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

Lesson 6: “How to Present the Story” is the final instalment of this webinar series, presented by Ray Poynter

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

  1. 1. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Finding and Communica-ng the Story Lesson 6 of 6 Presen-ng the Story Ray Poynter November 2016
  2. 2. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Series Schedule An Introduc5on and Overview – Feb 23 Working with Qualita5ve Informa5on – Apr 5 Working with Quan5ta5ve Informa5on – May 26 Working with mul5ple streams & big data – July 5 Visualiza5on – Sep 13 Presen-ng the story – Nov 8
  3. 3. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Agenda 1.  Brief recap 2.  Think, Feel, Do 3.  From finding the story, to telling the story 4.  Narra5ve flow and structure 5.  Working with numbers 6.  Achieving impact
  4. 4. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 The Frameworks Approach 1.  Define and frame the problem –  A problem fully defined is a problem half solved 2.  Establish what is already known –  Find out what is believed and what the expecta5ons are 3.  Organise the data to be analysed –  Systema5c checking and structural procedures 4.  Apply systema5c analysis processes 5.  Extract and create the story
  5. 5. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Storytelling
  6. 6. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Movie Popcorn Center for Science in the Public Interest (CSPI) In 1994 it revealed Medium bag of popcorn = 37 grams saturated fat USDA (United Stated Department for Agriculture) Recommended maximum = 20 grams Made to S5ck – Chip and Dan Heath 20 37 0 20 40 Grams Fat USDA Popcorn
  7. 7. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Robust Simplifica-on Movie Popcorn Data 185% of your daily fat allowance Visual Story A day’s worth of unhealthy food Data story About twice your daily fat allowance
  8. 8. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Movie Popcorn What was leM out? Other things in the popcorn, e.g. salt & sugar Large bag of popcorn Other foods eaten in movie theatres Other comparators, e.g. normal daily meal
  9. 9. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Movie Popcorn Think, Feel, Do 1.  Think, the ‘facts’ –  Popcorn has saturated fat, saturated fat is not good, there are limits 2.  Feel, the emo-onal message –  3 junk meals in one day is unwise/gross 3.  Do, what do you want people to do? –  When you are about to buy popcorn, think about all that fat, feel a bit sick/scared, do trade down or trade out
  10. 10. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 The Tenuous Link Between Finding the Story, & Telling the Story In finding the story we have mul5ple data sources We have differing degrees of confidence in those sources –  A conjoint study with 1000 consumers might be our best source for finding the story The best way to convey the story does not have to rest on the ‘best’ data –  A vox pop video with a customer might be a poor way to find the story, but it can be a great way to tell the story
  11. 11. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Finding Versus Telling Most of the steps in finding the message in the data are NOT part of the communica5on Finding the story –  Show me the contenders for the main story and let me choose one –  Alterna5ve perspec5ves, alterna5ve stories Communica5ng the story –  Here is the one story I want to show
  12. 12. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Use the Business Ques-on as a Lens The same data will deliver different stories, based on different business ques5ons This is one of the reasons that industry reports have a less focused story –  They have many readers, with different needs and ques5ons The business ques5on defines what is in, what is out, and where the magnifica5on should be
  13. 13. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Useful Advice, Not Precision
  14. 14. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Different Formats Imply Different Styles •  Presenta5on on a screen (e.g. using PowerPoint) •  Webinar/Virtual Mee5ng •  Talking face-to-face •  Talking via telephone (or similar) •  Standalone presenta5on •  Wrilen report •  In the body of an email The story remains the same, but the storytelling varies.
  15. 15. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Architecture of a Typical Story •  Elevator Pitch •  3 suppor5ng themes •  3 pieces of evidence for each theme •  Execu5ve summary, including the elevator pitch and the three themes •  All other detail goes in the appendix or sent separately HT Mike Sherman
  16. 16. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 ABC of Narra-ve Flow A.  A beginning, middle, and end –  The flow should be linear B.  Use storytelling devices (humour, personal anecdotes, interac5on etc) to enhance the flow C.  Ensure the audience are on the same path (e.g. redundancy, interac5on, summaries)
  17. 17. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Good and Bad News There are four typical stories –  Good news –  Good news with caveats –  Bad news with some op5ons –  Bad news The storytelling for these four cases is different Good news and bad news are defined by what the client wanted AND what the research finds
