Being in qualitative market research, we’ve always strongly believed in the importance of storytelling, because that’s essentially what we do – tell the consumer’s story. Storytelling has become more valuable as of late, with various branches of businesses adopting this method of reporting and presentation to more effectively communicate.
Storytelling has an advantage over traditional presentation styles because it’s relatable and engaging, which therefore makes it more persuasive.
Aid organizations were early adopters of this strategy, and are a great example of storytelling’s efficacy. While the often harrowing facts behind their causes are important, it’s the individual stories of struggle that bring in donations. Sponsoring individual people is an effective strategy because the patron becomes more directly invested in the program by caring about and following the progress of the recipient.
In the business world, storytelling works in a similar way. Rather than a presentation of slide after slide of fact lists and charts, the conference room attendees get a chance to engage with the information. They are taken on a journey during which the information is delivered in a way that is easily absorbed because it is part of a narrative rather than a list. Decisions are then made with genuine interest in the outcome.
We at On Your Mark regularly deliver information to our clients by telling the stories of their consumers. It’s our goal to have clients make decisions with a more personal understanding of who they are affecting, so they can ultimately do what’s best for the business and the consumer.
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