Improving the quality of presentations is an important goal for professional marketing researchers. By developing the ability to effectively present research related topics, visibility, reputations and careers are enhanced.
This article summarizes skills for five basic presentation assignments faced by researchers both inside and outside their organizations. Coverage begins with the common briefing-a straightforward presentation with the purpose to inform. The next type of presentation assignment is the proposal, where a course of action is advocated together with supporting marketing research results. Third, is how to present complicated marketing research material to a non-technical listener. The fourth presentation type covers how to deliver a technical paper or article at an industry, trade or professional association meeting. Finally, techniques are outlined to develop and deliver an effective team presentation of marketing research findings.
Briefing
What is a briefing? Usually it is a no-nonsense presentation which conveys technical information to a critical audience. A briefing on recent study findings is the most common type of marketing research presentation.
Although varied in format, all briefings are presentations to inform—to provide research facts in such a way that busy people can understand them easily, and use them as a basis for making important business decisions.
But ineffective briefing presentations occur all the time. Why? The primary reason is the unwillingness or inability of many researchers to invest time in proper preparation. A research briefing should begin systematically with a careful plan, proceeding in steps to a stated objective. The following outline is essential to preparing an effective briefing.
- Analyze the audience. Who are the people? What are their backgrounds? How much information do they already have? What are they looking for? What are their needs?
- State the objective. What should the presentation achieve? What will the audience know or be able to do as a result of the presentation?
- Define and support a main message. What is a single sentence purpose of the presentation? How can material be whittled down to a manageable amount? What are the three or four primary points that support the main message? Do conclusions have a clear relation to primary points and purpose?
Briefing material should be arranged into an outline with an introduction, body and conclusion. The main message should be stated early in the presentation, reinforced throughout, then restated at its conclusion.
Proposal
A second type of presentation by marketing researchers is the proposal. The research proposal is much like a briefing, but includes an element of advocacy. Sometimes it is considered a "persuasive" briefing.
Although most briefings merely inform, the proposal tries to encourage action or adoption of an idea. For example, the marketing researcher proposes that additional research be authorized based on initial findings. In this instance, information presented is technical, but the objective is to sell a recommendation.
Four steps typically are followed when preparing a proposal. Steps one, two and three are the outline for an effective briefing: analyze the audience; state the objective; define and support the main message. The fourth step is:
- Urge definite action. What will motivate the audience to action? How is the recommendation translated into audience benefits?
To organize ideas into a successful proposal, an "inverted pyramid" format might be considered. This means the most essential information is given first, beginning with the main message, followed by supporting points, then detailed material. If the audience agrees with the main message, following with support information will reinforce their agreement. If listeners disagree, they are focused on the presentation viewpoint from the start, and perhaps by logic may be convinced. Furthermore, if the presentation is cut short, the most relevant information already will have been delivered.
The use of visual aids has become almost standard in marketing research proposals. Effective visuals can illustrate and clarify a verbal message. Conversely, poor or poorly presented visuals create negative impressions and can seriously damage a proposal.
The keys to effectiveness when using visual aids are: visibility, simplicity and legibility. Most importantly, visuals must be seen clearly by all listeners. They must be simple and colorful, with each one illustrating just one point. Finally, they must be legible so listeners can understand easily the point being illustrated. In designing a proposal, special attention and practice are needed to match visuals with text. Experienced research presenters suggest no more than one visual for every 30-60 seconds.
Following presentation of a research proposal, a question and answer session facilitates understanding by:
- giving the presented feedback on the extent of audience acceptance or agreement with the proposal;
- reinforcing the proposal's main message by addressing specific areas of audience concern; and
- providing the audience an opportunity to clarify points in the proposal.
Suggestions for handling audience questions effectively include:
- planning for them by announcing time for questions and answers at the outset of a proposal presentation;
- anticipating questions listeners will ask and rehearsing appropriate responses;
- clarifying a question to be sure what is being asked is clearly understood;
- giving listeners the impression questions are welcome and appreciated;
- aligning answers with the proposal's main message;
- disarming "loaded" questions—ones based on false or irrelevant assumptions—by asking the questioner to share information or to explain the question;
- diverting irrelevant questions by tactfully asking the questioner how the question relates;
- dividing multifaceted questions into components before answering; and
- resummarizing to leave the final impression before allotted time expires.
Non-technical listeners
To many people, the topical areas of marketing research are complex and intimidating.
While not unintelligent, these people may lack a technical background, which creates feelings of inadequacy or helplessness concerning processes they do not comprehend. Study design, statistics and computers-these are realities in marketing research that non-technical people need and want to understand. The skilled marketing research presenters of technical material must learn to speak effectively in a "linking" role.
Presenting technical research to nontechnical listeners has an unusual set of priorities for the presenter, because generally how material is presented is more important than the topic. Unlike with technical listeners, where conclusions and findings usually come first, the non-technical presentation starts by trying to get listeners interested in how the topic relates to them. Thereafter, the audience more likely will listen and try to understand details.
Structuring an approach for successfully presenting to a nontechnical audience generally follows a six-step priority listing:
- Seize audience attention by being enthusiastic.
- Get people interested by showing them the relevance and importance of the subject.
