Marketing research today has become a lot about story telling. In today’s technology driven environment, telling a story often means being very visual. A good example of this is The Families Project by Betty Crocker/General Mills.
This report is all about the changing profile of the american family. If this was a regular report, you might have glanced over it, maybe taking in a few details and moved on. Betty Crocker went a step further. They provided the data in a way that was easy to absorb. This type of digital story telling is a becoming more common in marketing research.
Sure – adding pictures, doing a video, developing a microsite – those things take time. But that effort is well worth it when you are trying to force change within an organization or sell an idea. Based on my experience in CPG, this was done to drive change. It was done to show senior managers that marketing the same way they have always done may not work. The american family is changing, and so must the way we market to them.