How "disruptive storytelling" brings research to life at Gap

This event report explains how Gap's customer relationship management (CRM) team used disruptive storytelling to better communicate key research findings to the rest of the company.

How "disruptive storytelling" brings research to life at Gap

Ben DeJarnette

Four years ago, the customer relationship management (CRM) team at Gap had a problem.

"We were deeply misunderstood," said Jason Taylor, Senior Director/Consumer Insights at Gap Inc., told delegates at the 2016 New Face of Consumer Insights conference held by the Institute for International Research (IIR) in Marina del Rey, California. "The brand saw us as a bunch of geeky guys who do usability stuff for the website, or who send the emails out."

By contrast, Taylor wanted his Gap colleagues to recognize the CRM team as the "brain...

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