- Build listener understanding by using everyday language in concise sentences with numerous examples, analogies and comparisons.
- Gain acceptance by convincing the audience that marketing researchers (the presenter) are like them.
- Make the message memorable by using visual aids.
- Tell the audience exactly what they are to do to meet their needs.
Technical paper
Annually, many marketing researchers attend conferences sponsored by various professional and technical organizations. The main purpose of these groups is to disseminate technical material which will benefit the marketing research field and those who work in the profession. In most technical groups, knowledge is shared in writing, verbally, and in some combination. Associations regularly publish technical marketing research papers and the authors are invited to present the content orally to colleagues.
Typically a technical marketing research article describes how a problem is solved, a new procedure is developed, or new data are obtained. It may be merely informative, or may include recommendations based on research findings. Ideally, it should present original information that interests other marketing researchers, contributes to research knowledge, and perhaps applies to the work of others.
At a marketing research conference the audience will consist mostly of intelligent researchers anxious to gain new information. As such they are receptive to interesting, well-organized and informative presentations. They appreciate a presenter who talks about a paper in a direct; conversational style, including just the highlights. They want a clear statement of the problem or issue being discussed, a brief explanation of how it was addressed, and a review of the paper's conclusions, recommendations and applications.
Converting a marketing research paper or article to a technical presentation begins by carefully reviewing the content and reducing it to a manageable minimum of main points. Choosing a few good quality visual aids to illustrate and clarify each main point is expected.
When an outline is used to organize the presentation, care must be taken not to include too much detail. (Interested listeners will read the paper.) The body of the technical presentation simply highlights the body of the article or paper. Concluding typically is by summary, recommendation and discussion of the applications and benefits. Especially appropriate to presentation of a technical marketing research paper is "Tell them what you're going to tell them, tell them, then tell them what you've told them," remembering to keep it clear, logical and objective.
Team presentations
Marketing research today is in the age of specialization and technical complexity. The scope of knowledge and activity is such that the individual cannot be expected to master everything. This evolution of research specialization has fostered the team presentation where several presenters work toward common goals. Team presentations by researchers are common and in some contexts, are the norm. Because of the higher relative costs for team presentations, the skills required for their success are a valuable asset.
To coordinate an effective marketing research team presentation focuses on leadership ability. Concentration on leadership and coordination includes attention to detailed tasks of:
- defining an initial research presentation concept;
- assembling the presentation team;
- identifying objectives and a main message;
- establishing responsibilities, working relationships and schedules;
- making required equipment and facility arrangements;
- managing visual aids production;
- holding necessary team strategy meetings;
- tracking progress; and
- rehearsing the team.
In choosing a team of presenters, individuals to look for
- have necessary research experience and knowledge;
- will work well together; and
- will commit to the presentation, its preparation and deadlines.
When the team is together, as a group it must plan and design the presentation. Elements are identical to those for the single presenter: analyze the audience, state the objective, define the main message, support it, and urge definite action (if appropriate) .
But in addition, the team research presentation means dividing the main message into parts, ideally corresponding to member strengths. Each team member must understand exactly how his or her part fits into the whole presentation. Such understanding includes timing and ordering issues, together with each individual's key points supporting the main message for the presentation.
Proper presentation design activity avoids overlap and duplication while ensuring no important omissions. Where visual aids are concerned, team members should use the same medium and style. A team "dress rehearsal" is even more critical to identifying and solving problems than with a single speaker presentation.
As a general guideline for a team marketing research presentation, here is a suggested structure:
- Describe the nature of the presentation and who the presenters are.
- State the scope, purpose and main message, explaining each presenter's role.
- Introduce the first presenter.
- Each presenter speaks in turn for the allotted time, handling questions, then introduces the next presenter.
- Summarize, asking for further questions, answer them, then conclude by restating the main message and supporting points.
Concluding remarks
It may seem trite, but a reasonably dressed speaker is more effective than one whose appearance distracts listeners. The marketing research profession includes individuals from academic, business, and government, each group having its own standards. Prior to a presentation, the speaker should consider personal appearance with respect to the specific audience.
Early arrival by the presenter is another good practice. Checking on where the presentation is to be given allows for familiarization with facilities and avoids unwanted surprises.
While waiting to speak, presenters should assess the collective audience mood. Watching and listening to what occurs before speaking helps toward delivering a presentation in context.
Introduction of a presentation is a tense moment. The usual recommendation is to take several deep breaths and speak out clearly with a friendly attitude. A critical reminder is that apologies are inappropriate.
Maintaining awareness of what is happening as the audience listens and watches requires steady eye contact by the presenter. This means only occasional glances at notes and not reading. In conjunction, always checking for proper placement of visual aids during a presentation is good practice.
Variety and enthusiasm are central criteria for effective presentation. This suggests that the main message and all support points should receive appropriate emphasis with voice modulation and speaking pace enhancing listener attention.
At the end of a presentation, no "thank you" is required. Short, crisp summarization is a sufficiently effective closing.
In summary, the result of efforts by marketing researchers to give information presentations will reflect favorably on the presenter, the organization and the research profession. Emphasis on effective communication is infectious and will spread to others. The result will be a more rapid advance for the marketing research profession which benefits all.