As a consultant, you know how important it is to conduct thorough and relevant research for your clients. But how do you share your findings and insights in a way that is clear, engaging, and actionable? In this article, we will explore some best practices for presenting your research to your clients, from preparing your data to delivering your recommendations.
Before you start crafting your research report or presentation, you need to understand who your audience is and what they expect from you. What are their goals, challenges, and pain points? How familiar are they with your research topic and methods? How do they prefer to receive and process information? By answering these questions, you can tailor your research to their needs, interests, and preferences, and avoid unnecessary jargon, technical details, or assumptions.
Human stories are important to bring alive insights. At @Elevate Insights we make it a practise to share indvidual consumer persona, catgeory journeys along with summary of findings. We often also share video clips and encourage our clients to attend the consumer discussions live! Before actual presentations, we go back to questions raised to us and make sure we are clearly addressing each question. Most importantly, lets not bury them with slides and data; but answer key questions.
The next step is to organize your data in a logical and coherent way. You want to make sure that your research tells a clear and compelling story, with a beginning, a middle, and an end. A common structure for a research report or presentation is to begin with an introduction, providing background and context for your research, as well as summarizing the main findings and recommendations. Next, explain the methods used to collect and analyze data, what tools were used, and any limitations or challenges encountered. Then present the results in a clear and concise way with visual aids. Highlight key patterns, trends, and insights that emerge from your data. Afterwards, interpret and evaluate the results by explaining their implications for the client and addressing any gaps or contradictions in the data. Finally, provide practical and actionable suggestions based on the results and discussion that can help the client achieve their goals or solve their problems.
Organizing Data is the backend work for any consultant. I also follow these steps here while doing my research, but when I present, usually my sequence of slides is a bit different.... -Background, -Insights and/or Results, -Methodology, -Data This is because most of the time my audience is Founders/Marketing Heads and wants to know about what is the crux first. Of course, there are exceptions where clients are more interested in the method first. These are mostly from Financial services or client who have a background in research and data. Therefore, it makes a lot of sense to know who you are presenting to and what is their background.
When you share your research with your clients, you want to use clear and simple language that conveys your message effectively and persuasively. Avoid using complex or obscure words, acronyms, or jargon that might confuse or alienate your audience. Instead, use plain and precise language that is easy to understand and remember. Use short and simple sentences, active and direct voice, and positive and confident tone. Use transitions and signposts to guide your audience through your research, and emphasize the key points and takeaways.
Engaging your clients in a dialogue and inviting their feedback and questions is another way to share your research with them. This can help foster rapport, demonstrate your expertise and credibility, and address any objections they may have. You can do this by asking open-ended questions that prompt them to reflect on or apply your research findings or recommendations, encouraging them to share their experiences, opinions, or perspectives on your research topic or methods, and inviting them to ask you questions or clarify any doubts or misunderstandings they might have about your research. Acknowledge and respond to their comments or queries in a respectful and constructive way to further enhance the dialogue.
Finally, you want to share your research with your clients with confidence and enthusiasm in order to create a positive and lasting impression. To do this, practice your report or presentation beforehand, and be sure to rehearse your key points, transitions, and answers to possible questions. When delivering your research, use a clear and confident voice, eye contact, and body language. Show passion and excitement for the topic, findings, or recommendations and explain why they matter for your client. Lastly, express gratitude for their time, attention, and feedback. Offer to follow up or provide additional support if needed.
One thing i have realized with experience is that we are often very close to the data and findings but the client may be hearing it first time. so some clients may need some time to process information and ask questions. Pre-reads are only helpful in certain cases. For others suggest breaking down the session in 2 parts. discuss findings first and give time and space for discussing business implications in another session - especially if dealing with a startegic topic and senior stakeholders like Founders and CEOs.