This document discusses the "Analytic Hero's Journey" framework for conducting data analysis projects. It outlines the key stages of an analysis: establishing a baseline or status quo (Stasis), identifying the need or trigger for change, determining key metrics to measure (The Quest), dealing with unexpected findings (Surprise), making decisions based on results (Critical Choice), seeing the impact of decisions (Climax), and updating the baseline based on learnings (Resolution). The presenter, James Haight, is introduced as a research analyst focusing on data visualization, analytics and emerging technologies.