John Clay

Festival of NEWMR December 8th 2010

Why are market researchers

so !x!?ing bad at

communicating research and

insights?

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:32pm to 12:59pm (New York/EST)

ANALYSIS EXPRESSION

STABILITY DRIVE

I need to look inside your mind

Prism creates a map which illustrates how a person is likely to behave in different situations

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Supportive, caring, patient, understanding, sensitive, likeable, unassuming

Flexible, multi tasking, energetic, persuasive, gregarious, innovative, enthusiastic

Decisive, self starting, competitive, ambitious, results driven, excels when challenged, determined

Quality focussed, attentive to detail, thorough, guarded, well organised, analytical, careful ,slow,

ANALYSIS

EXPRESSION

STABILITY

DRIVE

Each segment has certain dominant characteristics

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Our hero: market researcher

Here’s Steve

Quality

Planning and detail

Logical analysis

Accurate records

Looking for errors

Quiet isolation

Measurement tools

Proving a point

What turns him on?

Not being rushed

ANALYSIS

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

The client: sales director

Here’s Dick

DRIVE

Indecision

Bureaucracy

Slow pace

Excuses

Irrelevant information

Irresponsibility

Lack of initiative

Overly sensitive people

He hates:

Long explanations

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

The client: marketing manager

Here’s Pippa

EXPRESSION

Routine

Boredom

Narrow-mindedness

Confinement

Lots of details

Structure

Schedules

Being unpopular

She hates:

Slow pace

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Tell a simple story with pictures

3 key aspects of communication design

SIMPLICITY

A STORY

IMAGERY

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Simplicity

“A designer knows he has achieved perfection not when there is nothing to add, but when there is nothing else to take away “ - Antoine De Saint-Exupery

“Simplicity is the ultimate sophistication” - Da Vinci or Jobs?

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Simplicity: why is it important?

Remember Dick? He can be

domineering, demanding, pushy,

argumentative and a poor listener

He needs information as brief and to the point as possible.

Avoid any more detail than he needs to know

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Place numbers into a context so people understand what they mean

Simplify complex information

Wrong

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

You have to master the art of exclusion

Getting to the core of your communication

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Structure your research findings around a central story or idea to create cohesion. Then support key ideas with detail

The Story

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Don’t bury the lead

Journalists in the American Civil War learnt to get all the important information at the front of their messages due to the

unreliable nature of the military telegraph

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Dopamine aids memory

Why is the story approach so important?

Acts as a mental post-it note

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

#UKSNOW

The current adverse weather in the UK is reported in the media using real-life stories to add context, not just data

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Tools I use to create the key ideas and story:

A one hour presentation takes around 30 hours of prep time!

The MOST important tool I use: Iphone camera + EVERNOTE

WHITEBOARD

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Remember Pippa?

IMAGES: why they are important?

She is creative, innovative,

enthusiastic and spontaneous

She needs a visual and unstructured environment to

function. Her brain thinks laterally yet she has little tolerance for

tedious detail

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

We have far better recall for visual information

Recall

10%

35%

65%

Source: Najjar, LJ (1998)

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Picture superiority effect

Pictures are remembered better than words, especially when people are casually exposed to the information

for a limited time

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Let’s recap

1: Steve’s cognitive profile is very different to Dick and Pippa

The problem:

The solution:

2: Steve turns his audience off because he communicates the

research in a way that he would like to see NOT what suits them

1: We need to identify the core story or idea in our research findings then

provide contextual evidence

2: We need to tell visually engaging and simple stories to get across the

research message

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)

Q  &  A    

John  Clay  and  Zoe  Dowling  

More information

useful resources http://beyondbulletpoints.com/

www.i-render.net/2010/05/50-examples-of-data-visualization-and-infographics/

www.edwardtufte.com

Www.heathbrothers.com

www.garrreynolds.com/

www.presentationmagazine.com

Www.mashable.com/2007/05/15/16-awesome-data-visualization-tools/

http://www.presentationzen.com/

www.prism-profiling.com

http://www.connecttoyourpotential.com/prism-behaviour-profiling.html

http://www.brainrules.net/

http://jessedesjardins.com/

www.about.me/johnclay

Speaker John Clay, Research4, UK Part 3: Session 1: Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:30pm to 12:59pm (New York/EST)