How to Present Your Market Research

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  • + anisarkar07 anisarkar07 2 months ago
    wil any one tel me how 2 download these ppt
  • + mdraznin Michael D 6 months ago
    I really found this presentation informative and interesting. is it possible to receive a copy of the ppt file or to make it downloadable? I’d like to be able to reference it as i create future presentations with data. if so, please email me at michaeldraznin@yahoo.com
    many thanks,
    michael
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How to Present Your Market Research - Presentation Transcript

  1. How to Present Your Market Research: Make Your Data Have an Impact! Meredith Abreu Ressi, Vice President of Research Manhattan Research [email_address]
    • Understanding Your Audience
    • Telling Your Story Effectively
    • …So What?
  2. Understanding Your Audience : What Do They Want Out of the Presentation?
    • How much do they care about the methodology?
    • What is the attention span of this audience?
  3. How much does your audience care about methodology? If “not much” … How many consumers were surveyed? The survey included 4,000 U.S. adults (age 18 and over). How was the survey conducted? The survey was conducted using an in-depth random-digit–dial (RDD) telephone interview. When was the survey fielded? The Cybercitizen Health © v6.0 survey was fielded in September-October of 2006. How do the consumers surveyed compare to the overall consumer population? The resulting data is weighted and benchmarked to age, gender, education and region from the latest U.S. Census Bureau normative data. Cybercitizen ® Health v6.0 Methodology
  4. How much does your audience care about methodology? If “a lot” …
    • Fielding Methodology
    • Fielding conducted between September and November 2006.
    • Calls completed using a CATI (computer assisted telephone interviewing) system during weekday evenings and on weekends.
    • The study was presented to potential respondents as “a national survey on behalf of Manhattan Research, a market research firm in conjunction with Dr. Sands of Harvard Medical School regarding the use of Internet, email, and other communication tools that consumers are using or plan to use in the future.”
    • Respondents were further assured that “We are gathering information regardless of whether or not you use these services. Our purpose is only to gather opinions. Your personal information will never be shared with or disclosed to a third party.”
    •  
    • Sampling
    • Detailed interviews were conducted with 4,000 U.S. adults age 18 or older, including a random-digit-dial sample of 3,700 and a boosted sample of 300 cancer patients.
    • In total, 72,232 telephone numbers were dialed to complete 3,700 random-digit dial (RDD) interviews. Up to 10 callbacks were attempted at each number.
    • The survey response rate for this sample (completed interviews divided by completions plus refusals) was 16.1%.
    • Quotas were set and monitored by region, age, gender and ethnicity during the data collection phase to minimize the weighting impact and improve the “efficiency” of data weighting. Weighting “efficiency” measured 78%.
    • The sample is pulled from GENESYS  RDD Residential Database.
    • For the cancer sample boost, 5,551 numbers were dialed using a sample list of cancer patients diagnosed within the past two years to yield 300 additional interviews. The survey response rate for cancer sample boost was 12.4%.
    •  
    •   Data Weighting
    • Consistent with prior Cybercitizen® Health surveys, the population universe is U.S. adults age 18 and older that currently reside in households. In July, 2006 the U.S. Census Bureau reported an estimate of 220.4 million adults in the “civilian, non-institutional” population.
    • The survey data were weighted by the following factors to compensate for response bias relative to population norms collected by the U.S. Bureau of the Census:
      • Region (4 Census Regions)
      • Gender
      • Age (3 age brackets: 18-34, 35-54, 55 or older)
      • Educational attainment (3 brackets: high school or less, some college, college graduate)
      • Race and Hispanic origin
      • Incidence of Cancer (to account for oversampling Cancer patients )
    •  
    Cybercitizen ® Health v6.0 Methodology
  5. What is the Attention Span of Your Audience?
  6. Guidelines for Attention Span Management
    • Scheduling the Presentation
      • Formal presentations should be approximately 40 minutes long with 10 minutes for Q&A at the end (assume you will start 5-10 minutes late)
    • How Many Slides?
      • 1-2 minutes per slide for a formal presentation
      • 2-3 minutes per slide for an interactive presentation
    • Understanding Your Audience
    • Telling Your Story Effectively
