Picture this: you are in a meeting where data from a meticulously designed piece of research is being presented, and you find yourself thinking…
This is interesting but,
- What does it mean?
- Why should I care?
- What can I do with this information?
In this scenario the information you have heard won’t stay with you for long. It will likely be forgotten or go into the murky depths of your sub-conscious, only to be revived when something tangential presents itself and you think, ‘I’ve heard something similar to this before.’
In the world of research, if you are the person responsible for its inception, you might begin to rationalise the value of the data:
- I should care about this; we’ve spent good time and money on this project
- Even if I can’t do anything with this information, it’s still interesting to know
- There has to be something here that we can use….
And to the last point – there is a solution.
More often than not, the answer lies in re-framing how the information is being shared and presented so that it has more meaning and impact.
In doing so, insight can be generated from the data, allowing the research to:
- Inspire new ideas
- Support or challenge existing thinking
- Encourage debate
Why does this happen in research?
Sometimes, quality research falls flat because it is delivered in an uninspiring way.
In these instances, it can…
- Go into too much detail about how the research was conducted and not spend enough time on what the research has uncovered
- Rely too heavily on the sharing of individual data points or share everything, without focusing on the strategically important information
- Overlook what the data means and how it can be used
- Suffer from not having a point-of-view
There is a simple, all-encompassing trap that the delivery of research can fall into, and that is:
THE RESEARCH DOESN’T TELL A STORY THAT YOU CAN ENGAGE WITH!
To maximise the value of research, it is our job to tell stories from the data we collect. In doing so, we can ensure that research has more meaning and impact for our clients.
Why is storytelling the answer?
Stories are an effective teaching and communication method and enable people to do a very powerful thing – cooperate, on the basis of a shared understanding and belief.
In an article with Forbes, Yuval Noah Harari (author of Sapiens: A Brief History of Mankind) cites that storytelling is a powerful rhetoric tool and that many of the most significant achievements of humankind were because a rhetoric was created and shared, facilitating cooperation across hundreds of thousands of people.
He cites the 1969 moon landing as an example of this, with John F. Kennedy’s 1961 speech inspiring and galvanising action by building a narrative of a “new adventure” in which the moon was a “new ocean” to explore, on which the country would “set sail” with ambitions of knowledge and peace.
How and why can stories be powerful in research?
Stories can be hugely valuable in the delivery of insight because they…
- Introduce, contextualise, and explain new ideas
- Simplify complex information into smaller, more manageable chunks
- Speak to people on an emotional level, connecting them to the information
Don’t just take our word for it, according to Lani Peterson at Harvard Business Publishing, scientific research has suggested that when we hear a story “not only are the language processing parts of our brain activated, but any other area in our brain that we would use when experiencing the events of the story are, too”.
Put simply, how we tell stories can activate different parts of our brains and in doing this, we create a more connected and enriched experience, ensuring that the audience understands what is intended and can apply meaning to it.
Finally, stories stick – people remember stories more easily than individual pieces of information, making them the perfect tool for communicating complex insights underpinned by vast data pools.
So, how can we build narratives in research data?
An individual piece of data (e.g., X% agree with statement Y) is simply information. It is only when numerous data points are woven together that a narrative is created and a story can be told.
Here’s a simple framework we use at Sapio Research to ensure our data storytelling is impactful.
1. Firstly, take a step back
Data collection and analysis is complete, and you’re ready to jump in and start creating an output.
But you need to stop yourself now. Before continuing, do this instead:
- From the analysis, first identify the headline findings / overarching themes, which are the structural foundations of the narrative
- Then, assess how each headline or theme addresses the research objectives
- If there are any that don’t, ask yourself – why don’t they? Are they important?
2. Secondly, compile the evidence
- Now the foundations are in place, it’s time to tell the full story
- For each headline, identify the key data points that demonstrate it best
- Don’t be afraid to be creative, weaving data points from different sources to holistically evidence the headline insight
- The trick is to restrict the amount of information you select, only picking the data points that matter and add value to the story being told
3. Finally, bring the story to a conclusion
- Each headline/theme is evidenced, now it’s time for the most important step; bringing everything together and demonstrating what it means
- Any conclusion in a Sapio Research story aims to address:
- What do the headlines mean for our client – the ‘so what’?
- Why they should care about it – the risk vs. reward
- What can they do with the information – the ‘now what’?
- We’re also not afraid to put forward our own recommendations, based on the evidence, and have an opinion on how our clients can benefit from the insights we have generated
