By: Tom Sommers, Principal, Explorations & Insights, LLC

February 24, 2010

© 2009 Towers Perrin

Success is in the Details

Simple (Often Forgotten) Tips for Crafting Impactful Analyses

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Bio

Co-VP of the MarCom Committee/AMA Cincinnati Chapter

Former VP of Programming and President - IABC Chapter, Boston

20 years of success in the marketing-research industry

Clients: Abbott Nutrition, Hasbro, Merck, Procter & Gamble, Reed Business Information, Transitions Optical, etc.

18 years of writing reports, proposals, and business communications

B.A. Communications

Principal of Explorations and Insights, LLC

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Today’s Outcomes

Focus = communications not data Discussion on how to enhance research deliverables Time-proven, client-requested tips for better reports Ideas you can use Resources for the future

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Reporting Process

I. Client managementII. Report developmentIII. Added value

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I. Client Management

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Listen, Listen, Listen

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Listening = Partnership

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Listen

Three Tips*: Think ahead. Engage in the conversation by thinking ahead and anticipating what

the speaker is going to say. Try to see conclusions she will draw; don't just hear the words she's saying.

Review. Pause briefly and mentally summarize her points

Listen between the lines. Watch nonverbal cues that could indicate what the speaker isn't saying. Often what she is not saying is as important as what she is.

*Adapted from Harvard Business Review, Management Tip of the Day, January 28, 2010

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Ask Questions!

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Confirm & Reconfirm

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Recommend

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II. Report Development Process

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II. Report Development Process

Objectives

Analytical tool?

Analytical plan

Report format

Client’s expectations?

Initial draft

Edit, edit, edit

Proof, proof, proof

Deliver

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II. Analytical Plan

Key questions:

2. How are you going to ask/answer the client’s objectives?

3. How will you present the results for EACH objective/question?

4. Does the client need crosstabs or complementary analyses?

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II. Questions for Client

How does he/she plan to use the results/who is the end user?

PowerPoint or WORD format?

Is there a report template?

Any format or content/section preferences?

Will this report be a follow up from previous research?

Compare current-year data to previous year(s)?

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II. Questions for Client

By when do you need to see the results before you pass them to your internal client(s)?

How many iterations do they typically want?

Appendix and if yes, includes?

Executive Summary?

Next-step recommendations?

Need a report format and a presentation format?

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III. Added Value

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III. Simple Steps!

Active vs. passive voice in report text

Use the client’s logo and company color scheme

Use only colors and patterns that are decipherable on black & white copies

Paginate your slides

Table of contents with accurate page/slide numbers

Include next-step recommendations

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III. Active vs. Passive Voice

Passive voice: “The results show that appeal of the Twitter concept was

highest among college graduates in the Denver test market.”

Active voice: “College graduates in Denver most favored the Twitter concept.”

Passive voice: “The interviews will be completed by professional interviewers

from our regional telephone interviewing center.”

Active voice: “Our telephone center professionals will complete the

interviews.”

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III. Next-step Recommendations

Go one step further from the obvious/data point

Provide the client with an action step

Offer a third party perspective that the internal client(s) may not see

For instance:

Moms have very negative perceptions of the toy’s $39.99 price point

Recommendation: Company Y may want to consider additional promotions to improve the price-value perceptions and overcome the resistance to the $39.99 price point.

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III. Next-step Recommendations

Go one step further from the obvious/data point

Provide the client with an action step

Offer a third party perspective that the internal client(s) may not see

Example:

Product Y is most often used as a supplement for kids who are finicky eaters – nearly one half of product volume comes from finicky consumers.

Recommendation: To increase the volume from this consumer subset, include the product’s simple and nutritional benefits, in future marketing campaigns.

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Keep it Clear ‘n Simple

Choose Clarity over BrevityWriting experts emphasize the importance of using as few words as

possible to deliver your message.

Solution:

When crafting your next message, choose clarity over brevity; include all relevant information and be sure it is logically

organized. This is as true for PowerPoint presentations and research reports as it is for emails. Being brief is important but

not at the risk of being misunderstood.

*Adapted from Harvard Business Review, Management Tip of the Day, January 12, 2010

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IV. Finale

Editing If there’s any question, rewrite

Proofreading They’re vs. their – spell check won’t catch this

Check spelling!!!!

Many, many poorly written reports

Great reports will capture your client’s attention and more business!

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Questions?

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Contact:

Tom Sommers, Principal

Explorations and Insights, LLC

Email: tom@explorationsandinsights.com

Mobile: 513.607.8136

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Thank you!