Would you like a bunch of numbers and graphs from your research, or a story that the data tells?

Perhaps you have ever been in the audience for a market research presentation where you are presented with a pile of slides full of graphs, perhaps even a slightly desperate look from the presenter. Long lines can seem like factual nuts that need to be cracked to understand what is important. Suddenly you feel like you are at a private statistics lecture. And where is the “aha!” moment? That “wow” that surprises you and shows that your business has a new direction?

If you imagine a market research report as a book, it can either be a boring manual or you can find a novelty full of surprises. Which version would you choose?

Because while it is important to have the right data, it will be of no use to you if your audience does not know it.

A Story from the Numbers: The Magic Moment of Research

Imagine a report turned into a story. A story that follows your customers’ journey from product discovery to purchase decision. A story that shows how their needs evolve over time and what drives their behavior. Suddenly, they’re not just graphs on your screen. These numbers become heroes, villains, and unexpected twists that make sense of what’s happening in the market.

Don’t get caught up in wanting EVERYTHING!

You want the presenter to present information in a way that:

💡Creates insight from data, graphs, and most importantly, CONTEXT that is “easy to digest” for the recipient.

💡 So that you understand the story. Completely. So well that you can easily tell it to your colleagues.

💡So that the conclusions of the story are clear and tangible suggestions for next steps for your company.

💡But we also need those graphs! So that you and the presenter can "dabble" together and find more and more meaningful stories that want to be told.

Conclusion: Story vs. Numbers

Let's sum it up. Numbers are powerful, but without a story they can easily get lost in the ocean of information. Give them context, give them meaning and make them come alive.

Don't get caught and want EVERYTHING! 💪

P.S. If you have data in your drawer that has not been given its own voice by some action, contact me - we will tell it!

P.P.S. Or we at Vantage s.r.o. will conduct a new survey for you - you will have our full attention and get a fresh story about you! 🤓