#NewMR Webinar by Ray Poynter looking at how to find the story in the data. Covering topics like the use of Frameworks.

1. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter
December
2015
#NewMR
2015
Corporate
Sponsors
#NewMR
2015
Supporters
Schlesinger
Associates
Keen
as
Mustard

2. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Why
are
we
interested
in
storytelling?
Memorable
ABenCon
Grabbing
Easier
to
understand
Gives
coherent
message
Shows
we
understand
it

3. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
The
data
doesn’t
speak
for
itself

4. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Storytelling
–
NarraHve
Theme
Wake
Breakfast
Travel
Work
Lunch
Work
Drinking
Travel
Sleep
Get
changed
Warm
up
Run
Warm
down
Shower
Get
changed
• Smallpox
emerged
about
10,000
years
ago
• 300-­‐500
million
deaths
during
20th
Century
• One
of
the
first
to
be
tackled
by
vaccinaCon
• Declared
exCnct
in
1979
• One
of
only
2
so
far
(Rinderpest)
• Let’s
tackle
others,
e.g.
Polio

5. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Frameworks
Most
of
the
teams
that
reliably
produce
good
analysis
and
useful
stories
use
frameworks
– Individuals
are
less
dependent
on
frameworks
Elements
of
frameworks
– How
to
frame
the
problem
– Linking
the
project
to
a
wider
context
– A
standard
method
of
organising
the
data
(qual
and
quant)
– SystemaCc
methods
of
analysing
data
– A
preferred
method
for
extracCng
the
story
and
linking
it
the
wider
context

6. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Further
Reading
Published
by
Wiley,
2004

7. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
From
Data
to
Stories
1. Define
the
problem
2. Establish
what
is
currently
known/believed
3. Check
and
organise
the
data
4. Find
the
message
in
the
data
5. Cra`
and
tell
the
story
Starts
when
the
request
for
a
study
emerges.
It
does
NOT
start
when
the
fieldwork
finishes.

8. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Define
the
Problem
“A
problem
defined
is
a
problem
half-­‐solved”
Sources
of
informaCon:
– The
request
for
a
study
– The
proposal
– Discussions
between
sponsor,
insight
team
and
supplier
• What
is
the
background
to
the
project?
• What
would
success
look
like?
• What
acCons
should
follow
from
the
research?
• What
do
people
think
the
results
are
going
to
be?
(Or,
what
are
the
prevalent
hypotheses?)
Smith
&
Fletcher,
2004

9. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Establish
What
is
Already
Known?
• The
frameworks
approach
avoids
focusing
on
just
the
current
research
project
• The
analysis,
the
validity,
and
the
story
need
to
blend
research
with
the
wider
context
• The
context
is
a
web
of
exisCng
knowledge:
– Within
your
organisaCon
– Within
the
agency/supplier
– In
the
public
realm

10. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Who
is
the
project
for?
_________________
What
is
the
business
issue/problem
that
is
being
addressed?
__________________________________________________
What
does
the
business
want
to
do,
once
it
has
addressed
this
issue?
______________________________________________________
What
do
we
already
know?
Item
Held
by:
DescripHon
1
______
______
______________
2
______
______
______________
3
______
______
______________
AssumpHons
and
predicHons
Who
What
1.
______
______
2.
______
______
Simplified

11. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Assembling
the
Evidence
• QuanCtaCve
– Standardize?
Missing
Data?
Indexing?
Re-­‐basing?
• QualitaCve
– TranslaCons?
Transcripts?
Notes?
• The
nature
of
the
sources
– Credibility?
Bias?
InteracCons?

12. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015

13. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015

14. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015

15. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Normalising
by
‘Share
of’

16. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
‘Share
of’
is
a
relaHve
measure

17. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Normalizing
by
Coding
• SenCment
analysis,
open-­‐ended
comments
converted
to
PosiCve,
NegaCve
and
Neutral
• DigiCzing
from
analogue
to
binary
• AllocaCng
to
segments
• Scoring
different
elements
– (think
American
Football
or
Rugby,
different
points
for
different
events,
leading
to
points
in
a
league)

18. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Normalizing
by
Growth
PaXerns
Forbes:
hBp://bit.ly/NewMR_208

19. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Is
My
Data
Right?
We
see
paBerns,
even
when
they
are
not
there.
Image
from
Viking
I,
1976
Mars
–
led
to
theories
of
intelligent
life.

20. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Spurious
CorrelaHons

21. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
HRT
and
CHD
• Several
studies
showed
that
women
taking
HRT
were
less
likely
to
suffer
from
coronary
heart
disease
• Some
leading
doctors
propose
that
HRT
was
protecCng
women
against
CHD
• Randomised
Controlled
tests
showed
that
HRT
created
a
slight
increase
in
risk
of
CHD
• Huh!
– Women
taking
HRT
were
typically
from
higher
income,
healthier
groups
in
society
–
who
have
lower
rates
of
CHD

22. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Embedding
Frameworks
• Establish
your
framework
• Share
it
with
colleagues
• Share
it
with
suppliers
• New
projects
can
be
designed
to
produce
inputs
that
work
well
with
the
framework
you
are
using

23. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Finding
the
Story
1. Know
what
the
quesCon
is.
Have
an
idea
of
what
success
looks
like.
2. What
is
the
big
story?
– What
do
most
people
do?
Why
do
most
people
do
it?
3. What
are
the
relevant
excepCons?
4. Determine
how
the
message
in
the
data
answers
the
business
quesCon
and
cra`
that
as
a
story.

24. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Find
the
Total
Picture
First
Then
the
relevant
detail
Quant
• Look
at
the
Total
Column
• Look
for
big
numbers
and
big
paBerns
• What
is
the
big
picture?
• This
will
frame
the
detail
Qual
• Read
the
transcripts
– Unless
you
conducted
the
fieldwork
• Create
notes
and
memos
• What
are
the
main
messages
In
the
context
of
the
Business
QuesCon

25. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Where
does
the
best
MR
come
from?
Column
%
Which
of
the
following
best
describes
you?
Countries
Merged
Total
Research
or
Consultancy
Supplier
Supplier
to
the
research
industry
Research
Buyer/
User
Academic
+
Other
English
Speaking
Non-­‐English
Speaking
UK
63%
61%
60%
92%
40%
66%
60%
USA
51%
52%
50%
46%
60%
52%
50%
Germany
18%
13%
30%
15%
60%
16%
21%
Australia
15%
14%
15%
15%
20%
16%
12%
Canada
11%
8%
20%
0%
40%
9%
14%
France
7%
7%
10%
8%
0%
7%
7%
Japan
5%
3%
15%
0%
0%
3%
7%
Brazil
3%
3%
5%
0%
0%
3%
2%
China
2%
1%
5%
0%
0%
3%
0%
Italy
2%
1%
5%
0%
0%
0%
5%
Other
8%
10%
10%
0%
0%
9%
7%
None
of
these
11%
15%
5%
0%
0%
9%
14%
Column
n
109
71
20
13
5
67
42
The
wrong
approach
to
starCng
analysis

26. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Where
does
the
best
MR
come
from?
Column
%
Which
of
the
following
best
describes
you?
Countries
Merged
Total
Research
or
Consultancy
Supplier
Supplier
to
the
research
industry
Research
Buyer/
User
Academic
+
Other
English
Speaking
Non-­‐English
Speaking
UK
63%
61%
60%
92%
40%
66%
60%
USA
51%
52%
50%
46%
60%
52%
50%
Germany
18%
13%
30%
15%
60%
16%
21%
Australia
15%
14%
15%
15%
20%
16%
12%
Canada
11%
8%
20%
0%
40%
9%
14%
France
7%
7%
10%
8%
0%
7%
7%
Japan
5%
3%
15%
0%
0%
3%
7%
Brazil
3%
3%
5%
0%
0%
3%
2%
China
2%
1%
5%
0%
0%
3%
0%
Italy
2%
1%
5%
0%
0%
0%
5%
Other
8%
10%
10%
0%
0%
9%
7%
None
of
these
11%
15%
5%
0%
0%
9%
14%
Column
n
109
71
20
13
5
67
42

27. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
0%
10%
20%
30%
40%
50%
60%
70%
Which
Country
Produces
the
Best
MR?
The
Big
Message
Big
story
QuesHons
Why
are
the
UK
&
USA
so
high/different?
Is
this
true
for
everybody?
What
are
the
implicaCons
of
this?

28. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
The
Cartographer
and
the
Journalist

29. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
The
Lead
Nora
Ephron
When
Harry
Met
Sally
Sleepless
in
Sea1le
1st
Day
in
Journalism
School
5
Ws
(Who,
What,
When,
Where
&
Why?)
Asked
to
write
the
Lead
for
the
school
newspaper
“The
en3re
school
faculty
will
travel
to
Sacramento
next
Thursday
for
a
colloquium
in
new
teaching
methods.
Among
the
speakers
will
be
anthropologist
Margaret
Mead,
college
president
Dr.
Robert
Maynard
Hutchins,
and
California
Governor
Edmund
Brown.”
All
the
students
wrote
about
the
5Ws
–
good,
but
not
right.
The
Lead?
No
school
next
Thursday!

30. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Different
PerspecHves

31. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
The
Tenuous
Link
Between
Finding
the
Story
and
Telling
the
Story
• In
finding
the
story
we
have
mulCple
data
sources
• We
have
differing
degrees
of
confidence
in
those
sources
– A
conjoint
study
with
consulCng
surgeons
might
be
our
best
source
for
finding
the
story
• The
best
way
to
convey
the
story
does
not
have
to
rest
on
the
‘best’
data
– A
vox
pop
video
with
a
paCent
might
be
a
poor
way
to
find
the
story,
but
it
can
be
a
great
way
to
tell
the
story

32. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
What
are
the
key
findings?
1. Link
to
the
project
objecCves
2. ‘Need
to
know’
not
‘nice
to
know’
3. Supported
by
paBerns
or
themes
in
the
data
– Not
just
a
single
data
point
4. Clear
findings
– e.g.
In
the
chart
UK
and
USA
were
a
long
way
ahead
in
terms
of
Best
Research

33. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Hans
Rosling
1. What
is
his
key
message?
2. What
is
the
story?
3. What
has
he
le`
out?
hBps://youtu.be/jbkSRLYSojo

34. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Hans
Rosling
&
NarraHve
Theme?
Key
Message:
– It
is
possible
to
tackle
world
health
problems
Key
Story:
1. 200
years
ago
short-­‐life
expectancy
was
the
norm,
then
the
West
moved
ahead,
but
over
the
last
50
years
most
countries
have
caught
up
2. There
are
some
countries
sCll
behind,
and
some
regions
of
other
countries,
but
since
most
of
the
world
has
been
solved,
the
rest
can
be
Key
narraHve
axis:
– 200
years
from
1810,
from
bad
to
good

35. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
What
Did
Hans
Rosling
Leave
Out?
Numbers:
– A
few
dates,
3
life
expectancies,
3
income
levels
– Based
on
200
countries
and
120,000
numbers
DefiniHons:
– Which
200
countries?
– How
did
he
deal
with
country
amalgamaCon
and
fragmentaCon?
517
other
staHsHcs:
– GapMinder
lists
519
key
global
stats,
over
Cme

36. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Using
an
Insight

37. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
You’re
not
you
when
you
are
hungry
• People
behave
differently
when
they
are
hungry
• Snickers
is
big
enough
to
end
the
hunger
• Global
campaign
– Local
execuCons
• Sales
increase
– e.g.
USA
sales
+8%

38. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Developing
your
narraHve
theme
• Select
your
primary
axis
• This
is
the
elevator
pitch
• Use
a
structure
that
works
with
the
audience
• Typical
USA
structure
– The
main
finding
was
X,
so
we
recommend
Y
&
Z
– Now,
let’s
tells
you
why
it
is
X,
and
why
are
it’s
Y
&
Z
– But
it
can
be
different
in
different
places

39. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
The
Big
Picture
• Develop
a
framework
approach
• Define
the
problem
before
you
try
to
find
the
answer
to
it
• Put
the
research
project
into
the
context
of
what
is
already
known
• What
do
you
want
the
client
to
think,
feel,
do
a`er
hearing
the
results?
– The
story
is
a
device
to
deliver
that
acCon

40. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Thank
You!
Follow
me
on
TwiXer
@RayPoynter
Or
sign-­‐up
to
receive
our
weekly
mailing
at
hXp://NewMR.org

41. Learn
How
To
Find
The
Story
In
The
Data
Ray
Poynter,
UK,
December
2015
Q
&
A
Ray
Poynter
The
Future
Place
#NewMR
2015
Corporate
Sponsors
#NewMR
2015
Supporters
Schlesinger
Associates
Keen
as
Mustard