Chris Martin Writes on Storytelling in ESOMAR Research World
Early this month on 10th July, ESOMAR’s Research World publication published an article written by FlexMR’s Chief Marketing Officer, Chris Martin, entitled Crafting unforgettable stories from research data.
Storytelling within market research is an art practised within a primarily perceived scientific field; however, it is also one of the most important aspects of research. It takes a valiant mind to analyse data and translate it into a format in which the majority of businesses can actually understand in it’s entirety. While most people can look at and interpret data to some extent, the consequences of what that data means and the art of applying it to important decisions is still something that only a few can do truly effectively.
Chris uses his experience at an early-stage healthcare start-up to inform this article exploring how to tell the story of data gathered from research as effectively as possible. This case study runs throughout the piece and shows how storytelling has effectively communicated research data and positively influenced the practices of the NHS.
Crafting Unforgettable Stories from Research Data
Chris starts by explaining how the healthcare start-up developed a multi-source research plan, because all successful campaigns start with a plan. Firstly, their research was directed at the state of communications within the NHS; specifically, they looked at the continued use of pager devices within hospitals and the financial cost of existing communication channels. This along with NHS staff surveys formed the basis for the research and thus, the narrative of the story they found within the data.
One mode of storytelling that Chris mentions is its use in effective data-driven marketing campaigns. There are typically a number of ways in which we can tell stories with data, and Chris’ team used these approaches in order to give their campaign the impact that it undoubtedly achieved:
- Keep the story simple.
- Structure the copy for impact: use the data to its greatest potential.
- Follow key principles of journalism for effective writing.
- Keep it relevant.
This campaign garnered outstanding results, with 12 million impressions over 121 placements reading a report which stated that a staggering 10% of the world’s pagers are used by the UK health system. This report and campaign prompted a policy review that led to massive changes in the way communication is now handled within the NHS. This success is a true testament to how effective storytelling can be, and how it is a tool well worth mastering by insights professionals. The full article can be read on the Research World website.
About Research World
Thinking from the data, research & business intelligence industry - Published by ESOMAR, the global voice of the data, research and insights community, Research World focuses on innovation and best practice in market, opinion and social research and data analytics, helping readers stay abreast of the latest developments in tools, technology and applications.