Enter the Experience Economy: Increasing memory and empathy to drive change

This paper explores how research can have more impact when it is made experiential, enabling insights to be made more memorable and consumer empathy to be increased.

Enter the Experience Economy: Increasing memory and empathy to drive change

Thomas Troch

Introduction

While the ideal marketing research study drives change, only half of research studies succeed at that goal. The current best in class is to approach the delivery of results as a service with multiple touchpoints in time, adding formats like interactive workshops and consulting. This paper explores the opportunity to make research more impactful by making it experiential. Making insights memorable and increasing consumer empathy are key step stones to reach that goal.

Defining and solving problems

The American Marketing Association (AMA) defines Marketing Research (MR)...

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