<P>Showing how market researchers can get a seat at the decision-making table, this book is the essential guide to mastering storytelling techniques that can dramatically enhance the impact of research reports and presentations, commanding full audience engagement and buy-in.</P>
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<P>While demand for storytelling in marketing research reports and presentations has mushroomed in recent years, there can be confusion about what decision-makers mean by "stories." Leading market research expert C. Frederic John eliminates this confusion by defining four specific types of story in the business arena, and providing a series of "how-to" guides for generating effective solutions when communicating learning and other information. This book is the first to emphasize the needs of the report reader or presentation audience.</P>
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<P>Drawing on examples from ancient and modern literature, drama, opera, and other arts, this book will help today's (and tomorrow's) market research professionals to thrive in a world demanding insights, real-world recommendations, and more relevant deliverables.</P>