Brand Improv

What if we turned data into drama?

What if we turned information into empathy? And insight into instinct? That’s the idea behind Brand Improv, a novel research-to-strategy workshop methodology that brings together a small team of researchers, consultants, brand marketers and professional actors into a powerfully creative mix.

M Health consultants work closely with the actors to turn a set of market research insights into flesh-and-blood scenarios that unfold right before the eyes of the brand team. Why? To make the insights come alive. And help the strategists see, through carefully designed ideation exercises, new and unexpected opportunities hidden within the research they commission.

Want to learn more? Contact John Surie at
or Steve Martino at
Or download the explainer below.


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