Finding the Story in the Data

Take information and find key messages through taught material and 'hands on' learning.

Storytelling is one of the hottest topics in market research. However this popularity highlights a major need, namely, how to find the story. Great graphics and wonderful communication are only useful if the underlying story is the right story.

This course focuses on what comes before the storytelling, i.e. how to take information (for example market research data) and reliably find the key messages. The course is delivered via a mix of taught material (e.g. what the approaches are and case studies) and practical ‘hands on’ learning through doing.

Level

Advanced

Who will benefit from this course?

Those who need to work with information (quantitative and/or qualitative) to find answers, solutions, and insight. This is likely to include market researchers and insight managers, but would also include brand managers and senior executives. Whilst the focus of the material used will be drawn from market research, the techniques are equally applicable to anybody using evidence-based decision-making, for example people involved in R&D, HR, and even finance.

Aims and objectives

The key objective of the course is to share techniques for systematically and reliably finding the message buried in data and information. Some people are blessed with the ability to intuitively find the story, but they tend to struggle to teach others to be intuitive. The approach covered in the course is designed to be taught; it does not rely on creative or intuitive jumps, and can be used in team situations.

Learning outcomes

• Understanding the role of frameworks in finding the message in information
• Identifying the sort of problem that is being addressed
• Identifying the sort of answer that is needed
• Techniques for manipulating data sets to reveal the story
• Crafting the story from the information

Testimonials

"Really brought to life the pitfalls (and opportunities!) of data if you're bold enough to look at the real question being asked."

Miba - NMG consulting, June 2023

"A collection of best practices for all those working with data."

Luciana Procopio - Panasonic Marketing Europe, September 2022

"Interactive and informative session ran by a very knowledgeable presenter."

Charley - Walnut Unlimited, June 2022

"Inspiring."

Laura Barbonetti - Behaviour and Attitudes, June 2022

"Focused and insightful, and well-presented throughout."

Jez Simms - Communicorp UK, April 2022