Know what they want • Asking the right questions • Understanding their business • Importance of the kick-off session(s) Set expectations of research • What the research will provide • Goals of the research • Who’s part of the process Know your audience • Who’s going to see the research • Presentation audience • CEO vs Marketing Manager
Makes it easy to follow along • Helps drive home the key points • Easier to consume Gives structure to data • Not just an information dump • Adds an extra layer • Intended to better explain data Adds value • More thought is involved • Looks better
Simplicity is key • Simple means it will get read • More complex the worse • Few points per slide Visual is better • More compelling and engaging • People will pay more attention • It’s easier to consume Simplify stats • Keep it as simple as needed • Use the least complex techniques • Show answers, strip out stats / charts • No stats jargon. Scares clients.
Make sense of the data • Anyone can run numbers / quote • This is where you add value • Strategic thinking Implications on the business • Shows that you understand problems and business • Opportunities with research • Working with client • Relationship building Providing the client the next steps • Don’t have to be objective • Going beyond the insight • Include actions items
Audience:MarketersWant:Make a connection / have marketing resonate more withDigital Mothers.Methodology:Quantitative Survey n=500Qualitative In-depth Interviews n=10