Lucy Davison's lecture to the NewMR May 2014 Lecture Series - 5 tips for creating research communications with impact

1. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
5 tips for creating
communications
with impact
Lucy Davison
Keen as Mustard
UK
2014 Platinum Sponsor

2. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Why does this matter?
278 PAGES
GLOBAL DETERGENTS USAGE TRACKER 2010
Wave one, EMEA Q2-Q3 2013
Summary
Research

3. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Q: Brand choice by market, gender, product and region
insecticide use according to market type, gender, product and region Q42010
Source: Q45 Sample size 3,214 including q10, 11, 12, 13
0
20
40 Mortein
Bug clear
Strikeback
Rentokil
Other
other
By different brand purchase triggers across different European
markets Q2010 – q22011
Source: Q13 (brand association).
Base: Those who are aware of the brand: Brand A n=328, Brand B n=405, Brand C n=299, Brand D n=346, Brand E n=324,
Brand – trust
Good value for money
Brand – high quality
Brand for me
Distinctive benefits
Take pleasure in using
Perfect results
No. 1 recommended brand
Highest standard in dishwashing
Cleans toughest stains
Sparkling shine
Results that amaze
Grease-cutting power
Pleasant fragrance
Innovations make a difference
Brand A Brand B Brand C Brand D Brand E
-6
-21
-11
1
11
11
7
55
14
10
-2
14
-10
-21
5
5
1
9
5
2
-1
4
-18
-7
2
17
1
-6
-18
-3
-3
-5
5
-1
6
-1
2
-20
6
6
13
5
-4
-19
15
9
2
19
-2
-14
-14
-9
-54
-19
-18
-20
-26
36
44
-16
7
88
-8
-8
-39
-21
-26
-65
-29
-28
-21
-28
9
92
-23
Question: 15 Base: All Aware of all brands
ValueDelivered
Cost lowlowhigh
high
HIGH
LOW LO
W
HIGH
Rentokil
Bug clear
Strikeback

4. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Research is not driving decisions…

5. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Agenda

6. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
The world is changing
– We expect to be entertained
– We expect things to be accessible
– We expect things to be intuitive and easy

7. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
The internet could be harming the way we
think

8. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
The cognitive limits of our brains
means we filter what we take in

9. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Can we blame Microsoft?

10. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
The rise and rise of data journalism
and infographics

11. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Data journalists visualise in order
to create the story...
Source: Miko Lorenz, 2010
DATA
FILTER
VISUALIZE
STORY

12. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Researchers work differently...
DATA
FILTER
VISUALIZE
STORY

13. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Gorillas in our midst

14. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Spotting the gorilla

15. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
No story, no point

16. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
The process of understanding is not
the same as the process of
communicating

17. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Five things researchers can do
to create better communications

18. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
ONE Know your audience and target
Vera Tsoneva
Research Executive
Eduardo Ricci
CEO
Maria Schneider
Planner
Bill Taylor
Research Director

19. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
ONE Know your audience and target

20. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Presentation slide to one audience

21. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
The same slide to a different audience

22. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
TWO Stick to the story, delete everything
else and avoid ambiguity
WHICH
IS IT?

23. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Stick to the story, delete everything
else and avoid ambiguity

24. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Stick to the story

25. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Same story in a presentation

26. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Booklet

27. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
HTML email

28. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Microsite

29. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
THREE Work like a communication agency
– use a brief

30. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Work like a
communication
agency

31. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
FOUR Manage time

32. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
FIVE Get professional help!

33. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Creating research communications with
impact
5 things:
1. Target
2. Stick to the story
3. Use a comms brief
4. Manage time
5. Get help!
1 thing above all: Spot the Gorilla/Story

34. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
THANK YOU
2014 Platinum Sponsor
Lucy Davison
Keen as Mustard
UK

35. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
The Sponsors for this Event
If you are interested in sponsoring a future NewMR event
Email Michele.Poynter@TheFuturePlace.com
2014 Platinum Sponsor

36. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014
Q & A
Ray Poynter
The Future Place
2014 Platinum Sponsor
Lucy Davison
Keen as Mustard

37. Lucy Davison, Keen as Mustard, UK
NewMR Lecture Series May 2014