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)

1. intelligence generation

2. intelligence dissemination

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

1. intelligence generation

2. intelligence dissemination

3. responsiveness

CONVERSATION STARTER & STORYTELLING

STORIES:WHAT CAN WE LEARN FROM...

?

P(2nd CL 1st

CL) + Pr = P5

3. responsivenessACTION

1. intelligence generation

2. intelligence dissemination

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