Ray Poynter - Workshop two: The Story in the Data

Finding and Communicating The Story In the Data - full day workshop

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.

Learning outcomes

• Understanding the role of frameworks in finding the message in information
• Identifying the sort of problem that is being addressed
• Identifying the sort of answer that is needed
• Techniques for manipulating data sets to reveal the story
• Crafting the story from the information

Testimonials from the MRS Website

• “How to transition effectively from the detail to the right bigger picture to influence and shape business decision-making.” - Marisa O'Connor, Barclay's
• “Loved it! Very interesting - day flew by.” - Steven Chamberlain, Sky
• “A toolkit for communicating research.” - Xanthe Couture, Citizen Advice
• “Educational! I learnt a lot of useful things that I can take back to my job.” - Abisla Qui, Rightmove
• “Very interesting, useful, providing actionable advice & analysis methods.” - Sonia Maqsood, Barclay's Insight Team
• “Interesting, entertaining and worthwhile.” - Katie Jackson, AECOM limited