The Effective Data Storytelling Playbook That’s Reshaping a $1.5 Trillion Industry 

Webinar: How Freeman Frames Data to Drive Behavior Change Across Global Markets.

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Most data dies in slide decks. Freeman’s doesn’t.

Watch the behind-the-scenes breakdown of how Freeman—the global events powerhouse—uses battle-tested effective data storytelling techniques to turn raw survey responses into industry-transforming insights that force marketers to completely rethink their strategies.

Discover what makes Freeman’s data storytelling effective

The 96% that changes everything

Freeman’s research revealed that hands-on product experiences drive 96% purchase advocacy and 95% organizational fit confidence. But the real story is how they presented these findings to make them impossible to ignore.

You’ll see the exact slide progression that transforms raw percentages into compelling business cases.

The critical gap most companies miss

42% of event attendees will choose another vendor when they don’t get hands-on experiences. Meanwhile, 84% want to connect with subject matter experts, but exhibitors prioritize badge scanning instead.

Watch as Ken Holsinger reveals the narrative structure that exposed this disconnect and sparked industry-wide conversations.

A generational shift no one saw coming

Freeman discovered that the average event attendee age dropped from early 50s to 40 years old in less than five years. The data storytelling technique that revealed this trend is being adopted by marketing teams worldwide.

The webinar that breaks down the methodology

Freeman rarely shares their research process. As the company behind major trade shows and corporate events worldwide, they typically keep their methodology internal.

But in this 60-minute session, Chief Marketing Officer Mickey Wilson and Strategy VP Ken Holsinger break down their entire effective data storytelling process—from survey design to executive presentations.

Nancy Duarte provides real-time analysis of their techniques, revealing the specific methods that make Freeman’s research reports actionable.

You’ll learn:

• The “contrast gap” technique that makes data disparities immediately clear
• Why Freeman creates both Slidedocs® and keynote versions of every report
• The exact color-coding system that makes complex data instantly scannable
• How strategic verb choices like “undervalue” and “overvalue” clarify meaning
• The “billboard test” for keynote slides that ensures message retention
• How to achieve statistical significance (Freeman’s reports have less than 2.5% margin of error with 2000+ respondents)

The techniques they don’t teach in business school

The Slidedoc® Revolution

Watch Freeman demonstrate why they create two versions of every data presentation—the detailed “readable” version and the sparse keynote version—and how this solves the common problem of presentations that are too dense to read or too thin to study.

The SME priority disconnect

See how Freeman identified the gap between what attendees want (subject matter expert conversations) and what exhibitors deliver (badge scanning and follow-up emails)—then used data storytelling to highlight this misalignment.

The NowGen Research Framework

Discover how Freeman moved beyond traditional demographics to values-based analysis, revealing that generational differences in workplace priorities are “almost the exact opposite” of previous generations.

Direct access to enterprise-level methodology

This webinar offers unprecedented access to the data storytelling methods used to influence major industry decisions and behavior change.

Freeman’s research methodology has been proven with:

• Statistically significant sample sizes (2000+ respondents)
• Rigorous margin of error standards (less than 2.5%)
• Multi-generational analysis across workforce segments
• Integration with leading research firms like Harris Poll

Expert panel

Mickey Wilson – Chief Marketing Officer, Freeman
Driving data-driven marketing strategy for the global events leader

Ken Holsinger – Senior Vice President of Strategy, Freeman
The research mind behind Freeman’s industry-shaping trends reports

Nancy Duarte – CEO & Founder, Duarte Inc.
The world’s leading authority on data storytelling and presentation design

Becky Bausman – Chief Customer Officer, Duarte Inc.