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Training Day – 31st October, 2011
Storytelling How to use storytelling when presenting market research results Ray Poynter – Vision Critical
A Presenta*on from the Fes*val of NewMR Training Day – October 31, 2011
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Storytelling How to use storytelling when presenting market research results
Ray Poynter Executive Vice President
The Global Number One in Community Panels
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
With, not To
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Traditional Structure
Shows heritage in scien:fic method 1. Intro (objec:ves, method) Detailed findings Conclusions Recommenda:ons
Fred John
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Typical Paths
In ques:onnaire order, or
By type of ques:on: • Demographics � Behaviors • AOtudes � Reac:ons to s:muli
Logical, but connec:ons weak → liSle flow?
Fred John
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Penny Thrillers
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Penny Thriller Paradigm
1. Engaging (a page turner)
2. Every page tells a story (just 1)
3. Every page leads to the next page
4. Story has a beginning, middle, and end
5. Not too clever, deep, philosophical At least at the surface level
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Narrative Theme
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
The Whole
Each Slide
Storytelling
+
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Story Structures
Titanic, Chariots of Fire – concept test
Agatha Christie – segmentation
The 3 Bears – strategy
The monks and the elephant – U&A
Eastenders – market study
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
A slide tells a single story Seth Godin
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
hSp://sethgodin.typepad.com/seths_blog/2011/03/the-‐triumph-‐of-‐coal-‐marke:ng.html
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
hSp://hci.usask.ca/up
loads/173-‐pap0
297-‐bateman.pdf
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Art Silverman
= 37 grams of fat
Chip and Dan Heath in ‘Made to S1ck’ give the example of Art Silverman trying to convey that popcorn is too full of fat, rather than simply saying 37 grams he covered a table with a fried breakfast, a burger and chips, and a steak meal and explained that the popcorn has more fat then all of them combined.
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
But!
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Metaphor, Analogy & Simile
Hollywood: ‘Alien – jaws in space’
Business: ‘Flickr for videos’ the idea behind YouTube
Marketing: is the product like IBM, Singapore Airlines, spam
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
First Lines
• To the red country and part of the gray country of Oklahoma, the last rains came gently, and they did not cut the scarred earth. (Grapes of Wrath)
• It was a bright cold day in April, and the clocks were striking thirteen. (1984)
• It is a truth universally acknowledged, that a single man in possession of a good fortune must be in want of a wife. (Pride and Prejudice)
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Last Lines
• The creatures outside looked from pig to man, and from man to pig, and from pig to man again; but already it was impossible to say which was which. (Animal Farm)
• But, in spite of these deficiencies, the wishes, the hopes, the confidence, the predictions of the small band of true friends who witnessed the ceremony, were fully answered in the perfect happiness of the union.. (Emma)
• He loved Big Brother. (1984)
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Alternatives
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
In Conclusion?
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Thank you
Ray Poynter
The Global Number One in Community Panels
T: @RayPoynter
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Q & A
Pravin Shekar krea
Ray Poynter Vision Critical
Ray Poynter, Vision Critical, UK Festival of NewMR 2011 – Training Day
Ray Poynter
Read Ray’s blog @ hSp://visioncri:cal.com/experts-‐blog/ray-‐poynter/ Follow Ray’s tweets at @ hSp://twiSer.com/raypoynter Connect with Ray on LinkedIn @ hSp://uk.linkedin.com/in/raypoynter Find out about Ray’s book at @ hSp://bit.ly/cmFnbo
The Global Number One in Community Panels
Training Day – 31st October, 2011
Storytelling How to use storytelling when presenting market research results Ray Poynter – Vision Critical
A Presenta*on from the Fes*val of NewMR Training Day – October 31, 2011
