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Interview with ESPN VP of Research & Insights

Renata starts our discussion sharing some of her experiences running a successful research project for ESPN.

Renata starts our discussion sharing some of her experiences running a successful research project for ESPN. As a leader, she discusses the different kinds of leadership styles needed to adapt when working amongst teams that span across a global environments. She talks about how integral being an inspiring storyteller is when connecting to their audiences. Enabling a deeper connection and meaningful engagement.

One of the aspects that the research uncovered was the importance to making sites actionable in a way that can truly impact the business. Renata shares how important insights from fans aren ultimately acting as drivers of the content produced. When asked how great storytelling translates to media brands and others alike, Renata talks about how to tell a story through insights you learn.

How can you or your company tell powerful story? We asked Renata if she could identify attributes or elements that serve as the  the qualities of powerful storytelling. She told us, “Be relatable. Relatability drives all the KPIS. Humanise everything, show emotion so fans can relate. On top of that you have to play around with different attributes and qualities depending on what you want to achieve with a particular story or marketing narrative.”

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