Marketing research presentations can be long, tedious, full of numbers, percentages, and dense information. The time spent planning, collecting, and analyzing the data gives the researcher a deep understanding and connection to the findings. The way the results are delivered can make or break the research. These conclusions need to answer the original question(s) and be as easy to understand. Otherwise, decision-makers won’t be adequately informed to handle the issues. Here are three tips that can be applied to most presentations but are especially valuable to those presenting marketing research insights.
Keep It Simple But Not Stupid
With all the findings and rich data at hand, how can we not share? Divide your data by what directly answers the main research question and provides context or auxiliary information. Use the supplemental information only when it provides additional clarity to the data answering the main question. If you need to have it handy for reference, include it in an appendix at the end of the presentation.
Don’t use research jargon unless you are presenting to an audience that is at your knowledge level or above. Limit the amount of text you include in each slide. I once had a supervisor who limited the number of characters per slide to that of a tweet (280 characters). Limiting the number of slides and text within them will force you to be more clever and visual.
Keep A Logical Sequence
Storytelling is central to a well-thought presentation. Start by recapping how we got to the question you will be answering. Establish who are the protagonists of the story: client (if necessary), audiences, and the research tools and methodologies that made the insights happen
Once the stage is set, start rolling out your findings and building them to answer the main research question. Offer ideas, suggestions, and next steps. Set the stage for discussion and conversation. When presenting live, don’t wait for the last slide to open the dialog for questions. Marketing research data can be challenging to comprehend. For this reason, some might shy away from asking. Make sure they feel they have the opportunity to ask before they forget about the question altogether as you continue.
Keep It Visual
Pie charts, column charts, and other data visualizations are your friend. If you have design skills, I encourage you to be extra and find creative ways to display the information. Use concepts that most people can relate to. For example, a relatable way to convey electric car driving ranges is by comparing how far each would go. The map below shows three distinct 2019 Tesla cars and how far they would go on a trip from Dallas to Houston on a full charge, driving at 75 MPH. These trip facts can be added to the map as well.
If the research is shared with the broader enterprise or publicly, make sure that it is formatted for that purpose. Infographics are great for enabling the sharing of findings at scale. They also make great social media content as each graphic can be a stand-alone image or a part of a collection or carousel.
Setting your findings and presentation up for success will set your client or leadership team up for success. In addition, your results, when presented in an easy-to-understand, visual, and concise manner, will empower decision-makers to make well-informed decisions and rely on you to deliver them. Good luck!
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