finding and communicating the story - presenting - lesson 6 of 6
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FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
FindingandCommunica-ngtheStory
Lesson6of6
Presen-ngtheStory
RayPoynter
November2016
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
SeriesSchedule
AnIntroduc5onandOverview–Feb23WorkingwithQualita5veInforma5on–Apr5WorkingwithQuan5ta5veInforma5on–May26Workingwithmul5plestreams&bigdata–July5Visualiza5on–Sep13Presen-ngthestory–Nov8
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
Agenda1. Briefrecap2. Think,Feel,Do3. Fromfindingthestory,totellingthestory
4. Narra5veflowandstructure5. Workingwithnumbers
6. Achievingimpact
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
TheFrameworksApproach1. Defineandframetheproblem– Aproblemfullydefinedisaproblemhalfsolved
2. Establishwhatisalreadyknown– Findoutwhatisbelievedandwhattheexpecta5onsare
3. Organisethedatatobeanalysed– Systema5ccheckingandstructuralprocedures
4. Applysystema5canalysisprocesses
5. Extractandcreatethestory
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
Storytelling
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
MoviePopcornCenterforScienceinthePublicInterest(CSPI)In1994itrevealedMediumbagofpopcorn=37gramssaturatedfatUSDA(UnitedStatedDepartmentforAgriculture)Recommendedmaximum=20grams
MadetoS5ck–ChipandDanHeath
2037
0
20
40
GramsFat
USDA
Popcorn
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
RobustSimplifica-on
MoviePopcornData185%ofyourdailyfatallowance
VisualStoryAday’sworthofunhealthyfood
DatastoryAbouttwiceyourdailyfatallowance
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
MoviePopcornWhatwasleMout?
Otherthingsinthepopcorn,e.g.salt&sugar
Largebagofpopcorn
Otherfoodseateninmovietheatres
Othercomparators,e.g.normaldailymeal
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
MoviePopcornThink,Feel,Do
1. Think,the‘facts’– Popcornhassaturatedfat,saturatedfatisnotgood,therearelimits
2. Feel,theemo-onalmessage– 3junkmealsinonedayisunwise/gross
3. Do,whatdoyouwantpeopletodo?– Whenyouareabouttobuypopcorn,thinkaboutallthatfat,feelabitsick/scared,dotradedownortradeout
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
TheTenuousLinkBetweenFindingtheStory,&TellingtheStory
Infindingthestorywehavemul5pledatasources
Wehavedifferingdegreesofconfidenceinthosesources– Aconjointstudywith1000consumersmightbeourbestsourceforfindingthestory
Thebestwaytoconveythestorydoesnothavetorestonthe‘best’data– Avoxpopvideowithacustomermightbeapoorwaytofindthestory,butitcanbeagreatwaytotellthestory
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
FindingVersusTellingMostofthestepsinfindingthemessageinthedataareNOTpartofthecommunica5on
Findingthestory– Showmethecontendersforthemainstoryandletmechooseone
– Alterna5veperspec5ves,alterna5vestories
Communica5ngthestory– HereistheonestoryIwanttoshow
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
UsetheBusinessQues-onasaLens
Thesamedatawilldeliverdifferentstories,basedondifferentbusinessques5ons
Thisisoneofthereasonsthatindustryreportshavealessfocusedstory– Theyhavemanyreaders,withdifferentneedsandques5ons
Thebusinessques5ondefineswhatisin,whatisout,andwherethemagnifica5onshouldbe
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
UsefulAdvice,NotPrecision
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
DifferentFormatsImplyDifferentStyles
• Presenta5ononascreen(e.g.usingPowerPoint)• Webinar/VirtualMee5ng
• Talkingface-to-face• Talkingviatelephone(orsimilar)• Standalonepresenta5on• Wrilenreport
• Inthebodyofanemail
Thestoryremainsthesame,butthestorytellingvaries.
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
ArchitectureofaTypicalStory
• ElevatorPitch• 3suppor5ngthemes
• 3piecesofevidenceforeachtheme
• Execu5vesummary,includingtheelevatorpitchandthethreethemes
• Allotherdetailgoesintheappendixorsentseparately
HTMikeSherman
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
ABCofNarra-veFlow
A. Abeginning,middle,andend– Theflowshouldbelinear
B. Usestorytellingdevices(humour,personalanecdotes,interac5onetc)toenhancetheflow
C. Ensuretheaudienceareonthesamepath(e.g.redundancy,interac5on,summaries)
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
GoodandBadNewsTherearefourtypicalstories– Goodnews– Goodnewswithcaveats– Badnewswithsomeop5ons– Badnews
ThestorytellingforthesefourcasesisdifferentGoodnewsandbadnewsaredefinedbywhattheclientwantedANDwhattheresearchfinds
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
BadNews5stagesofgrief– Anger,Denial,Bargaining,Depression,Acceptance
Onepresenta5on/reportrarelytacklesallthestagesofbadnews
‘Facts’arerarelyenoughtopersuade– Emo5onsarethekey–acustomervideocanbemorepowerfulthananyamountofanalysis