    • …So What?
  7. Create Your Story First Online Characteristics Health Info Seeking Online Health Info Seeking Caregivers Chronic Conditions Medication Profile & DTC Online Disease Info-seeking
    • Location
    • Hours Spent
    • Home/Work
    • Started Using
    • Connection
    • Speed
    • Importance
    • Sources
    • Satisfaction
    • Activities
    • Websites
    • Before/After Rx Use
    • Receive Rx
    • Compliance
    • Offline Srce
    • Likeliness
    • Types of Info
    • Conditions
    • Sites Booked
    • Frequency
    • % of Time
    • Search Engs
    • Registration
    • Follow up
    • Surveys
    • Weblogs
    • Relationship
    • Hrs/Week
    • Tasks
    • Actions
    • Forward Info
    • Household
    • Status
    • Type of Cond
    • Activities
    • Doctor Visits
    • PCP vs Spec
    • Options
    • Management
    • Health Info
    • 2 nd Opinions
    • Rx Medicine
    • # Medicines
    • % Learning
    • Frequency
    • Compliance
    • Programs
    • Coupons
    • Brand Rx
    • Generic Rx
    • Requests
    • Reason Req
    • Site Activity
    • Why Visit?
    • Who For?
    • Participation
    • Actions After
    • Interactivity
    • Personalizing
    • Interest
    • Future Int
    Pharmaceutical Info Online Health Insurance Health Plan Websites Physician Websites Health & E-Commerce Attitudes & Concerns Wireless Internet
    • Activities
    • When
    • Product.com
    • Searches
    • Trust Level
    • Sites/Portals
    • Corp. Sites
    • Weblogs
    • Info Sought
    • Destinations
    • Current Cvg
    • Rx Drug Plan
    • PBMS
    • PBM Name
    • Medicare
    • Medicaid
    • Activities
    • Insurance
    • Interest
    • Future Int
    • Use of Site
    • Interest
    • Email
    • Type of Com
    • Recommend
    • Other Sites
    • Activities
    • Time Spent
    • Rx Orders
    • User of Rx
    • Refills Online
    • Reason
    • Method Used
    • Origins of Rx
    • Satisfaction
    • Credible Info
    • Brand Switch
    • Helpfulness
    • Advertising
    • Belief in Info
    • Concerns
    • Awareness
    • Laws
    • Privacy
    • Access
    • Portables
    • Palm Pilots
    • Interest
    • Future Int?
  8. Create Your Story First Online Access & Tech Adoption Health Info Seeking Online Health Info Seeking Caregivers Chronic Conditions Medication Profile & DTC Online Disease Info-seeking
    • Location
    • Hours Spent
    • Home/Work
    • Started Using
    • Connection
    • Speed
    • Blogs, Podcasting, Wikis
    • Social Networking
    • PDA/iPod/DVR
    • Importance
    • Sources
    • Satisfaction
    • Activities
    • Websites
    • Before/After Rx Use
    • Receive Rx
    • Compliance
    • Offline Sources
    • Likeliness
    • Types of Info
    • Conditions
    • Sites Booked
    • Frequency
    • % of Time
    • Search Engs
    • Registration
    • Follow up
    • Surveys
    • Weblogs
    • Relationship
    • Hrs/Week
    • Tasks
    • Actions
    • Forward Info
    • Household
    • Status
    • Type of Cond
    • Activities
    • Doctor Visits
    • PCP vs Spec
    • Options
    • Management
    • Health Info
    • 2 nd Opinions
    • Rx Medicine
    • # Medicines
    • % Learning
    • Frequency
    • Compliance
    • Programs
    • Coupons
    • Brand Rx
    • Generic Rx
    • Requests
    • Reason Req
    • Site Activity
    • Why Visit?
    • Who For?
    • Participation
    • Actions After
    • Interactivity
    • Personalizing
    • Interest
    • Future Int
    Pharmaceutical Info Online Health Insurance Health Plan Websites Physician Websites Health & E-Commerce Attitudes & Concerns Wireless Internet
    • Activities
    • When
    • Product.com
    • Searches
    • Trust Level
    • Sites/Portals
    • Corp. Sites
    • Weblogs
    • Info Sought
    • Destinations
    • Current Cvg
    • Rx Drug Plan
    • PBMS
    • PBM Name
    • Medicare
    • Medicaid
    • Activities
    • Insurance
    • Interest
    • Future Int
    • Use of Site
    • Interest
    • Email
    • Type of Com
    • Recommend
    • Other Sites
    • Activities
    • Time Spent
    • Rx Orders
    • User of Rx
    • Refills Online
    • Reason
    • Method Used
    • Origins of Rx
    • Satisfaction
    • Credible Info
    • Brand Switch
    • Helpfulness
    • Advertising
    • Belief in Info
    • Concerns
    • Awareness
    • Laws
    • Privacy
    • Access
    • Portables
    • Palm Pilots
    • Interest
    • Future Int?
  9. Storyboarding Your Presentation Tech and Internet Adoption Metrics Internet is bigger than you think Health Information Seeking Is your target audience more reliant on Internet than their doctor? Pharma Info Seeking How does your target group prefer to research pharma info? Key Takeaways What does this mean for your marketing plan?
