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The Art of Storytelling: Crafting Brand Stories with Market Insights
Saud Tufail
Saud Tufail
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The Art of Storytelling: Crafting Brand Stories with Market Insights

Learn to create compelling brand stories using basic market research insights and storytelling techniques to connect emotionally with your target audience.

Register today
Apply now
Mondays
 at
5:00
P.M.
 ET /
2:00
P.M.
PT
8 weeks, 2-3 hours per week
Beginner
No experience required
No experience required
Some experience required
Degree and experience required

Description

Storytelling is a powerful marketing tool, and when it’s aligned with market research, it can create deeper connections with consumers. In this Build Project, you will learn how to craft a compelling brand story by leveraging easily accessible market research tools. The goal is to show you how consumer insights, such as trends, behaviors, preferences, and needs, can influence a narrative and strengthen its impact. Using free and basic online research tools (like Google Trends, social media analytics, or surveys), you will gather insights and then apply these findings to develop an engaging brand story. The final product will be a brand story that is not only creative but also data-driven.

Session timeline

  • Applications open
    January 16, 2024
  • Application deadline
    February 18, 2025
  • Project start date
    Week of July 8, 2024
    Week of
    March 10, 2025
  • Project end date
    Week of

What you will learn

  • Understand how market research can inform and enhance a brand story.
  • Identify key consumer insights and behaviors that help shape storytelling.
  • Develop a brand story using consumer research data to address the needs, desires, and pain points of the target audience.
  • Present a brand story creatively in a format that resonates with the target audience and is backed by research insights.

Project workshops

1
Introduction to Storytelling & Market Research
2
Analyzing Successful Brand Stories Using Market Research
3
Defining Your Product and Audience Using Market Research
4
Building the Framework for a Brand Story
5
Designing Story Delivery: What Format Will Work Best?
6
Drafting Your Brand Story Based on Research
7
Revising Your Brand Story Based on Feedback
8
Final Presentation of the Brand Story

Prerequisites

  • Basic understanding of brand storytelling techniques.
  • Basic market research skills, including how to find consumer data and insights from publicly available sources.
  • Creativity in applying research data to storytelling.
  • Basic familiarity with presentation tools such as PowerPoint, Canva, or Google Slides.

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About the expert

Saud is a Market Research Build Fellow at Open Avenues Foundation, where he works with students leading projects in Market Research.

Saud is also a Global Trade Development Manager at SSR International LLC, where he focuses on developing and implementing trade strategies for the global metal scrap market, driving growth, and expanding market presence across key regions.

Saud has over 14 years of experience in CPG commercial management and global business development. He has worked with top-tier multinational companies, including PepsiCo, Coca-Cola, and Shell, managing multi-million-dollar portfolios, leading high-performing teams, and consistently delivering outstanding business results.He holds an MBA and a BBA in Marketing and Strategy, equipping him with strong analytical and leadership skills.

A fun fact about Saud is that he can turn any conversation into a mini stand-up comedy routine—his mix of humor and quick wit never fails to lighten the mood.

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