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
Emma Gillingham – Consumer Insights Manager
Meat & Livestock Australia
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Overview
1. The current situation
2. Why this is an issue
3. The challenge
4. The solution

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The current situation: Expectation vs. Reality
Source: NewMR, Creating Better Research Reports, April 2019

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It is better to give than to receive
Quality of most recent report - % Agreeing
Source: NewMR, Creating Better Research Reports, April 2019

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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

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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

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You probably won’t remember this…
Hermann Ebbinghaus – The forgetting curve
Inkling.com blog

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The challenge
• The recruitment challenge
• The time challenge
• The format challenge

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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!

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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

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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

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The solution
• Recruit different skillsets
• Partner with your clients
• Rethink the deliverable

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Recruit different skillsets

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Market researchers ! Data
storytellers?
(working title)
Recruit different skillsets

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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

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Partner with your clients
• Well-received
reports tend to
come from agencies
who have developed
a partnership
approach with their
client.

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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

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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.

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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!

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Q & A
Emma Gillingham
Meat & Livestock Australia
Sue York
NewMR

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Sponsors
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The Festival of NewMR, March 2020