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

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: By using their trade secrets!


The purpose of this paper is to share some important lessons that we believe market researchers can learn from the film industry. We intend to show how the current output of the research industry leaves a lot to be desired, outline the lessons we feel researchers can and should learn...

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