b'SECTION 09 DEMONSTRATE RETURN ON INVESTMENT Tip 2: Sharing insights Tip 3: Storytelling In the hearts and minds of your stakeholders the community will be judged on how well it performs its central task - creating insights. There are thousands of ways to tell a story. But not everyone is a born storyteller, and not every Theres no shortage of debate in the market research world over what an insight is. For ourstorytelling principle is useful in the time-pressured world of business. Use templates to make it purposes, lets dene it this way:quick and easy to turn customer knowledge into convincing insight that prompts action. Weve found a three-stage storytelling framework is An insight is a piece of customer knowledge that prompts action. If its too big,the most useful at doing this: or too small, or not relevant enough to prompt action, then it might still be a useful thing to know, but its not an insight. Clear argument: What do I need to know? Answering this means answering the Your Insight Community has everything you need to generate insight that canproject objectives and giving a clear recommendation. The most important word prompt action. One of the most useful things about a community is its versatilityhere is need - this isnt the time for interesting side findings, its about cutting of format - unlike a survey or a focus group, an Insight Community isnt limited todown the study to its most essential and useable information. one type of output and offers many routes to customer closeness.Credible data: The second question is Why should I believe you?. The person youre telling the story to might never be so blunt, of course - but the person theyThe range and versatility of output available from an Insight Community is a hugetell it to might be more sceptical. This is where you collate your best evidence - be it advantage. But it also requires editorial skills beyond standard survey reports - howbehavioural data, survey responses or qualitative verbatims. Dont tell any story do you select the best evidence and present it in the best light for your stakeholders?you cant back up, and dont back it up with things that arent relevant. Storytelling skills are essential for demonstrating insight - and with it, ROI. Emotional connection: The third question is Why should I care?. What youve got so far is a bunch of useful facts - answering this makes it a story. This is where you hook your insight into your audiences concerns, desires and motivations - which in a business context will usually mean giving some ideas as to what problems this insight will solve and why it will help. This storytelling framework makes insights easier to use and more impactful in a business. It also makes them easier to pass on. The aim is always to build insights which stand alone, rather than requiring someone there to explain them.59 | INSIGHT COMMUNITIES 2023 60 | INSIGHT COMMUNITIES 2023'