Ray poynter training day - 2011
•
1 like•401 views
Storytelling How to use storytelling when presenting market research results
Recommended
More Related Content
More from Ray Poynter
More from Ray Poynter (20)
Recently uploaded
Recently uploaded (20)
Ray poynter training day - 2011
- 1. Training Day – 31st October, 2011 Storytelling How to use storytelling when presenting market research results Ray Poynter – Vision Critical A Presenta*on from the Fes*val of NewMR Training Day – October 31, 2011
- 2. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Storytelling How to use storytelling when presenting market research results Ray Poynter Executive Vice President The Global Number One in Community Panels
- 3. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day With, not To
- 4. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Traditional Structure Shows heritage in scien:fic method 1. Intro (objec:ves, method) Detailed findings Conclusions Recommenda:ons Fred John
- 5. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Typical Paths In ques:onnaire order, or By type of ques:on: • Demographics Ÿ Behaviors • AOtudes Ÿ Reac:ons to s:muli Logical, but connec:ons weak → liSle flow? Fred John
- 6. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Penny Thrillers
- 7. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Penny Thriller Paradigm 1. Engaging (a page turner) 2. Every page tells a story (just 1) 3. Every page leads to the next page 4. Story has a beginning, middle, and end 5. Not too clever, deep, philosophical At least at the surface level
- 8. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Narrative Theme
- 9. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day The Whole Each Slide Storytelling +
- 11. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Story Structures Titanic, Chariots of Fire – concept test Agatha Christie – segmentation The 3 Bears – strategy The monks and the elephant – U&A Eastenders – market study
- 12. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day A slide tells a single story Seth Godin
- 13. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day hSp://sethgodin.typepad.com/seths_blog/2011/03/the-‐triumph-‐of-‐coal-‐marke:ng.html
- 14. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day hSp://hci.usask.ca/uploads/173-‐pap0297-‐bateman.pdf
- 15. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Art Silverman = 37 grams of fat Chip and Dan Heath in ‘Made to S1ck’ give the example of Art Silverman trying to convey that popcorn is too full of fat, rather than simply saying 37 grams he covered a table with a fried breakfast, a burger and chips, and a steak meal and explained that the popcorn has more fat then all of them combined.
- 16. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day But!
- 17. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
- 18. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Metaphor, Analogy & Simile Hollywood: ‘Alien – jaws in space’ Business: ‘Flickr for videos’ the idea behind YouTube Marketing: is the product like IBM, Singapore Airlines, spam
- 19. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day First Lines • To the red country and part of the gray country of Oklahoma, the last rains came gently, and they did not cut the scarred earth. (Grapes of Wrath) • It was a bright cold day in April, and the clocks were striking thirteen. (1984) • It is a truth universally acknowledged, that a single man in possession of a good fortune must be in want of a wife. (Pride and Prejudice)
- 20. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Last Lines • The creatures outside looked from pig to man, and from man to pig, and from pig to man again; but already it was impossible to say which was which. (Animal Farm) • But, in spite of these deficiencies, the wishes, the hopes, the confidence, the predictions of the small band of true friends who witnessed the ceremony, were fully answered in the perfect happiness of the union.. (Emma) • He loved Big Brother. (1984)
- 21. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Alternatives
- 22. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day In Conclusion?
- 23. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Thank you Ray Poynter The Global Number One in Community Panels T: @RayPoynter
- 24. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Q & A Pravin Shekar krea Ray Poynter Vision Critical
- 25. Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day Ray Poynter Read Ray’s blog @ hSp://visioncri:cal.com/experts-‐blog/ray-‐poynter/ Follow Ray’s tweets at @ hSp://twiSer.com/raypoynter Connect with Ray on LinkedIn @ hSp://uk.linkedin.com/in/raypoynter Find out about Ray’s book at @ hSp://bit.ly/cmFnbo The Global Number One in Community Panels
- 26. Training Day – 31st October, 2011 Storytelling How to use storytelling when presenting market research results Ray Poynter – Vision Critical A Presenta*on from the Fes*val of NewMR Training Day – October 31, 2011