Storytelling

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.

Overview

In this new, faster, more interactive and yet uncertain market research world, we must disrupt our thinking and innovate to provide a better service for clients, inspire our teams and upskill. The challenges - both client-side and agency - are greater and we cannot rely on the tried and tested to create impact.

That is why storytelling has become such a compelling way of communicating data. However, we're still not doing it right. This course will demonstrate a fresh approach, incorporating the best of journalism into our work.

Driving data and insights with emotion, newsroom mentalities, streamlined narratives and simple techniques designed to help us work at speed and with greater relevance. For instance, our clients don't expect us to simply report the good news. They want us to help inspire growth by telling transformative stories that are compelling, create a sense of urgency and make the audience motivated to take action.

What's in it for me?

An interactive session with plenty of tasks and activities, including assessment of work to help each participant, learn and put the theory into practice.

• Showing how market research and journalism are perfect creative partners

• Evaluating a news article and why it works

• Understanding the power of bad news and how to spin it for your benefit

• Examining the role of emotion and completing tasks to help you understand how you want your audience to feel and why

• Bringing meaning to your work by learning how to use data more creatively

• Cognitive triggers that guide how we consume and recall data

• Making use of storytelling techniques, with the opportunity to apply what has been learnt e.g. rewrite a headline for a business article

• Pitching a headline as would be done in a newsroom, helping the audience narrow in on the transformative story

• Narrative skills to help you be a more creative, concise and faster writer

• Opportunity to work on current business problems/questions (identified by participants) to leave with a story ready for sharing within the individual's own organisation

• Take-away summary sheets with top tips and hints to help participants remember what they need to do

Your key take-aways:

• Reframe research results into powerful stories that motivate your audience to do something different.

• Make your business stories more influential, shareable, memorable and impactful.

• Develop more creative techniques in terms of writing, presentation and communication.

Who should attend?

Anyone interested in being able to tell more powerful and transformative stories including client-side insight teams and stakeholders or agencies. Insight directors, Chief Marketing Officers, Strategy Leads, Content creators, Data storytellers, marketers.

Useful background reading for you

Please read more in Research World articles by Grant Feller relating to this topic:

• Why we need to learn to make good stories out of bad data

• Six editing tips that will make your data more powerful