Making insights count - Using journalistic principles to deliver meaning and impact to eBay’s business

This paper introduces a new way of communicating insights, using tools borrowed from the world of journalism.

Making insights count - Using journalistic principles to deliver meaning and impact to eBay’s business

Barbara LangerUnited Kingdom

Roger BanksUnited Kingdom

INTRODUCTION

The purpose of this paper is to introduce a new way of delivering insights – both verbally and in writing – using tools unashamedly borrowed from the world of journalism. The authors will argue that the application of journalistic principles to the communication of insights can deliver significantly greater impact to clients’ businesses than current methods of delivery.

THREE REASONS TO LEARN FROM THE WORLD OF JOURNALISM

We will show that researchers have a lot to...

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