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The future of research reporting – A client-side perspective

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Recent studies conducted by NewMR have indicated the quality gap in perceptions between market research report creators vs. end users. This session builds on those learnings by exploring what is important to end users of research deliverables. What do clients value in reporting and deliverables, what are the key challenges to overcome? How do we better understand stakeholders and their needs? And finally, what implications does all this have for the creators of market research reports and deliverables in agency teams?

This presentation forms part of the online Festival of NewMR webinar series. Presented by Emma Gillingham from Meat & Livestock, Australia.

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The future of research reporting – A client-side perspective

  1. 1. The Festival of NewMR, March 2020 The Festival of NewMR, March 2020 The future of research reporting: A client-side perspective Emma Gillingham – Consumer Insights Manager Meat & Livestock Australia ADD SOME IMAGERY HERE OR SPEAKER PHOTO
  2. 2. The Festival of NewMR, March 2020 Sponsors Gold Silver The Festival of NewMR, March 2020
  3. 3. The Festival of NewMR, March 2020 Overview 1.  The current situation 2.  Why this is an issue 3.  The challenge 4.  The solution
  4. 4. The Festival of NewMR, March 2020 The current situation: Expectation vs. Reality Source: NewMR, Creating Better Research Reports, April 2019
  5. 5. The Festival of NewMR, March 2020 It is better to give than to receive Quality of most recent report - % Agreeing Source: NewMR, Creating Better Research Reports, April 2019
  6. 6. The Festival of NewMR, March 2020 What were the poor points of the reports? Lack of insights, actionable recommendations & business focus Too long Too boring. Not engaging enough. Not visual enough. Not deep enough. Source: NewMR, Creating Better Research Reports, April 2019
  7. 7. The Festival of NewMR, March 2020 Why is this an issue? Stakeholders are time poor and likely to lose engagement if reports don’t get across the point clearly & concisely Communication of research results is becoming increasingly visual which (if done well) can maximise the impact of research & insights as well as increase their usage Increasingly users of research are often not researchers, and have access to lots of data, so need to understand the key points easily & how the information fits in TL ; DR
  8. 8. The Festival of NewMR, March 2020 You probably won’t remember this… Hermann Ebbinghaus – The forgetting curve Inkling.com blog
  9. 9. The Festival of NewMR, March 2020 The challenge •  The recruitment challenge •  The time challenge •  The format challenge
  10. 10. The Festival of NewMR, March 2020 The recruitment challenge •  We are not recruiting with the required skillsets •  Does a ‘great analyst’ also possess the relevant ‘data viz’ skills? •  Unicorns don’t exist!
  11. 11. The Festival of NewMR, March 2020 The time challenge •  Deadlines are getting shorter •  It takes longer to produce something different vs. the way it has been done before •  Briefing takes longer to fully understand the problem
  12. 12. The Festival of NewMR, March 2020 The format challenge •  The ‘default’ formats we deliver in (PPT, Tables, etc.) are becoming less relevant •  Understand your audience –  Who are the end users? •  Likely multiple formats for different stakeholders •  Shareability beyond the ‘insights’ function
  13. 13. The Festival of NewMR, March 2020 The solution •  Recruit different skillsets •  Partner with your clients •  Rethink the deliverable
  14. 14. The Festival of NewMR, March 2020 Recruit different skillsets
  15. 15. The Festival of NewMR, March 2020 Market researchers ! Data storytellers? (working title) Recruit different skillsets
  16. 16. The Festival of NewMR, March 2020 And while we’re on the subject of storytelling… •  There are a variety of resources available for those looking to improve their skills in this area: https://www.visioncritical.com/blog/ storytelling-with-data https://www.insightsassociation.org/article/ storytelling-market-researchers https://blog.flexmr.net/storytelling-market- research
  17. 17. The Festival of NewMR, March 2020 Partner with your clients •  Well-received reports tend to come from agencies who have developed a partnership approach with their client.
  18. 18. The Festival of NewMR, March 2020 Partner with your clients Importance of the briefing process •  Invest the time upfront to understand the business issue – this may require more time than would typically invested into the briefing process Understand ‘what good looks like’ •  Ask for examples of deliverables that have been well-received. Be open to feedback on reports that have been delivered. Adapt to the audience •  Different clients / sectors / markets may have different deliverable needs. E.g. Govt may require a written report, FMCG likely to be more concise. Importance of the briefing process Understand ‘what good looks like’ Adapt to the audience
  19. 19. The Festival of NewMR, March 2020 Rethink the deliverable •  PowerPoint presentations have their place, as do data tables •  Consider different stakeholders, different needs •  Most impactful reports likely to be a mix of formats •  Think Infographics, Videos, Vox pops, etc.
  20. 20. The Festival of NewMR, March 2020 The future of research reporting – A client side perspective Summary The Challenge The Solution The recruitment challenge Recruit different skillsets The time challenge Partner with your clients The format challenge Rethink the deliverable!
  21. 21. The Festival of NewMR, March 2020 Q & A Emma Gillingham Meat & Livestock Australia Sue York NewMR
  22. 22. The Festival of NewMR, March 2020 Sponsors Gold Silver The Festival of NewMR, March 2020

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