Are Stories the New Insights Currency?

Join Your Peers at a Brandtrust Storytelling Session:

Thursday, June 6, 2013
Thursday, October 3, 2013

Participation is limited so please RSVP as soon as possible to guarantee your seat for one of the above storytelling dates.

Crafting Story Around Insights

Humans learn in story. It is essential to our life experience. All that we ever know occurs through spoken and written stories. The human brain is designed to store what it learns and access what it knows in sequence—one image, one idea and one phrase at a time—in the same way a story unfolds one element at a time.

This is why we crave stories, like to read books, enjoy movies, and love jokes—they're all stories. Almost all human interaction occurs in story form. It's why "story" is one of the first words children learn. "Mommy, tell me a story. "Daddy, tell me about the time when..." All the greatest teachers throughout human history share a unique quality—when you ask them a question they don't answer it—they tell you a story. Is this what makes them the greatest teachers, or did they simply understand story is how we learn?

As research and insights professionals, we're consistently challenged with answering questions in a way that resonates with our clients and truly impacts our business. Crafting a story around insights is a critical component to doing just that, generating and sharing knowledge derived from research. This session will explore the various elements of storytelling, share best practices from all walks of life, and allow participants opportunities to apply these principles using real-life examples from their own experiences. Participants will learn why storytelling is such an effective tool for research professionals as well as the main components of a story and how to apply these principles to their roles. With a goal of bringing insights to life or action, participants will leave feeling empowered to apply storytelling techniques/approaches in their roles generally and, more specifically, in their research presentations.

If you are interested in receiving information on future events, please contact:

Gillian Carter 312.440.1833 ext. 130
gillian.carter@brandtrust.com