”
The legends that create beliefs, values and behaviorsThe legends that beliefs, values and behaviors create
35
WHO
Anyone who considers themselves:
Extremely creative Pretty creative A little creative
36
WHEN
Explore a theme, concept or brand Explore what happens over time Understand a comparison Understand the whole story
37
Any informal and open space:
Offline
Online
WHERE
38
Storytelling Alone Storytelling with Role Playing Role Playing with Storytelling Role Playing Alone
HOW
39
Increasing Business ResultsConsumer Driven Market Research
Collaborative Ideation and BrainstormingBusiness Improvisation Training
Kirk Bridgman, M.B.A.
[email protected]/in/qrckirk888.400.7344