I was asked to respresent DT and give a masterclass at mUmBRELLA 360 on an Experience Strategy topic. As storytelling is so topical, I focused on how to create a narrative around research to make it resonate with clients.
In short, we know that stories make complex, important information simpler, more coherent, more memorable and brands appear more human. This is why it has become so topical with advertising agencies. Taking advantage of this trend is a tough thing for researchers to do because storytelling often requires a forced or false narrative to entertain the audience. The masterclass focused on how not to obscure the truth when you are trying to create a narrative around your research, specifically that great research allows a bigger user story to unfold and we just need to structure it so that our clients understand the implications.