Total Credits: .5 Advance Credits
Have you ever noticed moderating focus groups is a lot like stand-up comedy? Well, if you haven’t, luckily our morning session featured speaker has. In this fun and original presentation, comedian and branding expert Leigh Kessler shares how qualitative researchers can weave their own stories into their business marketing - through the prism of stand-up comedy.
| Stand Out Like a Stand Up Slide Handout (11.5 MB) | Available after Purchase | ||
Marc began his research career 30+ years ago in quant, shifting to qual 20 years ago—with a very non-linear path in between. A moderator, creative facilitator and strategic consultant, he was a partner at B/R/S Group before venturing out on his own in 2010. Marc’s eclectic background—stand-up, improv and sketch comedy, creative writing, P.R. and copywriting, and law—is an asset in his research and innovation work. He uses applied improvisation in an ideation technique he developed in 2010, called, “Out of Focus Groups®,” which grew out of his experience in two improv and sketch comedy troupes with Kristen Wiig, and his migration from quant to qual.
2021 Maryanne Pflug Spirit Award winner.
Together with Pascal Patenaude, they have developed ‘Blocks + Clay’, applying improvisational thinking and the power of play to uncover innovative insights and translating into action. In this workshop, they will lead you through play with purpose, allowing you to experience ways to get in touch with all your senses, even sharpen your 6th one.
Leigh Kessler is a former nationally touring headline comedian who has appeared on numerous TV shows including VH1's "Best Week Ever", CNN's "Showbiz Tonight", Discovery Channel & Sirius Radio. Over the past 15 years, he has overseen and informed research and branding strategies for some of the most well-known brands in America and led companies to the Inc. 5000 list of America's Fastest Growing Private Companies 7 times. He is a frequent speaker on branding and technology, and his work has been published in the Journal of Brand Strategy.
In his keynote presentation Stand Out Like a Stand Up, Leigh brings audiences into the fascinating and fun world of stand-up comedians, examining how stand ups “find their voice” and how the best ones achieve fame. He then explores how those principles are reflected in the most successful brands. He highlights how businesses and business owners can differentiate themselves and their services in the eyes of the buyer - prospects and existing clients - by being clear and specific about their uniqueness and purpose.
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