Tuesday, May 26, 2015
2:15 - 2:40 PM
Ted Talks - Trinity Ballroom One

Great Storytelling Begins With You

Are you tired of getting 200-slide research reports that you have to mine for insights like a work version of the Da Vinci code? Do you believe that your vendors should be doing a better job of helping you find solutions to your business challenges?

As the client, it may be time to consider what your role is in the research story-telling process. You may think that it begins and ends with vendor selection and a short briefing, but investing some time and effort in the research process will result in a far better product on the back end.

This presentation will provide client-side researchers with practical advice on how to engage and prepare vendors to provide the most insightful results possible. Research buyers will learn the five things that vendors need to truly succeed and the one thing you’re not doing that will dramatically improve your research reports.

In this session you will learn the easy steps you can follow to transform your vendor relationships from number providers to valued partners.


Ellen Eastwood
Research and Insights Consultant

Ellen Eastwood is an independent consultant specializing in the storytelling component of market research. Using deep dive data analysis and optimal data visualization, she transforms reams of complicated, mind-numbing data into a concise, senior management-level report that answers her client’s business questions.

Prior to beginning her independent practice, Ellen worked at boutique research firms for ten years (including The Strategic Counsel for seven years) and at the Ministry of Health and Long-Term Care (MOHLTC) for three years.

Having received many incomplete, off-the-cuff research briefs over the years, Ellen was determined to do better for her vendors when she moved into a client-side position. Through a process of trial and error, she and the research team at MOHLTC were able to find a way to work with vendors that provided tighter and more insightful reports. This experience, plus the “don’t” style briefs she has received as a supplier, will inform this presentation.