How To Develop Nice Knowledge Research

This edited extract is from Knowledge Storytelling in Advertising by Caroline Florence ©2024 and is reproduced and tailored with permission from Kogan Web page Ltd.

Half One among this e-book outlined the necessity for knowledge storytelling, the advantages of knowledge storytelling for the advertising and marketing operate, and the prac­tical boundaries that may get in the way in which of making an incredible knowledge story.

Half Two solutions the query: ‘What do I must do to create an incredible knowledge story in observe?

The 5R2 roadmap has 5 key levels with anticipated outcomes, every supported by three sensible steps.

Screenshot from, June 2024


A related knowledge story should give attention to the viewers’s information ranges, wants and preferences and may embrace:

  • A transparent premise that can generate a transformation within the hearts and minds of the viewers.
  • A transparent understanding of the context aligned to the viewers’s wants.
  • A centered story that solutions the killer query for the viewers.

A related story requires strategic considering expertise to stipulate the story plan.

There are a number of advantages to this stage, together with:

  • The chance to achieve early enter, collaboration and co-creation to feed into your story improvement.
  • A transparent sense of function to maintain your story improvement on monitor.
  • An opportunity to get nearer to proper first time, thus saving important iteration time on the later levels of your story improvement.


A sturdy knowledge story should stand as much as scrutiny and may embrace:

  • A stable interpretation drawn from a spread of dependable knowledge sources.
  • A knowledge-driven argument and suggestion primarily based on correct and updated data.
  • An insightful perspective offering the viewers with a ‘So what?’ and ‘Now what?’

A sturdy story requires sturdy evaluation expertise to floor and uncover the important thing insights.

There are a number of advantages to this stage, together with:

  • The chance to uncover new insights and concepts, somewhat than predictable findings.
  • An opportunity to attract out richer, nuanced insights that may give depth to your knowledge story.
  • A way of confidence within the credibility of your interpretation and proposals.


A refined knowledge story should present a transparent and compelling narrative and may embrace:

  • A narrative decision that’s synthesized and distilled right into a key message.
  • A stress-tested story decision that may drive actual choices and actions.
  • A compelling construction that makes it straightforward to comply with the argument.

A refined story requires crucial considering expertise to construct a knowledge story that’s straightforward to comply with and interact with.

There are a number of advantages to this stage, together with:

  • The prospect to pinpoint the particular ask the info story must get throughout to the viewers.
  • A way of confidence that your knowledge story affords the viewers options which might be each commercially viable and virtually possible.
  • The chance to focus your viewers on choices wanted or actions required, somewhat than all of their power getting used to know the insights.


A relatable knowledge story wants to complement the perception message with an emotional connection and may embrace:

  • An empathetic understanding of the people concerned within the knowledge story.
  • A customized method that speaks to the particular goal audiences’ hearts and minds.
  • An partaking story stream that pulls the viewers in.

A relatable story requires emotional intelligence to create a narrative grounded in actual life and enriched by human expertise.

There are a number of advantages to this stage, together with:

  • The elevated probability of chopping by means of and resonating with the viewers.
  • The prospect to affect actual outcomes and significant outcomes.
  • A way of confidence in your capability to combine knowledge, logic and emotion in your knowledge storytelling.


A outstanding knowledge story should lower by means of the noise, land the message and supply a catalyst for motion and may embrace:

  • A straightforward-to-follow and accessible knowledge story presentation.
  • A spread of digestible micro-content that appeals to a variety of viewers wants.
  • A storytelling supply that’s provocative and stimulates reflection and debate.

A outstanding story requires inventive considering and aptitude to execute a narrative that can stand out from the gang and drive motion.

There are a number of advantages to this stage, together with:

  • The power to maintain a distracted viewers’s consideration.
  • The chance to drive additional curiosity in your knowledge story.
  • The prospect to disrupt the established order and transfer past default considering.

To learn the complete e-book, SEJ readers have an unique 25% low cost code and free transport to the US and UK. Use promo code SEJ25 at right here.

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Featured Picture: Visible Era/Shutterstock

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