Writing & Presenting Marketing Research Reports: Insights, Storytelling, Data Visualization (C01)
Details
- 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
Day 1
8:30am - 5:00pm
Introduction
Session 1 – Report Writing and Presentation Strategies:
- What makes for a killer report or presentation
- How reports and presentations differ from the look, feel and the way we deliver the information
- Evaluation criteria for reports
- How to write a persuasive report
- Your role as the report writer
Session 2 – Laying the Ground Work for a Successful Report/Presentation:
- How to ascertain the background, key questions to be answered, and stakeholder actions that support the business issues and decisions
- What it should include, where to get it; illustrative examples
- How the audience can impact your presentation or report
- Impediments to obtaining information
- Applications workshop
Lunch
Session 3 – Developing Insights for Business Impacts:
- 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:
- Using storyboarding techniques to help tell a powerful story
- How to make your story emotionally engaging
- Situation, COmplication, Resolution and Example: “SCORE”
- Using SCORE to prioritize and structure the story
- Things to consider when determining the best storytelling structure
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:
- Workshop
- Take a traditional report with data and convert it into a storytelling deck
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 story framework using S.Co.R.E. technique
- 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 type deck
- Assessment of team presentations and suggestions
- Concluding remarks
Schedules
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