Storytelligent | Brand Storytelling with Bryce McNabb Customer Insight with Gina Fong | Unveiling the Art of Consumer Anthropology
Aug 7, 2023
Gina Fong, an esteemed assistant clinical professor at The Kellogg School of Management, discusses the importance of customer insight and her role as a consumer anthropologist. She explores the power of asking simple questions, understanding customer motivations, and using brand storytelling as a strategic framework. Fong also touches on sample size in research, delivering difficult information with empathy, and the value of empathy in relationships.
Chapters
Transcript
Episode notes
1 2 3 4 5 6
Introduction
00:00 • 4min
Understanding Human Beings in Business
03:52 • 15min
The Power of a Simple Question
19:02 • 4min
Understanding Customer Insight and Using Brand Storytelling as a Strategic Framework
23:23 • 4min
Understanding Sample Size and Research Report Preparation in Consumer Anthropology
27:06 • 5min
The Importance of Consumer Insight and Empathy
31:56 • 11min