At PRAXIS 2025 it was highlighted – Stories Meet Data: Turning Research into Trusted Storytelling in a Noisy Digital Age
Storytelling is one of humanity’s oldest superpowers – from oral traditions around campfires to today’s data-driven, immersive narratives powered by technology. At PRAXIS 2025, held in the scenic city of Dehradun called the “Gateway to the Himalayas” – the conversation moved beyond just telling stories. It was about how we make stories trusted, credible & powerful in an age, drowning in content.
The first keynote address was about how communicant move from Noise to Trust. It opened doors to how to put Research at the heart of Communication.
Laura Robbie, CEO, APAC & MENA, YouGov, set the tone with her keynote, “The End of Assumptions: Turning Research into Trusted Storytelling.” She argued that research is no longer a postscript to communication – it is now the backbone. “We see stories everywhere, and the challenge now is how do we make our stories stand out?” she asked, underlining that in today’s cluttered media landscape, data is the differentiator.
The emphasis was put on the fact – “Brand trust can collapse with a single post. Storytelling today isn’t just about creativity; it’s about knowing your audience and building credibility. And credibility begins with research”.
Robbie pointed out that only 27% of people trust brands, while 50% trust research. This insight reframes how PR professionals must approach campaigns – ‘credibility’ is currency. With trust becoming scarce, data becomes the most valuable tool in building relationships. “Every trusted story begins with real data,” she declared, adding that research uncovers real opinions that transform storytelling into something audiences believe in.
The session explored how social media and technology have changed the game. With millions of stories playing out online every day, new voices are emerging — including virtual influencers like KYRA, India’s first AI-created influencer, who already commands a following of more than 250,000 on Instagram. She also shared that 28% of Gen Z in Urban India access Instagram daily, which makes understanding their trust triggers more important than ever.
But what happens when trust breaks? Robbie shared striking statistics: 41% of consumers may be forgiving, but 27% will stop using a brand permanently. Meanwhile, 37% of the urban audience want clear proof of changed behaviour before they will trust a brand again. This, she emphasised, is where research can step in — helping brands understand consumer sentiment, validate actions, and even shape public apologies that don’t sound manufactured.
The examples of brands like Qantas, Bank of America, and Godrej Yummies were cited as proof that data-backed storytelling can rebuild reputations even after a crisis. “Don’t be afraid of research,” she urged PR professionals. “Research should not be a backup — it should be a story in itself.”
Three ways that brands PR can build stories that people trust are – “Win pitches with credibility, Create stories that earn media and Manage crises with real-time insight”.
“PR people already realise that while building headlines, it must be based on credible data”, she explained while in a conversation with Michelle Francis. Do brands get a second chance to regain trust? Pre-checking is vital and a pre-test must be done. Once controversy hits, research can reveal things, and also “action an over-polished apology”.
If you’re wondering – does research have a shelf-life, she insisted firmly that it does. Clients need to be convinced too as today research options are available. “Don’t be afraid of research” was her call to action for brands and PR professionals, and added very confidently, “Research should not be a backup, but it should be a story in itself”.
As PRAXIS 2025 proved, the future of communication is research-led, insight-driven, and relentlessly focused on trust. PR professionals and brands alike must embrace data not just as validation but as the very foundation of their storytelling.
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