Market Research Results & Audience Retention: Lather, Rinse, Repeat

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The final presentation, when we deliver market research project results, feels like a huge accomplishment. The project is finally done! Or is it? Alas, our goal is not to deliver the results, it is to …

The final presentation, when we deliver market research project results, feels like a huge accomplishment. The project is finally done! Or is it? Alas, our goal is not to deliver the results, it is to make sure our audience actually uses them.

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  • 1. Market Research Results & Audience Retention: Lather, Rinse, RepeatThe final presentation, when we deliver market research project results, feels like a hugeaccomplishment. The project is finally done! Or is it? Alas, our goal is not to deliver the results,it is to make sure our audience actually uses them.As we consider the audience’s needs, bear in mind learnings from the education and trainingsectors. Sharing MR results is essentially training people to apply new information. What lessonsfrom these other sectors can we apply? • Repetition is important. Just like when we’re teaching kids how to spell, practice makes perfect. The first time people hear information it has a certain amount of impact, but if they hear that information two or three times it greatly improves retention. • Multiple modes are important. We’re more likely to retain information if we read it, hear it, and see it in visual displays like graphs and charts. Better still, if we get to apply it through practice quizzes, role-playing, or other interactive exercise. In contrast, if we only read something, we retain far less.What does this mean? It means we can’t just email out a research report and assume theproject has now been delivered. If we expect people to retain and apply research results, wehave to create a more comprehensive delivery strategy. Presentations, email follow-ups,executive endorsements, podcasts, custom follow-ups, 1:1 briefings, posters, and internal blogsare some of the options that can be combined to make sure we reach our audience multiple timesusing multiple modes. Lather, rinse, repeat.
  • 2. Author Bio:For more expert tips on market research subscribe to Research Rockstars free newsletterat http://www.researchrockstar.com.Free Membership Pass: Get unlimited access to Research Rockstars mini-courses, newsletters, e-books, and RFP templates: http://www.researchrockstar.com/amember/signup.php.Have a market research question? Kathryn Korostoff is president of Research Rockstar, acompany that delivers online and in-person training to busy professionals seeking marketresearch excellence. Kathryn is a market research professional with a special interest in howorganizations acquire, manage, and apply market research. Over the past 20 years, she haspersonally directed more than 600 primary market research projects and published over 100bylined articles in trade magazines. http://twitter.com/ResearchRocks