Why are market researchers so bad at presenting data?
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Why are market researchers so bad at presenting data?
- 1. John Clay BIG Forum 7th December 2010
- 2. What is best practice when presenting market research findings? E.G project management, ongoing communications, putting research in context E.G method of communicating, report structure and content
- 3. I need to look inside your mind STABILITY DRIVE EXPRESSION ANALYSIS Prism creates a map which illustrates how a person is likely to behave in different situations
- 4. Each segment has certain dominant characteristics Flexible, multi tasking, energetic, persuasive, EXPRESSION gregarious, innovative, enthusiastic Supportive, caring, patient, understanding, STABILITY sensitive, likeable, unassuming Decisive, self starting, competitive, ambitious, DRIVE results driven, excels when challenged, determined Quality focussed, attentive to detail, ANALYSIS thorough, guarded, well organised, analytical, careful ,slow,
- 5. ANALYSIS Our hero: market researcher Here’s Steve What turns him on? Quality Planning and detail Logical analysis Accurate records Looking for errors Quiet isolation Measurement tools Proving a point Not being rushed
- 6. DRIVE The client: sales director Here’s Dick He hates: Indecision Bureaucracy Slow pace Excuses Irrelevant information Irresponsibility Lack of initiative Overly sensitive people Long explanations
- 7. EXPRESSION The client: marketing manager Here’s Pippa She hates: Routine Boredom Narrow-mindedness Confinement Lots of details Structure Schedules Being unpopular Slow pace
- 8. 3 key aspects of communication design SIMPLICITY IMAGERY A STORY Tell a simple story with pictures
- 9. Simplicity “Simplicity is the ultimate sophistication” - Da Vinci or Jobs? “A designer knows he has achieved perfection not when there is nothing to add, but when there is nothing else to take away “ - Antoine De Saint-Exupery
- 10. Simplicity: why is it important? Remember Dick? He can be domineering, demanding, pushy, argumentative and a poor listener He needs information as brief and to the point as possible. Avoid any more detail than he needs to know
- 11. Simplify complex information Place numbers into a Wrong context so people understand what they mean
- 12. Infographics
- 13. Lawrence Lessig Dick Hardt Identity 2.0
- 14. Getting to the core of your communication You have to master the art of exclusion
- 15. The Story Structure your research findings around a central story or idea to create cohesion. Then support key ideas with detail
- 16. Don’t bury the lead Journalists in the American Civil War learnt to get all the important information at the front of their messages due to the unreliable nature of the military telegraph
- 17. Why is the story approach so important? Dopamine aids memory Acts as a mental post-it note
- 18. #UKSNOW The current adverse weather in the UK is reported in the media using real-life stories to add context, not just data
- 19. Tools I use to create the key ideas and story: WHITEBOARD Iphone camera + EVERNOTE The MOST important tool I use: A one hour presentation takes around 30 hours of prep time!
- 20. IMAGES: why they are important? Remember Pippa? She is creative, innovative, enthusiastic and spontaneous She needs a visual and unstructured environment to function. Her brain thinks laterally yet she has little tolerance for tedious detail
- 21. We have far better recall for visual information Recall 10% 35% 65% Source: Najjar, LJ (1998)
- 22. Picture superiority effect Pictures are remembered better than words, especially when people are casually exposed to the information for a limited time
- 24. Animation to emphasise the point
- 27. Let’s recap 1: Steve’s cognitive profile is very different to Dick and Pippa 2: Steve turns his audience off because he communicates the research in a way that he would like to see NOT what suits them 1: We need to identify the core story or idea in our research findings then provide contextual evidence 2: We need to tell visually engaging and simple stories to get across the research message
- 28. More information useful resources http://beyondbulletpoints.com/ www.i-render.net/2010/05/50-examples-of-data- visualization-and-infographics/ www.edwardtufte.com Www.heathbrothers.com www.garrreynolds.com/ www.presentationmagazine.com Www.mashable.com/2007/05/15/16-awesome-data- visualization-tools/ http://www.presentationzen.com/ www.prism-profiling.com http://www.connecttoyourpotential.com/prism-behaviour- www.about.me/johnclay profiling.html http://www.brainrules.net/ http://www.lessig.org/ http://identity20.com/media/OSCON2005/ http://jessedesjardins.com/
- 29. Prezi
- 30. Rsa Animate
Editor's Notes
- Delighted to be speaking at this truly unique event Royal Leamington Spa In EnglandContext : My background is from both the client and agency sideFrom the very positive response to my submission and the subsequent voting it would seem that I am not alone in my thinking. There is a real danger of chancing too many nice and shiny new methodologies and techniques when the real focus can be on something that wouldn't take a lot to fix and improve. So actually NEWMR in this instance is just really old MR principles dusted down and given a fresh perspective and focus. We have to ask the question. If we arent very good at it then why have we failed? I will come onto this but my belief is that the way that this is something that can be easily addressed
- I want to dive right in to explain the basis of my argument. To do this I want to use a neuroscience technique called Prism. Prism is designed to identify the behavioural preferences that directly relate to personal relationships and work performance. PRISM provides a holistic view of personality and behaviourThe colours refer to the four quadrants of your brain; your behaviour will reflect a preference and tendency to use particular neural pathways in the different parts of the brain, each of which is responsible for different aspects of behaviour. At the highest level: Left hemisphere - Red and Gold preferences reflect how you behave when engaged in a task and/or under pressure. Right hemisphereGreen and Blue reflect your behaviour in social settings and in establishing rapport with others
- Based on completing a number of questions in a behaviour inventory the Prism process produces a map of behaviour and helps an employee learn about behaviour preferences. So what is also does in then benchmark your profile against a particular job role to determine if there is a suitable fit to that role I want to take 3 of these segments and use them to describe my point in the context of todays presentation. So if we leave the Stability segment to one side I want to focus on 3 segments. Expression, Drive and Analysis. At its simplest level I have made the following assumptions Analysis = typical profile of someone who works in the market research industry. Expression and Drive fit very well with profiles of our clients whom are the recipients of the research findings and information we are providing.
