Learn how to identify the key messages within information

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

Storytelling is one of the hottest topics in market research – but how do we find the story? Great graphics and wonderful communication are only useful if the underlying story is the right one.

This course focuses on what comes before the storytelling: that is, how to take information (for example market research data) and reliably find the key messages. Some people are blessed with the ability to intuitively find the story, but it’s hard to teach others the same intuition. This course doesn’t rely on creative or intuitive jumps – it uses a combination of taught material to outline approaches and case studies alongside practical ‘hands on’ learning that can be applied in team situations.

Learning outcomes
  • Understand the role of frameworks in finding the message in information
  • Identify the sort of problem that is being addressed and the type of answer that is needed
  • Techniques for manipulating data sets to reveal the story
  • How to craft the story from the information
Who would benefit

Those who need to work with information (quantitative and/or qualitative) to find answers and insight. This is likely to include market researchers and insight managers, but also brand managers and senior executives. While the focus of the material used will be drawn from market research, the techniques are equally applicable to anyone using evidence-based decision making, for example people involved in R&D, HR and even finance.

“A great introduction to storytelling in a relateable format.  Some really good takeaways that I'm looking forward to implementing.”

Alana Mothershaw, SimpleUsability Ltd
02 October 2019

“Helpful, fun and interactive.”

A. Juliluand, Future Thinking
02 October 2019

“Everything you need to know about how to analyse data.”

Grace Jacobs, Red Brick Research
02 October 2019

“Insightful, Interesting and Useful.”

Georgia Gallagher, Barclays
02 October 2019

Additional Information

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