Storytelling And Market Research
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Author | : C. Frederic John |
Publisher | : |
Total Pages | : 186 |
Release | : 2021-11 |
Genre | : Business communication |
ISBN | : 9781032064871 |
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. 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. 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.
Author | : C. Frederic John |
Publisher | : Routledge |
Total Pages | : 176 |
Release | : 2021-11-10 |
Genre | : Business & Economics |
ISBN | : 1000473422 |
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. 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. 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.
Author | : John W. Creswell |
Publisher | : SAGE Publications |
Total Pages | : 337 |
Release | : 2020-08-06 |
Genre | : Education |
ISBN | : 1544355734 |
The second edition of 30 Essential Skills for the Qualitative Researcher provides practical information for the novice qualitative researcher, addressing the "how" of conducting qualitative research. The 30 listed skills are competencies that can help qualitative researchers conduct more thorough, more rigorous, and more efficient qualitative studies.
Author | : Matthew Harrison |
Publisher | : Kogan Page Publishers |
Total Pages | : 400 |
Release | : 2016-03-03 |
Genre | : Business & Economics |
ISBN | : 0749475862 |
Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analyzing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences are included throughout to ground the concepts in business reality. Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research. Online resources include a range of tools, templates, surveys and guides.
Author | : Robert J. Shiller |
Publisher | : Princeton University Press |
Total Pages | : 408 |
Release | : 2020-09-01 |
Genre | : Business & Economics |
ISBN | : 0691212074 |
From Nobel Prize–winning economist and New York Times bestselling author Robert Shiller, a groundbreaking account of how stories help drive economic events—and why financial panics can spread like epidemic viruses Stories people tell—about financial confidence or panic, housing booms, or Bitcoin—can go viral and powerfully affect economies, but such narratives have traditionally been ignored in economics and finance because they seem anecdotal and unscientific. In this groundbreaking book, Robert Shiller explains why we ignore these stories at our peril—and how we can begin to take them seriously. Using a rich array of examples and data, Shiller argues that studying popular stories that influence individual and collective economic behavior—what he calls "narrative economics"—may vastly improve our ability to predict, prepare for, and lessen the damage of financial crises and other major economic events. The result is nothing less than a new way to think about the economy, economic change, and economics. In a new preface, Shiller reflects on some of the challenges facing narrative economics, discusses the connection between disease epidemics and economic epidemics, and suggests why epidemiology may hold lessons for fighting economic contagions.
Author | : Chris Fox |
Publisher | : Createspace Independent Publishing Platform |
Total Pages | : 0 |
Release | : 2016-02-06 |
Genre | : Authorship |
ISBN | : 9781548220396 |
Many authors write, then market. Successful authors write TO market Have you written a book that just isn't selling? Would you like to write a book that readers eagerly devour? Many authors write, then market. Successful authors write TO market. They start by figuring out how to give readers what they want, and that process begins before writing word one of your novel. This book will teach you to analyze your favorite genre to discover what readers are buying, to mine reviews for reader expectations, and to nail the tropes your readers subconsciously crave. Don't leave the success of your novel up to chance. Deliver the kind of book that will have your fans hounding you for the next one.
Author | : S.R. Toliver |
Publisher | : Routledge |
Total Pages | : 232 |
Release | : 2021-11-19 |
Genre | : Psychology |
ISBN | : 1000474666 |
This research-based book foregrounds Black narrative traditions and honors alternative methods of data collection, analysis, and representation. Toliver presents a semi-fictionalized narrative in an alternative science fiction setting, refusing white-centric qualitative methods and honoring the ways of the griots who were the scholars of their African nations. By utilizing Black storytelling, Afrofuturism, and womanism as an onto-epistemological tool, this book asks readers to elevate Black imaginations, uplift Black dreams, and consider how Afrofuturity is qualitative futurity. By centering Black girls, the book considers the ethical responsibility of researchers to focus upon the words of our participants, not only as a means to better understand our historic and current world, but to better situate inquiry for what the future world and future research could look like. Ultimately, this book decenters traditional, white-centered qualitative methods and utilizes Afrofuturism as an onto-epistemological tool and ethical premise. It asks researchers to consider how we move forward in data collection, data analysis, and data representation by centering how Black girls reclaim and recover the past, counter negative and elevate positive realities that exist in the present, and create new possibilities for the future. The semi-fictionalized narrative of the book highlights the intricate methodological and theoretical work that undergirds the story. It will be an important text for both new and seasoned researchers interested in social justice. Informed and anti-racist researchers will find Endarkened storywork a useful tool for educational, cultural, and social critiques now and in the future.
