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How to construct an evidence-based customer insight story

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By now we all know about the power of creating a compelling narrative that engages stakeholders.
But the challenge still remains of how you ensure your insight story is not only engaging, but robust.DVL Smith has been running storytelling workshops for leading organisations for over 10 years.
During this time we have created Seven Story Tools to use to become a great insight storyteller.In the webinar, we take the audience through our process for taking insight professionals’ to the next level when it comes to finding, telling and actioning the insight story.

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How to construct an evidence-based customer insight story

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 13. Story Tools System DVL Smith The Future of Storytelling and Visualisation The Linear Structure One option: Challenge Solution Action Structure Tool
  14. 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. 15. Story Tools System DVL Smith The Future of Storytelling and Visualisation Substructures The Time Machine substructure Structure Tool Illustration
  16. 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. 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. 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. 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. 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. 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. 22. Story Tools System DVL Smith The Future of Storytelling and Visualisation Thank you for your attention david.smith@dvlsmith.com
  23. 23. Story Tools System DVL Smith The Future of Storytelling and Visualisation Q & A David Smith DVL Smith Ray Poynter NewMR
  24. 24. Story Tools System DVL Smith The Future of Storytelling and Visualisation NewMR 2018 Sponsors Communica0on Silver Gold

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