1.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
How to construct an evidence-
based customer insight story
David Smith PhD
DVL Smith

2.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
When market researchers hear the word ‘storytelling’
some want to . . . scream
I don’t tell stories-
I’m a data-based
analyst

3.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
The DVL Smith Story Tools System to the rescue…
1.Audience
Having total clarity
around the
expectations of the
audience.
2. Purpose
Establishing what
change in
behaviour you want
to bring about in
the audience.
3. Evidence
Telling the story
using only 20% of
the data.
4. Message
Summing up
what the
presentation is
about in one
sentence.
5. Structure
Selecting a
compelling structure
that drives your
presentation flow.
6. Narrative
Using powerful words
that drive your story
forward.
7. Impact
Bringing your
presentation alive.

4.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
The Audience Story Tool
How to understand your
audience’s perspective,
expectations
and likely reaction to your
presentation

5.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
You can’t judge a book by its cover
Don’t make critical
assumptions
Ask ‘On the completion of
this project what do you
expect to be able to do with
the findings?’
Audience Tool

6.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
The Purpose Story Tool
What change in behaviour do
you want to bring about in
your audience by giving this
presentation?

7.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
Watch out universities: an avalanche of change is heading your way
We are in a new education
paradigm - you can’t stand
still
Purpose Tool
Illustration

8.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
The Evidence Story Tool
How to focus on the most
powerful evidence to
support your story

9.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
Those management consultants know what they are doing
Turn data-centric
problems into intuitive
visual solutions
Evidence Tool
Simplifiers
Energy
Radiators
Confusers
Energy
Sappers

10.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
The Message Story Tool
The Message is what your
audience would say after the
presentation if someone,
who wasn’t there, asks
‘What was that about?’

11.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
It’s all about play…
Message Tool
Illustration
Construct a clear, concise
and memorable core
Message

12.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
The Structure Story Tool
How to use different story
structures to drive the flow
of your presentation

13.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
The Linear Structure
One option:
Challenge
Solution
Action
Structure Tool

14.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
The Non-linear Structure
High Level Concept
Example:
What is entrepreneurialism?
Structure Tool

15.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
Substructures
The Time Machine
substructure
Structure Tool
Illustration

16.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
The Narrative Story Tool
How to develop a Theme
with powerful supporting
words that drive your story
forward

17.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
Words are all we have. . .
Pearl Harbour:
‘December 7, 1941 – a date
that will live in world
history . . . Infamy’
Narrative Tool
Illustration

18.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
The Impact Story Tool
How to bring your
presentation alive and
make it stand out

19.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
The Hero’s Tale
Switch from the aggregate
big canvas to the individual
lens
Impact Tool
Illustration

20.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
Audience
Tool
Expectations
Purpose Tool
Change you seek
Evidence
Tool
Top 20% data
Message Tool
Your presentation in one sentence
Narrative
Tool
Theme
Keywords
Impact Tool
A.en0on
Engagement
Ending
Structure Tool
Linear
Non-linear
Substructure
The Storybuilder Framework
© DVL Smith Ltd (2018)

21.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
For more information. . .
The High Performance Customer Insight Professional
Three programmes from DVL Smith
• The Sensemaker: How to make sense of customer insight
evidence
• The Story Builder: How to construct engaging customer
insight narratives
• The Influencer: How to make sure customer insights are
actioned

22.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
Thank you
for your attention
david.smith@dvlsmith.com

23.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
Q & A
David Smith
DVL Smith
Ray Poynter
NewMR

24.
Story Tools System
DVL Smith
The Future of
Storytelling and
Visualisation
NewMR 2018 Sponsors
Communica0on
Silver
Gold