Why storytelling is so powerful in this digital era

Monday, July 24, 2017

Ashley Fell is a social researcher, keynote speaker and head of Communications at McCrindle. In her recent TED talk on The Visual Mind; Why storytelling is so powerful in this digital era, Ashley elaborates on the power of stories on our mind, and how to use them to communicate data-rich stories.


Communication has never been as important as it is today, because so much of our world is changing. We live in a world where our learning has changed. Where our interaction and how we ‘share’ has changed. Where even the concept of a story, has changed.

We are living in an age of digital disruption, in what we call 'the great screenage'. Where we now spend more time on our devices, than we ever have before. 

We live in technologically integrated times, where our attention spans are short. In times of message saturation and information overload, if you have important data to communicate, it is harder than ever to cut through the noise. 

The key to unlocking effective cut-through, is in an understanding of how the brain works.

For we know the brain is wired to processes visual imagery. When we look at how the brain retains information, words are processed by our short term memory, whereas visuals go directly into our long-term memory where they are indelibly etched.

And so the key is to present information in a way that appeals to the visual mind.

When we communicate data, our job is to move from the complex to the simple. Because the brain is more naturally wired to engage with the human, with the relatable, with a story than with just data, information and complexity alone. 

And when we think about engaging stories, whether they be novels, infographics or songs, they always have the four I’s.

Great stories create interest and capture our attention. Great stories instruct and communicate meaning. Great stories involve us. And importantly, a great story inspires. It connects not just with the eyes of the head but with the eyes of the heart.

We know the mind looks for direction and coherency. It doesn’t respond to ambiguity. And so as researchers, we navigate spreadsheets and find the intrigue and interest in the data. We fill in the blanks and communicate through the use of infographics and visualised presentations. We believe research is at its best, when it tells a story. 

When we think about visuals that create interest and engage our minds, there are three key elements.

The first is colour. Our eyes and our minds are drawn to colour. The second is picture. The content of the visual. And the third is movement. Motion and movement attract and retain our attention. That is why YouTube is so popular. For why would we read it, when we can watch it?

And so when you next have a story to tell, remember that the mind responds to visuals. That we are wired to engage and retain information visually. And that creating interest ad intrigue, especially when you are communicating data, has never been more important than in the great screenage we are living in today. 

ABOUT ASHLEY FELL

Ashley Fell is a social researcher, TEDx speaker and Head of Communications at the internationally recognised McCrindle. As a trends analyst and media commentator she understands how to effectively communicate across diverse audiences.

From her experience in managing media relations, social media platforms and content creation, Ashley advises on how to achieve cut through in message-saturated times. She is an expert in how to communicate across generational barriers.

Download Ashley's Professional Speakers Pack here and see the McCrindle Speakers professional presenter showreel here

Contact us today to book Ashley for your next event. 

Welcome to Australia Street 2017

Monday, July 03, 2017

If you lived on an average sized street in Australia comprised of 100 households, and these households were exactly representative of the Australian population, did you know that in a year, your street would see 1.2 marriages, 1.7 deaths and 3.3 births? These 100 households comprise 260 people, 49 dogs and 39 cats! There are 180 cars owned on the street, which each drive, on average, 14,000 kilometres each year.

We are delighted to present the brand new Australia Street infographic based on the just-released census data.

Welcome to Australia Street.

About Research Visualisation

In a world of big data, we’re for visual data. We believe in the democratisation of information, and that research should be accessible to everyone, not just to the stats junkies. 

We’re passionate about turning tables into visuals, data into videos and reports into presentations. As researchers, we understand the methods, but we’re also designers and we know what will communicate, and how to best engage. 

Whether you’re looking to conduct research from scratch, or if you have existing data that you want to bring to life – get in touch with the McCrindle team.


Event Recap: Making sense of the census

Thursday, June 29, 2017

It was an eventful morning at the McCrindle office this morning as we welcomed local businesses who were interested in getting up to date with the just-released census data and what it means for their organisation. The morning kicked off with a delightful breakfast to welcome our guests and some time for networking.

After a warm welcome from our MC, Ashley Fell, Mark McCrindle talked through the census data and introduced our brand-new infographic based on the newest numbers from the 2016 Census.

Next it was over to our Director of Research, Eliane Miles, who showed us what the data means for us and how to practically use the ABS website and the tools within the site.

