Storytelling to the Masters of Storytelling: Communicating Insights to Warner Bros

Amanda Boote and Lisa Stych

This paper argues that market research could learn from the film industry how to improve presentation and insights.

Storytelling to the Masters of Storytelling: Communicating Insights to Warner Bros

Amanda BooteWarner Home Video

Lisa StychIncite Marketing Planning

Question: How do you tell a research story to a client who makes great films like Batman or Happy Feet?Answer:...

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