Make Data Presentations Stronger with Story Structure

In data analysis and market research, presenting findings in a compelling and understandable way is just as crucial as the analysis itself. An effective way to do this is by applying story structure to your presentations. Stories make your findings more relatable and engages your audience so they will more likely retain the information you’re sharing. 

Here, we explore how data analysts and market researchers can use story structures to present their work to colleagues and clients, complete with a few examples and story structures to consider.

Why Storytelling?

Humans are naturally drawn to stories. They help us make sense of complex information, provide relatable context and evoke our emotions to make the message memorable. When data analysts and market researchers use stories, they transform the numbers and trends into narratives to highlight the challenges, solutions, and opportunities in a way that resonates with their audience.

Story Structure Examples

1. The Hero’s Journey

This classic story structure is a powerful way to present data analysis and research findings to an audience. It frames the company or product as the "hero" facing a significant challenge (e.g., declining sales, emerging competitors). The analysis or research represents the journey, complete with trials (data challenges), allies (tools and methodologies), and revelations (insights). The conclusion showcases how the hero overcomes adversity, providing actionable recommendations based on the findings.

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Example: A presentation for a new product launch could start with the current market challenges and the product's potential to overcome these obstacles. The middle of the presentation would then delve into the research methodology, key findings, and insights about target customer preferences and competitive positioning. And the conclusion outlines the strategic recommendations for a successful launch, positioning the product as the hero ready to conquer the market.

2. The Three-Act Structure

This structure follows the classic narrative story arc we recognize from fiction, plays, tv and movies. It divides the presentation into three parts: Setup, Confrontation, and Resolution.

- Setup: Introduces the context and background, setting the stage with the initial data or market conditions.

- Confrontation: Presents the analysis or research process, highlighting the main challenges or questions addressed.

- Resolution: Reveals the findings, insights, and recommendations, and offers a clear path forward based on the data.

Example: For a data analysis report on customer satisfaction, the setup introduces its importance and current lack of understanding. The confrontation details the data collection and analysis process, including challenges faced. The resolution then provides insights into the drivers of customer satisfaction and suggests actionable steps to improve it.

3. In Medias Res

"In medias res" means starting in the middle of the action. This approach grabs the audience's attention from the beginning with a striking finding or insight, and then circles back to explain the research process and how that insight was reached.

Example: A presentation could start with a surprising trend discovered in the data, such as an unexpected demographic that demonstrates high interest in a product. The presenter would then backtrack to discuss the research methodology, data analysis process, and detailed findings that led to this insight, concluding with strategic implications.

Implementing Stories in Presentations

Consider these tips to help you effectively use story structure in your presentations:

• Know Your Audience: Tailor your story to the knowledge level, needs and interests of your audience.

• Keep It Simple: Focus on a clear, straightforward narrative that avoids jargon and overly complex explanations.

• Emphasize Conflict and Resolution: Highlight the problems or challenges your audience are facing and how your analysis or research provides solutions.

• Keep an Eye on Visuals: Incorporate graphs, charts, and images that support the narrative and illustrate and reinforce your key points.

By adopting these straightforward story structures, data analysts and market researchers can transform their presentations into engaging stories that captivate their audience, making complex data and insights more accessible and actionable. 

Whether you choose to navigate The Hero’s Journey, structure your presentation into three acts, or start in the thick of the action, stories can elevate your work from mere numbers to narratives that inspire and inform.