deep insight using storytelling and role playing kirk bridgman, m.b.a. qrca southern california...
TRANSCRIPT
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Deep Insightusing
Storytelling and
Role Playing
Kirk Bridgman, M.B.A.
QRCA Southern California Chapter Mini-Conference
June 12, 2010
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WHAT
WHY
WHOWHEN
WHERE
HOWTHEATRE IMPROV BASED
STORYTELLINGAND
ROLE PLAYING
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“History is a myth people agree to believe.”
“It’s as American as Apple Pie”
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“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”
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Liberty Valance Effect
“When the legend becomes fact – print the legend.”
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“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
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Legends
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Legends
1 Part Fact
3 Parts Myth
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The legend of the Santa Claus Brand
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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
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Legends
StoriesTold - Storytelling
Acted Out - Role Playing
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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?
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What did you see and hear going on?
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Santa Claus & The “Spirit of Giving”Category: Storytelling alone
Structure: 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 making
In dyads, then sharing
Free association
Extended stories in IDIs
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Do you consider yourself:
Extremely creative
Pretty creative
A little creative
Not creative at all
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FactForm FeelingFuture
Legends develop based on who is telling the story.
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HOWFACTLogic
AnalysisMeasurementsPerformance
Efficiency
WHATFORM
MethodsResources
OrganizationSequence
Control
WHOFEELING
Personal ValuesRelationships
CommunicationsEmotions
Recognition
WHYFUTURE
VisionNew Concepts
IntuitionEnvironment
Synthesis
Which Block Do You Most Associate With?
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Santa Claus and “The Spirit of Giving”
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Story Structure
Once upon a time . . .Everyday . . .But one day . . .Because of that . . . (repeated)Until finally . . .Ever since then
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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
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What did you see and hear going on?
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Santa Claus and “The Spirit of Giving”Category: Storytelling with role playing
Structure: Story Rotation (adapted from Kat Koppett / StoryNet)
Used to: Understand context and relationship
Variations: 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
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W T F
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The Interview
Topic: “The Spirit of Giving” – Image Selection
1 Moderator3 Experts3 Panelists
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Occupation Alternate occupation Role Model Comfort quadrant Strengths Weaknesses Pleasure Pain Character tendencies
Character Descriptions:
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The Three #1 Rules of Theatre Improv
Do It, Don’t Censor
Respond with YES AND
Make Others Look Good
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What did you see and hear going on?
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The Santa Claus InterviewCategory: Role playing with storytelling
Structure: Expert Interview (adapted from Viola Spolin )
Used to: Understand comparison choices
Variations: 2 or 3 experts with different approaches
Man-on-the-street interview
An outrageous topic
Use topics players are really expert in
Audience questions rather than panel
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The Santa Claus brand is “The Spirit of Giving”
Who is campaign targetLogoSlogan or taglineSpokespersonCampaign channel strategy
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What did you see and hear going on?
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Spontaneous MarketingCategory: Role playing alone
Structure: Ad Game (adapted from Del Close)
Used to: Explore a brand perception
Variations: Different objectives
Run as a contest
Include clients with consumers
Conduct with different subset groups and then discuss similarities and differences
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WHAT
WHY
WHOWHEN
WHERE
HOWTHEATRE IMPROV BASED
STORYTELLINGAND
ROLE PLAYING
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WHAT
Explore thoughts, feelings and actions that nurture, shape and sustain individual and collective legends.
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WHY
“When the legend becomes fact – print the legend.”
The legends that create beliefs, values and behaviorsThe legends that beliefs, values and behaviors create
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WHO
Anyone who considers themselves:
Extremely creative Pretty creative A little creative
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WHEN
Explore a theme, concept or brand Explore what happens over time Understand a comparison Understand the whole story
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Any informal and open space:
Offline
Online
WHERE
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Storytelling Alone Storytelling with Role Playing Role Playing with Storytelling Role Playing Alone
HOW
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Increasing Business ResultsConsumer Driven Market Research
Collaborative Ideation and BrainstormingBusiness Improvisation Training
Kirk Bridgman, M.B.A.
[email protected]/in/qrckirk888.400.7344