Highlights from Upwords at the CRIC 2025 Conference
At the recent CRIC 2025 Conference, Upwords’ Deborah Klotz led a 3.5-hour workshop titled Stories That Move: Storytelling and Empathy in Market Research and Insights, drawing a packed room of insights professionals eager to elevate the impact of their work . The session explored how storytelling and empathy can transform research from simply reporting findings to creating narratives that resonate—and spark action.
At Upwords, storytelling is a core strength our clients consistently tell us sets us apart. We don’t just hand over data—we deliver stories that land with purpose, emotion, and clarity. These stories help our clients deeply understand their audiences, rally their teams, and make smarter, more human-centered decisions.
Why Storytelling Matters
Data alone doesn’t move people—stories do. Deborah’s workshop explored how structured, intentional storytelling makes insights more:
- Contextual – Grounded in the real world, not just the research bubble.
- Emotional – Engaging stakeholders on a human level.
- Empathetic – Helping clients see the world through the eyes of their customers.
- Simple – Cutting through complexity without losing meaning.
- Memorable – Making insights easier to retain, share, and act on.
From Inputs to Impact: Starting with the End in Mind
One of the foundational principles shared was this: begin every project with clarity about its purpose. The real power lies in shaping a story that aligns to outcomes. As we often tell clients who request a specific research method: you don’t need a methodology—you need outcomes. At Upwords, we use targeted questions early on to align with stakeholders on what project success looks like, so every step of the research process builds toward it.
The Heart of an Insight
Deborah reminded us that the best insights aren’t just observations—they’re transformative “aha” moments that shift understanding and create the opportunity to do something differently. An Upwords case study illustrated this well: a gift basket company had focused on what was in the basket, but gift-givers were more concerned about why they were giving. That insight reshaped how the client thinks about their whole business; their strategy, their communications, driving innovations with a meaningful “why” and how the customer experiences their product and service.
Empathy is a Research Storytelling Superpower
Deborah guided the room through a mini-masterclass on empathy—something we embed deeply in all our work. At Upwords, we don’t just study people, we actively listen and connect, engaging in their personal stories. Our clients often tell us that the empathy we build into our research helps them see their customers not as segments or personas, but as people. This shift leads to more human-led, impactful outcomes.
Finding the Tension: Insights That Power Stories
Whether it’s a disconnect between brand promise and customer experience, or the tension a newcomer to Canada feels trying to “fit in” while holding onto their heritage, these are the powerful moments where strong stories are born. Deborah encouraged researchers to look for conflict—not avoid it—because tension is the engine that drives meaningful narratives.
Bringing It All Together with L.O.V.E.
To help structure insights into stories that stick, Deborah introduced our proprietary storytelling framework (L.O.V.E). You’ll have to attend a session to find out what that stands for!
This is the storytelling mindset we use in Upwords reports, presentations and workshops—and it’s why clients come back to us not just for research, but for impact.
What Clients Appreciate
Whether guiding a consumer brand toward more meaningful customer experience, or helping a government agency reimagine their communications, our clients repeatedly tell us: you helped us make sense of it all, and now we know what to do! The storytelling techniques shared at CRIC 2025 aren’t just theory—they’re tools we use every day to turn insights into impact.
Here’s what one of the attendees had to say about Deborah’s workshop:
“Deborah is an amazing facilitator and presenter. She created an amazing environment for the group to trust each other and foster collaboration and sharing.
Probably the best workshop I’ve ever been to!
I would highly recommend.”
Want to hear more about how we use empathy and storytelling to help create clarity and impact?