Storytelling : 

 Challenge & Selection : 

 Storytelling is a tool that I use when working with my clients on the consumer goods sector . Many of   whom have access to great amount of information and little time to rationalize it . I often talk to them to   assure that my ideas match their reality and then I create stories based on observations in order to   “ Humanize data ” and unlock valuable insights from a great quantity of variables . 

 Application 

 I have used storytelling . In strategic analyses for clients , I was trying to explain the different consumer   behavior when confronted with different shopping / Consumption occasions . The companies who I work   with are facing rigorous times in Argentina , a country where consumers have very rigid behavior ,   traditional consumer goods categories and brands have to adapt to new economic reality , knowing that   if they choose not to adapt , cheaper brands are going to challenge and take away their market . I tell a   story about how all major consumer goods categories are performing a bad this year , except for one :   Beer . 

 With that insight , I start my conversation asking my clients : 

 In a market with a deep recession , how is it possible that beer is growing in double digit numbers when   milk and yoghurt are doing the contrary ? Are people drinking instead of eating ? What is it that they   doing that expanded their market ? 

 The technical answer will be that Brewers in Argentina were for years accustomed on selling only one   size of Beer ( 1L Bottle ) , but decided to have a new approach to stakeholders , they launched Beer Cans   ( 200ml – 700ml Size ) . 

 But why this worked ? 

 Insight & Approach 

 I tell them a story about me going to a small shop right next to my house that I usually go to have   replenishment purchases before getting home , I usually spend the same amount of money on each   purchase and on those hot summer weekends I will buy a bottle of 1L beer and some snacks to have at   home . 

 But this last summer , electricity and other services prices were raised a lot , together with unstoppable   inflation of all other services and goods , obviously affected the amount of things that I could buy on this   small shop , but also affected the amount of products the shop could offer and buy from companies . 

 And then I started noticing how the shop shelfs started to have more B brands , and freezer that one   year later could be filled with 1L bottle of beers , started having more and more beer cans , which were   sometime twice as cheap as the little bottle . 

 This came like a nut on a bolt for me , I could with my limited budget , not only to buy the same   categories that I was used but also could still have my favorite beer brand to have at home and not   being obliged to buy 1L of beer , leaving the bottle for another occasion when getting together with   friends . 

 Brewers did n’t just gave a new package to the consumers of this traditional good , they gave them a new   out of pocket , a new occasion of drinking , gave all different trades cheaper products to sell and smaller   amount of space needed to stock . 

 I tell this story to my clients for them to rethink traditional categories and how consumers think when   buying in different occasions . 

 This course made me realize the power of how stories can bring powerful insights when transforming   data trends into a human story . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Storytelling : 

 Challenge & Selection : 

 Storytelling is a tool that I use when working with my clients on the consumer goods sector . Many of   whom have access to great amount of information and little time to rationalize it . I often talk to them to   assure that my ideas match their reality and then I create stories based on observations in order to   “ Humanize data ” and unlock valuable insights from a great quantity of variables . 

 Application 

 I have used storytelling . In strategic analyses for clients , I was trying to explain the different consumer   behavior when confronted with different shopping / Consumption occasions . The companies who I work   with are facing rigorous times in Argentina , a country where consumers have very rigid behavior ,   traditional consumer goods categories and brands have to adapt to new economic reality , knowing that   if they choose not to adapt , cheaper brands are going to challenge and take away their market . I tell a   story about how all major consumer goods categories are performing a bad this year , except for one :   Beer . 

 With that insight , I start my conversation asking my clients : 

 In a market with a deep recession , how is it possible that beer is growing in double digit numbers when   milk and yoghurt are doing the contrary ? Are people drinking instead of eating ? What is it that they   doing that expanded their market ? 

 The technical answer will be that Brewers in Argentina were for years accustomed on selling only one   size of Beer ( 1L Bottle ) , but decided to have a new approach to stakeholders , they launched Beer Cans   ( 200ml – 700ml Size ) . 

 But why this worked ? 

 Insight & Approach 

 I tell them a story about me going to a small shop right next to my house that I usually go to have   replenishment purchases before getting home , I usually spend the same amount of money on each   purchase and on those hot summer weekends I will buy a bottle of 1L beer and some snacks to have at   home . 

 But this last summer , electricity and other services prices were raised a lot , together with unstoppable   inflation of all other services and goods , obviously affected the amount of things that I could buy on this   small shop , but also affected the amount of products the shop could offer and buy from companies . 

 And then I started noticing how the shop shelfs started to have more B brands , and freezer that one   year later could be filled with 1L bottle of beers , started having more and more beer cans , which were   sometime twice as cheap as the little bottle . 

 This came like a nut on a bolt for me , I could with my limited budget , not only to buy the same   categories that I was used but also could still have my favorite beer brand to have at home and not   being obliged to buy 1L of beer , leaving the bottle for another occasion when getting together with   friends . 

 Brewers did n’t just gave a new package to the consumers of this traditional good , they gave them a new   out of pocket , a new occasion of drinking , gave all different trades cheaper products to sell and smaller   amount of space needed to stock . 

 I tell this story to my clients for them to rethink traditional categories and how consumers think when   buying in different occasions . 

 This course made me realize the power of how stories can bring powerful insights when transforming   data trends into a human story .
### Output: 