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How do you incorporate feedback and evaluation into your R&D storytelling strategy?

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Feedback and evaluation are essential components of any R&D project, but how do you communicate them effectively to your stakeholders, customers, and colleagues? In this article, you will learn how to use storytelling as a powerful tool to convey your R&D insights, challenges, and solutions in a compelling and engaging way. You will also discover how to incorporate feedback and evaluation into your R&D storytelling strategy, so that you can improve your R&D outcomes and build trust and credibility with your audience.

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Vince Mungioli

Business Development Manager - Automotive, Packaging and Industrial

1 Why storytelling matters for R&D

Storytelling is not just a way of entertaining or persuading people, it is also a way of making sense of complex and uncertain situations, such as those faced by R&D teams. By crafting a narrative that connects your R&D goals, processes, results, and impacts, you can help your audience understand the value and relevance of your R&D work, as well as the challenges and opportunities you encounter along the way. Storytelling can also help you showcase your creativity, innovation, and expertise, and inspire your audience to support your R&D vision and actions.

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Patrick Kane

Innovation - Technology - Agriculture
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Shows research path to a commercial product or service - value to customer. Collaboration across different departments - highlighting internal stakeholders. "Failures" along way will lead to improvements or future sales.

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Rana Mustafa, Ph.D.

Research Strategy & Development Expert | Multi-Award-Winning Leadership & Positive Intelligence Coach | Former University Professor | Food Scientist | Entrepreneur | Public Speaker | International Best-Selling Author
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Based on my experience, there are multiple approaches to express our ideas such as concepts, theories, metaphors, stories, procedures, or action plans. We can utilize various combinations of these communication tools depending on the situation such as training, interviews, sales, or leadership discussions.

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2 How to craft your R&D story

To create a compelling and coherent R&D story, you need to consider four key elements: the context, the characters, the plot, and the message. The context sets the scene for your R&D story, explaining why your R&D project is important, what problem it aims to solve, and what benefits it can bring. The characters are the people involved in your R&D project, such as your team members, your customers, your partners, and your competitors. The plot is the sequence of events that describe how your R&D project unfolds, from the initial idea to the final outcome. The message is the main takeaway or lesson that you want your audience to remember from your R&D story, such as the impact, the value proposition, or the recommendation of your R&D project.

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Helena Kore

Strategic Communications & Intentional Engagement
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While it's easy to think that R&D is focused solely on numbers and hard facts, it's important to remember that humans are inherently emotional creatures. Think of the current political climate: We can spout facts until we're blue in the face, but nothing will change. People get hooked on the emotional outcomes of the narrative, be it full of fear or full of hope. Similarly, it's necessary in R&D to weave a story so that your stakeholders feel a connection to what's in front of them, rather than their preconceived notions.

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3 How to incorporate feedback and evaluation into your R&D story

Feedback and evaluation are not only useful for improving your R&D performance, but also for enhancing your R&D storytelling. By collecting and analyzing feedback and evaluation data from various sources, such as surveys, interviews, tests, reviews, or metrics, you can gain valuable insights into your R&D strengths, weaknesses, opportunities, and threats. You can use these insights to refine your R&D story, by highlighting your achievements, addressing your challenges, demonstrating your learning, and showing your progress. You can also use feedback and evaluation to validate your R&D story, by providing evidence, examples, or testimonials that support your claims and arguments.

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Helena Kore

Strategic Communications & Intentional Engagement
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Feedback and evaluation can feel like a tedious step on top of all the other data that is collected, but highlighting the process, along with the achievements and barriers, will help tell a more complete story. It's possible to integrate feedback and evaluation into your R&D storytelling by considering your flow like a research study: literature review, methodology, results, discussion, limitations, future work.

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4 How to deliver your R&D story

Once you have crafted your R&D story, you need to consider how to deliver it to your audience in a compelling and effective manner. Depending on the purpose, audience, and medium, you may select different formats and channels for your R&D story, such as reports, presentations, videos, podcasts, blogs, or social media posts. No matter the format or channel, there are several general principles for delivering your R&D story that you should follow. These include utilizing clear and straightforward language that avoids jargon and technical terms; incorporating visuals, audio or interactive elements that enhance your R&D story and draw attention; employing emotions, humor or anecdotes that make your R&D story relatable and unforgettable; and asking questions, creating feedback loops or providing calls to action that encourage your audience to participate and react to your R&D story.

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5 How to measure the impact of your R&D story

Finally, don't forget to measure the impact of your R&D story on your audience and your R&D goals. Tracking and evaluating the outcomes and effects of your R&D story can help you assess its success and identify areas for improvement. To measure the impact of your R&D story, consider indicators like the reach and engagement of your story, such as the number of views, likes, shares, comments, or downloads. Additionally, evaluate the awareness and understanding of your story, including recall, recognition, or comprehension of your R&D message. Finally, consider how your story has changed attitudes and behaviors of your audience, such as satisfaction, trust, loyalty, or action.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Vince Mungioli

Business Development Manager - Automotive, Packaging and Industrial
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The best Marketing - R&D relationship I ever witnessed, was at a technical company in Europe. Where the R&D Manager was also the Marketing Manager. It requires a special type of person, but it sure helped reduce the possibility of any misunderstanding. When you think about it, it makes perfect sense.

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How do you incorporate feedback and evaluation into your R&D storytelling strategy?

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1 Why storytelling matters for R&D

2 How to craft your R&D story

3 How to incorporate feedback and evaluation into your R&D story

4 How to deliver your R&D story

5 How to measure the impact of your R&D story

6 Here’s what else to consider

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