pShowing how market researchers can get a seat at the decision-making table, this book is the essential guide to mastering storytelling techniques that can dramatically enhance the impact of research reports and presentations, commanding full audience engagement and buy-in.ppWhile demand for storytelling in marketing research reports and presentations has mushroomed in recent years, there can be confusion about what decision-makers mean by stories. Leading market research expert C. Frederic John eliminates this confusion by defining four specific types of story in the business arena, and providing a series of how-to guides for generating effective solutions when communicating learning and other information. This book is the first to emphasize the needs of the report reader or presentation audience.ppDrawing on examples from ancient and modern literature, drama, opera, and other arts, this book will help today's and tomorrow's market research professionals to thrive in a world demanding