Whether you are preparing a PowerPoint, putting together a report, or a creating a dashboard, the best way to ensure your clients understand your research findings is to tell a compelling story with the data. In Market Research, this is often easier said than done, however! Storytelling is a mix of art and science and without the right tools and training, it can be an impossible feat. In this webinar, Holly Carter, Confirmit’s Product Marketing Director, will teach you the secrets of creating a compelling story to display research findings. She’ll provide an easy to follow storytelling framework and show tangible examples to bring it all to life!

1. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
The Future of Storytelling &
Visualiza6on
Holly Carter
Confirmit

2. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
Once Upon a Time…

3. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
A Brilliant Market Researcher…

4. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
LiFle Did He Know…
v

5. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
And No One Lived Happily Ever ANer…

6. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
A story:
– Logically
organized
– Provides context
– Is easy to
understand
– Teaches a lesson
– Leverages
empathy
Telling Stories

7. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
SeOng
Conflict
Characters
Plot
Theme
Basic Elements of a Story

8. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
When/where is the
problem?
What’s business
problem?
Who are people
involved?
What’s the insight?
What opportunity does
the insight present?
SeOng
Conflict
Characters
Plot
Theme
Basic Elements of a Story

9. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
China, 2016
Missing sales targets
Target audience, sales
leaders, etc.
Target audience
doesn’t see product
value
New audience, product
posi6on
SeOng
Conflict
Characters
Plot
Theme
When/where is the
problem?
What’s business
problem?
Who are people
involved?
What’s the insight?
What opportunity does
the insight present?
Basic Elements of a Story

10. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
Using the Big Picture to Tell a GOOD Story
China, 2016
Missing sales targets
Target audience,
sales leaders, etc.
The target audience
doesn’t see value in the
product
Choose a beSer audience,
reposi6on the product
SeOng
Conflict
Characters
Plot
Theme
The Big-Picture:
§ How many compe6tors?
§ What is their market
penetra6ons, posi6ons?
§ How long is the sales
cycle?
§ What are the market
strengths/weaknesses?
§ What are consumer
purchasing behaviors?
§ How are customers using
the products?
§ What is at risk?

11. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
It all Starts with Good Data
Financial
data
Email, chat,
verba6ms
Research
findings
Transac6onal
data
IoT, Sensors,
GPS
Web
Email–Overlay
Mobile
Web–SMS–App
In Person
Interview–Kiosk–Paper
Phone
Interview–IVR
Social Media
Social Networks
Integra6on
Data Feeds
Mul6channel & Mul6source for Richer Insights

12. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
Combine and Analyze Data
Exec Mgmt
CX/Insights
Team Leader
Area Manager
Product Manager
Account Manager

13. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
Construc6ng the Story
Se]ng,
character
introduc6on
Events leading
up to the
problem
Cri6cal problem
How to resolve
the problem,
projec6ons

14. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
Provide research findings in
a graphical format
– Understandable
– Clear, concise
– Interac6ve
– Ac6onable
Telling the Story with Visualiza6on
hSp://data-informed.com/top-5-business-benefits-using-data-visualiza6on/
hSps://www.tableau.com/sites/default/files/media/8604-ra-business-intelligence-analy6cs.pdf
Managers leveraging visual data discovery are
28 percent more likely to find 8mely
informa8on than those who rely solely on
sta8c reports
– Aberdeen Group

15. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
Visualiza6ons

16. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
Future of Storytelling: Live Dashboards

17. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
Dashboards Tell the Story in Real Time

18. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
Thank You!
www.comfirmit.com

19. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
Q & A
Holly Carter
Confirmit
Ray Poynter
The Future Place

20. The Future of Storytelling & Visualiza6on
Holly Carter, Confirmit
The Future of
Storytelling and
Visualisation
NewMR 2018 Sponsors
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