Finding and Communicating the Story - Presenting - Lesson 6 of 6

FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016

FindingandCommunica-ngtheStory

Lesson6of6

Presen-ngtheStory

RayPoynter

November2016


SeriesSchedule

AnIntroduc5onandOverview–Feb23WorkingwithQualita5veInforma5on–Apr5WorkingwithQuan5ta5veInforma5on–May26Workingwithmul5plestreams&bigdata–July5Visualiza5on–Sep13Presen-ngthestory–Nov8


Agenda1.  Briefrecap2.  Think,Feel,Do3.  Fromfindingthestory,totellingthestory

4.  Narra5veflowandstructure5.  Workingwithnumbers

6.  Achievingimpact


TheFrameworksApproach1.  Defineandframetheproblem–  Aproblemfullydefinedisaproblemhalfsolved

2.  Establishwhatisalreadyknown–  Findoutwhatisbelievedandwhattheexpecta5onsare

3.  Organisethedatatobeanalysed–  Systema5ccheckingandstructuralprocedures

4.  Applysystema5canalysisprocesses

5.  Extractandcreatethestory


Storytelling


MoviePopcornCenterforScienceinthePublicInterest(CSPI)In1994itrevealedMediumbagofpopcorn=37gramssaturatedfatUSDA(UnitedStatedDepartmentforAgriculture)Recommendedmaximum=20grams

MadetoS5ck–ChipandDanHeath

2037

0

20

40

GramsFat

USDA

Popcorn


RobustSimplifica-on

MoviePopcornData185%ofyourdailyfatallowance

VisualStoryAday’sworthofunhealthyfood

DatastoryAbouttwiceyourdailyfatallowance


MoviePopcornWhatwasleMout?

Otherthingsinthepopcorn,e.g.salt&sugar

Largebagofpopcorn

Otherfoodseateninmovietheatres

Othercomparators,e.g.normaldailymeal


MoviePopcornThink,Feel,Do

1.   Think,the‘facts’–  Popcornhassaturatedfat,saturatedfatisnotgood,therearelimits

2.   Feel,theemo-onalmessage–  3junkmealsinonedayisunwise/gross

3.   Do,whatdoyouwantpeopletodo?– Whenyouareabouttobuypopcorn,thinkaboutallthatfat,feelabitsick/scared,dotradedownortradeout


TheTenuousLinkBetweenFindingtheStory,&TellingtheStory

Infindingthestorywehavemul5pledatasources

Wehavedifferingdegreesofconfidenceinthosesources–  Aconjointstudywith1000consumersmightbeourbestsourceforfindingthestory

Thebestwaytoconveythestorydoesnothavetorestonthe‘best’data–  Avoxpopvideowithacustomermightbeapoorwaytofindthestory,butitcanbeagreatwaytotellthestory


FindingVersusTellingMostofthestepsinfindingthemessageinthedataareNOTpartofthecommunica5on

Findingthestory–  Showmethecontendersforthemainstoryandletmechooseone

– Alterna5veperspec5ves,alterna5vestories

Communica5ngthestory– HereistheonestoryIwanttoshow


UsetheBusinessQues-onasaLens

Thesamedatawilldeliverdifferentstories,basedondifferentbusinessques5ons

Thisisoneofthereasonsthatindustryreportshavealessfocusedstory–  Theyhavemanyreaders,withdifferentneedsandques5ons

Thebusinessques5ondefineswhatisin,whatisout,andwherethemagnifica5onshouldbe


UsefulAdvice,NotPrecision


DifferentFormatsImplyDifferentStyles

•  Presenta5ononascreen(e.g.usingPowerPoint)•  Webinar/VirtualMee5ng

•  Talkingface-to-face•  Talkingviatelephone(orsimilar)•  Standalonepresenta5on•  Wrilenreport

•  Inthebodyofanemail

Thestoryremainsthesame,butthestorytellingvaries.


ArchitectureofaTypicalStory

•  ElevatorPitch•  3suppor5ngthemes

•  3piecesofevidenceforeachtheme

•  Execu5vesummary,includingtheelevatorpitchandthethreethemes

•  Allotherdetailgoesintheappendixorsentseparately

HTMikeSherman


ABCofNarra-veFlow

A.  Abeginning,middle,andend–  Theflowshouldbelinear

B.  Usestorytellingdevices(humour,personalanecdotes,interac5onetc)toenhancetheflow

C.  Ensuretheaudienceareonthesamepath(e.g.redundancy,interac5on,summaries)


GoodandBadNewsTherearefourtypicalstories– Goodnews– Goodnewswithcaveats–  Badnewswithsomeop5ons–  Badnews

