Storytelling and Market Research by C. Frederic John PAPERBACK 9781032064857

Taylor & Francis

Storytelling and Market ResearchA Practical User Guide\nAuthor(s): C. Frederic John\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781032064857, 978-1032064857\nSynopsis\nShowing how market researchers can get a seat at the decision-making table, this book is the essential guide to mastering storytelling techniques that can dramatically enhance the impact of research reports and presentations, commanding full audience engagement and buy-in.\n\nWhile demand for storytelling in marketing research reports and presentations has mushroomed in recent years, there can be confusion about what decision-makers mean by \""stories.\"" Leading market research expert C. Frederic John eliminates this confusion by defining four specific types of story in the business arena, and providing a series of \""how-to\"" guides for generating effective solutions when communicating learning and other information. This book is the first to emphasize the needs.