As part of the Story Time: The Narrative Research Forum event, Steph Shaarwi (Irrational Agency) and Maura Collins-Titone (Mondelēz) discuss and share how Mondelēz used narrative research to identify emerging category trends and leverage that information to shape new propositions. This presention is part of the Story Time: Narrative Research forum event, hosted and produced by the Irrational Agency and NewMR, bringing together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights. To listen to the presentation and access the recording, visit NewMR.org/Play-Again

2. NARRATIVE EXPLORATION OF
NEW CATOGORIES AT MONDELEZ

4. Where we find ourselves today...

9. 9
I have been good all
week, I am allowed a
cheat day
I need to eat 5 portions
of fruit/veg a day to be
healthy
Doesn’t matter what I
eat, as long as I have a
calorie deficit I will lose
weight
I need to take
supplements because
food today doesn’t give
me all the nutrients I
need
I only eat organic
because it is the best for
me and the environment
Now I have children I
need to take better care
of myself and my health

10. 10

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Experience
&
Expertise +
Depth
Breadth
Creativity
Innovation
+
S3 track
record

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1
Explore
Narrative Qual
90min depths
Story telling
Emotional
stories
PN stories
Product
stories
Beginning Middle End

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2
Measure
Narrative Quant
System 3 survey
Our 3 decision making behaviours

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1 2 3
Framing
12 x scenarios
Imagine you see an ad come up on your
social media for a new online personalized
snack service where you can buy snacks
best suited to your individual nutritional
needs by doing an at home finger-prick
blood test and mailing your sample.
Subconscious
associations
Desired
behaviour

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Meanings How to leverage mindsets
Aspirations Emotionally rewarding stories

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3
Create
Innovation
workshop
Science creates trust
Support and evidence provide reassurance
Process can be a barrier, overcome by
health benefits
Innovation is naturally associated with
digital solutions

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