Dr. Sharon Livingston
IAN GARLIC INTERVIEWS SHARON LIVINGSTON ON THE ORIGINS OF THE BAND-AID SLOGAN
For Band-Aid, Sharon had interviewees tell a story with a deck of cards, each with different archetypes on them. Then, she asked certain questions so participants could tell a congruent story with a rising action, conflict, and resolution.
The power of story within these focus groups led her to uncover the consumers’ true motivation for band-aids. What she found was the story was consistent for almost every participant.
If you ask people direct questions, they will answer with what they think is the correct answer. Sharon used indirect methods like the deck of cards so people provided authentic answers which turned into an authentic story. CLICK HERE TO LISTEN: iangarlic.com