Lately there’s been much debate about the importance of research storytelling. Forbes contributor Brent Dykes recently declared that unless we can improve the communication of insights, we will see a poorer insight to value conversion rate. “If an insight isn’t understood and isn’t compelling, no one will act on it and no change will occur.” On the other side of the debate, Steve Needel recently blogged on Greenbook that researchers think we need to tell stories because we “think our audience is dumb”.

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