This webinar will be run by ICG member Dan Young and  will focus on two things:

– how to be brave telling stories with incomplete commercial data
– how to engage a senior audience using a simple narrative arc

Car buying journeys have become less linear. The Close Brothers insight team wanted to engage its Executive Committee in new routes to market and help them understand how to reach new customers in the future. The team worked with Shed Research to make estimates and assumptions when synthesising a huge number of sources. We used Brent Dyke’s narrative arc to keep Exco engaged with the bigger picture rather than getting bogged down in micro details. And this put us in a strong position to have meaningful strategic conversations and drive decision making.

Dan Young

Dan runs Shed Research. As far as he’s aware, it’s the only customer insight agency focused solely on insight synthesis. Dan helps insight teams do more with their existing research – either synthesising their insight, or training them to do it themselves. In 2020, he was the proud winner of the MRS/ICG Independent Consultant award.

www.shedresearch.co.uk

https://www.linkedin.com/in/dan-young-shed/

Register for this webinar here

(Note that this session WON’T be recorded to attend it if you don’t want to miss out).