Live from #TMRE14:10 Lessons Market Researchers Can Learn From Journalists

Tom Bernthal, CEO and Co-Founder of Kelton, shared 5 lessons that Market Researchers can learn from journalists at TMRE. Afterall, the truth is in the story,

Journalists are seeking human truth - stories that tell of human experience and create empathy.

Lesson 1:


Let the hypotheses guide you.

Research
Modify
Observation
Reject or Modify
Confirm
Story

Lesson 2:


Story Making vs. Story Telling

The current conversation about storytelling puts too much emphasis on the "telling." The story that is based on the facts is the one that is passed along.

Frame
Find
Craft
Tell
Act

Lesson 3:


Put humans at the center.

Yang: Story - experience, empathy
Yin: Report - data

Lesson 4:


The Inverted Pyramid


Journalists have an even less captive audience.

Start with the lead
Then the body
then the tail

Don't bury the lead

Lesson 5


Today's insights inform tomorrow's

ABOUT THE AUTHOR

Formerly a senior copy editor at Thomson Reuters, a research editor at AOL, and a senior web publicist at Hachette Book Group, Valerie M. Russo is editor at large of The Front End of Innovation Blog, The Market Research Event Blog, The World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.