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Storytelling - Creative Techniques to Empower Your Data


This masterclass is available now ON-DEMAND for you to watch any time you like from wherever you like!

Per student fee includes 3 classes (120-minutes each), demonstrations, PDF slide deck, interactions with various content on the viewing platform, ON-DEMAND access for over a year.

Each attendee will also receive an ESOMAR attendance certificate after completing the training.

For more details, please contact our Content Team at


Workshop overview

In this new, faster, more interactive and yet uncertain market research world, we must disrupt our thinking and innovate to provide a better service for clients, inspire our teams and upskill. The challenges - both client-side and agency - are greater and we cannot rely on the tried and tested to create impact.

That is why storytelling has become such a compelling way of communicating data. However, we're still not doing it right. This course will demonstrate a fresh approach, incorporating the best of journalism into our work.

Driving data and insights with emotion, newsroom mentalities, streamlined narratives and simple techniques designed to help us work at speed and with greater relevance. For instance, our clients don't expect us to simply report the good news. They want us to help inspire growth by telling transformative stories that are compelling, create a sense of urgency and make the audience motivated to take action.

What are the objectives / What's in it for me?

An interactive session with plenty of tasks and activities, including assessment of work to help each participant, learn and put the theory into practice.

    • Showing how market research and journalism are perfect creative partners
    • Evaluating a news article and why it works
    • Understanding the power of bad news and how to spin it for your benefit
    • Examining the role of emotion and completing tasks to help you understand how you want your audience to feel and why
    • Bringing meaning to your work by learning how to use data more creatively
    • Cognitive triggers that guide how we consume and recall data
    • Making use of storytelling techniques, with the opportunity to apply what has been learnt e.g. rewrite a headline for a business article
    • Pitching a headline as would be done in a newsroom, helping the audience narrow in on the transformative story
    • Narrative skills to help you be a more creative, concise and faster writer
    • Opportunity to work on current business problems/questions (identified by participants) to leave with a story ready for sharing within the individual's own organisation
    • Take-away summary sheets with top tips and hints to help participants remember what they need to do

After completing this masterclass you should be able to:

Reframe research results into powerful stories that motivate your audience to do something different.
Make your business stories more influential, shareable, memorable and impactful.
Develop more creative techniques in terms of writing, presentation and communication.

Who should attend?

Anyone interested in being able to tell more powerful and transformative stories including client-side insight teams and stakeholders or agencies. Insight directors, Chief Marketing Officers, Strategy Leads, Content creators, Data storytellers, marketers.


Please read more in Research World articles by Grant Feller relating to this topic:
Why we need to learn to make good stories out of bad data
Six editing tips that will make your data more powerful

Training leaders

Leanne Tomasevic

Leanne Tomasevic

Head of Truth Consulting
Truth Consulting

Leanne Tomasevic is the Head of Truth Consulting, a multi award winning agency. Leanne is known for her creative, rule breaking thinking, using this to help brands and businesses to become industry leaders. Leanne was nominated for Best Paper at ESOMAR Congress in 2013, was part of the Truth team that won the ESOMAR Award for Excellence 2010, and the ESOMAR Congress Best Case History 2009. She was also part of the team to win a BOBI Award (Best of Business Intelligence) for Best Customer Insight (2012). She has also been an MRS Judge for the Annual MRS UK awards and has been involved in conference committees and published in Admap and ESOMAR RW Connect and Research.

Grant Feller

Grant Feller

Journalist, Consultant, Trainer

Grant Feller is a content consultant with more than 25 years' experience leading teams of writers and editors, in both print and digital operations for the Daily Mail, Evening Standard, Daily Telegraph and the Daily Express. He also launched WebMD in the UK. He now runs a consultancy - GF-Media - that offers bespoke data storytelling, helping marketing, insight and research teams make their work more meaningful. In addition, Grant specialises in corporate narratives, speechwriting, training, blogging and thought leadership. Clients include Philips, Merck, Omnicom, GSK, BT and HSBC. He continues to provide journalism for a number of global platforms and is also the co-presenter for Talk Radio's weekend breakfast show.