The use of storytelling in quantitative research reports: A marketing research firm perspective

Orientation: Actionable reporting ensures that a marketing research firm communicates with clients to achieve business impact as opposed to merely communicating data to clients. Storytelling communicates with impact as it focuses on creating engagement and inspiring action. Research purpose: This ar...
Ausführliche Beschreibung

Gespeichert in:

Autor*in:	Vanessa Maritz [verfasserIn] Daniel J. Petzer [verfasserIn] Christine De Meyer [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2014

Schlagwörter:	Marketing research, storytelling, actionable reporting, quantitative research reporting

Übergeordnetes Werk:	In: Acta Commercii - AOSIS, 2016, 14(2014), 2, Seite e1-e10
Übergeordnetes Werk:	volume:14 ; year:2014 ; number:2 ; pages:e1-e10

Links:	Link aufrufen Link aufrufen Link aufrufen Journal toc Journal toc

DOI / URN:	10.4102/ac.v14i2.248

Katalog-ID:	DOAJ044126794

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author	Vanessa Maritz
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topic	misc HD28-70 misc HF5001-6182 misc Marketing research, storytelling, actionable reporting, quantitative research reporting misc Management. Industrial management misc Business
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title	The use of storytelling in quantitative research reports: A marketing research firm perspective
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title_auth	The use of storytelling in quantitative research reports: A marketing research firm perspective
abstract	Orientation: Actionable reporting ensures that a marketing research firm communicates with clients to achieve business impact as opposed to merely communicating data to clients. Storytelling communicates with impact as it focuses on creating engagement and inspiring action. Research purpose: This article investigates the use of storytelling as a tool for actionable reporting by South African marketing research firms Motivation for the study: Clients of marketing research firms often criticise research reports as being too technical and lacking in strategic value. Storytelling is a reporting technique that can be used to develop actionable research and provide clients with more strategic value. Research design, approach and method: A total of 26 in-depth qualitative interviews were conducted with client service directors and managers of marketing research firms that deliver quantitative research reports to clients. Main findings: Results indicated that all marketing research firms but one use storytelling. Barriers that impede more regular use are inexperienced research executives and the time intensity associated with creating stories. Practical/managerial implications: Storytelling should be used by marketing research firms to provide clients with more actionable research. Contribution/value-add: The study provides marketing research firms in South Africa with recommendations as to how to implement storytelling as a reporting technique, which will add value to clients and enable marketing research firms to remain competitive and develop relationships with clients.
abstractGer	Orientation: Actionable reporting ensures that a marketing research firm communicates with clients to achieve business impact as opposed to merely communicating data to clients. Storytelling communicates with impact as it focuses on creating engagement and inspiring action. Research purpose: This article investigates the use of storytelling as a tool for actionable reporting by South African marketing research firms Motivation for the study: Clients of marketing research firms often criticise research reports as being too technical and lacking in strategic value. Storytelling is a reporting technique that can be used to develop actionable research and provide clients with more strategic value. Research design, approach and method: A total of 26 in-depth qualitative interviews were conducted with client service directors and managers of marketing research firms that deliver quantitative research reports to clients. Main findings: Results indicated that all marketing research firms but one use storytelling. Barriers that impede more regular use are inexperienced research executives and the time intensity associated with creating stories. Practical/managerial implications: Storytelling should be used by marketing research firms to provide clients with more actionable research. Contribution/value-add: The study provides marketing research firms in South Africa with recommendations as to how to implement storytelling as a reporting technique, which will add value to clients and enable marketing research firms to remain competitive and develop relationships with clients.
abstract_unstemmed	Orientation: Actionable reporting ensures that a marketing research firm communicates with clients to achieve business impact as opposed to merely communicating data to clients. Storytelling communicates with impact as it focuses on creating engagement and inspiring action. Research purpose: This article investigates the use of storytelling as a tool for actionable reporting by South African marketing research firms Motivation for the study: Clients of marketing research firms often criticise research reports as being too technical and lacking in strategic value. Storytelling is a reporting technique that can be used to develop actionable research and provide clients with more strategic value. Research design, approach and method: A total of 26 in-depth qualitative interviews were conducted with client service directors and managers of marketing research firms that deliver quantitative research reports to clients. Main findings: Results indicated that all marketing research firms but one use storytelling. Barriers that impede more regular use are inexperienced research executives and the time intensity associated with creating stories. Practical/managerial implications: Storytelling should be used by marketing research firms to provide clients with more actionable research. Contribution/value-add: The study provides marketing research firms in South Africa with recommendations as to how to implement storytelling as a reporting technique, which will add value to clients and enable marketing research firms to remain competitive and develop relationships with clients.
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title_short	The use of storytelling in quantitative research reports: A marketing research firm perspective
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