Mike Sherman


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New  Approaches  to  Presen0ng  Data   June  23,  2011  

Less  is  More:  Delivering  Value  (Not  Just   Reams  of  Data)  From  Your  Research     Mike  Sherman,  Sevendots  

Event  sponsored  by  Somra  MBL  Ltd  

All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informaOon  about  Somra  visit  hPp://www.somra.net/   For  more  informaOon  about  NewMR  events  visit  newmr.org  

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