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We’ll be on stand 1A508 at The Insight Show, Olympia West on  8-9 March, 2017. Check out our stand on the floorplan below and pop by to have a chat. We’ll look forward to meeting you there.

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Insight Show Floorplan

WHAT’S IN A STORY?

By Tony Dent

January 2017

“I wanna tell you a story…” was frequently the start of a short homily from the late Max Bygraves in his British TV show of the 1960’s.  Unfortunately Max’s tales don’t strike me as examples of what is meant by today’s demand for the type of story designed to illuminate research results.

So what is meant by those marketers who request storytelling?  

The object is clear and well expressed in the blog on: http://www.thestorytellers.com/the-power-of-storytelling – where they say “Stories are a great way of learning from others, and can help shape cultures within business.

But beware – in the same blog it says “A story has a core message, but can be interpreted in different ways, depending on the lens through which it’s being heard.”

Now I am sure that those who were emphasising the value of storytelling at the Insights Association’s CEO conference in Miami last week were not contemplating the possibility of different interpretations of the story.

So what was it they really expect?  To be honest, for me, the means by which the objective of storytelling is achieved, remains somewhat obscure but here are a few guidelines as I see it and I hope others will add to these do’s and don’ts to provide a genuine guide as to the best way to achieve the desired result.

  1. a)      The Insight story must contain facts – it is not a place for fantasy or fiction
  2. b)      It should be supported by external evidence whenever possible
  3. c)       Where possible, the story should be illustrated with clear examples.  If the story talks about behaviour then use video
  4. d)      Structurally, if possible, argue your result through thesis, antithesis and synthesis
  5. e)      They say that the Bible is the greatest story ever told but my final advice is ‘be brief’

I hope that’s enough to put you all to sleep!

 

Newscall No. 2

Welcome to ‘NewsCall’, our new online newsletter. Here we’ve shared with you a few news stories that have captured our interest this year and created some lively debates in our office… We hope you enjoy the read and welcome hearing your opinions.  Read more

Discover the first consequences of Brexit – See a preview of our survey findings

SPONSORED BY DBSDATA

Article by Tony Dent

CONSEQUENCES: FOLLOW UP SURVEY AMONGST BUSINESS OWNERS AND MANAGERS CONCERNING THE LIKELY EFFECT OF THE REFERENDUM RESULT ON THEIR BUSINESS.

Presently we only have 58 responses to this survey; which follows from the previous Brexit survey (most invites to this survey were only sent on Friday). 59% of the respondents had voted ‘leave’ and 39% voted ‘remain’, with 2% not voting or refused to say. As with the previous survey responses have been received from all regions and all business sizes; with the majority of respondents aged over 55 and 80% ‘male’. Read more

They think it’s all over, it is now! Fantasy Football update

…For another year at least.

Who would have predicted the actual Premier League standings?  Leicester City winning the trophy, I’m Hotspurs but Arsenal finishing second above Tottenham yet again.  I don’t see that happening again next year.  Man United outside the Champions League places, unfortunately my Palace couldn’t stop them from winning the FA Cup again.  Liverpool not qualifying for Europe next year.  At least the relegation places were fairly predictable. Read more

MRS GOLF DAY RAISES OVER £1200 FOR MRBA

RESULTS OF THE MRS GOLF DAY IN AID OF THE MARKET RESEARCH BENEVOLENT ASSOCIATION

 

Photo – Tony Dent and Mark Dent with Dan Bousted, with 41 points – proud winner of the morning individual Stapleford competition.

The big day finally came round on July the 7th 2016, when thirty five people attended the MRS Golf Day at Chobham Golf Club in aid of the Market Research Benevolent Association (MRBA)

With bacon rolls and coffee on arrival and tee times starting at 8:28am, the following 12 hours included an individual Stapleford competition, lunch and a Greensomes pairs competition – 36 holes of golf!  These happy antics led to the evening entertainment of prize giving, beer and sandwiches, culminating in the all-important prize draw raffle.

The draw was the big moment of the day to raise more funds for the very worthy cause of MRBA

Many thanks to all the people who contributed amazing prizes for the draw – which produced a fantastic £540 for the MRBA. This contribution succeeded in bringing the total amount raised in excess of £1,200.

The MRBA is especially grateful to Critical Research, Market Cube, Focus Vision, Insight Show, Dapresy, LightSpeed GMI and Sample Answers for their generous support.

MRS GOLF DAY PRIZE WINNERS:

Morning Individual Stapleford Competition

 

Winner

 

Dan Bousted – 41 points
Runner Up

 

Paul Williams – 40 points
Front Nine*

 

Kieren Unwin – 22 points
Back Nine*

 

Ben Leet – 23 points
Nearest the pin

 

Justin Alderson
Longest Drive

 

Steve Pick

*Winner / Runner up are not eligible for front / back nine prizes

 

Afternoon  Pairs Greensomes Competition

 

Winners

 

Kieren Unwin and Paul Williams – 41 points
Runners Up

 

Roy Patel and Justin Alderson – 40 points
Nearest the pin

 

Marc Chester
Longest Drive

 

Chris Occleshaw

 

 

Sponsors 

 

Breakfast

 

                   

 

Lunch

 

 

Morning individual Stableford

 

Overall

 

   

 

 

Nearest Pin

 

 

 

Longest Pin

 

 

 

Afternoon Greensomes Stableford

 

Overall

 

         

 

 

 

Nearest Pin

 

 

 

Longest Pin

 

 

 

Organised By: 

  

Response Issues

An investigation Prepared by Tony Dent

Thanks to all those researchers who kindly responded to the survey so quickly. In all we had 104 responses from 32 different countries, with the majority (49) from the UK and the remainder scattered across the globe, including 12 from the US, 6 Germany and 3 each from Italy and the Netherlands. By far the majority of responses came from full service Market Research companies although a minority of fieldwork suppliers provide both telephone and face to face data collection and thus the answers add to more than 100% (sadly, this obvious possibility had not been sensibly considered when designing the survey)!

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