Stories trigger our archetypes and thus allow for insights into fears/wishes/hopes/dreams.
Storytelling is an effective way to get people to open up; the telling of a story provides a distance which also allows people to speak.
Roth Communications uses storytelling focus groups to deliver deep target market insights.
We harvest stories from participants and record the data on digital audio. These recordings are transcribed and analyzed for themes and issues.
Gathering the data in the vernacular allows us to inform copywriters of the actual language used by their audiences.
The fact that a third party is conducting the research and analysing the data means that the findings are independent and verifiable.
For an example of our work, please click here.