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Settling in for an hour of learning about #storytelling with @Esomar. Five minutes to go!
#MRX #NewMR #MarketResearch https://twitter.com/ESOMAR/status/1247638789419302915">https://twitter.com/ESOMAR/st...
#MRX #NewMR #MarketResearch https://twitter.com/ESOMAR/status/1247638789419302915">https://twitter.com/ESOMAR/st...
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
@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
@JHenning @ESOMAR @MRII_UGA #MRX #NewMR
Researchers need to understand story structures (read The Hero& #39;s Journey). We need to focus on journalistic structures rather than fiction structures.
@JHenning @ESOMAR @MRII_UGA #MRX #NewMR
@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
@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
@JHenning @ESOMAR @MRII_UGA #MRX #NewMR
Think about including & #39;plausible suspects& #39; 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
@JHenning @ESOMAR @MRII_UGA #MRX #NewMR
Give people a change to engage with the data and internalize it via work sessions. It& #39;s more than an email exchange.
@JHenning @ESOMAR @MRII_UGA #MRX #NewMR #Storytelling
@JHenning @ESOMAR @MRII_UGA #MRX #NewMR #Storytelling
Increasing the impact of research results requires assimilation, acceptance, and action. But, facts don& #39;t always change minds, people push back on things that contradict our beliefs.
@JHenning @ESOMAR @MRII_UGA #MRX #NewMR #Storytelling
@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& #39;re thinking about, what their preconceived notions are. Build consensus privately when the results are surprising.
@JHenning @ESOMAR @MRII_UGA #MRX #NewMR #Storytelling
@JHenning @ESOMAR @MRII_UGA #MRX #NewMR #Storytelling
