Storytelling is important.
In today’s world, the breadth of channels for telling stories is broad, and we are exposed to many more stories than we have been in the past. Research has always been in the business of telling stories but may not have always put a strong emphasis on telling a good story in a compelling way. The issue with storytelling in research is that a well told story can lead to strong action and decisiveness, but if some of the details are inaccurate or the conclusion is biased, teams can be much worse off.
The implication here is that we need to focus on the authenticity of the inputs to the story as much as we do in ensuring that the story itself is told well. Here are some tips for discovering and sharing a powerful insights story.
- Focus on context and behavior: Consumers don’t always have an accurate view of what we do or how we will react. Gaining learning from people authentically primed by their real environment is critical for getting genuine data.
- Ensure there is breadth and depth: Breadth is helpful in understanding themes, norms, etc. while also being useful in determining what is a breakthrough nugget that connects dots versus a potent outlier or distraction. Depth is needed to get to a level where those nuggets can be uncovered.
- Bring humanity and humility (without forgetting the smarts): Humanity and humility are important attributes for researchers to possess in order to authentically connect with consumers and truly listen to their thoughts and opinions while remaining open to surprises in what is seen or heard. Using our smarts, we translate this data into insights and then these insights into recommended action.
- Tell the story well: It is important to ensure the story is told succinctly and in a compelling way so that the key insights and recommendations are understood, and the team is motivated to act on them. Don’t sell your good insights short.
What story are you needing to discover and tell? From empathy to innovation and packaging to shopper insights, we have a team with solutions that cultivate authentic inputs while also knowing how to tell that story well.