Finding the Story in the Data in the Age of AI

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.

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.

Level

Advanced

Learning Outcomes/Learning Objectives

• 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

Who will benefit?

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.

Course Delivery Mode

Online

Trainer Biography

Grant Feller is a storytelling expert with extensive experience in healthcare, insights and FMCG. He has constructed narratives, delivered executive thought leadership and provided storytelling training for companies including GSK, Philips, AstraZeneca, Pepsi, Lloyds, Lego and Vodafone.

He has created narratives for multiple companies, helping them tell a more impactful, influential and meaningful story for internal audiences, external stakeholders and global media. He is also the ghostwriter for prominent business leaders. Grant’s journalistic approach was inspired by almost three decades at the highest levels of UK media, as an executive for print and digital operations at The Times, Daily Telegraph and Daily Mail. He also launched WebMD in the UK.

His consultancy, Every Rung, specialises in corporate storytelling, helping brands, individuals and teams communicate more effectively. He continues to write for the media and has been a co-presenter for Talk Radio.  

Testimonials

"Informative, made simple to understand and varied in what is covered across the topic."

Laura - Dubit, July 2025

"Even though the training lasted seven hours, the pacing and breaks kept me engaged. Each section allowed room for questions or discussion and let me feel more confident going forward to learn something new."

Kimberly Hernandez - Mintel, July 2025

“Ray is incredibly informative, helping uncover the tools we might need to help structure and define not only the how but the why to storytelling.”

Danny Diss – Billion Dollar Boy, February 2025