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How to use Think, Feel, Do! to improve reports & presentations

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In this webinar Ray Poynter shares how you can improve your reports and presentations by focusing on ”Think, Feel, Do!”

What do we mean by ‘Improve’? We mean creating reports and presentations that result in action.

Yes, you want to use storytelling. Yes, you want to be visual. And yes, you want to create engagement. But, these three are a means to an end, and the end we are focusing on is whether your report or presentation makes it more likely that action will follow.

This webinar is a part of a series we will be producing with Ray that focuses on ‘How to …’.

Published in: Education
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How to use Think, Feel, Do! to improve reports & presentations

  1. 1. How to use Think, Feel, Do! to improve your reports & presenta:ons Ray Poynter The Future Place September 2018 How to use ‘Think, Feel, Do!’ Ray Poynter – September 2018
  2. 2. Gold NewMR 2018 Sponsors CommunicaFon Silver Please thank our sponsors by visiFng their websites
  3. 3. Too many presentaFons and reports are boring The old way Delivering the data
  4. 4. We want to create acFon & change. We want people to ‘Do’ something aLer receiving the message. The new way Delivering AcFon
  5. 5. The difference between means and ends Means Engagement Storytelling VisualisaFon Ends AcFon We should make presentaFons and reports more engaging. But the reason we do it is to achieve real results.
  6. 6. Do! Think Feel We combine Think (the facts) with Feel (the emoFonal message), to create the Do! (the acFons we want to happen).
  7. 7. Do! •  Launch the product •  Choose opFon A •  Address customer dissaFsfacFon with check-in •  Do more research •  Cancel the project •  Keep doing exactly what you are doing … There are many different types of ‘Do!’ – they depend on the situaFon. But, there should always be a ‘Do!’.
  8. 8. Finding the Do! Business QuesFon Business Context Your data and analysis To find the Do! we combine three elements: 1 your data & analysis, 2 the business context & knowledge, 3 the Business QuesFon.
  9. 9. Finding the Do! Business QuesFon Business Context Your data and analysis Not viable If you ignore the business context, your recommendaFons are likely to be ‘Not Viable’.
  10. 10. Finding the Do! Business QuesFon Business Context Your data and analysis MR not needed For some business quesFons, market research is not needed. We must recognise this, there are many ways to answer quesFons.
  11. 11. Finding the Do! Business QuesFon Business Context Your data and analysis Irrelevant An answer that ignores the business quesFon is ‘Irrelevant’.
  12. 12. Finding the Do! Business QuesFon Business Context Your data and analysis Do! The ‘Do!’ is at the intersecFon of the business quesFon, your data & analysis, and the wider business context and knowledge.
  13. 13. Changing Behaviour is Hard From Behavioural Economics, we know changing behaviour is hard. The ‘facts’ do not oLen change behaviour.
  14. 14. Changing Behaviour Behavioural Economics talks about the rider (the raFonal brain) and the elephant (the emoFonal and automaFc system).
  15. 15. Changing Behaviour Inform the rider (Think) We share the facts with the rider – this is the think process.
  16. 16. Changing Behaviour Mo:vate the elephant (Feel) We moFvate the elephant, we communicate at the emoFonal level, we want the audience to feel that what we are saying is right.
  17. 17. Changing Behaviour Shape the path (Do!) We shape the path, to make it easier to do the right thing, to help ensure the Do! Happens.
  18. 18. The Think Your data and analysis The Think process does not start with your data and analysis.
  19. 19. The Think Business QuesFon Start with the Business QuesFon. What does the business need to do aLer it has answered the quesFon?
  20. 20. The Think Business QuesFon Business Context Consider the business context, for example what informaFon already exists.
  21. 21. The Think Business QuesFon Business Context Your data and analysis Conduct your analysis to find the Do! The Do! Is based on the facts.
  22. 22. The Think Business QuesFon Business Context Your data and analysis You use Think to Find the Do! Do!
  23. 23. The Report / Presenta:on Shape the path (Do!) The report / presentaFon combines Think & Feel to create the Do! Mo:vate the elephant (Feel) Inform the rider (Think)
  24. 24. The Do! Rests on the Feel Do! Feel Think The think tells the researcher what is needed. The Feel is what changes the beliefs / behaviours.
  25. 25. Example – USA Movie Popcorn Center for Science in the Public Interest (CSPI) In 1994 it revealed Medium bag of popcorn = 37 grams saturated fat USDA (United Stated Department for Agriculture) Recommended maximum = 20 grams Made to SFck – Chip and Dan Heath Example of Feel. 1994 study of USA popcorn found it had 37 grams of fat. But the recommended amount is 20 grams.
  26. 26. Example – USA Movie Popcorn Center for Science in the Public Interest (CSPI) In 1994 it revealed Medium bag of popcorn = 37 grams saturated fat USDA (United Stated Department for Agriculture) Recommended maximum = 20 grams The Do! ? Persuade people to eat less popcorn. But the Think (the data) does not use ‘Feel’. 20 37 0 20 40 Grams Fat US D.A. Popcorn
  27. 27. Using ‘Feel’ = 37 grams + + One bag of popcorn has the same saturated fat as three unhealthy meals. So, don’t eat a bag of popcorn. 37 grams
  28. 28. From Think to Feel •  Study data è narraFve flow A narraFve flow provides a direcFon. From a start to a middle to the conclusion.
  29. 29. From Think to Feel •  Study data è narraFve flow •  All the data è just the relevant story More evidence does not make something more believable. Choose the best way to convey the story and use emoFons.
  30. 30. From Think to Feel •  Study data è narraFve flow •  All the data è just the relevant story •  Tables è customer stories Move from data to illustraFng what it tells us about customers. Bring data to life by showing individual cases.
  31. 31. From Think to Feel •  Study data è narraFve flow •  All the data è just the relevant story •  Tables è customer stories •  Tables è illustraFons Images, charts, cartoons, infographics can convey emoFonal messages more powerfully than paragraphs and tables.
  32. 32. From Think to Feel •  Study data è narraFve flow •  All the data è just the relevant story •  Tables è customer stories •  Tables è illustraFons •  ReporFng è persuading ReporFng has no soul. ‘Persuading’ focuses on trying to get people to do the Do!
  33. 33. Tip – Collect Examples Collect your personal set of examples to help turn ‘Think’ into ‘Feel’ to create ‘Do!’
  34. 34. Confusing messages
  35. 35. Confusing messages
  36. 36. Illusion
  37. 37. Illusion
  38. 38. Thank You! Follow me Twiner: @RayPoynter LinkedIn: www.linkedin.com/in/raypoynter
  39. 39. Q & A Beny Adamou Research Through Gaming Ray Poynter NewMR Use the Q&A opFon in Zoom to ask your quesFons
  40. 40. Gold NewMR 2018 Sponsors CommunicaFon Silver Please thank our sponsors by visiFng their websites

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