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.
COURSE OUTLINE AND SCHEDULE
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
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
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