This session isn't about finding stories in research. 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. Follow a national survey of 875 LGBT Americans to learn how Wells Fargo made this methodology work.