Tuesday, May 26, 2015
3:10 - 3:35 PM
Ted Talks - York A & B

How to Co-Author a Bestseller

Every story has a beginning, middle and end, with a plot that ties everything together.  Every good story is written or told ensuring that the language, plot and characters are relevant and engaging for its target audience.  Sub-plots can be effective but only if they build on the main plot and don’t add confusion, detracting attention away from the story’s key message.

Listen to the real-life example of how Keurig worked with one of their research suppliers to effectively synthesize copious amounts of data for one of Canada’s most beloved beverages into a highly relevant, concise and easily digestible story. The outcome helped to shape their strategy and provided guidance on identifying and determining how to best communicate with their target consumers. 

Keurig will share the process they followed to get straight to the key insights to be actioned in both the short and long-term, and how this process resulted in a bestseller that was embraced internally.


Stefania Traglia
Keurig

Having graduated with a Master’s degree in Sociology at Concordia University, Stefania began her career in 2004 at Ipsos ASI- the company’s advertising research division. After 10 years of understanding brand and learning to duck from the ad agency’s glare, Stefania transitioned to the client side at Keurig, where a caffeinated look at things made her realize just how important storytelling really is. 

 


Juliann Ng
Vice President, GfK

Juliann has been telling consumer stories for 15 years since she began her marketing research career.  Currently with GfK, she has a diverse research background spanning brand and communication measurement, innovation testing, loyalty research, segmentation, and direct marketing campaign research.   In addition to managing various client accounts at GfK, she leads the Canadian ethnic practice area, and within that role, she has delivered more than 10 client roadshows telling the story of top purchase influencers of Chinese immigrants.  Juliann presented an overview of shopping trends at the annual FDSA luncheon in 2014 and recent public relations spots include a cross-border shopping segment on 680 News and a Black Friday interview on CTV News.  Juliann holds an MBA from McGill University, and is a member of the MRIA and RAC.