because of the subject they taught?
Probably not. Most likely that teacher possessed some traits that would
have made them a great teacher no matter the subject. Market researchers can learn some important
lessons from this.
things great teachers do. Consider:
- Focus on prioritization: Do you always have clear objectives for
- Focus on comprehension: Do you spend time designing
content so that it will be understandable?
- Focus on retention: Do you put great effort into making
sure that your clients will retain key pieces of information?
- Focus on engagement: Do you strive to be engaging when
on comprehension and retention, so do we as researchers. After all, our presentations
are pretty pointless if people don’t understand and remember the key findings.
teacher, how might you address these challenges?
- Students are having trouble staying focused during lectures.
- Students aren’t retaining the key lessons from a given
- Students are not applying the lessons.
proceeding. And give yourself at least five minutes for this task.
solutions to your market research presentations?
research. Take the solutions you identified above and see if they apply to each
of the following:
- Clients are having trouble staying focused during
- My clients aren’t retaining the information from my presentations.
- My clients are not applying the research’s key findings
to real decision making.
for 1 apply to A? 2 to B? And 3 to C?
‘make classes more engaging by having questions prepared to ask the students
after each major point.’ In a market research context, for item A, this could
translate as, ‘make presentations less boring by asking the audience what they
think the result was to a key question before showing them the actual data; did
they guess right’? For example, in presenting a branding study, you might ask
‘What percent of our customers describe the company as ‘family friendly”? What
the audience guesses before you reveal the results can be a great segue to a
we ‘delivering’ or ‘teaching’ research results?
market researchers is in getting people to use our research. But if they don’t
really understand it, and haven’t really retained it, it simply won’t happen.
Be inspired by the best teachers you had growing up; you may be able to apply
their methods to your next market research project presentation.