Film, Co-Crea@on and Story: Making Insights Emo@onal and ImpacPul - Trends in Infographics - Neil Gains and Angela Cross

1. A
Presenta*on
from
the
NewMR
Trends
in
Infographics,
Visualisa*on
and
Presen*ng
Event
28
June
2013
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owned
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presenters
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material
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Film,
Co-­‐Crea@on
and
Story:
Making
Insights
Emo@onal
and
ImpacPul
Angela
Cross
ABN
Impact
Neil
Gains
Tapestry
Works

2. 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

3. 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

4. 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?

5. 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...

6. 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…

7. 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!

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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
…

16. 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?

17. 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.

18. 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

19. 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.”

20. 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

21. 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

22. 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
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