John Clay - Festival of NewMR - 2010
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John Clay's presentation to the Festival of NewMR 2010
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John Clay - Festival of NewMR - 2010
- 1. John Clay Festival of NEWMR December 8th 2010 Why are market researchers so !x!?ing bad at communicating research and insights? Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:32pm to 12:59pm (New York/EST)
- 2. ANALYSISEXPRESSION STABILITY DRIVE I need to look inside your mind Prism creates a map which illustrates how a person is likely to behave in different situations Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 3. Supportive, caring, patient, understanding, sensitive, likeable, unassuming Flexible, multi tasking, energetic, persuasive, gregarious, innovative, enthusiastic Decisive, self starting, competitive, ambitious, results driven, excels when challenged, determined Quality focussed, attentive to detail, thorough, guarded, well organised, analytical, careful ,slow, ANALYSIS EXPRESSION STABILITY DRIVE Each segment has certain dominant characteristics Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 4. Our hero: market researcher Here’s Steve Quality Planning and detail Logical analysis Accurate records Looking for errors Quiet isolation Measurement tools Proving a point What turns him on? Not being rushed ANALYSIS Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 5. The client: sales director Here’s Dick DRIVE Indecision Bureaucracy Slow pace Excuses Irrelevant information Irresponsibility Lack of initiative Overly sensitive people He hates: Long explanations Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 6. The client: marketing manager Here’s Pippa EXPRESSION Routine Boredom Narrow-mindedness Confinement Lots of details Structure Schedules Being unpopular She hates: Slow pace Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 7. Tell a simple story with pictures 3 key aspects of communication design SIMPLICITY A STORY IMAGERY Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 8. Simplicity “A designer knows he has achieved perfection not when there is nothing to add, but when there is nothing else to take away “ - Antoine De Saint-Exupery “Simplicity is the ultimate sophistication” - Da Vinci or Jobs? Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 9. Simplicity: why is it important? Remember Dick? He can be domineering, demanding, pushy, argumentative and a poor listener He needs information as brief and to the point as possible. Avoid any more detail than he needs to know Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 10. Place numbers into a context so people understand what they mean Simplify complex information Wrong Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 11. You have to master the art of exclusion Getting to the core of your communication Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 12. Structure your research findings around a central story or idea to create cohesion. Then support key ideas with detail The Story Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 13. Don’t bury the lead Journalists in the American Civil War learnt to get all the important information at the front of their messages due to the unreliable nature of the military telegraph Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 14. Dopamine aids memory Why is the story approach so important? Acts as a mental post-it note Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 15. #UKSNOW The current adverse weather in the UK is reported in the media using real-life stories to add context, not just data Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 16. Tools I use to create the key ideas and story: A one hour presentation takes around 30 hours of prep time! The MOST important tool I use:Iphone camera + EVERNOTE WHITEBOARD Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 17. Remember Pippa? IMAGES: why they are important? She is creative, innovative, enthusiastic and spontaneous She needs a visual and unstructured environment to function. Her brain thinks laterally yet she has little tolerance for tedious detail Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 18. We have far better recall for visual information Recall 10 % 35 % 65 %Source: Najjar, LJ (1998) Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 19. Picture superiority effect Pictures are remembered better than words, especially when people are casually exposed to the information for a limited time Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 20. Let’s recap 1: Steve’s cognitive profile is very different to Dick and Pippa The problem: The solution: 2: Steve turns his audience off because he communicates the research in a way that he would like to see NOT what suits them 1: We need to identify the core story or idea in our research findings then provide contextual evidence 2: We need to tell visually engaging and simple stories to get across the research message Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)
- 21. Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST) Q & A John Clay and Zoe Dowling
- 22. More information useful resources http://beyondbulletpoints.com/ www.i-render.net/2010/05/50-examples-of-data-visualization- and-infographics/ www.edwardtufte.com Www.heathbrothers.com www.garrreynolds.com/ www.presentationmagazine.com Www.mashable.com/2007/05/15/16-awesome-data- visualization-tools/ http://www.presentationzen.com/ www.prism-profiling.com http://www.connecttoyourpotential.com/prism-behaviour- profiling.html http://www.brainrules.net/ http://jessedesjardins.com/ www.about.me/johnclay Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)