Learning From Lucas: What can crime drama, movies and theatre teach us about insight?

This paper discusses how alternative models for storytelling can be deployed to help organisations more effectively engage with and act on consumer insight; it's illustrated by a UK project undertaken for Walgreens Boots Alliance, the pharmacy group.

Learning From Lucas: What can crime drama, movies and theatre teach us about insight?

Nick Coates and Richard Drury

Preface

This paper explores how alternative models for storytelling can be deployed to help organisations more effectively engage with and act on consumer insight. We show how lessons from narrative theory, cinema and theatre, can take the place of tradition