We’d like to say a big thank you to the attendees who made this a successful census briefing. Be sure to look out for our future events taking place in Sydney! If you're interested in having one our McCrindle Speakers present at your next event, please don’t hesitate to get in touch!

Faith and Belief in Australia

Wednesday, May 10, 2017

The Faith and Belief in Australia Report is being launched today. A survey of 1,024 Australians shows that religion in Australia is not dead. 

Two in three identify with a religion or spirituality
More than two in three Australians (68%) follow a religion or have spiritual beliefs. Of those that do, almost half (47%) remain committed to the religion of their upbringing. The number of Australians who do not identify with a religion or spiritual belief, however, is on the rise with almost one in three (32%) not identifying with a religion. This study replicated the ABS Census question, but added in an option for ‘spiritual but not religious’. This had a response rate of 14% among Australians nationally, and the Christianity grouping was 45% (down from 61% in the 2011 Census).

More than half of Australians (52%) are open to changing their religious views given the right circumstances and evidence. Younger Australians are more open to changing their current religious views than older generations.

Religion and spirituality a popular topic of conversation
When gathering with friends, more than half of Australians (55%) often or occasionally talk about religion or spirituality. Generation Z (65%) are the most comfortable talking the topic, while the Baby Boomers are the least with 51% never talking about it with their friends.

A genuine faith the greatest attraction to a religion or spirituality
Observing people with genuine faith is the greatest attraction to investigating spirituality. Second is experiencing personal trauma or a significant life change. On the inverse, the top repellent to Australians investigating is public figures or celebrities who are examples of that faith. This is followed by miraculous stories of healings or supernatural occurrences.

Perceptions of Christianity 
Australians most value Christian organisations for their work with those in need, specifically looking after people who are homeless, offering financial assistance/food relief programs and providing disaster relief (74%, 72% and 69% respectively).  8% of Australian adults (1.5 million) do not know any Christians, while for Generation Y this is almost one in ten. One in 29 Australians have never heard of Jesus.

Research Launch
The full Faith and Belief in Australia research will be launched on Tuesday 9th May at an event in Sydney (register here) and Wednesday 10th May in Melbourne (register here). 

Download the full report here

Australia's Cooking Landscape for Hello Fresh [Case Study]

Wednesday, February 15, 2017

We were delighted to partner with Hello Fresh in conducting new research into Australians weeknight cooking behaviours and decision-making processes.

The Report

These insights are explored in the thought leadership report titled Australia’s Cooking Landscape, which reveals the research insights into Australian weeknight cooking behaviours and decision-making processes.

The full report is available for download here.

The Infographic

The key insights have been pulled together in the infographic below, titled A week in the life of cooks in the Aussie home and reveals how:

  • Australians value homemade meals,
  • Many find it difficult to find time to plan for their weekly meals,
  • Despite being busy and time poor, many Australians still allocate time in their week to spend at the grocery story,
  • Not only are Australians finding it stressful cooking for their household, but ‘food inspiration can sometimes create overwhelming expectations’, and
  • Australians have a strong desire to be more adventurous in the kitchen and to create a variety of healthy weeknight dinners.

GET IN TOUCH

For more information on our research and visualisation services, please feel free to check out our Research Pack, or get in touch!

P: 02 8824 3422

E: info@mccrindle.com.au

Housing Affordability in NSW [infographic]

Monday, January 30, 2017

We’ve all heard about the difficulty of buying into the housing market in recent times and the subsequent decreases in home ownership rates (in NSW, from 68% in 2004 to 63% in 2014). With less people able to afford a home in the current market, there have been increases in the numbers of people looking to rent in New South Wales, and particularly Sydney.

We were delighted to be commissioned by Churches Housing and Shelter NSW to uncover the story of rental unaffordability in New South Wales. Through this research, we discovered that finding an available, affordable rental property is becoming increasingly difficult, particularly for those in the bottom 20% of income earners.

The decrease in the availability of rental properties over the last decade or so, has been influenced by a number of factors. Rental prices have increased due to the increased numbers of people looking to rent, and in past decades, rental prices have grown faster than income.

The infographic particularly highlights the difficulties for the bottom 40% of income earners in looking for appropriate rental properties. The term ‘rental stress’ is used to describe those in the bottom 40% who are spending over 30% of their income in housing costs. In 2013-14 NSW had the highest proportion of low income households experiencing rental stress, at 76% (compared to 68% nationally). For these households, rental stress can impact on other areas of life, including health care, schooling, diet and in the worst case can sometimes lead to homelessness. 


