Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Art and Science of Storytelling in Market Research

100 views

Published on

Whether you are preparing a PowerPoint, putting together a report, or a creating a dashboard, the best way to ensure your clients understand your research findings is to tell a compelling story with the data. In Market Research, this is often easier said than done, however! Storytelling is a mix of art and science and without the right tools and training, it can be an impossible feat.
In this webinar, Holly Carter, Confirmit’s Product Marketing Director, will teach you the secrets of creating a compelling story to display research findings. She’ll provide an easy to follow storytelling framework and show tangible examples to bring it all to life!

Published in: Education
  • Be the first to comment

The Art and Science of Storytelling in Market Research

  1. 1. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation The Future of Storytelling & Visualiza6on Holly Carter Confirmit
  2. 2. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation Once Upon a Time…
  3. 3. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation A Brilliant Market Researcher…
  4. 4. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation LiFle Did He Know… v
  5. 5. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation And No One Lived Happily Ever ANer…
  6. 6. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation A story: –  Logically organized –  Provides context –  Is easy to understand –  Teaches a lesson –  Leverages empathy Telling Stories
  7. 7. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation SeOng Conflict Characters Plot Theme Basic Elements of a Story
  8. 8. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation When/where is the problem? What’s business problem? Who are people involved? What’s the insight? What opportunity does the insight present? SeOng Conflict Characters Plot Theme Basic Elements of a Story
  9. 9. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation China, 2016 Missing sales targets Target audience, sales leaders, etc. Target audience doesn’t see product value New audience, product posi6on SeOng Conflict Characters Plot Theme When/where is the problem? What’s business problem? Who are people involved? What’s the insight? What opportunity does the insight present? Basic Elements of a Story
  10. 10. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation Using the Big Picture to Tell a GOOD Story China, 2016 Missing sales targets Target audience, sales leaders, etc. The target audience doesn’t see value in the product Choose a beSer audience, reposi6on the product SeOng Conflict Characters Plot Theme The Big-Picture: §  How many compe6tors? §  What is their market penetra6ons, posi6ons? §  How long is the sales cycle? §  What are the market strengths/weaknesses? §  What are consumer purchasing behaviors? §  How are customers using the products? §  What is at risk?
  11. 11. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation It all Starts with Good Data Financial data Email, chat, verba6ms Research findings Transac6onal data IoT, Sensors, GPS Web Email–Overlay Mobile Web–SMS–App In Person Interview–Kiosk–Paper Phone Interview–IVR Social Media Social Networks Integra6on Data Feeds Mul6channel & Mul6source for Richer Insights
  12. 12. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation Combine and Analyze Data Exec Mgmt CX/Insights Team Leader Area Manager Product Manager Account Manager
  13. 13. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation Construc6ng the Story Se]ng, character introduc6on Events leading up to the problem Cri6cal problem How to resolve the problem, projec6ons
  14. 14. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation Provide research findings in a graphical format –  Understandable –  Clear, concise –  Interac6ve –  Ac6onable Telling the Story with Visualiza6on hSp://data-informed.com/top-5-business-benefits-using-data-visualiza6on/ hSps://www.tableau.com/sites/default/files/media/8604-ra-business-intelligence-analy6cs.pdf Managers leveraging visual data discovery are 28 percent more likely to find 8mely informa8on than those who rely solely on sta8c reports – Aberdeen Group
  15. 15. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation Visualiza6ons
  16. 16. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation Future of Storytelling: Live Dashboards
  17. 17. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation Dashboards Tell the Story in Real Time
  18. 18. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation Thank You! www.comfirmit.com
  19. 19. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation Q & A Holly Carter Confirmit Ray Poynter The Future Place
  20. 20. The Future of Storytelling & Visualiza6on Holly Carter, Confirmit The Future of Storytelling and Visualisation NewMR 2018 Sponsors Communica6on Silver Gold

×