Storytelling and Market Research

<p>Showing how market researchers can get a seat at the decision-making table this book is the essential guide to mastering storytelling techniques that can dramatically enhance the impact of research reports and presentations commanding full audience engagement and buy-in.</p><p>While demand for storytelling in marketing research reports and presentations has mushroomed in recent years there can be confusion about what decision-makers mean by stories. Leading market research expert C. Frederic John eliminates this confusion by defining four specific types of story in the business arena and providing a series of how-to guides for generating effective solutions when communicating learning and other information. This book is the first to emphasize the needs of the report reader or presentation audience.</p><p>Drawing on examples from ancient and modern literature drama opera and other arts this book will help today’s (and tomorrow’s) market research professionals to thrive in a world demanding insights real-world recommendations and more relevant deliverables.</p>