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What does storytelling really mean in a market research presentation?

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Market researchers are often told they need to be storytellers, they are told it by their bosses, they are told it by their clients, and they are told it at conferences. But the most frequent question I am asked is ‘Ray, what is storytelling? How do I do storytelling when I presenting the results of a three-item concept test?’ In this webinar I will show what we mean by storytelling, how to focus on narrative flow, and provide some examples and tips.

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What does storytelling really mean in a market research presentation?

  1. 1. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation What does storytelling really mean in a market research presenta4on? Ray Poynter
  2. 2. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation The Benefits of Storytelling ü More impact ü More memorable ü Easier to understand ü More enjoyable/engaging ü More likely to be communicated / acted on ü Shows understanding of the data and ques4on
  3. 3. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation For Example
  4. 4. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation Example – USA Movie Popcorn Center for Science in the Public Interest (CSPI). In 1994 it revealed that Medium bag popcorn = 37 grams saturated fat. USDA (United States Department for Agriculture). Recommended maximum = 20 grams. 20 37 0 20 40 Grams Fat USDA Max Popcorn
  5. 5. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation Crea4ng Emo4on = 37 grams + + 37 grams
  6. 6. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation Narra4ve Flow Market research stories are built on narra4ve flow. 1.  A thread that takes the audience from start to end. 2.  No breaks in the path. 3.  No diversions from the path. 4.  As engaging as possible.
  7. 7. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation Narra4ve Flow Beginning Middle End
  8. 8. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation Narra4ve Flow Linear Cumula4ve Repe44on Focused Momentum
  9. 9. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation The Start "All happy families are alike; each unhappy family is unhappy in its own way." Anna Karenina Leo Tolstoy “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 Jane Austen “It was a queer, sultry summer, the summer they electrocuted the Rosenbergs, and I didn’t know what I was doing in New York.” The Bell Jar, Sylvia Plath
  10. 10. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation The MR Start? Today I will thank you for being here, then I will tell you about you, then I will talk about me for quite a while, then I shall recite whole slabs of data from the research we conducted, and then I will make a few caveated conclusions. To steal from Mark Twain, the reports of the death of retail are greatly exaggerated.
  11. 11. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation Build the Story (even if you have to give the end away) Management Summary These children have tangible problems Because: 1.  Can’t afford school 2.  Physically & emo4onally stressed
  12. 12. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation No uniform No books Travel costs School fees Worry Mind elsewhere Tired in School Headaches Lack school materials Unable to pay school costs Worry about dependents Feeling exhausted Physically & emo4onally stressed Can’t afford school These children have tangible problems
  13. 13. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation No uniform No books Travel costs School fees Worry Mind elsewhere Tired in School Headaches Lack school materials Unable to pay school costs Worry about dependents Feeling exhausted Physically & emo4onally stressed Can’t afford school These children have tangible problems Concepts Categories Theory Codes Structure Always present, not always visible
  14. 14. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation Match your narra4on to the narra4ve of the build. Ask the audience to guess ahead.
  15. 15. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation How many alcoholic drinks did you drink during the last weekend? 30% 27% 19% 7% 19% 14% 31% 49% London Manchester 10 or more 5 to 9 2 to 4 1 None
  16. 16. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation Think, Feel, Do Think • What does your data say the story is? Feel • The emo4onal levers you use to tell the story Do • The reason you tell the story • If you don’t know the do, you don’t have a story
  17. 17. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation For example Op4on A scored 75% it should be launched John in Sydney said “If you can make a healthy op4on taste this good, then I will switch, I want to lose weight, but I can’t compromise on taste” Concept Test This month’s focus is on singles in the run up to singles day. You need to focus more on singles. The top products singles are looking at are X, Y, & Z Video of Shanghai man talking about his need to spend on himself. Brand Tracker
  18. 18. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation The Story 1.  Find the story 2.  Create the architecture 3.  Crao a linear story that builds to des4na4on at the end of the path 4.  Use storytelling devices (humour, predic4on, games, theatre, immersion, entertainment etc) to smooth the path
  19. 19. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation Thank You! Follow me at @RayPoynter Connect via LinkedIn linkedin.com/in/raypoynter
  20. 20. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation Q & A Sue York NewMR Ray Poynter The Future Place
  21. 21. What does storytelling really mean in a market research presenta4on? Ray Poynter The Future of Storytelling and Visualisation NewMR 2018 Sponsors Communica4on Silver Gold

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