Merry Christmas from McCrindle!

Friday, December 23, 2016

Merry Christmas Australia! Although New Zealand just beats us to experience Christmas, we are among the first 1% of the world to usher in Christmas Day. And a very special shout out to the 302,950 Australian newborn Gen Alpha Oliver's and Charlotte's (#1 baby names for 2015) and their families who will be celebrating their first Christmas this year.

We hope you enjoy unwrapping the experiences, technological and clothing gifts you are hoping for this year. Enjoy hand writing your Christmas cards, which we know more Australians prefer than sending an E-Card, and unwrapping presents from your spouse/partner and mums, who have been dubbed the best Christmas gift givers!

From all of us at McCrindle we hope you enjoy the infographic we have put together, and that amidst the busyness of the season you have time to connect with family and friends, reflect on the Christmas story and enjoy the many things that make this country great.

Have a Merry Christmas, a fantastic 2017 and we hope you don't receive too many unwanted gifts from your extended family members!

- The McCrindle Team




McCrindle Research Pack Update

Wednesday, October 26, 2016

At McCrindle we are engaged by some of the leading brands and most effective organisations across Australia and internationally to help them understand the ever-changing external environment in which they operate, and to assist them in identifying and responding to the key trends.

Our forecasts identify trends, our strategy informs decisions, and our research futureproofs organisations. In our most recent Research Pack you can find out information on what we do and how we do it. The pack provides an outline of our research focus, tools, output, solutions and research rooms. Additionally, the pack also includes information on our research-based communication services including media commentary and our McCrindle Speakers team, as well as an overview of our clients and case studies.

To find out more about what we do and the services we offer, check out our most recent Research Pack!

Contact us

If you have any research or speaking enquiries, please feel free to get in contact us via:

E: info@mccrindle.com.au

P: 02 8824 3422

2016 Australian Communities Forum Recap

Tuesday, October 18, 2016

Last Thursday, McCrindle Research and R2L&Associates were proud to present the Sydney Australian Communities Forum (ACF) at Customs House in Sydney. The ACF featured 15 brilliant speakers and 4 jam-packed sessions.

 

We began the day with tea and coffee on arrival before kicking off our first session, which focused on the research results from the Australian Communities Trends Report into Australia's not-for-profit sector. Before we launched into the findings we received a warm welcome from the honourable Catherine Cusack MLC, Parliamentary secretary to the Premier of NSW, and Professor Kerryn Phelps AM, Deputy Lord Mayor on behalf of our principal event sponsor, the City of Sydney.


SESSION 1 - introduction

Mark McCrindle opened Session 1 with an introduction to Australia's generational landscape and gave a snapshot of the key factors influencing Australian communities and some surprising findings from the just-completed Australian Communities Report. Mark provided an overview of giving in Australia, indicating that 4 in 5 Australians give financially to charities / not-for-profits, and that 1 in 4 give at least once a month.


McCrindle Team Leader of Analytics, Annie Phillips continued to share about the quantitative insights from the research, identifying the top 7 causes Australians support (Children's charities, medical research, animal welfare, disaster response in Australia, disability, homelessness and mental health), the 5 charity essentials and the top communication channels. Annie also provided an explanation of the Net Promotor Score (29) and Net Culture Score (21) for the sector, which were both very high.


Sophie Rention, Research Executive at McCrindle then communicated some of the key qualitative findings from the Australian Communities Trends Report. Sophie highlighted the key blockers (e.g. complex giving process) and enablers (e.g. personal connection) to charitable giving for Australians, as well as the next steps for charities including creating multi-tiered levels of engagement, community building, effective communication of results and fun and engaging experiences. 


We then heard from John Rose, principal at R2L&Associates about what this research means for community organisations and how they can best respond to the findings. In his insights and applications John reminded our delegates that in the midst of changes in the marketplace, trust and relevance is essential. John then presented 5 key issues for charities to keep in mind when engaging with the ever-changing supporter which included aligning, defining, communicating, engaging and leading.

Each of our delegates also received a copy of The Australian Communities Trends Infographic which contains the top line findings from the national study into Australian giving and how charities can engage.

 

SESSION 2 - keynotes

After a networking break over morning tea Eliane Miles, Research Director at McCrindle shared an engaging keynote presentation on Leading teams and managing change in transformative times. In the post linear, post literate and post logical workforce, Eliane reminded us that to engage and inspire our workplaces we need to ensure a culture of contribution, challenge and celebration within our teams. To attract and retain, to lead and inspire, we need to cultivate authenticity. 


