Debuted at the ESOMAR Insights Festival 2020, our Brands Connect series continues with its next episode exploring with insights leaders working within brands and research using organizations the opportunities and challenges they see for their organizations and their talent pools.These inspiring conversations cover a lot of ground despite their bite-sized formats and offer a real opportunity for the community to gain insights into the emerging trending topics of our time. A can't-miss rendez-vous to connect that's sure to leave you inspired and fully fed with insights!In this episode, Mars Wrigley's Senior Director of Foresight, Innovation & Growth Insights, Michelle Gansle interviews ESPN's Vice President Research and Insights Renata Policicio as they discuss the headline topic: The Future of Storytelling.
Dogwoof has released 26 Oscar®-nominated documentaries, with four wins and an additional three BAFTA winners. With notable titles including Free Solo, The Act of Killing, Blackfish, Honeyland, The Cave, Apollo 11. This year Dogwoof premiered Hillary a four-part TV series and in Autumn, I Am Greta is set for release.But how did Anna, a Catalan woman take centre stage in an industry dominated traditionally by men? Join the conversation to hear her journey and unique perspective on the importance of communications and the power of storytelling.
Do we really remember the times we felt good more evocatively than the moments where we struggled? It's a question that goes to the heart of research and insight. Are we more likely to act on bad news or good? And if it's the former, how can we frame that bad news so that it inspires rather than depresses, so that it compels us to take positive action rather than resort to defensiveness? Join this presentation if you want to disrupt your thinking and adopt a newsroom mentality by using storytelling techniques to help with transformative writing.
We all recognise that storytelling is an important part of delivering research that moves both hearts and minds. We also see and hear a lot about great successes. But what about presentations that move hearts and minds but in the wrong direction? We don't hear much about those do we?We all know there is a huge market for bloopers as well as the great movies. So, we think it's time to hear about the research bloopers.This fringe event is all about what can go wrong in presentations. From the slides that don't make sense, the projectors that stop working, being attacked by a bee, writing 'this ad stinks' in your notes - but having them projected, having your flies open, having the wrong audience to some very heated arguments (all have happened to me.)Come along and tell us about your worst experience or even the ones you have heard about.Let's learn from our collective mistakes, let's remember we are a people business and where there are people there are mistakes. Let's have a bit of fun in the process too.Oh, and remember what they say: stupid people don't learn from their mistakes, sensible people learn from their mistakes but the really intelligent learn from other people's mistakes.
Do we really remember the times we felt good more evocatively than the moments where we struggled? It's a question that goes to the heart of research and insight. Are we more likely to act on bad news or good? And if it's the former, how can we frame that bad news so that it inspires rather than depresses, so that it compels us to take positive action rather than resort to defensiveness? Join this presentation if you want to disrupt your thinking and adopt a newsroom mentality by using storytelling techniques to help with transformative writing.
Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling is created equal. We wanted to test the theory that measuring storytelling effectiveness could directly influence business growth. We designed a new framework in the process establishing a new method for brands to evaluate storytelling effectiveness.
Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling is created equal. We wanted to test the theory that measuring storytelling effectiveness could directly influence business growth. We designed a new framework in the process establishing a new method for brands to evaluate storytelling effectiveness.
We are like fish and stories are the water we swim in without ever even thinking about it. So spend an hour with a master teacher, Prof. Richard Krevolin, and start thinking about the stories you are telling.Prof. Krevolin will take us on a deep dive into the world of narratives, how they are constructed, and how you can use them to more compellingly engage and communicate.
The main 3 takeaways of the presentation are:- It is possible to measure what makes and predicts engaging storytelling;- Relatability is the most important attribute to any story, no matter what your objective is;-Different generations connect and value stories in different ways.
Storytelling helps insights professionals to drive change by engaging decision-makers. Effective storytelling goes beyond the data to use emotion as a key driver for decision making. In addition to human intelligence that's required to craft compelling stories, technology can help the storyteller to present the information in an interactive and engaging way, make sure it's always up to date, and promote it to stakeholders. For example, at Philips, too much data and a drive to do more with less prompted the deployment of the Eureka market insights platform. On Eureka, insights managers transform research into stories which they broadcast with expert channels to drive business engagement that brings customer-centricity to light. In this webinar, our guest speaker Cinny Little, storytelling expert and principal analyst at Forrester Research will share best practices for storytelling used by the most mature and forward-thinking firms. Then Market Logic will show how market insights platforms are used to craft and push essential stories to the business. Finally, Fenny Leautier will share a 2020 case study on storytelling at Philips.You'll learn: -5 principles for creating a great data story that people remember-How to align your data story with what matters most to an audience-Technologies to present stories and promote them to decision-makers-Key learnings from Philips to bring a compelling data story to life Listen to this webinar today and learn how you can drive the change you want using the power of data storytelling.
ESOMAR has joined with our education partner, the Market Research Institute International at the University of Georgia Center for Continuing Education, to deliver a series of education-oriented webinars on some of the most popular topics in the Market Research Core Body of Knowledge.In this first session, we will focus on storytelling in which you will learn about the best story structures for reporting on research, how to determine the story structure that fits your data and your audience, and how to craft a story that inspires change and action. Jeffrey Henning, Executive Director of the MRII, long-time industry blogger, and entrepreneur gave a version of this presentation to a packed room at the Quirk's Event in Brooklyn last month. This webinar is your opportunity to hear an expanded version of Jeffrey's talk and gain practical advice for communicating research results that you can immediately apply in your work.
Leaders need to create clarity, define structures and show vision, even when they don't know what to do and who to ask! Let me share my learnings with you.