Hasta La Creative!

Legendary humorist Sid Caesar said comedy has to be based on truth. Funnily enough, it’s also a prerequisite for consumer research. So why not mingle the two?

That’s precisely what Millward Brown is doing with “Consumer Theater,” a new program from the WPP company and comedy troupe Second City that injects laughter into the serious business of consumer research in search of honest feedback and creative ideas.

Improvisational actors portray scenes based on the feedback that a panel of consumers gives to brand concepts sourced from marketers. The idea is that consumers will be more open and truthful when they are laughing and interacting with actors in a theater, rather than confined to a sterile conference room.

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