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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
The	Festival	of	NewMR,	March	2020	
Sponsors	
Gold	
Silver	
	
	
The	Festival	of	NewMR,	March	2020
The	Festival	of	NewMR,	March	2020	
Overview	
1.  The	current	situation	
2.  Why	this	is	an	issue			
3.  The	challenge		
4.  The	solution
The	Festival	of	NewMR,	March	2020	
The	current	situation:	Expectation	vs.	Reality	
Source:	NewMR,	Creating	Better	Research	Reports,	April	2019
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
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
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
The	Festival	of	NewMR,	March	2020	
You	probably	won’t	remember	this…		
Hermann	Ebbinghaus	–	The	forgetting	curve	
Inkling.com	blog
The	Festival	of	NewMR,	March	2020	
The	challenge		
•  The	recruitment	challenge		
•  The	time	challenge		
•  The	format	challenge
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!
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
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
The	Festival	of	NewMR,	March	2020	
The	solution		
•  Recruit	different	skillsets		
•  Partner	with	your	clients		
•  Rethink	the	deliverable
The	Festival	of	NewMR,	March	2020	
Recruit	different	skillsets
The	Festival	of	NewMR,	March	2020	
Market	researchers	!	Data	
storytellers?		
		 																														(working	title)		
Recruit	different	skillsets
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
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.
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
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.
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!
The	Festival	of	NewMR,	March	2020	
Q & A
Emma	Gillingham	
Meat	&	Livestock	Australia	
	
Sue	York	
NewMR
The	Festival	of	NewMR,	March	2020	
Sponsors	
Gold	
Silver	
	
	
The	Festival	of	NewMR,	March	2020

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