Conversations with corporate researchers
Editor’s note: In 2016 we launched “Before You Go: 10 minutes with corporate researchers,” a short Q&A series featured in each issue of Quirk’s magazine. Since then I’ve enjoyed learning from client-side researchers throughout our industry! In order to expand the conversation – and include more of our international MR friends – we will begin adding in a handful of original conversations with corporate researchers in Quirk’s e-newsletter throughout the year. If you’re an end-client researcher and interested in participating please e-mail me at emilyk@quirks.com.
Viv Harrison
Research and Insights Manager, Marketing, Caravan and Motorhome Club
In your experience, what is the most effective way to present MR deliverables to stakeholders and why?
Keep it short – people’s time and attention are limited. I find half-hour headlines – face-to-face sessions – work well. Offer clear signposts to where they can learn more and always be open to follow-up queries.
Keep it simple. Data overload results in stakeholders glazing over and tuning out. Bring things to life with quotes and video clips and include time for discussion.
Be ready to tailor your delivery style and approach for different stakeholders but always keeping a strong focus on what’s in it for them. To help them make better decisions and shine, deliver what they really need and value. Ideally, you’ve involved them closely from the outset, so they are eagerly anticipating the debrief.
You’re a member of U.K.-based client-side networking organization AURA and recently joined the committee. Do you have any tips for client-siders looking to improve their networking skills?
Stay curious and always be open to learning from unexpected sources – the chance encounters, the experiences people share from totally different industries and organizations can be invaluable and surprisingly transferable with a bit of imagination.
Give freely of your own time, knowledge and experiences without expecting anything in return. Take part in the myriad of research-related Webinars, conferences and events, and of course join online and offline networking groups for researchers. Get involved when opportunities arise – however small or ad hoc – and be a conversation starter.
What excites you about coming to work each day?
The sheer variety of work I look after – from the tiny, tactical right through to the longer term, strategic big-picture support. Spotting opportunities where the right research can add value and offering help. After 30 years at the Club I still look forward to each day, helping colleagues shape their plans and activities for the ongoing good of our membership and customers. I still get a buzz seeing the first live responses roll in to surveys and browsing the free text replies. Stretching my brain via short courses on platforms such as FutureLearn. In spring, watching the wonderful pink apple blossom emerge outside my office window!