Most people now agree that storytelling is the key to communicating market research insight and that the target is to create impact. However, there is much less agreement and material about the problem of how to find the story in the data. Some people are good at intuitively finding the story in the data, but in most cases they are unable to teach others how to imitate them, especially when teams need to work together. This presentation shows how techniques like frameworks can be used to create methods for reliably and efficiently finding the story in the data. The presentation will illustrate the problem, show the solution, and then use a case study to provide an example of the method.