Creative Storytelling: Activating Insights with Explainer Videos

Discover the transformative power of explainer videos in bringing research insights to life. This webinar will showcase real-world examples and provide actionable tips to integrate video storytelling into your work.

There’s a growing realisation that video is part of the solution – quallies will recognise how the energy increases in the room when clients see footage of real consumers from groups or vox pops. But to date, that has been pretty much it for video content in the insights sector; separate clips of qual research participants or, at best, a reel combining multiple respondents.

Outside of the market research sector, things are different. Video is used in much more impactful and creative ways and one format – the explainer video – is seemingly everywhere, particularly in journalism. For example, the Netflix series ‘Explained’ by Vox, or the short-form videos created by news outlets such as the BBC and The Guardian to help us understand complex news stories around politics, science and more.

Creative Storytelling explores the rise of the explainer video as a powerful tool for storytelling through some of our favourite examples and deconstructs what makes explainers so powerful. Our March webinar details case studies of how the research and insight sector can adopt the explainer video to help activate the research projects that we have all put so much hard work and investment into.

What you’ll learn:

• Understand the different types of explainers and how they differ from other video content
• Be able to spot the types of projects that would benefit from this type of video storytelling output
• Know how to use explainers in your business or that of your clients to promote your team, activate your insights and influence your stakeholders

Presenters:

Judith Rose (formerly Staig): Judith has worked in research for more than 25 years, initially agency side. For the last ten years she’s been an insights storyteller, writing copy and long-form content to help researchers bring insights to life and get them to land effectively with stakeholders. In 2023 she co-founded EXPLNERS a business that helps brands, agencies and businesses activate insights using explainer videos.

Mark Whalley: Mark is a food & drink strategist, specialising in long-term category vision and innovation. A former Head of Food & Drink at GlobalData Consumer, and Insight Controller at Greencore, he understands how things work on both the agency- and client-side. Mark also excels in insight delivery and impact. A huge believer in the value of storytelling, he runs presentation skills workshops and is a co-founder of EXPLNERS.

Dan Parker-Smith: Dan is a specialist filmmaker with a research background who understands how to balance research project goals and high-quality, video production storytelling. He was recently shortlisted for the MRS ICG Award thanks to his video work.  Dan is a co-founder of EXPLNERS which fuses his experience in market research with his skills in film making.