Download presentation
Presentation is loading. Please wait.
1
Reporting Template Market Research in Practice:
An Introduction to Gaining Greater Market Insight Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman
2
Background
3
The Presentation Should Tell A Story
Your presentation should, like a story, have a theme It should be interesting It should have a beginning, a middle and an end As well as telling a story, the presentation should be a lasting record of the findings The presentation must be self-explanatory if picked up and read by someone who has not been to the presentation
4
Set The Scene At The Beginning
The presentation should begin with a brief background stating the: agenda objectives methodology Don’t over do these slides. The audience will be eager to hear the findings.
5
Example Of Agenda Slide
Objectives Methodology Key findings the size of the market trends in the market the competition users needs and un-met needs Conclusions and recommendations
6
Example Of Objectives Slide
Write in here the main aims/objective of the study e.g. To understand the awareness and knowledge amongst cosmetic manufacturers of the alternative formulation ingredients To understand the factors influencing the choice of ingredients used in cosmetics To establish regulatory influences on the use of ingredients in cosmetics To establish attitudes towards using different types of ingredients in cosmetics To explore perceptions towards suppliers of ingredients used in cosmetics To explore future trends in the use of different types of ingredients in cosmetics
7
Example Of Methodology Slide
Write here the methodology that was used to collect the data Better still, use a diagram e.g.
8
Analysing Qualitative Data
9
Three Types Of Qualitative Data
From desk research From an expert interview From a distillation of depth interviews This has stood up to public scrutiny This has credibility depending on the respondent This needs you to demonstrate that it reflects a wider population Quoting the source is important here…this is a difficult task (see next slide)...
10
The Source Of Qualitative Findings From Fieldwork
Focus Groups Individual Depths By Telephone Or F2F Output 4 groups generates 120 pages of text and 30,000 words 30 depths generates 300 pages of text and over 100,000 words Analysis tools Videos, transcripts in Word, observers notes Questionnaires, Excel spread sheets, Word documents Structure guidelines Proposal, discussion guides, social science frameworks Proposal, discussion guides, social science frameworks, marketing frameworks
11
A Suggested Approach For each point or theme, pull them out and present them as a process or diagram. Answer the question “so what”. Summarize the results as bullet points Present quotes to illustrate
12
Analysing Quantitative Data
13
The Questionnaire Often Sets The Logical Structure
In quantitative research, the questionnaire follows a theme of opening doors in a logical order A question by question analysis is a good starting point You will get a fix on the big picture quickly if you scribble the total percentage responses onto a copy of the questionnaire In any quantitative survey there is usually a need to cut the data by key segments. These are likely to be demographic factors. In a business to business survey it could be: size of company measured by employees or consumption nature of business geography
14
Not Another Bar Chart! Unfortunately yes! They are often the best way of presenting research findings They show order of importance (order the rows with the most frequent mentions first, except for rating scales e.g. very likely through to not at all likely) If the bars become too messy with too many segments, consider a table
15
% satisfied with each attribute
Oh Good - A Table! Tables are clear They hold more complex data and present it easily They give you the actual data so you can lift it and work it further BUT - the reader has to work harder SO - help the reader by rounding numbers ordering in declining importance clearly labelling And provide a narrative that explains the results. Overall Small Medium Large Base 100 49 21 30 Products 80% 81% 60% 90% Delivery 55% 51% Customer Service 34% 33% 31% 35% Relationship 21% 40% 16% Price 11% 12% 10% % satisfied with each attribute
16
On The Subject Of Labeling
Labels are important – they need to be there (don’t leave them off) They should be readable (font size should be large enough) They should be understandable (should we say “base” or should we say “sample size” or “n=100”?) Satisfaction With Products
17
Creating Interest
18
Some Drivers Of Presentation Style
Audience: Who they are? What they know? What they want to know? What they will do with the intelligence? Time: What time is there for preparing the report and for polishing? How long have you got for the presentation itself? Money: What resources have you got for the presentation? Location: Where will it be held? What size room? What layout? What projection facilities? Our imagination: Must it be PowerPoint? What about video? Flip charts? Posters? Props?
19
Pictures Not Words? A Picture Tells A Thousand Words…
20
Graphs & Quotes
21
Clip Art Excellent for adding interest. But use carefully. Cartoons work better in training presentations than in client presentations.
