Market research is a valuable tool for any business, but its findings can be complex and hard to understand for non-technical stakeholders. How can you present your data and insights in a clear and engaging way that drives action and decision making? Here are some tips to help you communicate market research findings effectively.
Before you start preparing your report or presentation, think about who your audience is and what they need to know. What are their goals, challenges, and expectations? What level of detail and technicality do they prefer? How do they like to receive information: visually, verbally, or numerically? Tailor your content and tone to match their needs and interests, and avoid jargon, acronyms, and irrelevant details.
Don't just dump data and charts on your audience. Instead, craft a compelling story that connects the dots and shows the value of your research. Start with a clear and concise summary of your main findings and recommendations, then explain how you reached them and why they matter. Use examples, anecdotes, and quotes to illustrate your points and make them more memorable. Use a logical and coherent structure that guides your audience through your story, and highlight the key takeaways and action steps.
Keep it simple, have a clear core message in mind and then build your story around that core message - imagine shooting a blockbuster movie, where the hero saves the day and falls in love - now build the "character development" and "dialogue" through visuals and so when you present your research, your data becomes an engaging story
Market research tells a tale. Start by laying out key findings and recommendations. Then detail the process and reasoning behind them. Engage with anecdotes, examples, and important quotes. Maintain a logical flow, keeping your audience on the journey. Highlight essential takeaways. It's not just data, it’s your story.
Visuals can help you convey complex information in a simple and appealing way. Use graphs, charts, tables, maps, icons, and images to illustrate your data and insights, and make sure they are clear, accurate, and consistent. Use colors, labels, and captions to highlight the most important data points and trends, and avoid clutter and confusion. Choose the right type of visual for your data: for example, use pie charts to show proportions, bar charts to show comparisons, and line charts to show changes over time.
Don't overwhelm your audience with too much information or too many numbers. Instead, simplify and clarify your data and insights, and focus on the most relevant and meaningful ones. Use simple and direct language, and avoid long and complex sentences. Use bullet points, headings, and subheadings to organize your content and make it easier to scan. Use numbers sparingly, and round them up or down to make them more digestible. Use percentages, ratios, and averages to show comparisons and relationships. Explain what your data means and why it matters, and avoid making assumptions or jumping to conclusions.
Don't just talk at your audience, but invite them to participate and share their feedback. Ask questions, solicit opinions, and encourage discussion. Use polls, quizzes, games, or exercises to make your presentation more interactive and fun. Use humor, emotion, and empathy to connect with your audience and build rapport. Use gestures, eye contact, and voice modulation to enhance your delivery and keep your audience's attention. Provide handouts, summaries, or follow-up emails to reinforce your message and provide additional resources.
As a market researcher, you’re not paid to: - Conduct brand health trackers - Analyse 1,000 rows of data You are paid to help people make decisions. This means you need to: 1. Understand your business 2. Be Opinionated 3. Have curiosity 4. Treat a report like a communication method 5. Be a teacher 6. Simplify things 7. Always ask why 8. Think what your competitor Insight person would do 9. Have business objectives rather than research workstreams 10. Be the voice of your customers You are not simply there to 'run projects'.