  18. 18. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Bad News 5 stages of grief –  Anger, Denial, Bargaining, Depression, Acceptance One presenta5on/report rarely tackles all the stages of bad news ‘Facts’ are rarely enough to persuade –  Emo5ons are the key – a customer video can be more powerful than any amount of analysis Go back to a point where the expecta5ons match the findings and build from there
  19. 19. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Communica-on = Think, Feel, Do 1.  Think Informa5on you want to audience to have. 2.  Feel The emo5onal level. 3.  Do What is it people should do amerwards?
  20. 20. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Advice to Students Answer the examiners’ ques5ons Don’t Tell the examiner everything you know!
  21. 21. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 The Story •  Don’t talk about every ques5on, tell the story •  Reorganise the data to match the story –  Not the order they were collected in •  Use the data to support the story –  Not the story to animate the data •  Think, Feel, Do
  22. 22. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Tips Delivering the Story 1.  Don’t focus on what people said –  What did they mean, what should the audience do? 2.  Let the story unfold, in a linear way 3.  It is about both the message and the audience 4.  Aim to create memes – HT Tom de Ruyck 5.  Send other interes5ng material separately
  23. 23. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Communica-ng Stories Found in Quan-ta-ve Informa-on Minimise the use of numbers in quan5ta5ve communica5on Minimise the use of digits in communica5on Illustrate the general with the personal What do you want people to: – Think, Feel, Do?
  24. 24. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Use Numbers for Illumina-on Not Support
  25. 25. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Memory or Reference?
  26. 26. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 92% of Jesus’ Disciples did not betray him
  27. 27. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 1 SD
  28. 28. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Robust Simplifica-on ü  90% of our customers prefer A –  Our customers prefer A X  20% of the market prefer B, but 25% of our customers prefer B –  Our customers prefer B
  29. 29. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Findings Need a Comparator
  30. 30. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Findings Need a Comparator
  31. 31. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Findings Need a Comparator
  32. 32. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Findings Need a Comparator
  33. 33. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Key Number Tips •  If people need the numbers, consider a table –  If you are using a chart, the numbers should be largely irrelevant •  Minimise the number of numbers •  Minimise the number of digits •  Don’t repeat symbols unnecessarily (e.g. % or $) •  Avoid decimal places if possible •  Posi5ve integers between 0 and 100 are good –  Between 0 and 10 is beler
  34. 34. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 The Seven Ages of Man •  Infant •  Schoolboy •  Lover •  Soldier •  Jus5ce •  Pantaloon •  Second childhood From Shakespeare’s As You Like it, soliloquy by Jacques
  35. 35. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 The Seven Ages of Man Infant Schoolboy Lover Soldier Jus5ce Pantaloon Second childhood
  36. 36. How many alcoholic drinks did you have this weekend? 30% 27% 19% 7% 19% 14% 31% 49% London Manchester 10 or more 5 to 9 2 to 4 1 None
  37. 37. How many alcoholic drinks did you have this weekend? 30% 27% 19% 7% 19% 14% 31% 49% London Manchester 10 or more 5 to 9 2 to 4 1 None
  38. 38. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Visualiza-on and the Power ShiM hlp://sethgodin.typepad.com/seths_blog/2011/03/the- triumph-of-coal-marke5ng.html
  39. 39. Infographics?
  40. 40. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016
  41. 41. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Living histogram of 175 male college students (Blakeslee 1914)
  42. 42. Allows the reader to find stories But, does not tell a single story If used in a presenta5on, would need: 1.  Time 2.  Planning
  43. 43. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 3 Op-ons for the ‘Nice to Know’ 1.  Include them in the appendix 2.  Break them up into nuggets and: – Send them to people who will find them useful – Use them as a chance to have mee5ngs, maintain contact, and/or sell in 3.  Use as part of the framework for future projects
  44. 44. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 If you want to be Interes-ng be Interested David Ogilvy
  45. 45. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 The Big Picture •  Think, Feel, Do •  Use the research to illuminate the story –  Not the story to make the research palatable •  Know whether it is Good News or Bad News –  Depends on the message AND the audience •  Be clear about what you are recommending and why –  And be brave
  46. 46. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Postscript
  47. 47. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Thank You! Follow me on Twieer @RayPoynter Or sign-up to receive our weekly newsleeer at hep://NewMR.org
  48. 48. Finding and Communica-ng the Story – Lesson 6 of 6 – Presen-ng Ray Poynter, 2016 Q & A Ray Poynter The Future Place

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