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A short course in Market Research with Ray Poynter
(English language)
Lesson 1 Thursday, 3 July • Introduction • The context for market research • Communicating results
@RayPoynter [email protected]
Agenda
Announcements and schedule
Chapter 1 – Introduction
Chapter 2 – The context for market research
Short break
Chapter 13 – Communicating results
With Thanks To
Mr Shigeru (Shiggy) Kishikawa
Ms Tomoko Yoshida
Mr Masafumi Ushido
JMRX
Dates and Modules
Thu 3 July
Introduction The context for market research Communicating results
Tue 8 July Quantitative research Writing questionnaires
Thu 10 July Qualitative research Analysing qualitative data
Tue 15 July Major applications of research Mobile market research
Thu 17 July
Emerging research methods Communities Social media research
Tue 22 July
Fri 25 July?
How to analyse quantitative data Quantitative analysis techniques Pricing research
Thu 24 July
B2B (business to business) International research Political polling
Tue 29 July
Research ethics, Guidelines and laws Current areas of sensitivity Questions from new researchers
Introduction
The course – 8 lessons, each 2 hours
ESOMAR – Who is aware?
– Who is a member?
The book ‘Answers to .Contemporary Market Research Questions’
The team who produced the book
The Project Team
What is Market Research?
• Focus on the core not the boundaries.
• Help businesses or organisations make better decisions.
• By supplying them with information about people. – Typically customers, or potential customers
• Or, advice based on that information
Marketing Research
For 99% of market researchers there is NO difference between
– Market research
– Marketing research
Who are the Key players?
• Customers/stakeholders
• Internal clients
• Insight managers / client-side researchers
• Agencies / research vendors
• Fieldwork companies
• Interviewers
• Recruiters
• Data processing agencies
• Providers of reports and graphics
• Focus group facilities
• Platform providers
• Software providers
• Coding, transcription, & translation services
• Other
Key Points of Client/Agency Tension
1. Reliability of the research
2. Speed / timing
3. Budget
4. Context
Key approach: Regular and transparent discussions
Scoping/Designing Research Projects
1. Business objectives
2. Research objectives
3. Research methods
4. Details and logistics
5. The project
6. Analysis -> Findings -> Insight
Insight?
Lots of definitions
Some people use it for anything discovered
Some use it for anything the client says is an insight
My suggestion:
– Something that provides a generalizable understanding
– Something that supports action
The Penny Farthing
Why was the wheel so big on the Penny Farthing?
Penny Farthing – Finding the Insight
Standard wheel diameter 0.7m Penny farthing, 1.5m
Circumference = diameter * π Assume π = 3 Top speed of 100 rotations per minute 0.7 * 3 = 2.1m per revolution 100 revolutions per minute = 6,000 revolutions Which equates to just under 13 KM per hour (about 8mph) 1.5 * 3 = 4.5m per revolution Which equates to about 27 KM per hour (about 17mph)
Wheels go bigger to go faster, because the human was the limiting factor. When the link between leg speed and wheel rotation speed was broken (gears) The big wheel was removed.
What is MR’s Relationship with Other Sources of Insight?
• Management consultants
• Business Intelligence
• Web analytics and SEO
• Customer feedback management
• Social media listening
• Big data
• Other
Why do we have Codes and Ethics?
To maximise self-regulation
To help buyers tell the difference between good and bad research
To offer reassurance to potential respondents/participants
To guide researchers towards good practice
The Quizes
• The quizzes are mostly to check the communication.
• If the communication has been clear
– Most students should score 100% or close to 100%.
• If people do not score 100%
– We will try to explain the material in a different way.
• Take Quiz 01, Part A (and then a short break)
Part B
Any questions before we re-start?
COMMUNICATION Part B
What are clients looking for from a presentation?
• Clients think suppliers are
– Good at conducting research
– Not so good at presenting the outcomes
• Separate the analysis from the presentation
• A story, not a waterfall
• Think like a journalist
• Engage the audience – be compelling
What is action?
We want our research to result in action
• This can include: – Proceeding with confidence
– Proceeding with caution
– Changing direction
– Pausing the project for more information
– Cancelling the project
• Action means being used – It means NOT being ignored, NOT left of the shelf,
NOT being dismissed
Keys to Success in Communication
• Link the results to the business needs
• Understand how the research will be used
– Once or ongoing?
– What are the deliverables?
• Find out who the audience are
– Find out what they like and what they don’t like
– Will it meet their needs
4 Cs and an E
• Concise – as short and as clear as possible
• Clarity – let the story come through clearly
• Consistency – no conflicting messages
• Credibility – this is usually an MR strength
• Emotion – connect with the audience at an emotional level
– Humans are not thinking machines with emotions, we are emotional machines that can think
Creating the Emotional Connection
The connection comes from you, not from showing numbers
Include information from the perspective of individual customers
Draw on information from other projects – Avoid silos
Include opinion – Include emotional words like love, hate, feel,
enjoy, reject
– Minimise words like mean, standard deviation, sub-groups etc
Communication Methods
The standards – PowerPoint, Word, email
– You have to be good at all of these
Newer options – Dashboards
– Virtual meetings
– Video
Consider how the client will access it – By smartphone, with or without internet,
in what languages?
The Structure of a Report
1. Start with a contents and executive summary
– So people can find what they want/need
2. Check the research objectives, state them, and show how you met them.
3. The methodology and sample section are for researchers, so write them so they are useful to researchers.
4. However, check if the client has a preferred (or compulsory) style for reports
Designing a presentation
1. How long (in minutes) do you have?
2. What type of research is it (concept tests and segmentation studies differ)?
3. What type of message (good news is quicker)?
4. Is the presentation the main deliverable?
5. Formal presentation or workshop?
6. On screen or on paper?
7. Specific client requirements?
Pitching is different to a debrief
Is different to teaching!
Do you speak the same language?
But, for me
Japan, China, France, Italy etc
More words.
Give people two chances to understand
Tables, Graphs, Infographics
Coal
Oil
Deaths rate by watts produced From Seth Godin
Nuclear
Tables, Graphs, Infographics
Images can be clearer
– But they contain less information
– You need to make the trade-off
Tables usually have too much information to be processed live
– But are good as a reference
Charts should be simple, conveying a message
Infographics need to be immediately useful
Tips for Great Delivery
Know you material
Practice your presentation
Watch videos of yourself
Attend courses, read books watch TED videos
Seek to remove weaknesses
Communication is grounded in the visual
Use your voice to its full range
More Tips
YOU are the presentation — The screen is there to help you
— Not to replace you
— Not to compete with you
Do NOT just read the slides
The entire presentation needs a narrative — And each slide should have its clear role in that
story
Engage individual members of the audience — They are not just watching TV, this is ‘LIVE!’
Questions
And Then Quiz B
Feedback for the next lessons?
• If you have feedback now, GREAT!
• Or,
– Email it to [email protected]