  10. Throw Out Outliers (To Your Story, That Is!) Tech and Internet Adoption Metrics Internet is bigger than you think Health Information Seeking Is your target audience more reliant on Internet than their doctor? Pharma Info Seeking How does your target group prefer to research pharma info? Key Takeaways What does this mean for your marketing plan? Electronic Medical Records? Caregiving Trends? Drug Coverage? Health E-Commerce?
  11. Explain Bases! 79% of Consumers Turn to Source A after Seeing a Pharmaceutical Advertisement
  12. Explain Bases! Well, Actually… Source: Cybercitizen ® Health v6.0 Sample Data Only Among the one-third of US Adults who have researched pharmaceutical information online… … Three-quarters recall seeing a DTC ad… … 60% of those with DTC recall took action after seeing an ad… … Half of those who took action went online for more information… … and 79% of those who went online for more information used Source A….
  13. Explain Bases! Well, Actually… … and 79% of those who went online for more information used Source A…. Source: Cybercitizen ® Health v6.0 Sample Data Only Among the one-third of US Adults who have researched pharmaceutical information online… … Three-quarters recall seeing a DTC ad… … 60% of those with DTC recall took action after seeing an ad… … Half of those who took action went online for more information… About 7% of all U.S. Adults
  14. Choose the Right Chart for the Job Which of the following sources have you used when researching pharmaceutical information online? (Select all that apply) Source: Cybercitizen ® Health v6.0 Sample Data Only Among eHealth Consumers
  15. Choose the Right Chart for the Job Which of the following sources have you used when researching pharmaceutical information online? (Select all that apply) Source: Cybercitizen ® Health v6.0 Sample Data Only Among eHealth Consumers
  16. Choose the Right Chart for the Job Type of Data Chart Trends Over Time
    • Line Chart
    • Vertical Bar Chart
    Distribution of Responses (if responses are unique, add up to 100%)
    • Pie Chart
    • Stacked Bar Chart
    Distribution of Responses (If responses are not unique)
    • Horizontal Bar Chart
    • Vertical Bar Chart
  17. Avoiding “TMI” Source: Taking the Pulse ® Europe v6.0 Clinical Information Sources by Frequency among European Physicians; Online Journals and Online News Are Key Drivers of Internet Use Sample Data Only Among all Practicing Physicians Daily Weekly Monthly Yearly Never Any In person pharma sales rep 16% 34% 22% 10% 6% 94% Electronic detailing programs 1% 4% 5% 3% 85% 15% Offline conferences/congresses 2% 7% 31% 46% 15% 85% Online conferences/congresses 1% 6% 21% 26% 43% 57% Offline professional journals 17% 39% 28% 8% 10% 90% Online professional journals 9% 30% 24% 12% 23% 77% Offline Medical Education 6% 17% 40% 22% 14% 86% Online Medical Education 3% 17% 30% 19% 28% 72% Medical info from TV or newspaper 24% 35% 20% 9% 15% 85% Medical info from online news source 18% 29% 21% 19% 16% 84% Medical references and textbooks 22% 42% 23% 8% 4% 96% Online medical reference textbooks 11% 35% 28% 11% 17% 83% Info from consulting colleagues 26% 31% 25% 9% 8% 92% Info from online message boards, ‘blogs,’ or chat rooms 12% 17% 21% 12% 36% 64%
  18. Avoiding “TMI” … Less is More Percent of European Physicians Conducting Each Activity Online vs. Offline = Source: Taking the Pulse ® Europe v6.0 Sample Data Only
  19. Other Common Pitfalls – Go Easy on the Laser Pointer!
  20. Other Common Pitfalls – Reading Bulletpoints
    • It’s not very exciting
    • To watch someone read
    • Bullet points to an audience
    • Understanding Your Audience
    • Telling Your Story Effectively
    • …So What?
  21. Leave Your Audience with a “So What”
    • Some ideas…
          • 5 Key Takeaways
          • Summary of each section
          • One page handout of key findings
          • Action plan
          • Next Steps
  22. So What’s My “So What”? A Data Presentation Checklist
    • Understanding Your Audience
    • How much do they care about the methodology?
    • What is the attention span of the audience?
    • Telling Your Story Effectively
    • Create Your Story First
    • Throw Out Outliers (to Your Story, That Is)
    • Explain bases! (so you’re not misquoted!)
    • Choose the Right Chart for the Job
    • Avoiding “TMI”
    • Don’t go crazy with the laser pointer
    • Avoid reading bullet points
    • So What?
    • Leave the audience with a conclusion – the “so what” they should take away from the presentation.
  23. How to Present Your Market Research: Make Your Data Have an Impact! Meredith Abreu Ressi, Vice President of Research Manhattan Research [email_address]

+ manhattanresearchmanhattanresearch, 10 months ago

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VP of Research Meredith Abreu Ressi gives tips and more

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