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C01 - Writing and Presenting Marketing Research Reports: Insights, Storytelling, Data Visualization

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In-Person / Training

Details

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.

Outline

COURSE OUTLINE AND SCHEDULE


Day 1

8:30 am – 5:00 pm

Introduction

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

 

Lunch 

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

 

Lunch


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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