In the dynamic world of market research, the indispensable skill is the ability to listen with an open mind. Truly understanding consumer needs, motivations, and behaviors requires more than just hearing words; it demands actively listening without preconceptions, embracing diverse perspectives, and allowing insights to emerge organically. An open mind fosters empathy, uncovers hidden gems, and paves the way for innovative solutions that resonate deeply with target audiences. It is the cornerstone of successful market research, enabling us to navigate the complexities of human behavior and unlock opportunities that drive business growth

Market research can be a very boring job with very boring client deliverables if you don't think about the overall 'story' the data tells. It's easy to hand over and present a PPT with hundreds of numbers - boring your client and making them wonder why they spend any money on the project. The hard part is telling the story - The Who, what, when, how and most importantly - the NEXT steps. The story must assign a direction and move the research (and brand...and product...and PR pitch & marketing effort) forward.

Crafting your research "story" is something I have been doing for almost 15 years and the very best recommendation I can give: -envision who will see the research -if you are writing a press release, what would the headline be? -after establishing the main story, what would be the other 3-4 other stories you might think should follow the main story (focus on different survey subset findings, make comparisons and identify key areas that are unique).

With so much focus on social media and tools, stories including data must be much smaller and more focused than ever! Your have 3-4 seconds to grab someones attention and keep it or they are gone. Handing over powerpoints that are 60 pages should now be permanently extinct. Small, more concise data deliverables are not only the present but also the future.

Practicing makes perfect! Many years ago I flew from NYC to Seattle to present to a small group of public relations professionals. I was told it would be a total of 8 attendees. Instead more than 200 attendees were present - the largest group I ever spoke in front of. It was the first time I couldn’t remember a single word of my presentation. I left the building, found a quiet street and PRACTICED for the next 20 minutes. All alone & very loud. It really changed how I presented moving forward. Now I always practice no matter if 2 people will attend or 200 - I always practice.

One must admit mistakes in order to improve. I fully admit I thought I didn't need to learn from supervisors in the past about new techniques and procedures and new research offerings. I loved what I was currently doing and thought that was all I wold ever do. I was completely wrong as new technologies and techniques were offered in my filed and I needed to make sure I knew about them in order to maintain my own "current" career & also my future. I no longer make that mistake and take large amounts of time to speak with industry leaders, attend industry and client conferences and encourage professionals to do the same. COVID is over - get out there and meet people and learn. Conversations will educate you (and me).

I love to network - in 2023 I spent a large part of the years attending conferences with 35,000 to some with 200. It's amazing how much one can learn from speaking with professionals from completely different fields and job roles. The guidance and advice I received in 2023 from so many - I am grateful for. I now think very differently in 2024 than I ever did and owe a great deal of the credit to others.

By following the storytelling practices, I significantly enhanced my networking effectiveness in market research. Incorporating feedback from surveys, polls, and direct interactions helped me refine my storytelling approach, resulting in a 30% increase in audience engagement during networking events. Additionally, maintaining a diverse repertoire of stories enabled me to adapt to various networking scenarios, leading to valuable connections and collaborations within the industry.