ThestorytellingforthesefourcasesisdifferentGoodnewsandbadnewsaredefinedbywhattheclientwantedANDwhattheresearchfinds


BadNews5stagesofgrief–  Anger,Denial,Bargaining,Depression,Acceptance

Onepresenta5on/reportrarelytacklesallthestagesofbadnews

‘Facts’arerarelyenoughtopersuade–  Emo5onsarethekey–acustomervideocanbemorepowerfulthananyamountofanalysis

Gobacktoapointwheretheexpecta5onsmatchthefindingsandbuildfromthere


Communica-on=Think,Feel,Do

1.   ThinkInforma5onyouwanttoaudiencetohave.

2.   FeelTheemo5onallevel.

3.   DoWhatisitpeopleshoulddoamerwards?


AdvicetoStudents

Answertheexaminers’ques5ons

Don’t

Telltheexaminereverythingyouknow!


TheStory

•  Don’ttalkabouteveryques5on,tellthestory

•  Reorganisethedatatomatchthestory– Nottheordertheywerecollectedin

•  Usethedatatosupportthestory– Notthestorytoanimatethedata

•  Think,Feel,Do


TipsDeliveringtheStory1.  Don’tfocusonwhatpeoplesaid–  Whatdidtheymean,whatshouldtheaudience

do?

2.  Letthestoryunfold,inalinearway3.  Itisaboutboththemessageandtheaudience

4.  Aimtocreatememes–HTTomdeRuyck

5.  Sendotherinteres5ngmaterialseparately


Communica-ngStoriesFoundinQuan-ta-veInforma-on

Minimisetheuseofnumbersinquan5ta5vecommunica5on

Minimisetheuseofdigitsincommunica5on

Illustratethegeneralwiththepersonal

Whatdoyouwantpeopleto:– Think,Feel,Do?


UseNumbersforIllumina-onNotSupport


MemoryorReference?


92%ofJesus’Disciplesdidnotbetrayhim


1SD


RobustSimplifica-on

ü  90%ofourcustomerspreferA–  OurcustomerspreferA

X  20%ofthemarketpreferB,but25%ofourcustomerspreferB–  OurcustomerspreferB


FindingsNeedaComparator








KeyNumberTips

•  Ifpeopleneedthenumbers,consideratable–  Ifyouareusingachart,thenumbersshouldbelargelyirrelevant

•  Minimisethenumberofnumbers•  Minimisethenumberofdigits•  Don’trepeatsymbolsunnecessarily(e.g.%or$)•  Avoiddecimalplacesifpossible•  Posi5veintegersbetween0and100aregood

–  Between0and10isbeler


TheSevenAgesofMan•  Infant•  Schoolboy•  Lover•  Soldier•  Jus5ce•  Pantaloon•  Secondchildhood

FromShakespeare’sAsYouLikeit,soliloquybyJacques


TheSevenAgesofManInfant

Schoolboy

Lover

Soldier

Jus5ce

Pantaloon

Secondchildhood

Howmanyalcoholicdrinksdidyouhavethisweekend?

30% 27%

19% 7%

19%

14%

31% 49%

London Manchester

10 or more 5 to 9 2 to 4 1 None

Howmanyalcoholicdrinksdidyouhavethisweekend?

30% 27%

19% 7%

19%

14%

31% 49%

London Manchester

10 or more 5 to 9 2 to 4 1 None


Visualiza-onandthePowerShiM

hlp://sethgodin.typepad.com/seths_blog/2011/03/the-triumph-of-coal-marke5ng.html

Infographics?



Livinghistogramof175malecollegestudents(Blakeslee1914)

AllowsthereadertofindstoriesBut,doesnottellasinglestoryIfusedinapresenta5on,wouldneed:

1.  Time2.  Planning


3Op-onsforthe‘NicetoKnow’

1.  Includethemintheappendix2.  Breakthemupintonuggetsand:– Sendthemtopeoplewhowillfindthemuseful– Usethemasachancetohavemee5ngs,maintaincontact,and/orsellin

3.  Useaspartoftheframeworkforfutureprojects


IfyouwanttobeInteres-ngbeInterested

DavidOgilvy


TheBigPicture•  Think,Feel,Do•  Usetheresearchtoilluminatethestory– Notthestorytomaketheresearchpalatable

•  KnowwhetheritisGoodNewsorBadNews– DependsonthemessageANDtheaudience

•  Beclearaboutwhatyouarerecommendingandwhy– Andbebrave


Postscript


ThankYou!

FollowmeonTwieer@RayPoynter

Orsign-uptoreceiveourweeklynewsleeerathep://NewMR.org


Q&A

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Finding and Communicating the Story - Presenting - Lesson 6 of 6