Tuesday, May 26, 2015
3:10 - 3:35 PM
Ted Talks - Trinity Ballroom Two

Modernizing Mediums for Insight Narratives

Story telling mediums have grown over the ages – from paintings on cave walls all the way through to the big screen. However, market research has been stuck in the PowerPoint era for an unhealthy period of time – escaping this is a huge challenge for the research industry. This session will educate the audience on a range of different story telling mediums researchers can now use – from posters, to comic strips, to documentaries, to podcasts, to animations and caricatures. It will relate these back to appropriate methodologies and inform the audience how these storytelling mediums enhance the power of a research story by adding improved understanding and interpretation, cultural context, increased client-side buy-in and improved insight socialisation – and by doing so make research more valuable and less commoditised. The presentation will be delivered in the form of a Joe Schuster-esque comic strip detailing the purpose of all alternative storytelling mediums in a way that will be engaging and memorable. Attend this session as it will be delivered in a visually-unique way and it will inspire our industry to tell insight based stories through innovative mediums going forward.

Interest Statement
To put it into the context of research, this is best summarised in a series of questions:

If the answer to all of these is yes, then attend ‘Modernising Mediums for Insight Narratives’
at the 2015 MRIA Conference.

Learning Outcomes


Janet Haliday
Senior Vice President, Northstar

Janet started her market research career a little differently than many of her peers; after three and a half years on client side, she realized supplier side was where she belongs. Janet joined Northstar Research Partners in 2001 from Canadian Tire Corporation. Janet manages clients across a range of sectors including Retail, Food & Beverage, Consumer Packaged Goods and Not-for-Profit. Her specializations include market understanding and opportunity assessment, market segmentation, brand equity measurement, advertising / communication effectiveness and concept testing.