Accelerate capabilities in commercial thinking and storytelling in this comprehensive 2 day training.

Commercial Storytelling can  assist researchers to better access and influence business decision making.

Drawing on a wide and varied toolkit from intelligence, communications and consulting, this training programme  focuses on 3 core pillars:

  • Creating strategically aligned insights
  • Developing commercially intelligent recommendations
  • Delivering compelling and inspiring narratives


Who will benefit from this course?
The programme will benefit Research Managers and Directors who are already responsible for client relationships and insight delivery, but are looking to improve the quality of the consulting they are able to offer to their clients to influence wider business decision making.

Aims and objectives:
The research industry is under great pressure to deliver business impact and perceived return on investment.  Research agencies are recognising the need to upskill their teams to avoid the commoditisation trap and to provide partnership relationships that protect existing revenue and develop new business through reputation and client advocacy.

The aim of the ‘Unlock the Story’ Masterclass is to help researchers apply broader commercial thinking and communication skills to improve the quality of consulting to their clients.

The core objectives of the programme are to:

  •  Accelerate 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.  To support this we run the training sessions in a workshop style, using different frameworks and toolkits to apply the skills to real-life business scenarios
  • Instil confidence in individuals to apply the skills gained in the training in practice.  To support this we focus on developing individual action plans at the end of the training session to ensure progress is assessed against individual development areas.  We also provide on-going one-to-one coaching to provide constructive feedback to support the application of the thinking skills to practical tasks. 

Learning outcomes:

  • Align different research topics to stakeholder needs and business priorities
  • Testimonials
    “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


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

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.

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