So let's talk about storytelling. What makes something memorable? Are you more likely to remember data on a chart, about how 25% of males, 18 to 25, are looking to purchase cars they can customize, or are you more likely to remember a story about Johnny, who as a young boy, drew pictures of his dream car, and searched all of the car customization online forums for ideas? Johnny is just like 25% of males ages 18 to 25 who dream about, not only buying his first car, but also making it unique. When Johnny gets ready to buy his first car this year, one of his major deciding factors will be how easily he can customize his new car. So are you more likely to remember a single data point on a chart or are you more likely to remember Johnny's story? Storytelling not only helps make your presentation more memorable, it can really help your audience engage and relate with the content. By the end of this lesson you should be able to explain how storytelling can increase the effectiveness of your market research presentations and how to incorporate storytelling into your presentation. Let's get started. Storytelling, so storytelling is an important component of research. It's often the most overlooked, but it's really one of the most valuable, because again, after you've done all of this hard work researching something you want to be able to provide these insights that your end audience, your clients, you internal audiences remember, and it's all about remembering. Multiple researchers have found that people are more likely to remember something if there's a story attached. According to a University of Pennsylvania study, consumers are about twice as likely to be engaged if a story in incorporated with facts. A good story typically has a hero, the main character, a challenge, for example, they can't find a tasty energy drink that isn't too sugary, and a solution, Product X is the first tasty drink with less than ten grams of sugar. Think about most movies. You meet the protagonist in the first act, they encounter difficulties in the second act, and by the third act they have conquered the world, found their true love or won the Olympics. Think about The Wizard of Oz, perhaps one of the most famous movies of all time. In it we meet Dorothy, and a host of other characters, who are on their way to find the Wizard. But ultimately, it's all about them either having confidence or being able to not be scared about something, for example, the Cowardly Lion who wants to be strong and brave, and then at the end they find their inner power. That's what you want to do. You want to be able to provide those insights that will make your clients powerful. That will make your envier say, aha, we have figured out how we can conquer this business challenge, and it's really important to put it in the context of a story, because it allows them, not only to remember the details, but also be more emotionally connected to that story. An emotional attachment is really, really important, because you want your audience to care about this. Now think about this, if you're presenting to a team that has been working long days and long nights on making the best, whatever product it is, they want to succeed, so you want to provide research findings that help them understand, how can we do this? Storytelling also allows you to develop a personal relationship with your audience. You're trying to communicate personal struggles rather than imparting generic facts. So let's take a moment and think about this for example. If I just said 32% or women age 13 to 24 are interested in a less sugary energy drink. Okay, that's a data point. There are multiple data points there. But then if I say, for example, okay here is Suzy, who is training for a triathlon, and she really, really needs energy drinks, but she finds that the ones that she's drinking right now are really too sweet and sugary, and then she doesn't drink them, and so what happens is by the end of her training she gets dehydrated so she can't win the race. Think about how more impactful that is as opposed to just giving some statistics about how dissatisfied a particular demographic is about a particular product. Storytelling doesn't take away from the importance of the facts that you have to present, but it does package them up in a much more effective format. Keep in mind the things we've discussed. Create a hero, provide memorable details about that hero, create the 3-act story for your hero and show how her reality improves as the story concludes. How will you use story to make your presentation more memorable?
