Better Market Research Using Lessons From Improvisational Theatre

I have always been a researcher. My whole career has been in market research, and I like to say that I was destined to work in this field because it fits my curious personality and problem-solving strengths. Meanwhile, “improv” was something out-of-character that I decided to try after enjoying a friend’s show. I marveled at how spontaneous and playful it was – words that are hardly ever used to describe me. 

Taking lessons in improvisational theatre was a very meaningful experience. Deliberately letting go of control was something new and foreign. I realized the relevance of improv beyond the stage when I observed that practicing my new-found skills was making me a better person with family and friends, leading me to think that I could also benefit from applying them at work. Using these principles for myself and in guiding younger researchers enable us to deliver better work and strengthen partnerships with the teams we work with, both within our organization and with our external partners.

Yes, And

In this basic rule of improvisation, you must agree to what is said to you and then add to it. If your scene partner opens by saying “The view here in Pluto is so pretty!”, you don’t say “We’re on planet Earth!”, but you answer “I know! Look at the Plutonians enjoying the sizzling sea, I want to try it too!”

Yes, And in market research means there is always something that we can add to a discussion, report, or project. Acknowledging a colleague’s inputs in a meeting and building on them help shape a good and fruitful interaction. Keeping a mindset that we must maximize the available data from a study and adding other pertinent information result in a comprehensive and more insightful report. Active participation in a project and being mindful of how you can contribute more make people see you as a valued team member.

The outcome of being encouraging and collaborative is not only a positive experience for our business partners, but it goes beyond that and leads them to seek us out more. Multiple positive experiences forge a strong partnership with trust and goodwill. 

Make Statements

Instead of asking a question that puts pressure on the other person to think of an answer, starting with a statement already gives them something they can react to and work with more easily. An example is saying “You must have been terrified when you saw the alien in your house!”, compared to asking “How did you feel when you saw the alien sitting on your couch?”. When you make statements, you also allow the story to unfold at a faster pace. 

I always remind my team to prepare material to be used as stimulus when meeting business partners for exploratory discussions. We do not go to them and start by posing the question, “What do you need from us?”. We are not supposed to be order-takers. What we do is we present learnings that are relevant to their business before we ask, “What are other questions you have about the market and consumer?”. Giving thought starters shows your business partners that you took the time to think about what they may need. 

Being declarative also conveys your belief in yourself and in your data. When you are confident, you also inspire confidence in the people listening to you. You communicate a data-backed point of view which is what the business seeks from a market research partner. 

Everything Is a Gift

The best improv shows for me are those that can weave a good story based on the least obvious inputs in earlier scenes. There is a moment of surprise when all the pieces that came before it fall into place to form a picture that is suddenly recognizable. It’s marvelous!

Training yourself to look for opportunities even in the most unlikely places gives you an edge because you can see possibilities. There is always something to be learned even from mistakes. There is always a way forward despite numerous problems. This healthy mindset feeds into a sense of purpose and progress, which is helpful in keeping you focused when work gets heavy or challenging. It can even serve as an inspiration to others when their motivation may be dwindling.

An attitude of gratitude is not toxic positivity or being ignorant of reality. It is making the most of what we have as an alternative to focusing on what we lack. In market research with “faster, cheaper, better” becoming more common when it was previously accepted to be impossible, treating everything as a gift displays your professional maturity and reassures your business partners that you can always make something out of what you are given to support them in their requirements.

End Scene

The contrast in the art of improvisational theatre and the discipline of market research could be exactly what makes things interesting when you take elements of the former and apply them in the latter. Practice some improv at work and see how you can improve as a researcher and become a better business partner.