OK. It’s a fact…storytelling works. Here’s the proof. At the ARF Industry Leader Forum in San Francisco on Tuesday, a number of presenters (including yours truly) used stories…specifically creation stories (for example, I described the meeting and the moment when the research transformation initiative was born on July 15th at the ARF). At our SF event, we had a live biometric experiment courtesy of Innerscope who measured 4 biometric functions from 20 volunteer attendees wearing a lightweight vest that transmits wirelessly. The highest attentiveness and arousal readings of the whole morning occurred during storytelling moments! Michael Perman from levi Strauss started his talk about the creation of a certain type of orange and handed out oranges to 140 attendees – OFF THE CHARTS!!
Sometimes the key to having an impact isn’t better math, but better psychology – understanding how people process ideas and stimuli and what makes something memorable. More on a new vision for research in future postings, but for now, think story not data reporting completeness.