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How to edit insights: the power of leaving stuff out

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Communicating impactful and culturally-charged insight bottles down to one thing: clarity. Clarity of the message, clarity of the copy and clarity of the story. As with many things, however, the tendency to over-complicate and over-include is always tempting – especially when the research is so damn interesting. So how do you use the editing process to create clear content with lasting impact? In this session we’ll provide the tools and tips needed to edit insights. We’ll ask: how can we learn to let go and self-critique? And how can we channel our inner editor to create truly engaging content? Join us in an ode to clarity as we reveal the power of leaving stuff out.

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How to edit insights: the power of leaving stuff out

  1. 1. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation How To Edit Insights And Tell Impac=ul Research Stories Phoebe Trimingham Crowd DNA
  2. 2. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation Simple is best
  3. 3. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation As researchers, the goal is to write clear, acAonable and exciAng insight reports that not only answer the original research quesAon(s), but also create lasAng impact
  4. 4. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation Researchers si: through large amounts of data to get to the story TranscripAons Audio and video files Online and mobile community comments Social listening data Survey data Desk research Ethnographic observaAons All are full of informaAon, noise and loads of potenAal insights
  5. 5. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation Be selecAve in line with the original research quesAon By constantly asking: ‘so what?’ What you leave out is o:en more important than what you leave in Cut out all the content, narraAves, insights and elements that don’t help you tell your story Treat your story like a mission
  6. 6. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation Telling The Story Using Editorial Formats And Devices
  7. 7. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation 1. Examine negaAvity, but then find light and connecAon Setup the story as a tale of negaAve, abstract or conflicAng narraAves Build a case around it. Make it seem unsurmountable Then, highlight unexpected or small connecAons between your parAcipants Provide light in the darkness and help the reader find those ‘unexpected’ connecAons
  8. 8. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation 2. IdenAfy tensions and provide release Focus on problem solving Setup a tension wider than the research project Ask ‘what are we going to do about it?’ – make it the reader’s problem too! Spend the rest of the report easing that tension. Always circle back to how each insights soothes the problem Wrap up with how the tension has been solved
  9. 9. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation 3. Debust myths and preconcepAons Aim to surprise the reader with new ways of thinking Demonstrate that you understand the potenAal preconcepAons Either strip them down one by one: explicitly myth bust! Or write the report as a challenge: offer evidence and inspiraAon to think differently End on a posiAve reflecAon
  10. 10. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation 4. Line up a series of contracAons Given the right balance, highlighAng contradicAons can be an engaging way to write up data Present two sides to each coin Ensure equal weight on each side Be explicit that you’re using contradicAons! Make it saAsfying to the reader with clear implicaAons
  11. 11. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation 5. Evidence a statement or a fact Make a statement or fact early Spend the report evidencing that statement Liber it with stats, quotes and data to support your argument Make the reader feel secure
  12. 12. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation 6. Write provocaAve headlines ‘Hook’ the reader into the story ProvocaAons are best ExplanaAons and summaries, descripAons, or even state a fact – just make them abenAon-grabbing Headlines as ‘palebe-cleansers’ throughout a deck Subheads for more detail or context
  13. 13. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation 7. Open with oomph Four mechanics: One clear statement or impact sentence Layout the facts: who, what, where? Draw the reader in by sefng the scene and/or making it personal IdenAfy and setup a tension
  14. 14. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation 8. End with emphasis Four mechanics: Summarise the findings A ‘payoff’ for the reader - killer quote, killer image, key insight, anecdote Cliianger or ‘open the window’ to explore other ideas Circle back to the intro/setup
  15. 15. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation Get in touch to find out more about ediAng impac=ul stories hello@crowdDNA.com
  16. 16. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation Q & A Ray Poynter NewMR Phoebe Trimmingham Crowd DNA
  17. 17. How To Edit Insights Phoebe Trimingham, Crowd DNA The Future of Storytelling and Visualisation NewMR 2018 Sponsors CommunicaAon Silver Gold

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