Joe Hopper, president of Versta Research, will be sharing ideas and best practices for turning research data into PR stories at this year’s LIMRA Marketing and Research Conference. LIMRA is a worldwide research organization comprised of over 850 member financial services companies. The 2017 conference will be held in Nashville from May 31 through June 2. Hopper is slated to speak on Thursday afternoon.

“Findings Stories” is the title of this year’s invited presentation. As the LIMRA program describes the talk:

It’s about designing surveys that ensure compelling storylines regardless of how the data falls out. Like many researchers, you want market research to generate leading-edge insights, the kind that capture intense audience interest. This story-building methodology will get you there, from conceptualizing the research and constructing stories from data to reporting in the form of headlines, each substantiated with a sequence of data.

The presentation builds on earlier work presented at the Advertising Research Foundation’s Re:Think Conference, and the MRA’s Corporate Researcher’s Conference. It will highlight several examples and campaigns—both B2C and B2B—from a variety of companies that deploy survey research for thought leadership and to secure earned media.

“This LIMRA conference is the perfect forum to exchange ideas about research for PR because it brings together two audiences, marketing professionals and researchers, in one setting,” said Hopper. “Both teams in an organization are key to success, and our goal is leave each side of the audience with new ideas and best practices they can deploy in their next research-for-PR effort.”

The theme “Findings Stories” reflects Versta Research’s focus on Turning Data Into Stories™, one part of which involves developing effective and compelling communications for research findings. In previous years, Versta Research offered an in-depth look at infographics at the 2015 and 2016 LIMRA Marketing and Research Conferences.