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Deep Insight using Storytelling and Role Playing

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”.

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Deep Insight using Storytelling and Role Playing

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  1. Deep Insight using Storytelling and Role Playing QRCA Southern California Chapter Mini-Conference June 12, 2010 Kirk Bridgman, M.B.A.

  2. THEATRE IMPROV BASED STORYTELLING AND 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. Legend Drives Action “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

  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 • Stories • Told - 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 alone Structure: Sense Memory / Emotion Recall (adapted from Actor’s Studio) One Minute Story (adapted from The Thiagi Group) Used to: Explore past sensations Find emotional triggers Variations: Collage or picture making In dyads, then sharing Free association Extended stories in IDIs

  15. Do you consider yourself: • Extremely creative • Pretty creative • A little creative • Not creative at all

  16. Legends develop based on who is telling the story. Fact Form Feeling Future

  17. Which Block Do You Most Associate With? HOW FACT Logic Analysis Measurements Performance Efficiency WHY FUTURE Vision New Concepts Intuition Environment Synthesis WHAT FORM Methods Resources Organization Sequence Control WHO FEELING Personal Values Relationships Communications Emotions Recognition

  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” Once upon a time And everyday . . . But one day . . . Because of that . . . Until finally . . . And ever since then people have had a better understanding of the true “Spirit of Giving.”

  21. What did you see and hear going on?

  22. 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

  23. F W T

  24. The Interview Topic: “The Spirit of Giving” – Image Selection 1 Moderator 3 Experts 3 Panelists

  25. Character Descriptions: • Occupation • Alternate occupation • Role Model • Comfort quadrant • Strengths • Weaknesses • Pleasure • Pain • Character tendencies

  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 Interview Category: 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

  29. The Santa Claus brand is “The Spirit of Giving” Who is campaign target Logo Slogan or tagline Spokesperson Campaign channel strategy

  30. What did you see and hear going on?

  31. Spontaneous Marketing Category: 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

  32. THEATRE IMPROV BASED STORYTELLING AND ROLE PLAYING

  33. WHAT Explore thoughts, feelings and actions that nurture, shape and sustain individual and collective legends.

  34. “When the legend becomes fact – print the legend.” The legends that create beliefs, values and behaviors • WHY The legends that beliefs, values and behaviors create

  35. WHO • Anyone who considers themselves: • Extremely creative • Pretty creative • A little creative

  36. Explore a theme, concept or brand • Explore what happens over time • Understand a comparison • Understand the whole story • WHEN

  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. Kirk Bridgman, M.B.A. Increasing Business Results Consumer Driven Market Research Collaborative Ideation and Brainstorming Business Improvisation Training www.ps-research.com kirk@ps-research.com www.linkedin.com/in/qrckirk 888.400.7344

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