What Does It All Mean? Storytelling for Insights Professionals
This webinar is brought to you by a unique collaboration between ESOMAR, the world's leading international research association; the University of Georgia's Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a non-profit educational institute comprising of practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada's market research association.
All registrants will receive a link to the online recorded video, so you can view the webinar later if more convenient.
In this webinar we will discuss:
“What Does It All Mean” introduces attendees to the fundamentals of storytelling as they apply to market research. The talk focuses on the importance of having a Unifying Idea and a structure that supports that idea, using real world-examples to illustrate these concepts.
Learning outcome:
Attendees will gain a better understanding of what a story is, and what it is not.
Attendees will be introduced to conceptual tools that will enable them to approach any storytelling assignment with confidence.
Speakers
Ed Keller
Executive Director at University of Georgia | MRIIEd Keller is one of the foremost experts in word of mouth, influencer marketing, and consumer insights. As both an entrepreneur in social data & analytics and a top exec in leading insights agencies, he has built and sold businesses, launched data and insights platforms and products, acquired and integrated businesses, managed global teams, and worked with many of the world’s leading brands. He is a sought after board member and advisor for SaaS, data/analytics & MRX companies.
Ed has been called “one of the most recognized names in word of mouth” and was a Social Intelligence 50 honoree in 2023. Ed is inducted into the Word of Mouth Marketing Hall of Fame as well as the Market Research Hall of Fame. He was an ESOMAR Insight250 awardee in 2022. The publication of his book, The Influentials, has been called the "seminal moment in the development of word of mouth." His second book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, was named the Best Book in Marketing by the American Marketing Association.
Ed is a leader and innovator in word of mouth measurement, analytics, and strategy as well as word of mouth marketing, influencer marketing and the creator economy, social media analytics, and consumer insights. His work has earned numerous awards as well as multiple patents. His clients include many of the largest and most sophisticated marketing organizations in the world across a range of sectors.
After selling the Keller Fay Group and remaining on as CEO of Engagement Labs, Ed led the development of TotalSocial, a patented platform that integrates measurement of both offline WOM and social media conversation about brands, with analytics to link the results to business outcomes such as sales, brand health, and media amplification.
David Intrator
Chief Meaning Officer at RTi ResearchDavid Intrator comes from the world of advertising and communications, with decades of experience crafting effective stories for brands the world over. He is a Harvard graduate currently living in New York, and along with being a storytelling practitioner and educator, is also an accomplished musician and composer.