Chris Martin to Present Insights Association Webinar on Storytelling
On 31st October at 3pm GMT, FlexMR Chief Marketing Officer, Chris Martin, will be delivering a webinar at the Insights Association, based on his engaging presentation at the Insights Association Southeast Chapter Meeting earlier this year!
The webinar, Using Journalistic Principles to Drive Informed Decisions, will recap on the topic of his original presentation and expand on key areas by delving into the art of blending data, opinion, and visual elements in the name of creating a dynamic but purposeful narrative within research reports. Research reports are an essential part of the research experience, but they're within the area with the least innovation.
While methodologies are being updated and innovated at every turn, the research reporting techniques have largely remained the same for a good number of years. Chris will take this chance to inject some creativity into the reporting process which will work to enhance stakeholder engagement in market research.
Incorporating Journalistic Principles
Often within the world of journalism, you here the phrase: the truth is stranger than fiction. However, sometimes the truth is just plain boring and for insight professionals that’s often when it’s needed the most. However, there are a number of journalistic principles that can help take those boring truths and turn them into stories that engage and inspire stakeholders into action.
There is a distinct connection between the insight professional’s mission of driving informed decisions, and the journalistic principles of storytelling. The connection comes in the form of blending factual data, interesting opinions, and informative visuals into one compelling report that has real purpose.
But with reports, we only have so much time and so much space to tell the story, so anything we create must be concise enough to maintain the attention of the stakeholder while providing them with the facts. However, the scope of the story must be taken into consideration as this process happens. The scope of the story, is how many participants there were, the complexity of their answers, and how many topics were covered within the research experience. The scope of the story is great to consider for determining what the story is, but how you tell the story is also of great importance. Chris will take you through the importance of positive language, active tense structure, and many other techniques to help frame the report in an engaging way.
This is a session that many insight professionals could use to inject some creativity into their professional writing skills; in this webinar, Chris will show you how to apply the core principles of journalism to market research, and explore the ways in which such an approach can help researchers better inform business decisions.
Find out more and sign up here.
- The importance of a positive spin and simple language
- Understanding how the audience and their goals impact writing styles
- Be able to blend data and opinions into a compelling narrative
- Learn to write with purpose and proportion
About the Insights Association
As the leading voice, resource and network of the US marketing research and data analytics community, the Insights Association helps its members create competitive advantage. Launched in 2017, the Insights Association strives to effectively represent, advance, and grow the research profession and industry. Among other things, the organization sets and enforces professional standards, establishes and reinforces best practices, and helps members grow their businesses, their departments, and themselves as research professionals.