Accelerate your capabilities in commercial thinking and storytelling

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

The research industry is under great pressure to deliver business impact and return on investment. Research agencies are recognising the need to upskill their teams to build relationships that protect existing revenue and help develop new business.

Commercial storytelling can enable researchers to better access and influence business decision making. In this masterclass, we help you to apply broader commercial thinking and communication skills to improve the quality of consulting to your clients.

We run the training sessions in a workshop style, using different frameworks and toolkits to apply the skills to real-life business scenarios, while also helping you to develop individual action plans. We provide one-to-one coaching and constructive feedback throughout the process so that you can apply the thinking to practical tasks.

Learning outcomes
  • Commercial thinking and communication skills that can be applied to any of the practical tasks associated with the job, from proposal writing and project set-up workshops to presentation delivery
  • Confidence to apply the skills gained in practice
  • Individual action plans developed during the training, ensuring progress is assessed against individual development areas
  • How to apply the theory to practical tasks in your everyday work
Who would benefit

Research managers and directors who are responsible for client relationships and insight delivery, but looking to improve the quality of the consulting they offer to influence wider business decision-making.

“Do this course & tell a better story!”

Hadi Hedayati-Rad, Western Union
November 2016

“A way of debriefing research that completely transforms the experience for presenter and audience.”

Kirsty Henthorne, Bloom
November 2016

“A creative course to help you get the story across to others”

Anthony Shephard, Mustard Research
November 2016

“A course to refine your presentation style to engage audiences.”

Mary Battley, Mary Battley Research
November 2016

“Practical storytelling tools to make you and your clients look good!”

Jemma Ralton, Leo Bennett Ltd
May 2016

“Cutting down the 'xxxx' and providing genuine insight and consultancy.”

Richard Smith, BDRC
May 2016

“Recommended to anyone working in research or insights, client or agency side.”

David Kinchin, TelecityGroup
May 2016

“Perfectly pitched and interesting content.”

Elisabeth Mary, Telefonica O2 UK Ltd
May 2016

“Focused and actionable guidance for storytelling and reporting .”

Zara Bryson, Starcom MediaVest Group
May 2016

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.

Day 1:  Creating insight led stories to avoid information overload

09.30 – 10.30:        Story planning and aligning the premise with audience needs

10.30 – 11.00 :         Break

11.00 – 12.00:          Developing a compelling narrative to transform 1000’s data points into a story

12.00 – 14.00:          Lunch

14.00 - 15.00:  Structuring your storyboard to manage data overload

15.00 – 15.30:          Break

15.30 - 16.30:           Sharing our story on a page, Q&A, and assignment setting for the course

Day 2:  Bringing your stories to life to engage stakeholders

09.30 – 10.30:        Output classification and selecting the right tool/media for the job

10.30 – 11.00:          Break

11.00 – 12.00:          Copywriting compelling headlines and hooks for your story

12.00 – 14.00:          Lunch

14.00 – 15.00:          Beyond PowerPoint - developing multi-media executional toolkits to cut through

15.00 – 15.30:          Break

15.30 - 16.30:           Finalising stories to share, Q&A and action plans

Additional Information

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