Storytelling is one of the hottest topics in market research. However, this popularity highlights a major need, namely, how to find the story. Great graphics and wonderful communication are only useful if the underlying story is the right story. This course focuses on what comes before the storytelling, i.e. how to take information (for example market research data) and reliably find the key messages. The course is delivered via a mix of taught material (e.g. what the approaches are and case studies) and practical ‘hands on’ learning through doing.
Who will benefit from this course?
Those who need to work with information (quantitative and/or qualitative) to find answers, solutions, and insight. This is likely to include market researchers and insight managers, but would also include brand managers and senior executives. Whilst the focus of the material used will be drawn from market research, the techniques are equally applicable to anybody using evidence-based decision-making, for example people involved in R&D, HR, and even finance.
Aims and objectives
The key objective of the course is to share techniques for systematically and reliably finding the message buried in data and information. Some people are blessed with the ability to intuitively find the story, but they tend to struggle to teach others to be intuitive. The approach covered in the course is designed to be taught; it does not rely on creative or intuitive jumps, and can be used in team situations.
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