Tag Archives: good researcher

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.


Good Researcher, Bad Researcher

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 skillsdecision 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