Take information and find key messages through taught material and 'hands on' learning.

Storytelling is one of the hottest topics in market research. However this popularity highlights a major need, namely, how to find the story. Great graphics and wonderful communication are only useful if the underlying story is the right story.

This course focuses on what comes before the storytelling, i.e. how to take information (for example market research data) and reliably find the key messages. The course is delivered via a mix of taught material (e.g. what the approaches are and case studies) and practical ‘hands on’ learning through doing.



Who will benefit from this course?

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

Aims and objectives

The key objective of the course is to share techniques for systematically and reliably finding the message buried in data and information. Some people are blessed with the ability to intuitively find the story, but they tend to struggle to teach others to be intuitive. The approach covered in the course is designed to be taught; it does not rely on creative or intuitive jumps, and can be used in team situations.

Learning outcomes
  • Understanding the role of frameworks in finding the message in information
  • Identifying the sort of problem that is being addressed
  • Identifying the sort of answer that is needed
  • Techniques for manipulating data sets to reveal the story
  • Crafting the story from the information
“How to transition effectively from the detail to the right bigger picture to influence and shape business decision-making.”

Marisa O'Connor, Barclay's
31 October 2016

“Loved it! Very interesting - day flew by.”

Steven Chamberlain, Sky
31 October 2016

“A toolkit for communicating research.”

Xanthe Couture, Citizen Advice
31 October 2016

“Educational! I learnt a lot of useful things that I can take back to my job.”

Abisla Qui, Rightmove
08 June 2016

“Overview of issues in questionnaire design with advice on solutions.”

Pete Schofield, O2
08 June 2016

“Great presenter, useful frameworks and good networking opportunity.”

Pettra Klawitter, Multiply
08 June 2016

“Very interesting, useful, providing actionable advice & analysis methods.”

Sonia Maqsood, Barclay's Insight Team
08 June 2016

“Very helpful for my career development.”

Danielle Collins, MindMover
08 June 2016

“Interesting, entertaining and worthwhile.”

Katie Jackson, AECOM limited
08 June 2016


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

Ray is the author of The Handbook of Mobile Market Research, The Handbook of Online
and Social Media Research and the #IPASOCIALWORKS Guide to Measuring Not
Counting, the founder of NewMR.org, editor of the ESOMAR book Answers to
Contemporary Market Research Questions, a content author for the University of
Georgia’s Principles of Market Research course and is the Managing Director of
The Future Place, a UK-based consultancy, specialising in training.Ray
has spent the last 35 years at the intersection of innovation, technology, and
market research, during which time Ray has held director level positions with
Vision Critical, Virtual Surveys, The Research Business, Millward Brown,
Sandpiper and IntelliQuest.

Ray sees his mission as “Have fun, help people, pursue knowledge, and try to make some money along the way”

Additional Information

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