C. Frederic (“Fred”) John is a four-decade research veteran with experience on both supplier and corporate sides. A former ESOMAR Vice-President, he currently runs his own shop, Consilience Research & Consulting, LLC. In recent years, Fred has focused on pioneering ways of crafting more compelling deliverables by incorporating storytelling techniques. He explores the topic at length in his just-released book, Storytelling and Market Research: A Practical User Guide (Routledge Press). Contact Fred at firstname.lastname@example.org.