22
Messages
23
Impact SPAM Some say “no more words than you can fit on a t-shirt”. That said, in general, market research presentations have to be heavy with content. Provide a message that is relevant to the audience Always keep the message clear and simple Memory cues using mnemonics help strengthen a message e.g. SWOT = strengths, weaknesses etc., PEST = political, economic, social, technological
24
People Read From Top To Bottom
Opportunities are missed by not working headlines harder The headline contains the most important words on the slide so think carefully what you say Think of the headline as if it was a headline in a newspaper
25
Keep it in the present tense
Messages Connect First of all think about what you want to say Then think about what the audience is interested in And turn your message so what they want to hear comes first Instead of saying: 69% of all factories had 2 or more production lines Consider saying: There is an opportunity to sell multiple lines in over two thirds of all factories Keep it in the present tense
26
Arriving At Conclusions
27
What Are Conclusions? They conclude, they wrap up, they bring the presentation to an end And they do it in three ways: they summarize (remember the adage: “tell them what you are going to tell them, then tell them, then tell them what you have just told them) they interpret the findings they arrive at a way forward Conclusions should not include any new material!!
28
Summarizing The Findings
Parcel it into two or three slides e.g.: “What we have learned about the market”, “What we have learned about the competition”, “What we have learned about their attitudes to Company X” Pull out only the key learnings
29
Interpret The Findings
Use marketing frameworks wherever you can A SWOT analysis is often helpful: strengths are internal to the company weaknesses are also internal to the company opportunities are external in the market place and threats are also external
30
And Arrive At A Way Forward
Some people want a single over-riding clear message Others want a check list of 10 things to do as a result of the research A 4P strategy is often appreciated
31
The Devil’s In The Detail
32
Let’s Start At The Beginning
The title slide should have the author’s address and contact details on The name of the presenter(s) should be on the title slide The date of the presentation should be on the title slide The number of the first page should be suppressed but the rest of the document should have page numbers Don’t try to be too fancy. Clarity is the watchword The likelihood is that the document will be copied as a handout with two slides per page - it should be readable!
33
Some Points Of Detail That Take The Gloss Off Good Work
There is often lack of consistency in: labelling (e.g. numbers v percentage, axes on graphs etc.) using a copy of the question above the diagram the font size and emphasis of the font (bold or underline) on the question the presentation of quotes the attribution of quotes use of capitals in the title spelling of company names (Andersen and Anderson) colors different figures for the same data at different places in the document (e.g. values that haven’t been changed during editing)
34
Other Things To Watch Out For
Spelling and grammatical errors – such as it’s/its, their/there, too/to - don’t rely on the spell checker The author of the presentation should be responsible for their own detail, otherwise the final editor will spend all their time correcting and checking and not improving the content
35
Check List For Reports Decide on your story and what data you want to show Decide what graphs or diagrams best communicates what you want to say Keep the data tight – if in doubt, miss it out Be concise and succinct Break up the report with chapters Avoid large chunks of prose Keep the reader interested – case studies can add impact and be memorable Every slide should be relevant Keep things simple Use frameworks to locate and make sense of the data Proof read, and get someone else to proof read The final page of the report must leave the reader feeling fulfilled
36
Appendix – Useful Frameworks
37
Position On The Life Cycle
Consider creating a context by positioning the company or product on its life cycle Pre birth/ Introduction Youth leading to growth Maturity leading to slow down Old age leading to decline Time Sales
38
Position In Ansoff’s Grid
Consider using Ansoff’s grid as a context for the company or product
39
The Strategic Position - Porter’s 5 Forces
40
SWOT Analysis Consider drawing conclusions with an analysis of the strengths and weaknesses of the product/company and the opportunities and threats in the market
41
The Diffusion Of New Products
Consider using Rogers diffusion theory for the adoption of new products Innovators Early adopters Early majority Late majority Laggards Time Number of new adopters
42
Alternative Courses Of Action
Consider using a framework to show alternative courses of action
43
Communication Effectiveness
Consider using the AIDA model to show how communication can be made more effective
44
The Four Ps Consider using the 4Ps to make recommendations. Remember that the 4Ps are like different levers that can be used in different degrees to achieve the same objective Product – customer value proposition, product features, packaging, sizes, varieties Price - discounts, rebates, terms of payment Promotion - advertising, exhibitions, PR, direct marketing, selling Place – channel to market, geographical focus, distributors
Similar presentations
© 2025 SlidePlayer.com Inc.
All rights reserved.