This month Lorraine was invited to speak to business and marketing students at Newcastle University, calling upon her experience within the market research industry.The lecture provided an overview of qualitative research techniques which aim to peel back the layers, to reveal the more covert and emotional forces at work in purchasing behaviour.

The talk included ethnographic studies in home, getting to know consumers in their own environments, as well as simulated shopping trips, sometimes using eye tracking devices - whether in-store or online. Projective techniques which draw upon the power of play to reveal those hidden depths, such as thought bubbles, collage work and creative brand mapping exercises were all explored. 

Watch this space for more details of the use of storytelling to entertain and engage.