Why are market researchers so bad at presenting data?
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Transcript of Why are market researchers so bad at presenting data?
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John Clay
BIG Forum 7th December 2010
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What is best practice when presenting market research
findings?
E.G project management,
ongoing communications,
putting research in context
E.G method of communicating,
report structure and content
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ANALYSISEXPRESSION
STABILITY DRIVE
I need to look inside your mind
Prism creates a map which illustrates how a person is likely to behave in different situations
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Supportive, caring, patient, understanding, sensitive, likeable, unassuming
Flexible, multi tasking, energetic, persuasive, gregarious, innovative, enthusiastic
Decisive, self starting, competitive, ambitious, results driven, excels when challenged, determined
Quality focussed, attentive to detail, thorough, guarded, well organised, analytical, careful ,slow,
ANALYSIS
EXPRESSION
STABILITY
DRIVE
Each segment has certain dominant characteristics
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Our hero: market researcher
Here’s Steve
Quality
Planning and detail
Logical analysis
Accurate records
Looking for errors
Quiet isolation
Measurement tools
Proving a point
What turns him on?
Not being rushed
ANALYSIS
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The client: sales director
Here’s Dick
DRIVE
Indecision
Bureaucracy
Slow pace
Excuses
Irrelevant information
Irresponsibility
Lack of initiative
Overly sensitive people
He hates:
Long explanations
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The client: marketing manager
Here’s Pippa
EXPRESSION
Routine
Boredom
Narrow-mindedness
Confinement
Lots of details
Structure
Schedules
Being unpopular
She hates:
Slow pace
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Tell a simple story with pictures
3 key aspects of communication design
SIMPLICITY
A STORY
IMAGERY
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Simplicity
“A designer knows he has achieved perfection not when there is nothing to add, but when there is nothing else to take away “ - Antoine De Saint-Exupery
“Simplicity is the ultimate sophistication” -Da Vinci or Jobs?
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Simplicity: why is it important?
Remember Dick?He can be
domineering, demanding, pushy,
argumentative and a poor listener
He needs information as brief and to the point as possible. Avoid any more
detail than he needs to know
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Place numbers into a context so people understand what they mean
Simplify complex information
Wrong
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Infographics
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Lawrence Lessig
Dick Hardt Identity 2.0
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You have to master the art of exclusion
Getting to the core of your communication
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Structure your research findings around a central story or idea to create cohesion. Then support key ideas with detail
The Story
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Don’t bury the lead
Journalists in the American Civil War learnt to get all theimportant information at the front of their messages due to the
unreliable nature of the military telegraph
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Dopamine aids memory
Why is the story approach so important?
Acts as a mental post-it note
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#UKSNOW
The current adverse weather in the UK is reported in the media using real-life stories to add context, not just data
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Tools I use to create the key ideas and story:
A one hour presentation takes around 30 hours of prep time!
The MOST important tool I use:Iphone camera +
EVERNOTE
WHITEBOARD
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Remember Pippa?
IMAGES: why they are important?
She is creative, innovative,
enthusiastic and spontaneous
She needs a visual and unstructured environment to
function. Her brain thinks laterally yet
she has little tolerance for tedious
detail
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We have far better recall for visual information
Recall
10%
35%
65%
Source: Najjar, LJ (1998)
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Picture superiority effect
Pictures are remembered better than words, especially when
people are casually exposed to the information for a limited time
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Animation to emphasise the point
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Let’s recap
1: Steve’s cognitive profile is very different to Dick and Pippa
2: Steve turns his audience off because he communicates the
research in a way that he would like to see NOT what suits them
1: We need to identify the core story or idea in our research findings then
provide contextual evidence
2: We need to tell visually engaging and simple stories to get across the
research message
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More information
useful resourceshttp://beyondbulletpoints.com/
www.i-render.net/2010/05/50-examples-of-data-visualization-and-infographics/
www.edwardtufte.com
Www.heathbrothers.com
www.garrreynolds.com/
www.presentationmagazine.com
Www.mashable.com/2007/05/15/16-awesome-data-visualization-tools/
http://www.presentationzen.com/
www.prism-profiling.com
http://www.connecttoyourpotential.com/prism-behaviour-profiling.html
http://www.brainrules.net/
http://www.lessig.org/
http://identity20.com/media/OSCON2005/
http://jessedesjardins.com/
www.about.me/johnclay
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Prezi
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