Finding and Communicating the Story in the Data

Explore how you can apply a framework to extract valuable solutions from complex information
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Type On demand
Digital Yes

Welcome to Virtual Academy On-Demand

This exclusive on-demand training offers you access to six-hours of content, split into three engaging sessions. Designed to enhance your skills at your own pace and convenience, you'll be able to download resources, see the trainer's contact information and earn a certificate upon course completion.


Data has become more extensive, more diverse, and more complex. However, the time and resources available to find the right story from the data have become shorter. Unless you are an intuitive genius, you need a method to find and communicate the right story in the data. 

In this masterclass, Ray will share a framework and tools to confidently and reliably work with information sets to find and communicate valuable solutions.

What will you learn?

After completing this training, you should be able to:

  • Define the problem you are answering

  • Assess and organize the available evidence

  • Use the business lens to find the main story

  • Apply tools to make the patterns in the data more visible

  • Create the story from the findings

  • Communicate the story to create action

Who should attend?

If you work with data and need to find good stories in the data, this is the masterclass for you. 

Level of learning?  

This course focuses on the practice of finding the story in the data; if you’re getting assignments with the task of the storyteller, then this course is for you!

Ray condensed everything you need to know about how to frame a research project, how to analyze, synthesize, & report the data to be impactful. The examples were very helpful and the way he engaged a large class to help us learn. 

Feedback from an attendee

Programme at a glance

In this course, you’ll cover:

  • Defining the problem in terms of business needs

  • Reviewing the context and data

  • Using tools to make the patterns more visible

  • Identifying the story

  • A strategy for communicating the story using Think, Feel, Do


Ray Poynter
President at ESOMAR