• Professional Development course


“The true alchemists do not change lead into gold, they change the world into words.” William H. Gass

Great market research consultants are the alchemists of the marketing world, changing a mess of numbers and/or words into relevant and actionable insights. But to do that, they must ace the four key steps to great research storytelling:

  • Understanding the research needs
  • Developing the story
  • Reporting the story
  • Socializing the story

This course will enable you to tell a great research story by illustrating the role of the storyteller at each phase of the research: from laying the story’s foundation, to finding the story, to telling the story in a clear and compelling way. Great stories don’t just emerge from the data – they are in development from the very beginning of the research process right through to the final presentation slide.


This course is critical for supply-side and client-side researchers alike and will teach you through instruction and group exercises how to:

  • Give or get a research briefing that sets you up for success 
  • Develop research instruments that ensure a great research story
  • Create an executive-level report that gives your audience a clear path to success
  • Present the story in a way that leaves your audience motivated and inspired

This interactive course will provide you with all of the information you need to develop great research stories and set your clients (including internal clients) up for marketing success.

In one day, The Essentials of Research Storytelling will reveal:

  • The most overlooked factor in research storytelling success
  • The most neglected areas of a great research brief
  • How to ensure you’ve asked the questions that will lead to a great story
  • How to “Sherlock” your research results and separate the insights from the red herrings
  • The best strategies for visualizing your insights so that they are immediately clear
  • The surprising role of the research presenter, and how it relates to Star Wars


Members seeking CMRP designation Everyone who has designed a survey Client-Side Researcher Research Supplier
  Little or no exposure Less than 2 years experience 2-8 years experience 8+ years experience

Location(s) Course Date(s)   Registration
Toronto March 27, 2018   Through the MRIA Portal


  • Course Length: 1 Day
  • Check-in: 8:30 am
  • Classes: 9 am - 5 pm
  • Lunch will be provided
  • For terms and conditions, click here


The venue address will be sent to you as part of your course registration confirmation.

Member Regular* Non-Member Regular*   Student Member*
$599 $749   $399

*Plus applicable taxes

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.