Turning Insights into Stories That Drive Action
Beyond the Data: Turning Insights into Stories That Drive Action
A compelling story brings evidence, trust and insight to life in ways that data alone cannot. This webinar will explore how research, analytics and insights professionals can move beyond reporting findings to communicate meaning, relevance and action. Designed for CAIPs, CRIC members, and others across Canada’s research and insights community, the session will offer practical guidance on shaping data into narratives that resonate with clients, senior leaders, public-sector audiences and other decision-makers. Participants will hear how strong storytelling can strengthen the impact of high-quality research, support better business and policy decisions, and reinforce the professional standards, ethics and credibility that define the research insights community.
Whether you are presenting to clients, informing policy development or influencing business strategy, join us to learn practical techniques that will help your insights resonate, persuade and drive action.
Doug Anderson, CAIP
Executive VP
Quorus Consultiong Group Inc.
Doug Anderson, CAIP, is Executive Vice President at Quorus Consulting Group and has spent more than 30 years turning public opinion and market research into stories that help people understand what matters and why. Over his career, he has advised governments, businesses, associations and media organizations, and previously managed Decima Research’s national polling program for The Canadian Press.
Doug believes that the best research storytelling begins not with deciding what story to tell, but with discovering the story already contained in the evidence. His approach emphasizes finding the central insight that holds a body of research together, then using data, language, visuals and human experience to make that insight clear and memorable without sacrificing nuance or credibility.
A Certified Analytics and Insights Professional, Doug is particularly interested in the challenge of communicating complex findings simply, and in helping researchers move from presenting information to creating understanding that informs decisions and inspires action.
Danielle Armengaud, CAIP
Market Researcher
Armengoddess Consulting
Danielle Armengaud, CAIP, is a public opinion research consultant with more than 20 years of experience helping governments, non-profit organizations, associations, and private-sector clients turn research into informed decisions. She specializes in both quantitative and qualitative research, leading projects from research design through execution to analysis and reporting. Her work spans public policy, communications, branding, audience research, community engagement, and message testing, with a particular focus on translating complex findings into clear, strategic insights.
A former Research Director at Harris/Decima and Nielsen Consumer Insights, Danielle now leads Armengoddess Consulting, supporting clients across a wide range of sectors with public opinion research and community engagement. She is passionate about data storytelling and helping clients move beyond charts and statistics to communicate insights that resonate with decision-makers, build understanding, and drive action.
Merriah Michel, CAIP
VP, Opinion Research
Counsel Public Affairs
Merriah Michel, CAIP, is Vice President, Opinion Research at Counsel Public Affairs, where she leads strategic research projects that help organizations make sense of complex information and apply it with confidence. Based in Sudbury, Merriah brings more than a decade of experience working with government, nonprofit and private-sector clients on research that informs public policy, communications, stakeholder engagement and organizational decision-making. Her work spans quantitative and qualitative research, advanced analytics, segmentation, facilitation and reporting, grounding recommendations in evidence while making findings accessible, relevant and useful to the audiences who need to act on them.
With an academic background in mathematics and applied expertise in research design and analysis, Merriah has led studies for Crown corporations, government departments, regulatory bodies, associations and other organizations seeking evidence-based guidance. She is especially skilled at moving from analysis to interpretation—identifying the patterns, implications and human context behind the numbers, then shaping those findings into clear narratives that support stronger decisions and more effective communication. As a Certified Analytics and Insights Professional and a member of the CAIP Canada Board of Directors, Merriah is committed to advancing credible, ethical and impactful research that helps organizations understand their audiences and take informed action.
Nat Stone, CAIP, FCRIC
Board Member, CAIP Canada
(Moderator)
Nathaniel Stone, CAIP, was founder and coordinator of Algonquin College’s Marketing Research and Analysis program and taught Marketing Research, Competitive Marketing Intelligence and supervised student research projects until 2025.
For 30 years, he conducted public opinion and knowledge management in various roles at the Public Opinion Research Directorate of the federal government, a consulting firm, Communication Canada and Global Affairs.
Mr. Stone has a Master of Arts in the Social Sciences from the University of Chicago and anInternational MBA from the University of Ottawa.
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