ESSENTIAL TRAINING FOR TODAY'S MARKET RESEARCHER

Today, storytelling is critical to your success. 

You need to translate data into a meaningful narrative that can be quickly and simply communicated, and most important, acted upon.

From Data To Meaning provides you with nearly 4 hours of engaging and substantive instruction to help you do just that. 

The bulk of the course provides you with the foundational concepts and tools you need to give stories —any story told in any medium— coherence, direction and emotional power.

Then it shows how these underlying principles apply specifically to market research, with real-world examples and analysis.  

Plus you'll be introduced to a unique creative method to help you develop and craft your stories. 

Moreover, you'll learn important concepts and techniques for effective presentation.

No other course gives market researchers the depth of insight into storytelling that they need to succeed in today's world.

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ABOUT YOUR INSTRUCTOR

Chief Meaning Officer, RTi Research

David Intrator

David Intrator brings a wealth of real-world storytelling experience to the research industry. Harvard educated and Madison Avenue trained, he's worked on both the creative and strategic sides of the communications business in the U.S and abroad. Over the years he's helped companies like IBM, Chase, BMW, Fidelity, Unilever and others tell their stories in a clear and compelling way. And at RTi he's synthesized research findings for brands like Amex, Synchrony and The Cleveland Orchestra into stories that can not only be easily communicated throughout those organizations and, but even more important, acted upon. Moreover, what he knows has been sought out by universities like NYU and Johns Hopkins, along with organizations including Red Bull, Papa John's and the U.S. Navy.All in all, RTi's David Intrator offers a unique and wide-ranging perspective on storytelling that will help you thrive in a world where success is increasingly dependent on the story you tell.
 

LEARN THE PROVEN PRINCIPLES OF EFFECTIVE STORYTELLING IN ALL MEDIA

Today you need to be able to tell a story in all media.

No other course goes so deeply into the underlying principles that define stories told not only in words, but in everything from video to photography, graphic design to PowerPoint.

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MASTER THE POWER OF STORY IDEA AND STRUCTURE


No other course goes so deeply into Story Idea and Structure, the all-important concepts that make a story powerful, memorable and, most important, emotional.

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SEE COUNTLESS EXAMPLES OF STORYTELLING IN ACTION

All concepts are supported by numerous real-world examples from literature, movies, advertising, and of course, market research.

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ACQUIRE A POWERFUL CREATIVE PROBLEM-SOLVING METHOD


From Data To Meaning teaches you not only the what of storytelling, but the how. You'll be introduced to the Make a Mess/Clean Up Your Mess™ Creative Method to help you generate ideas and craft your stories.

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LEARN TO PRESENT YOUR STORIES AUTHENTICALLY AND STRATEGICALLY

From Data To Meaning will teach you how to overcome the Intent/Impact Gap, develop a presentation strategy and deliver your stories with power and authenticity.

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ABOVE ALL, BE MORE INFLUENTIAL, ADVANCE YOUR CAREER AND GROW YOUR BUSINESS


From Data To Meaning may be one of the most important courses you ever take. It covers critical concepts and skills that apply not only to market research but to contemporary business overall.

You'll benefit from what you learn far into the future.

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Course Curriculum

  • 1

    Preliminaries: Free Chapters and More

  • 2

    Introduction: What We'll Be Covering

    • Welcome To Storytelling For Market Research
  • 3

    I: Stories Are Everywhere

    • Chapter1: You Are A Storyteller (With Exercise)

    • Chapter2: You Are A Story Receiver (With Exercise)
  • 4

    II: My Story

  • 5

    III: The Function Of Stories

    • Chapter 6: We're Wired To Tell Stories

    • Chapter 7: Stories Make Sense Of The World And Give Meaning

    • Chapter8: We’ve Been Telling Stories Forever, In All Media (With Exercise)
  • 6

    IV: What Is A Story?

    • Chapter 9: What The Masters Say About Storytelling

    • Chapter 10: Idea And Structure
  • 7

    V: The Importance Of A Unifying Idea

    • Chapter 11: Either You Have One Idea Or You Have No Idea (With Exercise)

    • Chapter 12: What Exactly Is A Story Idea?

  • 8

    VI: The Importance Of A Supporting Structure

    • Chapter 13: Structures Provide Movement, Direction And Drama

    • Chapter 14: The Shapes of Stories (With Exercise)
  • 9

    VII: Sidebar - Authenticity Is Not Enough

    • Chapter 15: Idea And Structure Are What Make Stories Powerful And Emotional

  • 10

    VIII: Story Ideas And Structures In The Real World

  • 11

    IX: Useful And Powerful Story Structures

    • Chapter 20: Hamburger Structure With Examples (Plus Exercise)

    • Chapter 21: Joke Structure With Examples

    • Chapter 22: Funnel and Process Structure With Examples (Plus Exercise)

    • Chapter 23: Thread Structure With Examples (Plus Exercise)

    • Chapter 24: Three-Act Structure Basics

    • Chapter 25: Three-Act Structure Examples (Plus Exercise)
  • 12

    X: A Big And Important Exercise

    • Chapter 26: A Big Important Exercise

    • Big Important Exercise Workbook
  • 13

    XI: Storytelling In Market Research

    • Chapter 27: Storytelling Is Crucial To Today's Market Researchers

    • Chapter 28: Stories As Filters

      FREE PREVIEW

    • Chapter 29: Real-World Example From Qualitative Research

    • Chapter 30 A Real-World Example From Quantitative Research

    • Chapter 31: Another Real-World Example From Quantitative Research

    • Chapter 32: The Importance Of Starting With A Story
  • 14

    XII: Creating Your Story

    • Chapter 33: The Thinking Is In The Doing

    • Chapter 34: The Make A Mess/Clean Up Your Mess™ Creative Method

    • Chapter 35: Limits Set You Free

    • Make A Mess Exercise Workbook
  • 15

    XIII: Presenting Your Story

    • Chapter 36: Obstacles to Effective and Authentic Presentation

    • Chapter 37: Overcoming The Obstacles and Being In The Moment (With Exercise)
  • 16

    XIV: Summing It All Up

    • Chapter 38: The Power Of Fundamental Concepts