Go Beyond Storytelling and create impact within organizations

Welcome to another episode of Talking Insights! 

This week, we have Lucy Davison and Iosetta Santinni with us to discuss next week’s workshop from the ESOMAR Academy called “Beyond Storytelling”.

Years of storytelling have empowered us to create better reports, yet we strive for a greater impact and resonance within our organizations. We aim to break free from drowning in data and confusing our stakeholders. After all, what good is a well-told story if it goes unheard?

This exclusive virtual training offers you access to six hours of enriching content, divided into three engaging live sessions. Designed to elevate your skills at your convenience, you'll have the opportunity to download resources, connect with the trainer, and earn a certificate upon course completion. Additionally, the training will be available on-demand for up to 12 months for paid delegates.

🗓️📌22 October, 13:00 - 15:00 UTC 

💡Secure your spot now:

https://esomar.org/trainings/beyond-storytelling

Subscribe to ESOMAR - http://bit.ly/2Vk6j6a

• Research World - http://bit.ly/2UQpbul

• Follow us on Instagram - http://bit.ly/2DwFVfj

• Follow us on Twitter - http://bit.ly/2ZtT0PJ

• ESOMAR LinkedIn - http://bit.ly/2Drifcg

• ESOMAR Facebook - http://bit.ly/2ZrlU37

On this channel, you will find videos about our Research World media platform, our global and regional events, our membership benefits, the correct and ethical use of data, data standards, and more! If you have any questions or comments about any of our videos, don’t hesitate to get in touch. And of course, don’t forget to subscribe to our channel and make sure to hit that like button if you enjoyed the video!

#ESOMAR #ESOMARInnovation24 #MarketResearch #MRX #Innovation #Storytelling

Transcript

0:07

Welcome to Talkin' Insights. I'm your host Antonio. Today I'm here with Lucy and Iosetta They're doing a brilliant workshop next month called Beyond Storytelling. Thank you for being here. It's a pleasure. Thank you for being here. Can you tell me a bit more about the workshop and what's Beyond Storytelling? Tell me everything. Absolutely. Thank you very much. Well, we've all been having storytelling training and some of us have been doing it for quite some time, at least 10 years, I think. And whilst that has improved the way that we communicate in lots of ways and that it's really helped, especially people in Insights, to write better reports and to do better presentations, it still hasn't made that much difference to how much the voice of the customer is heard within organizations. And obviously, if our role is really to bring the voice of the people into organizations and companies and brands. We need to really work harder at our internal communications and our strategies for that. So this is really about ensuring we take those wonderful storytelling reports, some of them are wonderful, some of them are not so wonderful, and make sure that we're really communicating in a campaign sense. So we're actually driving those messages through internally. So that's the principle of it. And I will be... doing it with my lovely colleague, Josetta, who is here. Yeah, hi. And Josetta is a particular specialist on ensuring that messages, you develop the right messages to the right audiences and they land. Yeah, yeah. I think this is very interesting. It's a very interesting topic because there's a misconception, I think, when it comes to talking about storytelling that is mostly, if not exclusively, implementation and executional. While I think, you know, the work that we do and what we strongly believe in is that to really make sure that the message land, you always need to start from the strategy. it doesn't matter how big or small the project is, you need to first understand precisely what is the message that you really want to communicate and who are you talking to, who is the audience. So, you know, with internal comms work that we do, oftentimes the audience is internal. So it's, know, it's the stakeholders, the C -suite. And so you need to make sure that you really truly understand. them and that's not always as easy as it sounds. so, you know, I think taking the step back and really, you know, thinking about that beyond storytelling in the sense of like, you know, start from the strategy, take a step back, think about specifically who are you talking to? What do you want them to remember? Then that will smoothly lead you into the actual implementation, but that always comes after. Yeah. And it's about thinking about once you've landed that message, what you want them to do. So really what we're doing is we're applying a lot of what we do in marketing as a marketing agency in terms of things like calls to action, in terms of things like really understanding your audience, and we're applying that to insights and data internally within client organizations. So this is the training to help you do that. And kind of like almost control the narrative about what the clients are doing and what the companies are doing. Exactly. mean, I always say, I mean, People in insights have a lot of power, right? They have the voice of the people. That is huge. So they can control that narrative. They can decide, they can choose what is heard within their organizations. And I think that giving people both the confidence and the ability, the skills to do that is absolutely vital. Nice. And so basically in doing this workshop, you're also going to be talking about what is good communication and how to deal with like what's an insight and how to control the narrative, right? And are you going to also showcase a bit about how to do a briefing, all those stuff? Yeah, yeah, absolutely. You again, the briefing kind of goes back to what I was saying earlier, the strategic phase, you know, in order to be able to deliver something good, you always need to have a good brief. So, you know, a lot of the work to understand that single overriding message that you want to get through is about understanding your objectives, why we're doing this, what does it look like at the end of it, and all that falls into ultimately a creative brief and really detailing those specifics. So, yeah, we will cover the brief, we will cover how good communication looks like, and I think, again, you know... not only PowerPoint, there's so much more to it that is not just PowerPoint. We work with videos, work with infographics, we do interviews with the team, so it's so engaging and it's so fun. so we just want to make sure that people don't think that this is just like another session on how to create a good PowerPoint. exactly. And the technology nowadays kind of helps you to do that. There's so many interactive tools for you to use on those sessions and to use on. again on those briefings and everything that it helps you get engaged with people and people feel something. Exactly. Exactly. That's exactly the point. That's great. So when is this? 22 of October, the first one, right? I think so. You tell us. Yeah, I think it's the 22nd, 23rd and 24th. All right. And I think it's in the afternoon UK time. I'm not sure what time that is for everybody else, obviously, but It's three days in a row and we'll split it up, but it will be very much a continued process. if you join at the beginning, you're not going to want to drop out. You're going to want to do the whole thing. So make sure that the diary is blocked and you're clear. You want to clear run at it. Our colleague Simon, who isn't with us today, he'll be running the design part and he's brilliant at it. He does a lot of trainings around it. So that's another really essential part, which we can't really necessarily. speak about too much because we're not the expert experts. But it's about the main principle is about having a holistic approach to thinking about your communication as a campaign. And so obviously design is an enormous part of that. So make sure to listen to the full story. The beginning, the middle and the end of the three parts. Ready to spice up the storytelling. That's right. Well, thank you so much for being here. I don't know if you want to say anything else. Looking forward to it. Yeah, I'm excited. Hopefully I'll have bit more of a voice by then. Well, the links will be in the description of the episode, so feel free to click the links and go there on the 22nd of October and enjoy the workshop. Thank you so much for being here. Thank you very much. Take care. You too.