Anna Box is a psychologist, consultant and writer who mashes the art of story with the science of thriving. She believes that great tales are never just seen or heard, they are felt – and has devoted much of her life and career to understanding story, human thriving – and how together they can change us. Her study into the psycho-physiological response to storytelling sparked her interest in cinematherapy and all that has stemmed from Joe Campell\’s work concerning \’the hero\’s journey\’. Anna consults to a range of clients across corporate, not-for-profit, the arts, and elite sport; regarding what it is to thrive; what makes a great story; and how the two will play an increasing role in perhaps our most omnipresent form of storytelling today – branding. Dream projects incorporate strategy, culture, ideas, and human flourishing – hence her enthusiasm for The School Of Life. Anna never lets much time pass before hitting the cinema, and she believes wholeheartedly that film, story and song have sparked more \’aha\’ moments than therapy ever has.
Deploying the power of Play in qualitative research in the age of overthinking, details the collaboration between Whereto Research and Gusto Consulting to develop and test the power of Play to unlock a path to richer engagement and minimise a raft of issues facing qualitative research today, including: 1. a need for fresh insight on well-worn (and often well researched) topics 2. a population that is more marketing savvy than ever before (and guard against groupies and group think) 3. a shrinking bandwidth among already busy consumer lives 4. a range of biases that influence recall and rationality 5. the need to reduce the risk of exclusion of difficult to reach and potentially resistant audiences (especially on highly-sensitive topics) Whereto Australia’s most senior research team joined forces with Gusto, a consultancy mashing the art of story and play, with the science of human thriving to develop an evaluation on the impacts of Play on: participation, richness of data, uniqueness of findings and overall project outcomes, as well as barriers and enablers to participants embracing Play and whether this varies by topic or audience segments.