The “so what?” test for clients: the art of a meaningful presentation

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2. Suz Allen, Campbell Arnott’s, Australia
Festival of NewMR 2013 – Training Day
The “so what?” test for clients:
the art of a meaningful presentation
Suz Allen
Campbell Arnott’s,
Snr Program Manager Sensory &
Consumer Science, Asia Pacific

3. Suz Allen, Campbell Arnott’s, Australia
Festival of NewMR 2013 – Training Day
Let’s walk in each other’s shoes…
The Client: “I want to look good! The more senior
people in the room the more nervous I feel. I want them
there, but if the supplier stuffs up – the senior
management pin it on me not the supplier – after all, it
was my decision to choose the supplier! Didn’t I look at
the presentation, didn’t I guide them? If this goes pear-
shaped, I’m going to look like a goose!”
Some snippets from the Net…
The Supplier: “I really need to demonstrate all the
grueling hours of analysis I have done. I know a lot of it isn’t
showing anything new, but I really want my client to know
how much effort I’ve put in. I know I’ve got almost 100 slides,
but it shows I’ve left no stone unturned for them. If I just
show a few slides they’ll think it isn’t value for money or that I
just pulled it together in a few hours rather than a few weeks.”

4. Suz Allen, Campbell Arnott’s, Australia
Festival of NewMR 2013 – Training Day
Hygiene Factors – operating discipline
Timings:
Don’t be late and if
you are, make sure
you phone
Get to the
presentation at least
15 minutes early to
set up
Know how long you
have to present and
stick to it
Equipment:
Are you using your own
equipment or are you
relying on the client’s?
Have a checklist
(projector, screen,
extension cord, spare
lamp etc.)
Don’t be surprised if your
equipment fails – be
prepared!
Multimedia:
Select presentation
equipment that gets the job
done
Don’t go overboard on
animations and slide
transitions.
Multimedia loses it’s allure
if it doesn’t run effectively
• Save time for some questions & think ahead what they
might be
• Get all your ducks in a row – that means practice!

5. Suz Allen, Campbell Arnott’s, Australia
Festival of NewMR 2013 – Training Day
Credibility – question & hypothesise
Credibility of the information is paramount.
Your client needs to have the confidence that
the research analysis has been done well.
Remember your clients are going to make
business decisions based on your work!
Question & hypothesise throughout the whole
research process – stretch your client’s minds!
Be across the detail
Don’t let someone present who didn’t work on
the project
Don’t let a junior present without prior
agreement
Tell the truth!
If you’re not ready to present – negotiate
with your client

6. Suz Allen, Campbell Arnott’s, Australia
Festival of NewMR 2013 – Training Day
Partnership or monologue – “involve”
Know your client, not everyone wants the same thing.
The amount of detail and style may depend on the
strategic level of the project (one size does not fit all).
Get your client involved early on:
Don’t be afraid to send through early drafts that are
still work in progress.
Your client is able to offer input to help make the
presentation a success.
Send the final presentation back to your client so there
are NO SURPRISES!
Understand your audience:
You need to understand who’s attending
Will there be any hidden agendas or politics?
Ask your clients for feedback for next time

7. Suz Allen, Campbell Arnott’s, Australia
Festival of NewMR 2013 – Training Day
Clarity of thoughts – solutions focus!
Market research is conducted with a specific objective in mind! Have
you actually answered the objectives?
Be logical and be clear with your message
Keep your slides short and succinct
Get to the point and highlight what is important
Balancing the amount of days analysing to
the amount of time crafting your main
message (don’t still be working on the
recommendation in the taxi on the way to
your client’s office)
Present only what the client needs to make a
decision. Don’t inundate your client with
data just to prove you’ve worked hard!
What value are you creating with your
presentation?

8. Suz Allen, Campbell Arnott’s, Australia
Festival of NewMR 2013 – Training Day
Tell a story – inspire!
There is a difference between a presentation and a report
As researchers it can be a challenge not to show all the detail
– realise you need to know the detail behind the scenes but
prevent the “show-up and throw-up” presentation
Tell a story! Think of the presentation as a story and sketch
out the narrative
Be conversational and be a real person (be natural)
Deliver – don’t read! It’s not a bed-time story to put us to
sleep!
Be flexible – look and listen to your audience (verbal & non-
verbal cues). If interest flags, move on. If they’re ready to
wrap up then finish!
Be careful of jargon

9. Suz Allen, Campbell Arnott’s, Australia
Festival of NewMR 2013 – Training Day
Usability – the “so what!” test
The ultimate objective
of research is to help
your client make a
decision!
Research is a tool
your client uses to
help them make a
decision – it’s not the
decision.
It’s important to work
with your client to
understand the
overall business
scenario as you make
your
recommendation.
Don’t leave a client with a
deck that they have to
work out afterwards what
the answer was – have a
clear recommendation.
Have an executive
summary in a reporting
style that can be shared
with senior management.
Have a call to action.
Clients need to understand
the recommendation, what
should be changed/done,
and what the risks and
trade-offs are of any
decisions.

10. Suz Allen, Campbell Arnott’s, Australia
Festival of NewMR 2013 – Training Day
THANK YOU
Suz Allen
Campbell Arnott’s,
Snr Program Manager Sensory & Consumer
Science, Asia Pacific
Suz_allen@arnotts.com
+61 437 396 986

11. Suz Allen, Campbell Arnott’s, Australia
Festival of NewMR 2013 – Training Day
Q & A
Sue York Suz Allen
Campbell Arnott’s