You have taken all the right steps in your market research journey and planned for every detail. A market research partner has been hired and you explained to them exactly what information you’re trying to unearth and how this will help your firm. They have designed the perfect study and following weeks of grueling questionnaire design, interviewing, and focus groups, the results are finally in.
After receiving the results from a complex study, many marketers make the mistake of putting together a presentation that fails to coherently pull all the information and results together. They stick a bunch of charts in PowerPoint, add a few sentences, title the document something mundane and click save. This is a huge mistake and you must not fall into this trap.
Presenting the results is arguably the most important part of the market research study. It is your chance to tell stakeholders and company executives why the money they invested into this research was worthwhile and how the results will positively impact the organization. It is also an opportunity for you to shine. If the presentation isn’t engaging and concise, the information and potential gains may be squandered. On the other hand, if the presentation resonates with your audience, you can help steer your company toward increased sales, profits, and customers, while simultaneously navigating it away from danger.
In an effort to help marketers avoid the pitfall of sharing incomplete results we’re creating a series on The Pert Group blog that will feature ways to create compelling market research presentations. This series will be titled the “Perfect Presentation Series”. Every week we’ll deliver a new post dealing with this topic. Enjoy and please feel free to leave comments and questions.
This post is part of the Perfect Presentation Series. Look for a new post each week on how to create captivating market research presentations.