Burke Institute Seminars
The Burke Institute presents
 

Writing and Presenting Marketing Research Reports: Insights, Storytelling, Data Visualization On-Site Training

This on-site training class is also available as Public Schedule Seminar.

In this 3-day seminar, you will learn how to write and present marketing research reports that are responsive to management needs

Course Description/Agenda


In this 3-day interactive seminar, you will learn how to write and present marketing research reports that are responsive to management's needs and stimulate business impact. Specifically, you will learn:
  • What decision makers want from a marketing research study and how to bridge the communication gap between researchers and decision makers
  • How to analyze your audience and to organize your report or presentation to meet the varying needs of senior management, middle management and technical staff
  • Tools and practices that increase your ability to identify insights from data
  • How to link research data to management decisions and information needs and how to prepare an interpretive, rather than a descriptive, report
  • A structured approach for telling a story from the research
  • How to select words, sentences, paragraphs and language to convey the message quickly to decision makers
  • How to enhance the look and feel of your presentation with graphics and visuals
  • How to avoid/correct numerous specific flaws commonly found in reports and presentations
  • How to present your findings succinctly to decision makers so they will listen, engage and act upon your recommendations.

 

Writing and Presenting Marketing Research Reports: Insights, Storytelling, Data Visualization
Course Outline and Schedule
----- First Day -----
08:30 AM - 09:00 AM Introduction of Participants
09:00 AM - 10:15 AM Session 1
    REPORT AND PRESENTATION STRATEGIES:
  • What makes for a killer report or presentation
  • How reports and presentations differ from the look, feel and the way we deliver the information
  • Evaluation criteria for reports
  • Causes of flawed reports
  • Your role as the report writer
10:15 AM - 10:30 AM Break
10:30 AM - 12:00 PM Session 2
    PREREQUISITES FOR PREPARING A RESEARCH REPORT OR PRESENTATION
  • How to ascertain the background, purpose, objectives, and action standards that support the business issues and decisions
  • What it should include, where to get it; illustrative examples
  • How the audience can impact your presentation or report
  • Impediments to obtaining information
  • Applications workshop
12:00 PM - 01:00 PM Lunch Break
01:00 PM - 02:30 PM Session 3
    DEVELOPING INSIGHTS FOR BUSINESS IMPACT
  • How insights should be the focal point of your report
  • Definition of insight
  • Insight examples moving from a finding to an insight
  • Practices to enhance insight productivity and impact
02:30 PM - 02:45 PM Break
02:45 PM - 05:00 PM Session 4
    STORYTELLING:
  • Telling a powerful story
  • Six keys to storytelling
  • Situation, COmplication, Resolution and Example: “SCORE”
  • Using SCORE to prioritize and structure the story
----- Second Day -----
08:30 AM - 10:15 AM Session 5
    PREPARING THE RESEARCH REPORT/PRESENTATION:
  • Preparing and structuring the report/presentation
  • Making recommendations
  • Report tips and tricks
  • Titles/headlines
  • Critical success factors, do’s and don’ts
  • Presentations tips and tricks
  • How to manage anxiety and stress
  • Building credibility, showing confidence, connecting with your audience
10:15 AM - 10:30 AM Break
10:30 AM - 12:00 PM Session 6
    STORYTELLING WORKSHOP:
  • Workshop
  • Implement guidelines for storytelling by taking an old report and converting it into a storytelling deck
12:00 PM - 01:00 PM Lunch Break
01:00 PM - 02:45 PM Session 7
    HOW PEOPLE SEE AND COMPREHEND INFORMATION:
  • Data visualization techniques
  • Basic design principles
  • Leading resources for enhancing the look, feel and flow of your report
  • Using images and video
  • Examples and critiques
02:45 PM - 03:00 PM Break
03:00 PM - 05:00 PM Session 8
    PRACTICAL VISUALIZATION TECHNIQUES:
  • Basic graphical principles and common graphical errors
  • Chart types and how to select them
  • Creating Infographics that inform
  • Checklist of items that need to be decided upon as you create your report
  • Workshop: Choosing the best way to present the information
  • Before and after slides
----- Third Day -----
08:30 AM - 11:30 AM Session 9
    CONSTRUCTING AN ACTIONABLE PRESENTATION (WORKSHOP)
  • Review case study information
  • Develop story framework using S.Co.R.E. technique
  • Applying storytelling to construct your team presentation
  • Using PowerPoint, create team presentation using skills and tips covered in the course
11:30 AM - 12:30 PM Session 10
    TEAM PRESENTATIONS:
  • Standup presentations of case study using storytelling type deck
  • Assessment of team presentations and suggestions
  • Concluding remarks

 

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Writing and Presenting Marketing Research Reports: Insights, Storytelling, Data Visualization" seminar.
Names of evaluators have been left out as a matter of professional courtesy.

"Excellent (speaker) ... good use of visuals and of anecdotes ... terrific. Good stuff."
Associate Manager, M/A/R/C Research

 

"Extremely informative and well presented. Knowledgeable, energetic, fantastic speaker."
Market Analyst, GTE

 

"Seminar is worth its weight in gold! Right from the beginning I was revising a presentation in my head to the extent possible. Anxious to return to the office and implement. (The speaker), as usual, top notch. Stimulating, holds interest."
Market Analyst, Exxon Company USA

 

"The one idea that I plan to implement right away is action standards. That idea in itself makes the seminar worthwhile and will hopefully make my job easier. Lots of useful ideas and reinforcing what I did know. (The speaker) was great at including everybody from different backgrounds and level of experience."
Research Director, Simmons Advertising

 

"Super, very comprehensive, hit all areas of concern and interest. Covered a lot of angles in writing and presenting that are key considerations - emphasis on objectives is a very good discussion area. (Speaker is) interesting and relevant as usual - he can really "drive home" his ideas. Presentation is excellent."
Marketing Research Assistant, People's Bank

 

"Excellent - important fundamentals for a variety of situations. Excellent (speaker)! Energetic, entertaining, flexible in addressing particular needs and questions of attendees."
Scientist, Philip Morris USA

 

"Great! Very thorough. Discussed the entire research process, not just reporting. Excellent. Very valuable."
Research Manager, Key3Media Events, Inc.

 

"Exactly what I was expecting and much more."
Research Manager, Sentient Services

 

"I think the seminar content was excellent and it was applicable to all industries."
Research Manager, Yahoo Inc.

 

"I really liked the seminar, it got me thinking outside of the box for my presentations."
Research Analyst, Farmers Insurance Group

 

"Our teachers were very knowledgeable, enthusiastic and interested in the information they were teaching. The course was very valuable."
Senior Analyst, Forest Laboratories, Inc.

 

"I totally recommend this seminar. I am also going to encourage my company to consider a custom tailored program by the Burke Institute."
Senior Research Analyst, ESPN International

 

"I thought it was great. Questions were answered well and open discussion on topics was very helpful."
Manager, DTE Energy

 

"Great instructor, great content. I liked working in groups for the exercises."
Marketing Project Manager, Wolters Kluwer Financial Services

 

"One of the better seminar/trainings I've attended. I thoroughly enjoyed the course, as well as my time in Cincinnati!"
Research Project Coordinator, New Pig Corporation

 

More Seminar Information

The Burke Institute
Burke Institute Seminars

Delivery Method

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