For almost a decade now, I have been part of Marketing research fraternity I have seen good presentations to surprisingly bad presentations. I have met truly inspiring researchers and researchers’ who have no clue about almost everything.
Here are my two cents of what I found common amongst good researchers and bad researchers across multiple cultures and countries.
|Good Researcher||Bad Researcher|
|Presentation||A good researcher presents a story. A story with twists and turns, actions & corrections and jaw dropping functional pointers. While he is talking you feel like your imagination is ignited and you land up on ideas which can be a landmark achievement for your CVHis Motto: Inspire||A Bad researcher presents numbers, percentages, ratios, values, and much more. While he is talking you feel like you are back in your statistics class. You loose the context and start to look for cappuccino His Motto: Convince the client or confuse him|
|Insights||he will bring forward insights not only from data but from the environment around him / her. He will connects the dots for you. From Brands, to media to culture. He presents one customer and his many shadesHis Motto: Discover||He will present you data in isolation. One focused angle of your Customer.His Motto: Cover the brief (only)|
|Business||He understands business are dictated by internal plans and external competition. He tries to address both of them in liaison with you through the information he hasHis Motto: Functional||He believes he should focus only on the datasets at hand and later on the client should be the one who connects the dotsHis Motto: Data is the king|
|Brainstorming Sessions||He will sit with client teams and understand their needs, their key questions, their key barriers etc. He will brain storm about his own presentation, data sets and findings. He will try and push himself and he will also push the clients with the aim to think hard and come up with tighter, more defined action oriented insightsHis Motto: Research is a paper without action||His Question: brainstorming with clients, why?|
|Heated Argument||He doesn’t sell and/or buy bull sh***. He will take a stance where he should and similarly will listen when he should. He is not there to sell or defend his data, he is there to help client understand the potential weaknesses & threats for clients’ brand His Motto: May Logic Prevail||He defends the data, the perspective shifts towards the data methodology instead of insight implications|
I am an insight-a-holic. And like all others marketing researchers I suffer from occasional heartbreaks when no one else can see what I can so I continuously work on improving my presentation skills, decision buy-in processes, and I try to keep on writing about insights that are or that will be driving our business strategy. Why dont you help me out, let me know about your ideas here, at twitter or at linkedin.