Settling in for an hour of learning about #storytelling with @Esomar. Five minutes to go!
#MRX #NewMR #MarketResearch https://twitter.com/ESOMAR/status/1247638789419302915

Ineffective storytelling can lead to project failure even when the results are so good that the outcomes should be fantastic.

@JHenning @ESOMAR @MRII_UGA #MRX #NewMR

A good story (a good research report) elicits empathy, creates suspense, and provides an emotionally engaging ending.

@JHenning @ESOMAR @MRII_UGA #MRX #NewMR

Researchers need to understand story structures (read The Hero's Journey). We need to focus on journalistic structures rather than fiction structures.

@JHenning @ESOMAR @MRII_UGA #MRX #NewMR

"Inverted Pyramid with Hook and Kicker" - What a great name for a story type! Use an anecdotal lead and then circle back to the hook.

@JHenning @ESOMAR @MRII_UGA #MRX #NewMR

Try to include a surprising conclusion with foreshadowing. Each finding should tease to the end so people start to realize where the research is going along the way. But this needs more time.

@JHenning @ESOMAR @MRII_UGA #MRX #NewMR

Think about including 'plausible suspects' and introduce complications that need to be resolved. Reveal clues and raise the stakes. Return to an overlooked clue at the end to generate the result.

@JHenning @ESOMAR @MRII_UGA #MRX #NewMR

Give people a change to engage with the data and internalize it via work sessions. It's more than an email exchange.

@JHenning @ESOMAR @MRII_UGA #MRX #NewMR #Storytelling

Increasing the impact of research results requires assimilation, acceptance, and action. But, facts don't always change minds, people push back on things that contradict our beliefs.

@JHenning @ESOMAR @MRII_UGA #MRX #NewMR #Storytelling

You need to understand the audience. You need a champion at the company who can help you understand what they're thinking about, what their preconceived notions are. Build consensus privately when the results are surprising.

@JHenning @ESOMAR @MRII_UGA #MRX #NewMR #Storytelling

There are many story structures to choose from. Find the one that suits your problem best. Was it a process of elimination, surprising outcomes, little time to present, results will be valued?

@JHenning @ESOMAR @MRII_UGA #MRX #NewMR #Storytelling

Excellent tips! Thank you so much. I look forward to downloading the presentation.

@JHenning @ESOMAR @MRII_UGA #MRX #NewMR #Storytelling