Human beings tell stories to help make sense of the world and give it meaning. This session will explore how storytelling can help market researchers derive meaning from the enormous amount of data they now have to process.
You will learn about the foundational storytelling concepts of unifying idea and structure that provide a story with coherence and direction. These concepts are then illustrated with real-world examples of market research storytelling from both the qualitative and quantitative sides of the business.
We conclude with a discussion of the role of human beings as meaning-makers in a world where machines are increasingly dominant.
Don't miss this highly engaging and thought-provoking talk!
- How a story can be used as a filter – a way to synthesize mountains of data
- How to develop the structure of your story
- How to ensure your story makes sense of data and gives it meaning