The document discusses why marketing research studies often end up on shelves unused. It suggests that this is because researchers focus on generating insights rather than insights that lead to decisions. It then provides tips for presenting research findings to clients based on their level of knowledge about the problem and consensus around potential solutions. Researchers are advised to provide clear recommendations, details to increase knowledge, and methods for building consensus among decision makers.

1. CustomerTrendswithAyeshaSaeed
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Why MR studies end up on Shelves?
2013: The biggest concern marketing researchers has it to
generate insights that leads to decisions

2. CustomerTrendswithAyeshaSaeed
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Ever wondered Why???

3. CustomerTrendswithAyeshaSaeed
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coz we have been selling
not
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4. CustomerTrendswithAyeshaSaeed
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Sell
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5. CustomerTrendswithAyeshaSaeed
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𝐶𝑜𝑛𝑓𝑖𝑑𝑒𝑛𝑐𝑒 𝑖𝑛 𝑎 𝐷𝑒𝑐𝑖𝑠𝑖𝑜𝑛 =
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6. CustomerTrendswithAyeshaSaeed
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How?
Stop looking at
me, THINK

7. CustomerTrendswithAyeshaSaeed
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Divide Your Client into a Decision Grid of knowledge
and Goal Consensus

8. CustomerTrendswithAyeshaSaeed
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Low Knowledge, High
Consensus
High Knowledge, High
Consensus
Low Knowledge, Low
Consensus
High Knowledge, Low
Consensus
Decision
Making
Knowledge
Consensus
Low High
LowHigh

9. CustomerTrendswithAyeshaSaeed
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Low Knowledge, Low Consensus
This clients/user is not sure about the research
problem, neither about the solution
How To Tackle:
1. Discuss Impact of top three decisions
2. Give Details, details and details about the top
options
3. Conduct a mini survey in meeting about the
possible decision before and after your
presentation - See if there is knowledge about the
product
4. Now after knowledge there might be disagreement
to Goal Consensus. Refer to slide about Absence of
Direction [optional]

10. CustomerTrendswithAyeshaSaeed
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High Knowledge, high Consensus:
This clients/user knows what he wants to do. They
might have additional budget. So consider this as a
bonus to achieve your targets
How To Tackle:
1. Understand why they are so sure about the
decision, and suggest the same
2. If your findings suggest, that this decision is
incorrect. Then refer to any of the top three slides
based on your situation assessment

11. CustomerTrendswithAyeshaSaeed
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Low Knowledge, High Consensus
The client knows a little about the impact of the
Decision, but have an internal consensus about it
How To Tackle:
1. Discuss their hypothesis. Discuss its impact, and
rationalize the way forward
2. If you are hypothesis testing proves hypothesis is
invalid. Suggest the alternate. Rationalize
3. This might lead to less consensus on the decision.
Refer to the Absence of Direction slide [Optional]
4. Conduct a mini survey in meeting about the
possible decision before and after your
presentation – See if there is consensus

12. CustomerTrendswithAyeshaSaeed
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High Knowledge, Low Consensus
The client have too many or too less decision makers
hence there is an absence of direction
How To Tackle:
1. Provide a Clear Decision
2. Rationalize
3. Ask Questions before presentation investigating
about points of difference. Elaborate those in the
discussions
4. Conduct a mini survey in meeting about the
possible decision before and after your
presentation – See if there is consensus

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