C. Frederic John enjoys a global reputation as a strategic researcher with a career spanning over 40 years. He specializes in melding profound insights into concrete recommendations for clients, and in crafting compelling research deliverables using story-telling techniques.
Fred and I have a few things in common; we both worked in the market research industry, we both 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 called Storytelling and Market Research: A Practical User Guide.
While the market research industry has gotten better about storytelling with regards to presenting research findings, the need for Fred’s book is undeniable. In it, he discusses the importance of story to keep a reader’s attention and gives practical and tangible advice for transforming mundane reports into page turners.
I caught up with my former colleague just a few days before the 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.
Storytelling and Market Research: A Practical User Guide will be available for sale on Thursday, November 11, 2021.
Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
More conversations
Becoming Your Own Best Friend
Janice Erlbaum left home at 15 for New York City's shelter system. Twenty years after Girlbomb, she talks about owning her part of the story, the teachers who saw her, and why she tells everyone to keep writing it down.
Listen →
When Small Towns Censored Hollywood
Novelist Glenn R. Miller on the small-town ministers who once censored Hollywood's silent films, the family note cards that inspired his satire Rough Cuts, and why censorship is never black and white.
Listen →
Living Your Own Truth
Singer Machan Taylor, who toured with Pink Floyd and Sting, on the loneliness behind a glamorous life on the road, writing a memoir she never meant to write, and why holding the finished book finally let her let go.
Listen →