Northstar UK’s Daniel Tralman and Rhiannon Price will be presenting their paper: ‘The Apprentice: The Real Winner in the Boardroom’ at ESOMAR Congress 2017 . Additionally, the paper has also been nominated for the ESOMAR Congress 2017 Award for Best Paper Overall (The Fernanda Monti Award). The synopsis of the paper is as follows:
“You’re Hired!”. Anyone who has ever watched a series of The Apprentice knows that this is the ultimate win for the candidates. It is the hard-earned reward for one of 12 hopefuls who have battled it out for 10 weeks to be Lord Sugar’s (or, Donald Trump’s) Apprentice.
But look a little closer and you realise this isn’t just a highly entertaining TV show, it is the epitome in gamification and projective techniques and also an insightful means of character exploration. Given this, Northstar and Jaguar Land Rover saw its potential to be used as the basis for a brand new and innovative qualitative research methodology and together completely re-imagined how to execute and disseminate target customer exploration. The success of this approach is demonstrated by the increased reach and engagement of our three Apprentice episodes, to date, they have received 2,500 views which is around three times more than previous target customer documentaries.
This paper explores why tapping into pop culture is such a powerful methodological innovation and how there is great opportunity and impact in using the method for gathering insight as the medium for sharing it. It also outlines the process, challenges and learnings for any researcher interested in adopting this new methodology.