STRATEGIC NARRATION: WHY CONTEXT IS CRITICAL TO CREATE ENGAGING REPORTS

by Chad Buecker

As marketers and researchers, we recognize the power of data—it forms the foundation for building business insights. And while at times we only need to report the numbers to address binary research questions (good/bad, up/down, better/worse), we usually have the responsibility to craft a report that delivers a story—a process we refer to as strategic narration.

Strategic narration transforms raw data into an engaging and persuasive story. Uncovering the context surrounding and behind the numbers is the key to strategic narration, ultimately steering audiences towards action.

At the core of our strategic narration practice, we seek context

To infuse greater and deeper context into reports, the following questions help uncover the bigger picture for more effective strategic narration:

How will the answers to the research question(s) inform the overall business?

How does the research connect into strategic plans?

How does the research fit with other past or current initiatives?

How will this information be used within the organization and by whom?

What does success look like and what are ingoing hypotheses?

Without context, reports are relegated to simply describing the data that’s shown, remaining descriptive and functional

However, infusing context provides a tapestry against which to write an engaging story. A context-rich approach can inform your narrative, elevating a report to:

Make connections to broader topics, adding meaning and relevance.

More effectively create hypotheses, draw conclusions, and recommend actions.

Make the research more applicable and interesting to additional stakeholders.

Ultimately, finding context for more engaging strategic narration takes a bit of extra effort at the beginning of a project, but it is more than worth it in the long run to make our research work as hard as it can for you.

To learn more about strategic narration or the importance of context within research, please contact Chad Buecker at cbuecker@burke.com

Chad Buecker Senior Vice President, Strategic Narration, leverages over 30 years of experience to help client teams across brands, industries and strategic challenges create solid foundations and compelling narratives that drive their businesses forward.

Interested in reading more? Check out Chad’s other articles:

Early Advantage: Leveraging Strategic Naration at the Start of Your Research Journey

Connected Perspective: Charting the Way Forward Amid Today’s Sea of Data

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