Among the priority activities for carrying out a brand and consumer research project are the briefing and fieldwork. However, at the end of this process comes the moment to present the study results to the people involved. To accomplish this task, it is essential to start with a document that summarizes the conclusions clearly and effectively. Then, with this document, the findings can be presented to the clients.
To achieve this final step, we must ensure that the project presentations are well-justified. Although the participation of skilled personnel is generally required to communicate and maintain audience attention, this week we want to list four best practices for successfully closing a market research project. Without these elements, the completion of a study can be delayed and lead to misunderstandings.
Understand the Project. It seems obvious, but it’s essential to ensure that everyone involved in the in-person and/or virtual meetings between the operations and logistics team and clients has actively participated. In this final phase, it’s crucial that those who will make decisions based on the results reports can ask all the necessary questions. Outsourcing this task is not an option, even in cases of force majeure.
Prioritize findings. When conducting research, it’s common to end up with a fairly comprehensive list of results. However, when presenting the document in business meetings, it’s important to understand that time is very limited. Therefore, when developing a guide for presenting conclusions, it’s worthwhile to select the most relevant findings that generally address the overall and specific objectives of the protocol. Remember the principle that “less is more.”
Select graphics. There are very few situations where a presentation of findings can be covered exclusively through an oral presentation. Much less should a collection of texts and tables be used, which, far from clarifying the concerns of those who purchase the Market Research service, only exacerbate them. A careful and concise selection of visual stimuli, such as statistical graphs, images, and other multimedia content, is recommended.
Be concise. A results report can be lengthy. This is because all the elements involved in a research protocol must be presented. In specific cases, a series of appendices may even be necessary to demonstrate all aspects of a studied phenomenon. Therefore, a presentation should not be exhaustive. It should focus only on the most salient aspects that best describe a given reality.
Initially, the task of presenting results can be complex. Experience refines the skills and abilities that allow market analysts to generate the results delivery activities that represent the culmination of days or months of hard work. However, it should also be noted that each project is unique and that the ideas presented above can be adapted to each circumstance.
At Acertiva, we understand the value of delivering project findings. That’s why we’ve assembled a team of researchers and strategic suppliers to meet your needs in our region. Thanks to our two decades of experience, we’ve established a presence in LATAM through offices in Brazil and Mexico. Contact us today and start building your next success story.
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