Monday, October 20, 2014

Live from #TMRE14: Storytelling & Actionable Research Delivery

Today in the Strategic Communications &Consultative Leadership at the Market Research Event, Thania Farrar, Director of Research Innovation, Burke, Inc., offered a framework for sharing actionable research in a way that persuades and influences your audience in a narrative way.

How would you explain what you do and what you found to your mom or someone who is not in our industry?

One of the best ways to decide what information is crucial to include is to talk to your client, vendor, audience to find out what is important to them.

Simple Framework:

What - insight
So what - implication
Now what - action

How to spot an insights:

New - did we know this already
Opportunity - does it offer opportunity
Revenue - is it possible to turn this insight into revenue
Action - can you communicate it effectively?

"Information plus emotion and visualization wrapped in unforgettable anecdotes are the stuff that stories are made of." - Garr Reynolds, Presentation Zen: Simple Ideas on Presentation Design and Delivery

How will you make your message memorable?

Make it simple, focus on what is important
Keep it concrete
Say it in layman's terms
Make it credible, less data more context
Use emotion/images to make it more memorable
Connect the information
Take them on a journey

S.C.O.R.E: Give them the score

Situation
Complication
Resolution
Example

Make your tools work to help you tell your story.

Go online to get inspired: slideshare, infographics, prezi, Camtasia Studio, use video

How will you present your research? Let's us know what inspires you?


ABOUT THE AUTHOR

  Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

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