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MRS Scotland one-day training workshop
Data Storytelling – Making Insight Land

MRS Scotland one-day training workshop
Data Storytelling – Making Insight Land

10 October

In a nutshell


This event has taken place.


Inspiration is a magic moment where energy, passion and motivation collide in our sensory experience. We can literally see, hear and feel the moment. This is what stories have the power to do – connect with us on an emotional level in a way data alone never can. Story driven reports and presentations result in highly engaged audiences who get the message and retell the story throughout the organisation to drive action and change. This one day masterclass is designed to help researchers and analysts accelerate capabilities in storytelling with data. A practical hands-on session, attendees will work on live projects to develop compelling and inspiring narratives.

Aims and Objectives

The aim of this session is to help researchers and analysts take what we do innately as humans and give them confidence to apply in the context of communicating data. This isn’t about changing them into copywriters, novelists or journalists, but taking the universal skills of storytelling that those industries thrive on and turning them into something that works in the data world.

The core objectives of the programme are to:

  • Help researchers and analysts to synthesise and distil information into a clear unified message
  • Provide short cuts and frameworks to make storytelling a natural part of the project process
  • Inspire creative thinking to ensure the message connects with the audience on an emotional level

Learning Outcomes

  • Help you identify commercially relevant and engaging messages from complex data sets
  • Give you the confidence to use proven creative techniques to connect your audience with the message
      • Optimise new ways of working so you consistently deliver story-led reports and presentations

Outline of the day

The training will include the following sections:

  • Why this session – defining success, benefits of storytelling and objectives for the day
  • The power of Ethos Logos Pathos– why storytelling is key to persuasion
  • Using the Pyramid approach and deductive analysis to turn lots of data into a core insight message
  • Using simple storytelling tricks to grab your audience from the outset – the role of titles, hooks, metaphor and scenarios
  • Applying traditional story archetypes to typical business problems
  • Ways of working to embed a storytelling approach – the importance of co-creation and storyboarding
  • Action planning


Date and Timing

10 October 2017



MRS Members £200.00 + VAT

MRS Company Partner £200.00 + VAT

Non-members £300.00 + VAT

  • Caroline Florence
    Caroline Florence

    Caroline Florence is the founder of Insight Narrator, an independent training and coaching consultancy that helps professionals working with research and data increase the impact of what they do. Caroline is passionate about turning evidence based insights into commercially relevant stories that drive engagement with ideas, influence decision making, inspire others and improve results.

    Prior to establishing Insight Narrator in 2012, Caroline spent 15 years working in market research, competitor intelligence and data analytics roles on the both supplier and client side, with companies as diverse as Masterfoods, Mitchells & Butlers and the Royal Mail Group. Whilst at Royal Mail, Caroline was responsible for establishing and leading a new team in the marketing services function to deliver market measurement models, econometrics, competitor intelligence, pricing and segmentation models to the business.

    In her senior agency side role for Synovate/ Ipsos, Caroline held various leadership positions in both the UK and Australia and was responsible for motivating and coaching large teams of researchers and analysts to perform at their best and deliver real insights to clients across multiple sectors.


Where is the event taking place?

Visit Scotland

94 Ocean Drive 

    With thanks to:

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    Please click on the photographs to view each speaker's biography.


    MRS Members £200.00 + VAT

    MRS Company Partner £200.00 + VAT

    Non-members £300.00 + VAT

    To book your place on this training event, please contact:

    Helenor Gilmour

    (tel 07977 593822)

    Payments can be made via bank transfer and details will be given with confirmation of your place.



    CPD 6
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