On 16th June 2022, FlexMR’s Chief Marketing Officer, Christopher Martin, will be presenting a talk at the MRS Storytelling 2022 Conference at 3:20pm. In this talk, Chris will be exploring how insight teams can create cinematic stories from insights, as well as the impact this has on influencing stakeholder decision-making processes.

Stories have been told in different forms for centuries, acting as both instruction manuals and moral compasses, filled with valuable information that influences how people think and act on a daily basis. The art of storytelling has been integrated somewhat into the market research process, but there is a lot more that storytelling can do to bolster the communication of impactful insights.

How to Tell Cinematic Stories with Insights

Before becoming Chief Marketing Officer at FlexMR, Chris was a storyteller and a filmmaker. He produced short films and was nominated for two awards. On his journey into marketing, Chris has used his innate creative ability to craft impactful and unique marketing campaigns and strategies that have built up the FlexMR brand into what it is today.

In his talk, Chris will start by taking the audience through a few different narrative structures and constructs that are used most often in popular films and tv shows. From linear and fractured to the three- and five-act structures, there are many ways of presenting information to make the right impact. Chris also takes the audience on a tour of several documentary styles that are more directly applicable to the use of storytelling in market research.

There are a number of technical aspects and factors to creating impactful cinematic stories with insights, both practically when it comes to video making and theoretically in the storyline. From learning how to subvert expectations with unexpected insights, to understanding the value of editing and the power of video delivery, Chris has a lot of knowledge that insight experts can learn from:

Key takeaways:

• Understand the impact of great storytelling on stakeholder action
• Examine the different ways to present insights through storytelling
• Explore the technical aspect of storytelling through video
• Discover the tools needed to create impactful cinematic insights

To learn more about Chris' talk and sign up for the 2022 MRS Storytelling Conference, see the MRS website here.

About the MRS Storytelling Conference

Storytelling has never been more important as research turns towards data heavy outputs. However, data alone isn’t enough; the impact of the insight is heavily reliant on the narrative that explains the numbers. Storytelling is a powerful tool and being confident in different techniques is essential for insight teams.

MRS’ Storytelling Conference plans to showcase creative examples of how to turn information, data and metrics into meaningful and persuasive narratives that stir emotions, embed deep understanding, influence, teach, & inspire and drive forward significant change.