Author | : Paul Smith |
Publisher | : AMACOM Div American Mgmt Assn |
Total Pages | : 290 |
Release | : 2012 |
Genre | : Business & Economics |
ISBN | : 0814420303 |
Storytelling has come of age in the business world. Today, many of the most successful companies use storytelling as a leadership tool. At Nike, all senior executives are designated "corporate storytellers." 3M banned bullet points years ago and replaced them with a process of writing "strategic narratives." Procter Gamble hired Hollywood directors to teach its executives storytelling techniques. Some forward-thinking business schools have even added storytelling courses to their management curriculum. The reason for this is simple: Stories have the ability to engage an audience the way logic and bullet points alone never could. Whether you are trying to communicate a vision, sell an idea, or inspire commitment, storytelling is a powerful business tool that can mean the difference between mediocre results and phenomenal success. Lead with a Story contains both ready-to-use stories and how-to guidance for readers looking to craft their own. Designed for a wide variety of business challenges, the book shows how narrative can help: * Define culture and values * Engender creativity and innovation * Foster collaboration and build relationships * Provide coaching and feedback * Lead change * And more Whether in a speech or a memo, communicated to one person or a thousand, storytelling is an essential skill for success. Complete with examples from companies like Kellogg's, Merrill-Lynch, Procter Gamble, National Car Rental, Wal-Mart, Pizza Hut, and more, this practical resource gives readers the guidance they need to deliver stories to stunning effect.
Author | : Itai Cohen |
Publisher | : Springer Nature |
Total Pages | : 108 |
Release | : 2020-03-13 |
Genre | : Science |
ISBN | : 3030315207 |
Learning to tell a compelling research story can have a significant impact on your career. It can make you stand out at professional conferences, on the job market, or during an ideal networking opportunity. It is easy to tell a research story badly. It takes time and effort to learn to tell a research story well. This compact and engaging volume presents a series of techniques followed by theatre-inspired, field tested exercises that will help you improve your research presentations. Once you’ve learned how to create a dynamic live performance of your research story, you may find that this professional obligation is no longer something to dread, and may even become a highlight of your research experience.
Author | : Ted Frank |
Publisher | : |
Total Pages | : 222 |
Release | : 2016-08-15 |
Genre | : |
ISBN | : 9780997853407 |
If you work in or with corporations, Get to the Heart will help you with one of the most agonizing challenges of them all: how to make your presentation clear and compelling enough for your stakeholders to take action and give you what you need to make a bigger difference. It's storytelling, but in a form that truly works in corporations. It's based on the approach movies use--being quick, visual and emotionally affecting--but instead of centering around video, it's a step-by-step method tailored specifically toward the kinds of strategic projects on your desk right now, with full-color case histories and examples throughout.There are two versions: paper and interactive. Both feature multimedia clips, downloadable files, and a place to engage with Ted Frank and other strategic story directors, so you'll get as much out of the book as possible.HOW IT ROLLSIt starts with how to revamp of the every-day chart-filled presentation. Here you learn how to get to the heart of what matters to your stakeholders and how to "kill the babies" that keep you from getting through. Then you learn to make your insights and ideas more real by showing them visually.Next, we help you nail those high-stakes presentations when you need to hit it out of the park. You'll learn how to connect on a deeper level with stakeholders by understanding them in a more sophisticated way and evoking the emotions that really inspire action.