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Testing and Refining Ideas

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Testing and Refining Ideas

Doing the research and analyzing the data is important, but how well you communicate those findings is critical. This module is all about equipping you to implement a plan to make sure that the way you communicate your market research is worthy of all the work that went into gathering and analyzing it. In this module, you will use proven methods for developing research-based recommendations, testing and refining your ideas before you create your presentation. You will be able to apply storytelling strategies to increase your impact. You will be able to select the best methods to deliver findings and choose the appropriate data visualization techniques for various situations and kinds of data. You will also be able to recognize the drawbacks of poor data visualization and make sure you are presenting your data and market research to help clients and stakeholders make marketing decisions that will solve the business problem and lead to success.

Research Report: Delivering Insights

Universidad de California, Davis

Curso 4 de 4 en investigación de mercado Programa Especializado

You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision? In this course, you will discuss how to incorporate a story in your marketing presentation to help you capture the attention and gain support of stakeholders and business leaders. You will choose the most effective analytical method for delivering your insights and the best presentation method for your given audience. You will incorporate data visualization best practices and use tips and tricks when presenting to your various levels of decision makers and stakeholders.

Destrezas que aprenderás

Digital Marketing, Market Impact, Data Analysis, market insights, Marketing Intelligence

Impartido por:

Robin Boyar
Founder, thinktank research & strategy
Ashwin Aravindakshan, PhD
Associate Professor, Graduate School of Management

Transcripción

After you have spent a significant amount of time with a research project,

you'll inevitably begin to construct ideas about what recommendations to provide and

how to best present the insights that you've derived.

But before you make your big, final presentation or

deliver that big research report, you want to test and refine your ideas.

Getting feedback and hearing other points of view can help identify areas where

your ideas can use some refining or

discover flaws in your recommendations and analysis.

So for example, once you started drafting your recommendations how do you test them?

Well there are a number of ways that you can test them.

The first thing that you should do is understand

the needs of who your audience is and what they want.

Now, sometimes it can be as simple as just going to them hopefully before you've

fielded the research and say, what do you want to get out of this?

Sometimes what I do with clients is I will literally present to them

sort of mock findings.

So for example to to say, okay you really want to know X percentage or

interested in this product and the key features are A, B and C and

the way to market it is through the brand attributes of X, Y and Z.

Now if they say yes, that's exactly what I'm looking for,

then you obviously need to include those types of questions in your research.

And then you can just present the findings in the format that your client requested.

That's the easiest way to do it.

But again, that entails you having some amount of foresight about

what your client wants before you've done the research.

Now just imagine, for example, that you haven't necessarily done that.

The other thing that you can do is talk to some of your other colleagues if you do

have colleagues on a project and share your research findings with them.

This is something that I used to do quite frequently when I worked at a large video

games company.

I had a team of five and we would often report to executives.

But before we ever developed any presentation that would go to

the executives, as a team we would sit down and go through the findings.

And invariably there would be something that I would have overlooked that one of

my colleagues would have pointed out was really important.

And then we would revise that presentation until we felt like, wow.

Okay, this is really encapsulating what we think this exact audience needs.

Now, let's talk again about your audience or

it may be your end users, your internal clients, your external clients.

This is where you really want to work together as a partnership.

So another thing that I do is I'll often send either a top line report or

a short summary of the findings.

And again, not very long, could be a page or two,

it could be those aforementioned ten or so recommendations and say,

hey this is what we're working on for the report, is this what you are looking for?

Now sometimes, it is.

Sometimes, it's not.

But that's okay because you'd much rather get that negative

feedback before you are sitting in a room with them presenting the final findings.

So always think about doing some sort of, I like to call it a draft review or

an interim finding report, to check in with these respective

audiences to make sure that you're on target with what they're looking for.

The other thing that you can do which is very helpful,

is just give it to somebody that doesn't have a lot of context of the business.

Now again, you may be under confidentiality aspects or

you may not be able to share with particular external audiences.

So you have to be very careful about this.

But, for example in my business I have an editor who doesn't work in technology.

But she always reads all of our reports and if she doesn't understand something,

she'll come back to me and say, I don't get this, what does this mean?

And she's kind of what we like to call a layman.

She's not in the business but she can provide some insights to

make sure whether or not I'm being clear and concise about those findings.

Now again, you have to be recognizant if there are any confidentiality

aspects or if people don't want the research shared to people.

But sometimes it can be a simple as just

talking to an intern that's on your team or somebody who's

you're working with that doesn't have day-to-day knowledge with the research.

Again, it's all about being clear and concise, and if a quote unquote layman or

someone who's not familiar with your business can understand the findings,

then that's a good indication that the findings are going to be clear.

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