A  Presenta*on  from  the  NewMR  Trends  in  Infographics,  Visualisa*on  and  Presen*ng  Event  

28  June  2013  

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Film,  Co-­‐Crea@on  and  Story:  Making  Insights  Emo@onal  and  ImpacPul  

Angela  Cross  ABN  Impact  

Neil  Gains  Tapestry  Works  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Film, Co-creation and Story

Angela Cross & Neil Gains

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

THE  NEED  FOR  EMOTION  IN  MARKET  RESEARCH  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Even  aErac@ve  charts  are  s@ll  …  charts  

•  Where  is  the  emo+on?      

•  Where  is  the  empathy?  

•  Why  should  we  care?  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Film  is  much  beEer  at  communica@ng  people’s  lives  and  feelings,  but…  

it must be less of this… and more of this...

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

MAKING  IT  HAPPEN…  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

So  how  do  we  best  bring  film  to  market  research  today?  

Get serious about it!

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

And,  of  course,  you  need  to  tell  a  story…  

Story  in  advance    or    Story  development  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

STORY  NEEDS  STRUCTURE  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Character  vs  Plot  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Stories  work  because  they  follow  a  structure  

MIDPOINT  

PLOT  POINT  1   PLOT  POINT  2  TRIGGER   CLIMAX  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Context  and  Trigger  are  followed  by  Rising  ac@on,  and  ul@mately  the  Climax  

MIDPOINT  

PLOT  POINT  1   PLOT  POINT  2  TRIGGER   CLIMAX  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Human  emo@ons  follow  common  paEerns  INDIVIDUATION  

STABILITY   CHANGE  

BELONGING  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

THEORY  INTO  PRACTICE  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

     Our  main  insight  was  that  while  the  brand  posi@oning  was  intended  to  be  the  Seducer,  mul@ple  variant  launches  had  caused  a  lack  of  brand  cohesion  …  

 

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

 Working  with  TapestryWorks,  it  became  clear  that  we  needed  a  trigger  to  truly  hook  our  audience  and  take  them  on  a    journey  

How  to  turn  this  into  a  compelling  story  for  our  client?    

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

 This  insight  into  the  link  between  the  emo<onal  territory  of  the  

brand  and  the  emo<onal  goals  of  consumers  was  key  to  our  story.  

     

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Every  archetype  has  virtues  and  vices  …  the  Seducer’s  weakness  is  promiscuity    

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

   “You  can  tell  any  story  20  different  ways.  The  trick  is  to  pick  one  and  go  with  it.”  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Thank you

Angela Cross & Neil Gains ABN Impact & TapestryWorks

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Q & A

Ray  Poynter  Vision  Cri@cal  University  

Neil  Gains  Tapestry  Works  

Angela  Cross  ABN  Impact  

Neil Gains, Tapestry Works, Singapore and Angela Cross, ABN Impact, Thailand Session 1: Trends in Infographics, Visualisation and Presenting, 28 June 2013

Angela Cross & Neil Gains

Find  out  more  about  ABN  films  @  hEp://www.abnimpact.com/filming-­‐2/  Follow  ABN  on  Facebook  @  hEp://www.facebook.com/AbnImpact  Read  Neil’s  blogs  at  @  hEp://www.inspectorinsight.com    

   &  @  hEp://www.doctordisrup@on.com  Follow  Neil  on  twiEer  @  hEp://twiEer.com/neilgains