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In this 2.5-day interactive seminar, you will learn how to write and present marketing research reports that are responsive to managements needs and stimulate business impact. Specifically, you will learn:

  • What decision makers want from a marketing research study and how to bridge the communication gap between researchers and decision makers.
  • How to analyze your audience and to organize your report or presentation to meet the varying needs of senior management, middle management and technical staff.
  • Tools and practices that increase your ability to identify insights from data.
  • How to link research data to management decisions and information needs and how to prepare an interpretive, rather than a descriptive, report.
  • A structured approach for telling a story from the research.
  • How to select words, sentences, paragraphs and language to convey the message quickly to decision makers.
  • How to enhance the look and feel of your presentation with graphics and visuals.
  • How to avoid/correct numerous specific flaws commonly found in reports and presentations.
  • How to present your findings succinctly to decision makers so they will listen, engage and act upon your recommendations.



Day 1

8:30 am – 5:00 pm


Session 1 – Report Writing and Presentation Strategies:

  • What makes for a killer report or presentation
  • Why the traditional report is falling out of favor
  • Different types of report options
  • Evaluation criteria for reports
  • How to write a persuasive report


Session 2 – Laying the Ground Work for a Successful Report/Presentation:

  • Report writing framework for creating actionable reports
  • How the audience can impact your presentation or report
  • How to ascertain the background, key questions to be answered, and stakeholder actions that support the business issues and decisions
  • Impediments to obtaining this information & how to overcome them
  • Workshop activity apply the framework to your own reports



Session 3 – Developing Insights for Business Impact:

  • How insights should be the focal point of your report
  • Definition of insight
  • Insight examples moving from a finding to an insight
  • Exercise to enhance insight productivity using your reports


Session 4 – Storytelling:

  • The role of the storytelling report
  • What are the components of a good story
  • The background behind storytelling and how do we apply this to our day-to-day work
  • Various storytelling frameworks
  • The use of storyboards to tell your story



Day 2

8:30 am – 5:00 pm


Session 5 – Practical Visualization Techniques:

  • Basic graphic design and data visualization principles
  • Leading resources for enhancing the look, feel and flow of your report
  • Common graphical errors
  • Workshop on chart types and how to select the best chart
  • Checklist of items that need to be decided upon as you create your report
  • Workshop: Choosing the best way to present the information moving from lots of data to what does the data mean
  • Creating Infographics that inform
  • Before and after slides


Session 6 – Storytelling Workshop:

  • Introduction to case study workshop
  • Begin to review the information for the final group presentations on day three



Session 7 – Preparing the Research Report/Presentation:

  • Preparing and structuring the report/presentation
  • Titles/headlines/opening slides
  • Critical success factors, do’s and don’ts
  • Presentations tips and tricks
  • How to manage anxiety and stress
  • Building credibility, showing confidence, connecting with your audience
  • Short workshop to practice presentation skills



Day 3

8:30 am – 12:30 pm


Session 8 – Constructing an Actionable Presentation (Workshop):

  • Review case study information
  • Develop and layout the story using a storyboard
  • Applying storytelling to construct your team presentation
  • Using PowerPoint, create team presentation using skills and tips covered in the course


Session 9 – Team Presentations:

  • Standup presentations of case study using storytelling deck
  • Assessment of team presentations and feedback from the seminar leader
  • Concluding remarks
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Experience our unequalled commitment to excellence by attending one of 20+ highly acclaimed marketing research seminar offerings or combine a group of courses into a unique customized program for your organization. 

Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 different countries.

When you attend our seminars, you participate in more than an exciting, on-target learning experience. You learn from what we have learned as the most experienced marketing research training organization in the world. We deliver:

You can choose from a wide range of seminar topics to meet your continuing educational needs. Participants can select a sequence of seminars which offer coordinated state-of-the-art training with increasing levels of sophistication and depth in the chosen area. This eliminates the duplication and conflicting content which often results from attending disjointed seminars from different sources.

We are fully committed to making each seminar a memorable learning experience - before, during and after the seminar. Our staff provides highly personalized assistance in selecting the best programs (ours or others) for your needs. And our seminar leaders are available to you to answer technical questions long after the seminar has ended. ...

Burke Institute
500 West 7th Street, Cincinnati, Hamilton, Ohio, USA 45203
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