New Approaches to Presen0ng Data June 23, 2011
Less is More: Delivering Value (Not Just Reams of Data) From Your Research Mike Sherman, Sevendots
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Less is More: Delivering Value (Not Just Reams of Data) From Your Research Mike Sherman
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
Less is More: Delivering Value (Not Just Reams of Data) From Your Research 1. Clients are not happy! 2. Reporting is too long and not solution focused. 3. We need solution oriented, concise reports! Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
CEOS DON’T VALUE MARKET RESEARCH How useful is the information? Not very 1
2
3
Finance and Accounting Marketing Information Services Human Resources Market Research
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
4
Very 5
CLIENTS ARE NOT HAPPY ! Asked whether generally speaking, she is happy with the quality, Marjolein Van Nieuwkasteele, (former) chief of Global Marketing Management at Philips Electronics, answers with a blunt:
“No”. Source: Research World, April 2005, pages 13-‐14
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
Less is More: Delivering Value (Not Just Reams of Data) From Your Research 1. Clients are not happy! 2. Reporting is too long and not solution focused. 3. We need solution oriented, concise reports! Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
3 BAD (BUT COMMON) EXAMPLES 1. The “War and Peace Report”, e.g. 700 plus pages with a 300 page “executive summary” 2. The Data Drop Report, e.g. 205 pages, four charts to a page, no storyline 3. The Agatha Christie Report, e.g. conclusions at the end Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
...She stresses that Philips probably is not the only corporation that regrets that many research agencies still fail to deliver added value. “Take some of the presentations that agencies deliver after a survey,” she comments. “They come up with 160 slides, which take them two hours to go through. That is too many. Many researchers are still uncomfortable with providing clear, concise recommendations.” Source: Research World, April 2005, pages 13-‐14
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
Less is More: Delivering Value (Not Just Reams of Data) From Your Research 1. Clients are not happy! 2. Reporting is too long and not solution focused. 3. We need solution oriented, concise reports! Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
SOLUTION ORIENTED AND CONCISE Client friendly reporting that delivers value is concise and clear, providing an answer to the clients’ marketing issues. It contains: 1. 2. 3. 4.
Elevator speech One page executive summary 15-25 page document Extensive appendices Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
ELEVATOR SPEECH Can you tell your client in 30 seconds: 1. What issue you are addressing? 2. What your current hypothesis (the answer) is? 3. What your next steps are?
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
ELEVATOR SPEECH Best Case Example New Product Test Answer: Launch!
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
15
SYNTHESIS, NOT SUMMARY SUMMARY My knee, car and wallet were all damaged recently
FACTS I broke my knee A burglar knocked in my car window I got a speeding =cket
SYNTHESIS I’ve been living dangerously
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
FOCUS ON OUTPUTS, NOT INPUTS As legendary Harvard Business School marketing professor Ted Levitt put it:
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
EXECUTIVE SUMMARY [Elevator Speech...........
1. One page!
.......................................
2. Starts with elevator speech
...............................] This is the answer because: 1. _______________ 2. _______________
3. Gives 2-5 key reasons why
3. _______________
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
CONCISE REPORT COVER PAGE
EXECUTIVE SUMMARY A. B. C.
BACKGROUND
POINT A • 1 • 2 • 3
CHART 1
CHART 2
CHART 3
POINT B • 4 • 5 • 6
CHART 4
CHART 5
CHART 6
POINT C • 7 • 8 • 9
CHART 7
CHART 8
CHART 9
OTHER FINDINGS • 10. • 11. • 12.
CHART 10
CHART 11
CHART 12
NEXT STEPS
20 Pages!
APPENDIX
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
THE PYRAMID PRINCIPLE • Barbara Minto’s Pyramid Principle: Logic in Writing, Thinking and Problem Solving • Used extensively in professional service firms • “The technique is most useful for those people in an organization who must write long analytical documents, on the basis of which other people must make decisions.” Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
Less is More: Delivering Value (Not Just Reams of Data) From Your Research 1. Clients are not happy! 2. Reporting is too long and not solution focused. 3. We need solution oriented, concise reports! Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
Thank you
Mike Sherman
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
Q&A
Mike Sherman Sevendots
Sue York The Future Place
Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011
USE MARKET RESEARCH TO DELIVER VALUE Leverage Research Uncertainty Avoid doing research here
? Use Judgement Value Mike Sherman, Sevendots, Hong Kong
NewMR New Approaches to Presenting Data, June 23, 2011
Focus your research here!
Thank you
Mike Sherman
[email protected] [email protected] Mike Sherman, Sevendots, Hong Kong NewMR New Approaches to Presenting Data, June 23, 2011