Tag Archives: Consumer insight manager

How to Create Dramatic Marketing Research Presentations

How to Create Dramatic Marketing Research Presentations

Life is about Drama! Didn’t you notice that, yet?

Everyone, from housewife to your client is craving for the ancient human desperation for meaningful story, unadorned truth, and compelling drama, something that can make them shine. And I am sure you noticed it, right? All studies suggest everyone is seeking appreciation through some value additive that only they could manage.

We are in the business of information. Did you notice that Information is simultaneously too much and not enough? You think I am making this up, right? read more about infobesity and here is some more, and even an infographic (happy)

But let me tell you that Information alone can’t reach the hearts and minds of those who can use your research findings. And hence, they have hired you. Not to show the numbers, but to bring meaning & certainty in what they already know.

How? Numbers are numbers

Clients want to see numbers and that’s why they have hired us. Well, that assumption is not true

Bad Marketing research Presentation

Bad Marketing research Presentation – Dilbert

You can do better than that!

Imagine 50,000 people were waiting. Untold thousands would watch online in the hours and days ahead.

He walked onto the dark stage in faded jeans and running shoes. In his right hand was a simple clicker that moved the images behind him as he spoke.

For two hours, the audience laughed, roared and gasped as the unassuming every day man showed them exactly what they wanted. And then gave it to them, in spades.

Steve Jobs knew it was not about the phone, and it never will be. Tim doesn’t know that.

What Did I learn in Advertising

JWT taught me, that an account planner is a magician. Simon Silvestor (from Team YR) made me believe in our power as insight discoverers (here is one of his great articles)….he mastered the art of bringing life to numb numbers.

Please keep this in mind that You are not a number crunching nerd; you my friend are a charmer.

Stop shying away from it. Start to embrace it; every presentation is like your moment to shine bright like a diamond. The sooner you realize your potential the better.

3 untold principles of awesome presentations

 Cover. Discover. Uncover.

Cover your usual technical stuff here. People expect the usual, give it to them.  But for no more than 5 mins and 2 slides

Discover.  Start with your conclusions, not all conclusions. But conclusions that surprised you. You did discover something awesome during the project, right? Talk about it, with passion

Uncover The Impact of your recommendations, sell it to them. Weave your story; let them feel the pain of the problem and the relief of your solution.  If the problem told is unclear, solution proposed will be a failure. So it all boils down to how you have crafted your story.

And do it with Finesse, at that moment no one knows the truth more than you.

The prerequisites

But before you become a charmer, here is your homework

1.)    During Research brief, understand the confidence of client in decisions that this research will help them to take. (here is an infographic, showing why research fails)

2.)    Understand clients’ fears related to that decision. This fear is the preamble of your solution

3.)    Start your ‘while settling the projector’ moments with those fears to re-instate them in the subconscious.

4.)    Lead the discussion, but don’t decide. Let the client anticipate the slide before it comes. That’s the Art.

Rise and Shine

If you have done the needful and proper homework – The moment lights are out in the meeting room, you will Rise and Shine.

Have a bright sunny day.

By the way, you can always share your thoughts with me.  and if you really want to make my day then don’t forget to subscribe to my blog.

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Consumer Insight Manger vs. Research Manager, what is the difference?

I was looking at job boards and questioning myself as to what is the difference between a consumer insight manager and a research manager? Is it more than just a buzz word?

For last so many years I have been juggling with the jobs that handled data. I have been a researcher, a strategic communication planner, and a strategist. Following is my take on jobs as consumer insight manager vs. research manager.

 

Consumer Insight Manager

Research Manager

Qualification

Understanding of research

Understanding of research

Deliverable

Strategic Input (Consultancy)

Research Study (Tool)

Activities & Tasks

Commission researches

Manage clients

Analyze data & its impact on strategic initiative /product /brand / marketing

Manage projects

Negotiate results driven action points with action owners

Analyse results

Understand the impact of actions on consumer

Manage data

Predict trends & align priorities

Improve research methods and techniques

Inspire insight driven innovation

 

Some Examples

A consumer insight manager’s output would be

A research manager’s output would be

JWT intelligence

Brand z

Dictionary of change

Television audience measurement

Experience

Should Understand strategic planning

Should understand the tools & techniques

Should understand basics of project management

Should understand basics of project management

Should understand MR

Should understand MR

Should be capable of combining research & gut

Should be capable of translating research briefs in to profitable research projects

Average Salary (UK)

GBP 53,500 p.a

GBP 40,000 p.a.

 

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Consumer Insight: Sally in Dubai and social media

What Sally (a Filipina Maid) is telling the social media enthusiasts? I just saw an article about a blog by a Filipina maid in the Gulf-news.  

My first question is, is this blog by a maid in Dubai for real? If it is, then it is time to ask the following questions

  • Depth and breadth of social media in UAE – from face book to blogger, how many do we have? What are the numbers? What are they doing? And how can they be accessed & influenced? I compiled some statistics on social media users in UAE but this needs to be updated and expanded.
  •  Work ethics and social media guidelines – This young lady is the first drop of water, now magnify this to the workforce in UAE. Key Question companies need to ask from themselves is when will I be developing my social media usage guidelines, will I be developing them at all? Example of social media guidelines
  •  This Filipina lady is a lesson in blogging – I think copyblogger should present it as a case study; this blog caught the eye of press despite of poor language, no proper training in headline development etc.

Key questions she has asked

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