Our next keynote, Josh Hawkins emphasised the importance of creativity in social media and marketing campaigns. Josh showed us that creative and fun campaigns are the ones that get cut through. Josh also inspired us to be authentic with our marketing and leadership to under 30's. Through humour, engaging videos and key takeaways, Josh's presentation reminded us that when you "Give someone a task you'll get what you ask for". But when you "Give them a vision you'll get more than you could ever ask for". 


Our final keynote speaker before lunch was Ivan Motley, found of .id The Population Experts. Specialising in using data to inform decisions and shape the future, Ivan and his team talked us through how analytics can shape the quality of education, housing, health, the environment and education. Using some practical case studies, the id. team showed us why we should be using local data to understand our communities, and how information and data can help transform communities.


SESSION 3 - streams

Stream 1: Understanding Australian Communities

In this stream Geoff Brailey, Research Executive at McCrindle began by giving an overview of the next generation of volunteers and donors, and tips on how to engage and motivate them. This was followed by Nic Bolto who encouraged us to do the hard work as leaders and how to effectively implement insights in organisations. Our last stream speaker for this session was James Ward, a Director at NBRS Architecture who showed us, through a case study, how understanding spaces and building communities can help to improve people's lives.

Stream 2: Engaging Australian Communities

In Stream 2, McCrindle Team Leader of Communications Ashley McKenzie began this session by giving practical tips and insights on how to communicate complex data in message saturated times. Following on was Salvation Army officer Bryce Davies who shared how The Salvation Army build community in areas of social challenge by creating communities focused on respect, encouragement and belonging. Our final stream 2 speaker Greg Low, co-founder of R2L&Associates gave us five essentials to make your next marketing or fundraising campaign thrive.


SESSION 4

Following afternoon tea and some great networking, we gathered back together to hear from our last two speakers, Caitlin Barrett from Love Mercy and Andy Gourley from Red Frogs. 


Caitlin Barrett, CEO of the Love Mercy Foundation kicked off our afternoon session by telling us the engaging story of how Love Mercy was founded after Australian Olympian met Ugandan Olympian and former child soldier Julius Achon. After sharing the vision and mission of Love Mercy, Caitlin shared how they engage the community through telling personal stories, the importance of finding the right audience for the right story and telling the right details to provide an experience.  


Our last speaker for the day was Andy Gourley, founder and director of Red Frogs Australia. After having founded Red Frogs in 1997, Red Frogs is now the largest support network in Australia for Schoolies, festivals and universities. Through the use of engaging stories and hard-hitting realities, Andy effectively communicated how Red Frogs was founded and the crucial role they play in safeguarding vulnerable young people at events like Schoolies and festivals.  



We would like to thank all of our speakers and delegates for making the 2016 Australian Communities Forum a fantastic event. A big thank you to our sponsors, The City of Sydney, Pro Bono Australia, Hope 103.2 and ConnectingUp as well for your support in making this event happen.

What attendees will hear at the Australian Communities Forum 2016

Monday, October 10, 2016

The Australian Communities Forum is happening again in Sydney on Thursday 13th October 2016.

Attendees are in for an excellent, informative and interactive day. View the full program and purchase your tickets here.

Here is an overview of what attendees can expect to hear at the event.

Keynote speakers

MARK MCCRINDLE | Principal, McCrindle Research

Understanding Australian Communities

In this opening session, Mark McCrindle will give a snapshot of the key factors influencing Australian communities and some surprising findings from the just-completed Australian Communities Report. Annie Philips, Team Leader of Analytics at McCrindle, will give an overview of the key insights that came from the national surveys and a statistical overview of giving and community engagement in Australia. Sophie Renton, Research Executive at McCrindle who managed the qualitative components of this national study, will reveal the attitudes, perceptions and priorities of Australians towards not-for-profit organisations. Finally, John Rose, principal at R2L and partners of the Australian Communities Research will discuss what this means for community organisations and how they can best respond to the findings and engage with the ever-changing supporter.


ELIANE MILES | Research Director, McCrindle Research

Leading teams and managing change in transformative times

The volunteer base of community organisations, like the workforce itself, is ageing and fast approaching the biggest intergenerational leadership transfer ever. Over the next decade, the proportion of Baby Boomers in the workforce will halve, while the number of Generation Y and Z workers will more than double. In this session Eliane will give an overview of each generation in the workforce and some analysis of their needs and expectations, as well as strategies to manage change, inspire innovation and create a collaborative and adaptive organisation.


