Mike sherman and neil gains main stage - 2011

Main
Stage,
November
3,
2011

Less is More: Delivering Value (Not Just
Reams of Data) From Your Research
Mike Sherman, SingTel &
Neil Gains, Tapestry Works
A
Presenta*on
from
the
Fes*val
of
NewMR
Main
Stage
–

November
3,
2011

Mike Sherman, SingTel; Neil Gains, Tapestry Works; Singapore
Festival of NewMR 2011 - Session 2 Schedule: 3:30am – 5:30am (GMT)
Less is More: Delivering Value
(Not Just Reams of Data)
From Your Research
Mike Sherman & Neil Gains

Less is More: Delivering Value
(Not Just Reams of
Data) From Your Research
1.  Clients are not happy!
2.  Reporting is too long and not solution
focused.
3.  We need solution oriented, concise
reports!

How useful is the information?
CEOS DON’T VALUE
MARKET RESEARCH
Finance and
Accounting
Marketing
Information
Services
Human Resources
Market Research
Not very Very
1 2 3 54

CLIENTS WERE NOT
HAPPY !
Source:
Research
World,
April
2005,
pages
13-‐14

Asked in 2005 whether she is happy
with the quality of reporting,
Marjolein Van Nieuwkasteele,
(former) chief of Global Marketing
Management at Philips Electronics,
answers with a blunt:
“No”.

CLIENTS ARE STILL
NOT HAPPY !
Source:
ESMOAR
Global
Market
Research
2011,
page
36

“We don’t want suppliers coming in
and telling a story in 120 slides, but
it still happens. We need to go from
‘what’ to ‘so what’.”
Tom Wilms, Royal Grolsch (SAB Miller Group)

Less is More
1.  Clients are not happy!
2.  Reporting is too long and not solution
focused.
3.  We need solution oriented, concise
reports!

3 BAD (BUT COMMON)
EXAMPLES
1.  The “War and Peace Report”
2.  The Data Drop Report
3.  The Agatha Christie Report

“Many researchers are
still uncomfortable with
providing clear, concise
recommendations.”
- Marjolein Van Nieuwkasteele
Source:
Research
World,
April
2005,
pages
13-‐14

SOLUTION ORIENTED
AND CONCISE
1.  Elevator speech
2.  One page executive summary
3.  15-25 page document
4.  Extensive appendices

ELEVATOR SPEECH
In 30 seconds:
1.  What issue are you
addressing?
2.  What is your current
hypothesis?
3.  What are your next steps?

ELEVATOR SPEECH
Best Case Example
New Product Test
Answer: Launch!
15

SYNTHESIS, NOT
SUMMARY
SYNTHESIS

I’ve
been
living

dangerously

FACTS

I
broke
my
knee

A
burglar
knocked
in
my

car
window

I
got
a
speeding
=cket

SUMMARY

My
knee,
car
and
wallet

were
all
damaged

recently

FOCUS ON OUTPUTS,
NOT INPUTS

EXECUTIVE SUMMARY
1.  One page!
2.  Starts with
elevator speech
3.  Gives 2-5 key
reasons why
[Elevator
Speech...........

.......................................

...............................]
This
is
the

answer
because:

1.
_______________

2.
_______________

3.
_______________

CONCISE REPORT
POINT
A

• 1

• 2

• 3

POINT
B

• 4

• 5

• 6

POINT
C

• 7

• 8

• 9

OTHER
FINDINGS

• 10.

• 11.

• 12.

BACKGROUND
COVER
PAGE

EXECUTIVE
SUMMARY

A.

B.

C.

CHART
2
CHART
3
CHART
1

CHART
5
CHART
6
CHART
4

CHART
8
CHART
9
CHART
7

CHART
11
CHART
12
CHART
10

NEXT
STEPS
APPENDIX

20
Pages!

Thank you
Mike Sherman Neil Gains

Q & A
Sue
York

The
Future
Place

Mike
Sherman

SingTel

Neil
Gains

Tapestry
Works

Leverage
Research
Use
Judgement
Uncertainty
Value
?
USE MARKET RESEARCH
TO DELIVER VALUE
Focus your
research
here!
Avoid doing
research
here

Thank you
Mike Sherman
MSherman@SingTel.com
Neil Gains
neil@tapestryworks.asia

Mike sherman and neil gains main stage - 2011

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