Bringing Life to Market Research Results

Have you ever delivered a big market research study, and had your internal clients completely ignore it?





It is an unfortunately common and painful experience.





Sometimes the challenge is that audience members find market research data too impersonal - charts and graphs don't seem to represent living, breathing customers. And nobody is going to take action based on market research data in which they don't completely believe.





Bringing your market research data to life can be done easily.





Conduct a handful of in-depth interviews with a few of the research participants to capture quotes about some of the surprising results. For example, was there a result in the market research that revealed customers are less satisfied than expected with a new product? Did research participants indicate a preference for competitor A's packaging? Quoting an actual customer can make the results feel more tangible.





Bring some samples to the final presentation. Did research participants indicate a preference for competitor A's packaging? Your audience is hopefully already familiar with competitive packaging, but producing an example during the presentation adds impact.





Pass around the print catalog during the presentation. Did the research suggest that customers who receive your print catalog buy more from your online store than customers who do not receive your catalog? Engage the audience in a discussion of hypotheses as to why this might be the case.





While these are just a few simple examples, hopefully they will inspire you to add quotes or physical "evidence" to your market research presentations. Both techniques will help make your research results feel less theoretical, and more concrete. And that will help your audience take action.














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Have a market research question? Kathryn Korostoff is president of Research Rockstar, a company that delivers online and in-person training to busy professionals seeking market research excellence. Kathryn is a market research professional with a special interest in how organizations acquire, manage, and apply market research. Over the past 20 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in trade magazines. http://twitter.com/ResearchRocks