Storytelling and Market Research: A Practical User Guide

185 pages. Storytelling and Market Research: A Practical User Guide by C. Frederic John explores how storytelling techniques can enhance the interpretation, presentation, and communication of market research insights. The book emphasises that data alone is often insufficient to drive understanding or action; by crafting narratives around research findings, professionals can engage stakeholders more effectively and facilitate informed decision-making. It provides practical guidance on combining qualitative and quantitative research, constructing compelling narratives, using visuals, and tailoring messages to different audiences. Through case studies, exercises, and templates, the book helps market researchers, analysts, and marketing professionals translate complex data into actionable stories that resonate with clients, colleagues, and management. This text bridges traditional market research methods with communication strategy, demonstrating how narratives can improve the impact, clarity, and memorability of research findings across organisations.