Marketing Research for Brands Series
Presenting data effectively can be an incredibly difficult task for brands and market research teams of all sizes.
The biggest mistake presenters and researchers make, is failing to take the outsider or client’s frame of mind into perspective.
Providing context, or storytelling through appropriate visuals, graphs and illustrations helps convey the message and represents your data effectively.
Preparing for Presenting
No matter your design tools, what is most important, is using the right chart when illustrating key findings.
Make sure to highlight results and WOW moments in your data. This works as a visual cue to direct the attention of your presentation viewers.
The easier your data is to understand, the easier your audience will interpret the conclusions you are looking to elicit through your presentation.
Where qualitative and quantitative data can differ in nature, so can their collection methods.
What is critical with statistical data, is to use captions and text appropriately, to help direct context and understanding when necessary.
Lastly, researchers must ask themselves what message they are ultimately trying to send. This can help direct the type of data displayed and will reflect through the types of charts provided.
Make it Engaging!
While good presenters carry pivotal information with them, clear messaging is not always guaranteed. Good data alone does not always preclude good understanding.
Although data may be concise, formatted, and accurate, some clients may not be willing to forgive inference or even data-based assumptions at face value.
To make your data presentations more memorable, make them engaging with visual metaphors and storytelling.
Focus on sharing one point only from each chart. This way, you support significant interpretation with your audience and improve the odds of absorbed mind-share.
The best way of remembering this; present to your crowd, not to your results.
While there are many ways to spin data in a positive direction, brand managers and CEOs are even more reluctant to move on to critical company decisions without compelling, data-driven presentations.
A combination of audience perspective, clean charts, concise highlighting, and noticeable captions in your illustrations, will help garner attention.
Appropriate engagement is also necessary to drive home your points. By focusing on a few conclusions from your data, as opposed to spreading thin, presenters can drive consensus with their audience.
Presenting your data in an engagingly conclusive manner is no simple task, but like any exercise, good practice and constructive criticism can go a long way in perfecting the skills.
For a quick analysis on big data and the benefits for business, click here.