This document outlines Ray Poynter's presentation on communicating stories from data. The presentation covers finding the story within data by defining problems, assessing context, extracting key findings, and determining messages. It emphasizes using a framework to move from thinking to feeling to determining a desired action or "Do!". The presentation notes that changing behavior requires addressing both rational thinking and emotional feeling. It provides examples and advises tailoring stories based on whether the message is good news or bad news. The goal is to practice storytelling techniques that will clearly communicate insights and their implications.
43. What are the key elements?
1. Link to the project objectives
2. ‘Need to know’ not ‘nice to know’
3. Supported by patterns or themes in the data
• Not just a single data point
4. Clear findings
• Try to ensure you are talking about large groups of people
– ideally majorities
For example:
• If men are slightly more interested
• If young people are slightly more interested
• If people in Mumbai are slightly more interested
• Check Young, Men in Mumbai – that may be the key message