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?

Understanding Your Audience

Telling Your Story Effectively

…So What?

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?

How much do they care about the methodology?

What is the attention span of this audience?

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

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

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 )

What is the Attention Span of Your Audience?

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

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?

Understanding Your Audience

Telling Your Story Effectively

…So What?

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?

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

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?

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?

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

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?

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?

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?

Explain Bases! 79% of Consumers Turn to Source A after Seeing a Pharmaceutical Advertisement

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….

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

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

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

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

Line Chart

Vertical Bar Chart

Pie Chart

Stacked Bar Chart

Horizontal Bar Chart

Vertical Bar Chart

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%

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

Other Common Pitfalls – Go Easy on the Laser Pointer!

Other Common Pitfalls – Reading Bulletpoints It’s not very exciting To watch someone read Bullet points to an audience

It’s not very exciting

To watch someone read

Bullet points to an audience

Understanding Your Audience Telling Your Story Effectively …So What?

Understanding Your Audience

Telling Your Story Effectively

…So What?

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

Some ideas…

5 Key Takeaways

Summary of each section

One page handout of key findings

Action plan

Next Steps

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.

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.

How to Present Your Market Research: Make Your Data Have an Impact! Meredith Abreu Ressi, Vice President of Research Manhattan Research [email_address]