Storytelling Starts with Finding the Narrative During the Analysis

Storytelling is very much in vogue. There is general agreement that research findings that employ storytelling are more likely to result in action than the reporting of facts and findings. However, the process of story creation is less well established, and the focus often seems to be at the reporting stage. However, I believe that finding the story is an integral part of the analysis, not something that happens afterward. The story or narrative is not a collection of numbers; it is an idea that can usually be expressed in words. For example, a tracking study might find that in two regions there was a dip in the main KPIs of 5% – but that is not a narrative. The business needs to know which of the following narratives is the relevant one: Minor downturn in 2 regions, worth checking further, perhaps during the next quarter. Important downturn in 2 regions, suggest further analysis. Major downturn in 2 regions, action required now. Knowing which of these three is the right narrative requires a combination of knowing about the business, understanding the business question that led to the research being conducted, and an ability to analyze the data in the context […]

Survey about the stats we use in market research

At the moment (August 16 to August 31, 2017) NewMR is running a survey to collect data about the stats commonly used in market research. [Note, since August has finished, the survey is now closed. We will be posting the results soon. However, you can still see the raw data report below.] If you have not already taken the survey, please do so [by clicking this link] before reading the data below. The background to this survey is that we are writing some materials for two university courses and for workshops that we are running. We would like a clear idea of which stats are commonly being used, and which are more specialist. Stats that are commonly used need to be taught in a way they convey how to use them as well as when to use them and how to interpret them. Our feeling is that stats that are more specialist should (in the context of the courses and workshops we are involved in) be focused on when to use them and how to find out how to use and interpret them. Below is an automated report of what the data looks like at the moment (you might want […]

104 Facts You Don’t Know About Mobile Marketing

Guest blog by Megan Arevalo, WebsiteBuilder.org As well as the post below, Megan has contributed a really useful infographic about Mobile Marketing, click on the image to see all 104 facts. 5 Expert Tips on Maximizing your Mobile Marketing Strategy Before anything else, it is important to point out the fact that right now, mobile marketing represents one of the newest forms of marketing available, yet regardless of this, it has also grown to be one of the most popular methods being used all around the world. Some of the main benefits associated with mobile marketing include the fact that marketers can send location, but also time-sensitive pieces of information to users, via numerous channels including SMS, push-notifications, MMS, Bluetooth, QR codes, in-app advertising and more. Therefore, marketers can promote products and services, while also encouraging people to purchase, establishing a form of brand loyalty and increasing brand awareness. In a recent brief, published by the folks behind Website Builder, they have shed some light on the history of mobile marketing, its future and what some of the wisest tips for maximizing your mobile marketing strategy are. Without further ado, here are five expert tips that will surely boost your […]