- Likes accuracy, precision and detail. Diligent and process oriented, sequential and linear.
- I have some very clear examples of this type of person from my career. Kicked- around the room by someone like this quite recently. They have very short attention spans and are very good at cutting out superfluous informationThese people need to be tweeted information
- So we have our hero Steve the researcher with a specific behavioural profile based on detail , and method and process , and we have Dick and Pippa again with very different profiles and we need to communicate our research findings
- 3 key aspects of communication design to speak to our clients in the most effective way. 1: Simplicity = Not dumbing down it is about prioritising and making a clear statement of intentions . It is about focusing on a key theme, something we will come onto. 2: Imagery = Because of how the brain processes information, we are much more effective at remembering pictures than words. 3: A STORY = A story provides the emotional hook to aid memory. It adds context to the data.
- The presentation secrets of Steve JobsLexical density.... Jobs speaks simply , less abstract and fewer words. The lexical density is calculated by look at lexical words (the so-called content or information-carrying words) and, (2) function words (those words which bind together a text) within the word classes of English.
- He wants data to speak for itself with as little ornamentation as possible. Tufte says that good design has two key elements: “Graphical elegance is often found in simplicity of design and complexity of data”Wants to let the data speak for itself. http://www.edwardtufte.com/tufte/
- Lawrence Lessig Harvard Law ProfessorOne or 2 words per slide
- This is what we mean by being simple. Getting to the core of the idea. Stripping it down to its most critical essenceBe a merciless editor - This can be really painful as the researcher is very close to the data . He sees the value in all the information. There is a real tendency to gravitate towards complexity. Remember Steve likes details and we have to detach ourselves from this.
- Facts are meaningless without a contextual storyNancy Duarte (slide:ology: The Art and Science of Creating Great Presentations ) recommends 90 hours to create an hour long presentation. 1/3 of the time spent thinking, crafting, prioritising 1/3 time spent on charts1.3 time spent on Rehearsing.
- Reporters are trained to start their stories with the most important information Inverted PyramidA possibly apocryphal source of this technique came from the American civil war. Finding the Core and writing the lead in the research findings involves forced prioritisation.
- Our brains don't really pay attention to boring things. If the brain recognises emotionally competent stimulus Amygdala releases dopamine to aid memory and information processing. And acts as a mental post-it note. Regardless of who you are, the brain pays a great deal of attention to these questions: Can I eat it? Will it eat me? Can I mate with it? Will it mate with me? Have I seen it before? This type of information has greatly aided our evolution. Dopamine is a dominant hormone in the Pippa group.
- SO they will talk about the data such as the record temperatures-20.1C (-4F) Braemar-17.9C (-0.5F) Leeming-17C (1F) Aberdeen-13C (9F) Manchester-10C (14F) Glasgow-5C (23F) LondonThe midwives being taken to work in a tractor,In Hampshire, a mother walked through a blizzard - wearing only her pyjamas - to get to hospital to give birth to twins. Angela Mahon told the Portsmouth News: "I thought we weren't going to make it. I was so scared.Construction workers came to the rescue of a group of swans at a lake in Wallasey, Merseyside. The birds became trapped when ice froze around them, but builders used a mechanical digger to help the RSPCA free themFlight arriving into Gatwick - Jennie Chapman, in Northamptonshire, told the BBC she was desperately hoping her sister's flight would arrive on time at Gatwick on Saturday morning. "She is flying in from Texas to give me some of her white blood cells. Three years ago she saved my life by giving me her bone marrow. Unfortunately my non-Hodgkins lymphoma has returned." These stories make it all real and add context
- Go off-lineNeed to practiceIts important to review the objectives and with those in mind look at what the key themes in the data are. Combination of old and new techniques
- People talk about being visual. Pippa is more so than others.
- We are trying to make what we say memorableWe want people to remember the messages you are telling. The key findings that will make the project a success. Reading is very inefficient - Our brain sees words as lots of tiny pictures, and we have to identify certain features in the letters to be able to read them. That takes time. Market researchers everywhere need to know about the inefficiency of text-based information and the incredible effects of images.
- The key message – The computer is thin! In the adverts that is the main point that is always mentioned. The picture superiority effect says that pictures are remembered better than words, especially when people are casually exposed to the information and the exposure is for a very limited time. The effect is strongest when the pictures represent common, concrete things compared to more abstract ideas.
- PechaKucha Night was devised in Tokyo in February 2003 as an event for young designers to meet, network, and show their work in public.It has turned into a massive celebration, with events happening in hundreds of cities around the world, inspiring creatives worldwide. Drawing its name from the Japanese term for the sound of "chit chat", it rests on a presentation format that is based on a simple idea: 20 images x 20 seconds. It's a format that makes presentations concise, and keeps things moving at a rapid pace.
- RSA Animate
- www.presentationzen.com