JOSH HAWKINS | Founder, Hi Josh

Social media and under 25s; Connecting, leading and engaging

Josh is a social media expert, having received over 50 million views in the last year from his creative and engaging content. Additionally, he also works with the youth and young adults in his community and holds unique insights into how to connect with this generation of young people. In this session Josh will discuss how to create engaging social media campaigns and how to connect, lead and engage Generations Y and Z.


IVAN MOTLEY | Founder, id.

Demographic trends, future forecasts and how communities can be transformed through data

Ivan Motley is the founder of .id, the population people, specialists in demographics and experts in using data to inform decisions and shape the future. Ivan is passionate about communities and how analytics can shape the quality of their education, housing, health, environment and recreation. In this session, Ivan will share the key demographic trends shaping New South Wales and deliver a future forecast for Australia’s largest state and share case studies to show how information and data can help transform communities.


CAITLIN BARRETT | Founding CEO, Love Mercy Foundation

The Love Mercy Story

Caitlin is the CEO of Love Mercy, a foundation created by dual Olympian Eloise Wellings, to empower communities in Northern Uganda to overcome poverty caused by the horrors of war. In this session Caitlin will tell the story of how Love Mercy was founded, the inspiring work they are doing in Northern Uganda and how so many local Australians have been motivated to support global needs.


ANDY GOURLEY | Founder & CEO, Red Frogs

From idea to international; The inspiring Red Frogs Story

Andrew Gourley is the Founder and CEO of Red Frogs Australia which he started in 1997 after seeing the need to safe guard teenagers and young adults. Red Frogs is now the largest support network in Australia for schoolies, festivals and universities students. Currently the Schoolies program is located in 17 different locations around Australia and coordinates over 4000 volunteers to run. In this final session, Andy will share how an idea transformed into reality and has grown and developed to an international program run in countries such as Canada, UK, South Africa, New Zealand, and Poland.

Stream 1; Understanding Australian Communities

GEOFF BRAILEY | Research Executive, McCrindle

Understanding the next generation of volunteers and donors

A specific area of focus in the 2016 Australian Communities Report is analysis of volunteers and supporters aged under 30. In this ession, Geoff Brailey, McCrindle Research Executive will share the findings as well as give practical insights on engaging young people in community organisations and developing the leadership capacity of the next generation of staff and volunteers.


NIC BOLTO | Executive Coach and consultant

From information to application; Putting the insights to work

Nic Bolto is an executive coach and consultant, bringing expertise to the acquisition of goals that are important to organisations, to charities and to their donors. This session will draw from Nic’s expertise in working with many clients and highlight the cost of not applying insights learnt, and ways in which research findings and business insights can be effectively applied and implemented.


JAMES WARD | Director, NBRS Architecture

How architecture can build social capital

James is a Director of NBRS Architecture, an architectural firm committed to innovation in the design of life changing environments. James will outline the case study of their ‘Tiny Homes’ project backed by the research paper BISI Affordable Habitats, as well as how understanding spaces and building communities can help to improve people’s lives.


Stream 2; Engaging with Australian Communities

ASHLEY MCKENZIE | Team Leader, Communications

Communicating complex data in message saturated times

In an era of message-saturation, the challenge for organisations is to deliver quality content that will cut through the noise. In this session, Ashley McKenzie, who leads the communications strategy at McCrindle, will share tips and tactics on how communicate complex data and engaging messages to motivate and inspire audiences.


BRYCE DAVIES | Officer, The Salvation Army

Building community in areas of social challenge

As a Salvation Army officer for 22 years, Bryce will use his vast experience from working on the Bridge program focusing on Drug and Alcohol rehabilitation in both Adelaide and Brisbane, to heading up an inner city drop in space in Fortitude valley in Brisbane to share practical tips and advice on how to develop dynamic and functional communities in areas of social challenge.


GREG LOW | Co-founder, R2L

The 5 essentials to make your next marketing or fundraising campaign thrive

Greg is an expert at helping not for profit organisations with their communication – from fundraising through to brand strategy and visual communications. In this session, Greg will share how organisations can build successful fundraising, marketing and communications campaigns to build better relationships with their stakeholders and supporters.


PURCHASE YOUR TICKETS HERE

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The Australian Communities Infographic


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