Gobacktoapointwheretheexpecta5onsmatchthefindingsandbuildfromthere
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
Communica-on=Think,Feel,Do
1. ThinkInforma5onyouwanttoaudiencetohave.
2. FeelTheemo5onallevel.
3. DoWhatisitpeopleshoulddoamerwards?
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
AdvicetoStudents
Answertheexaminers’ques5ons
Don’t
Telltheexaminereverythingyouknow!
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
TheStory
• Don’ttalkabouteveryques5on,tellthestory
• Reorganisethedatatomatchthestory– Nottheordertheywerecollectedin
• Usethedatatosupportthestory– Notthestorytoanimatethedata
• Think,Feel,Do
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
TipsDeliveringtheStory1. Don’tfocusonwhatpeoplesaid– Whatdidtheymean,whatshouldtheaudience
do?
2. Letthestoryunfold,inalinearway3. Itisaboutboththemessageandtheaudience
4. Aimtocreatememes–HTTomdeRuyck
5. Sendotherinteres5ngmaterialseparately
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
Communica-ngStoriesFoundinQuan-ta-veInforma-on
Minimisetheuseofnumbersinquan5ta5vecommunica5on
Minimisetheuseofdigitsincommunica5on
Illustratethegeneralwiththepersonal
Whatdoyouwantpeopleto:– Think,Feel,Do?
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
UseNumbersforIllumina-onNotSupport
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
MemoryorReference?
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
92%ofJesus’Disciplesdidnotbetrayhim
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
1SD
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
RobustSimplifica-on
ü 90%ofourcustomerspreferA– OurcustomerspreferA
X 20%ofthemarketpreferB,but25%ofourcustomerspreferB– OurcustomerspreferB
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
FindingsNeedaComparator
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
FindingsNeedaComparator
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
FindingsNeedaComparator
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
FindingsNeedaComparator
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
KeyNumberTips
• Ifpeopleneedthenumbers,consideratable– Ifyouareusingachart,thenumbersshouldbelargelyirrelevant
• Minimisethenumberofnumbers• Minimisethenumberofdigits• Don’trepeatsymbolsunnecessarily(e.g.%or$)• Avoiddecimalplacesifpossible• Posi5veintegersbetween0and100aregood
– Between0and10isbeler
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
TheSevenAgesofMan• Infant• Schoolboy• Lover• Soldier• Jus5ce• Pantaloon• Secondchildhood
FromShakespeare’sAsYouLikeit,soliloquybyJacques
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
TheSevenAgesofManInfant
Schoolboy
Lover
Soldier
Jus5ce
Pantaloon
Secondchildhood
Howmanyalcoholicdrinksdidyouhavethisweekend?
30% 27%
19% 7%
19%
14%
31% 49%
London Manchester
10 or more 5 to 9 2 to 4 1 None
Howmanyalcoholicdrinksdidyouhavethisweekend?
30% 27%
19% 7%
19%
14%
31% 49%
London Manchester
10 or more 5 to 9 2 to 4 1 None
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
Visualiza-onandthePowerShiM
hlp://sethgodin.typepad.com/seths_blog/2011/03/the-triumph-of-coal-marke5ng.html
Infographics?
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
Livinghistogramof175malecollegestudents(Blakeslee1914)
AllowsthereadertofindstoriesBut,doesnottellasinglestoryIfusedinapresenta5on,wouldneed:
1. Time2. Planning
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
3Op-onsforthe‘NicetoKnow’
1. Includethemintheappendix2. Breakthemupintonuggetsand:– Sendthemtopeoplewhowillfindthemuseful– Usethemasachancetohavemee5ngs,maintaincontact,and/orsellin
3. Useaspartoftheframeworkforfutureprojects
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
IfyouwanttobeInteres-ngbeInterested
DavidOgilvy
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
TheBigPicture• Think,Feel,Do• Usetheresearchtoilluminatethestory– Notthestorytomaketheresearchpalatable
• KnowwhetheritisGoodNewsorBadNews– DependsonthemessageANDtheaudience
• Beclearaboutwhatyouarerecommendingandwhy– Andbebrave
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
Postscript
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
ThankYou!
FollowmeonTwieer@RayPoynter
Orsign-uptoreceiveourweeklynewsleeerathep://NewMR.org
FindingandCommunica-ngtheStory–Lesson6of6–Presen-ngRayPoynter,2016
Q&A
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