Fred John Discusses Storytelling in Market Research

C. Frederic John is so passionate about storytelling that he wrote a book, Storytelling and Market Research: A Practical User Guide.

By Mike Carlon, Podcasts Editor, Vertigo Partners, LLC, Stamford, Connecticut, michael.carlon@vertigopartners.com

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Frederic John enjoys a global reputation as a strategic researcher with a career spanning over forty years. He specializes in melding profound insights into concrete recommendations for clients, and in crafting compelling research deliverables using storytelling techniques.

Fred and I have a few things in common: we both work in the market research industry, we both have worked for MasterCard, and we both value the power of storytelling when it comes to presenting findings to clients. In fact, Fred is so passionate about storytelling in market research that he literally wrote a book, Storytelling and Market Research: A Practical User Guide.

I caught up with my former colleague just a few days before his book launched to discuss his career as a researcher, what compelled him to write this book, and how he went about finding a publisher and turning his idea into reality. Of course, we discuss the importance of using a story to keep a reader’s attention, and Fred gives practical and tangible advice for transforming mundane reports into page-turners. If you want to build your storytelling chops, this interview is not to be missed!

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