Mike sherman and neil gains main stage - 2011

Main Stage, November 3, 2011

Less is More: Delivering Value (Not Just Reams of Data) From Your Research Mike Sherman, SingTel & Neil Gains, Tapestry Works

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Mike Sherman, SingTel; Neil Gains, Tapestry Works; Singapore Festival of NewMR 2011 - Session 2 Schedule: 3:30am – 5:30am (GMT)

Less is More: Delivering Value (Not Just Reams of Data)

From Your Research Mike Sherman & Neil Gains


Less is More: Delivering Value (Not Just Reams of

Data) From Your Research 1.  Clients are not happy!

2.  Reporting is too long and not solution focused.

3.  We need solution oriented, concise reports!


How useful is the information?

CEOS DON’T VALUE MARKET RESEARCH

Finance and Accounting

Marketing

Information Services

Human Resources

Market Research

Not very Very 1 2 3 5 4


CLIENTS WERE NOT HAPPY !

Source: Research World, April 2005, pages 13-‐14

Asked in 2005 whether she is happy with the quality of reporting, Marjolein Van Nieuwkasteele, (former) chief of Global Marketing Management at Philips Electronics, answers with a blunt:

“No”.


CLIENTS ARE STILL NOT HAPPY !

Source: ESMOAR Global Market Research 2011, page 36

“We don’t want suppliers coming in and telling a story in 120 slides, but it still happens. We need to go from ‘what’ to ‘so what’.” Tom Wilms, Royal Grolsch (SAB Miller Group)


Less is More 1.  Clients are not happy!




3 BAD (BUT COMMON) EXAMPLES

1.  The “War and Peace Report”

2.  The Data Drop Report

3.  The Agatha Christie Report


“Many researchers are still uncomfortable with providing clear, concise recommendations.” - Marjolein Van Nieuwkasteele

Source: Research World, April 2005, pages 13-‐14






SOLUTION ORIENTED AND CONCISE

1.  Elevator speech

2.  One page executive summary

3.  15-25 page document

4.  Extensive appendices


ELEVATOR SPEECH In 30 seconds: 1.  What issue are you

addressing?

2.  What is your current hypothesis?

3.  What are your next steps?


ELEVATOR SPEECH

Best Case Example New Product Test Answer: Launch!

15


SYNTHESIS, NOT SUMMARY

SYNTHESIS I’ve been living dangerously

FACTS I broke my knee

A burglar knocked in my car window

I got a speeding =cket

SUMMARY My knee, car and wallet were all damaged recently


FOCUS ON OUTPUTS, NOT INPUTS


EXECUTIVE SUMMARY

1.  One page!

2.  Starts with elevator speech

3.  Gives 2-5 key reasons why

[Elevator Speech...........

.......................................

...............................] This is the answer because:

1. _______________

2. _______________

3. _______________


CONCISE REPORT

POINT A • 1 • 2 • 3

POINT B • 4 • 5 • 6

POINT C • 7 • 8 • 9

OTHER FINDINGS • 10. • 11. • 12.

BACKGROUND COVER PAGE

EXECUTIVE SUMMARY A. B. C.

CHART 2 CHART 3 CHART 1




NEXT STEPS APPENDIX

20 Pages!






Thank you

Mike Sherman Neil Gains


Q & A

Sue York The Future Place

Mike Sherman SingTel

Neil Gains Tapestry Works


Leverage Research

Use Judgement

Uncertainty

Value

?

USE MARKET RESEARCH TO DELIVER VALUE

Focus your research here!

Avoid doing research here


Thank you

Mike Sherman [email protected]

Neil Gains [email protected]

Main Stage, November 3, 2011

Less is More: Delivering Value (Not Just Reams of Data) From Your Research Mike Sherman, SingTel & Neil Gains, Tapestry Works

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011