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Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017

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Can an ancient method be as powerful as the most advanced ones? Our answer is yes, at least about exploring customer experiences. The method we chose is oral storytelling. Our approach, “Recollection, Repetition, and Reflection,” employing modified cognitive interview and projective technique using Tarot cards, allows us to collect the most exciting and inspiring stories from customers. Bonding keys through which emotional attachment towards a brand were discovered, and a scenario of a customer-brand interaction throughout the customer’s life was developed. And nothing can be more powerful and compelling than raw emotions released from great storytellers – so inspiring that the client came up with a dozen of ideas for their next campaign in the viewing room! More about Tomoko and Akiko: Tomoko and Akiko are, by their own words, “fellow travellers” of new frontiers, exploring better ways of diving into consumers’ emotions. Their passion is currently focused on working as “evangelists of cognitive interviews”, demonstrating how respondents can be transformed into great storytellers. Last year, Tomoko and Akiko presented their unique method of integrating cognitive interviews and projective techniques, using Tarot cards, at two major global/regional conferences, ESOMAR Global Qual and Qual360 and were very well received in both.

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Tomoko Yoshida and Akiko Hoshi Festival of NewMR 2017

  1. 1. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Tomoko Yoshida Freelance Researcher Fell in Love at First Sight or started as a Friend? One hundred stories of how customers fell in love with a brand Akiko Hoshi INTAGE
  2. 2. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Love At First Sight or Started As Friends? 1.  What does this <tle mean? ü  What is Love? What is bond? Why does the bond ma?er? 2.  RecollecAon, RepeAAon, ReflecAon ü  Our (qualita<ve) method u<lizing the power of Oral storytelling, which transforms consumers from respondents to great storytellers ü  Combina<on of Cogni<ve Interview and Projec<ve technique using Tarot 3.  What does this method bring us? ü  Bonding Process ü  Bonding Keys
  3. 3. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Your Photo How does Re.Re.Re. help companies to build a stronger brand? Two processes of forming a bond Seven bonding keys Building a scenario to develop a bond, at different stages of the rela<onship, in different life contexts Designing touchpoints to create brand experiences to foster a bond, based on the brand’s bonding key
  4. 4. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 A bond gives the brand a special posiAon in customers’ mind •  Bring in more revenue •  Be enthusias<c advocates & promoters •  A?ract new customers
  5. 5. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Oral Storytelling as a means of sharing experiences •  Is found in any culture, at any <me in our history •  Humans organise their experiences in the form of narra<ve
  6. 6. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 To idenAfy Bonding Keys … •  Consumers’ life contexts •  The meaning of the brand for consumers •  Emo<onal aspects of experiences •  Chronological development of the rela<onship
  7. 7. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Step 1. RecollecAon Step 2. RepeAAon Step 3. ReflecAon Cogni<ve Interview Tarot Free Narratives Guided Peripheral Focus Symbols Archetypes
  8. 8. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Mental <me travel Step 1. RecollecAon Step 2. RepeAAon Step 3. ReflecAon Cogni<ve Interview Tarot
  9. 9. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017
  10. 10. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017
  11. 11. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017
  12. 12. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Mental <me travel Step 1. RecollecAon Elabora<on of the story by chaptering Step 2. RepeAAon Step 3. ReflecAon Cogni<ve Interview Tarot
  13. 13. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017
  14. 14. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017
  15. 15. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Mental <me travel Step 1. RecollecAon Elabora<on of the story by chaptering Step 2. RepeAAon Explora<on of meanings of the brand Step 3. ReflecAon Cogni<ve Interview Tarot
  16. 16. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017
  17. 17. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017
  18. 18. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017
  19. 19. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017
  20. 20. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Love At First Sight or Started As a Friends? 1.  What does this <tle mean? ü  What is Love? What is bond? Why does the bond ma?er? 2.  RecollecAon, RepeAAon, ReflecAon ü  Our (qualita<ve)method u<lizing the power of Oral storytelling, which transforms consumers from respondents to great storytellers ü  Combina<on of Cogni<ve Interview and Projec<ve technique using Tarot 3.  What does this method bring us? ü  Bonding Process ü  Bonding Keys
  21. 21. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Two processes of forming a bond Start as a Friend Love at First Sight Walking Towards Walking With
  22. 22. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Walking Towards is the process to fill in the distance between the brand and themselves S<ll long distance Shorter distance No distance Encounter with the brand Present Out of his reach Fashionable, Urban
  23. 23. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Walking With is the process as if the relaAonship with a long-Ame friend, who is always with you, gradually grows to a romance. Encounter with the brand Present Acquaintance Build-up – from a friend to a lover Consolida<on Heals her loneliness
  24. 24. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Seven Bonding Keys Impact Self-idenAAes •  Wow! •  Problem Solving Who I want to be •  AspiraAon •  Achievement •  My Best Days Who I am I can be myself with you
  25. 25. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Walking Towards is the process to fill in the distance between the brand and themselves S<ll long distance Shorter distance No distance Encounter with the brand Present Out of his reach Fashionable, Urban The quali<es he wanted to a?ain
  26. 26. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Seven Bonding Keys Impact Self-idenAAes •  Wow! •  Problem Solving Who I want to be •  AspiraAon •  Achievement •  My Best Days Who I am •  My Roots, My Role I can be myself with you •  My Mentor, My Companion
  27. 27. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Walking With is the process as if the relaAonship with a long-Ame friend, who is always with you, gradually grows to a romance. Encounter with the brand Present Acquaintance Build-up – from a friend to a lover Consolida<on Heals her loneliness Being suppor<ve in her emo<onal crisis
  28. 28. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017
  29. 29. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Thank You! Tomoko Yoshida Twi?er: @Tomokoyi Email: tomoko.yoshida@myad.jp Akiko Hoshi Email: hoshi-a@intage.co.jp
  30. 30. Fell in Love at First Sight or started as a Friend? Tomoko Yoshida and Akiko Hoshi Festival of #NewMR 2017 Q & A Tomoko Yoshida Freelance Researcher Akiko Hoshi INTAGE Be?y Adamou Research Through Gaming

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