communicating insight - mrs members evening presentation
TRANSCRIPT
Communicating Insight
Facilitated by Danny Wain
9th February 2015
Aims for this evening
To learn how to apply the fundamentals of effective
communication to your debriefs & deliverables
To define ‘insight’ & then communicate it with a confident
point of view via a clear, concise & compelling story
To apply a journalistic approach so that you
‘pass the elevator test’, using data to support
your story, not complicate it
To consider the impact that visual design can have
on how your story is received & understood
To create communication that is impactful,
end user-focused, memorable & action-orientated
Something of a Smorgasbord
‘A research presentation always stands out.
They contain a lot of information –
all structured in the same way.
Slide after slide of too much data.
They don’t get to the point quickly enough’
Jonathan Todd, Wunderman
Users expect:
Knowledge to be accessible, intuitive & easy
Communication to be clear, concise & inspiring
Remember... they have a day job
Research is only a means to their end/s
Research needs to distil, clarify, engage & enable
Your clients’ & end-users’ world is changing
Is the research industry keeping up?
‘We can’t notice and know everything;
the cognitive limits of our brain
simply won’t let us.
That means we have to filter
or edit what we take in’
Margaret Heffernan
Coping with ‘infobesity’...
... & the rise of data journalism & infographics
‘A person can have the greatest idea
in the world, completely different and
novel but, if that person can’t convince
enough people, it doesn’t matter’
Dr Gregory Berns
Is there anybody there...?
‘The single biggest problem in
communication is the illusion
that it has taken place’
George Bernard Shaw
Our role is more than just
transmitting information
Client’s Key Issues & Questions
What are the client’s key issues
that the research is addressing?
What are the questions
to which the client wants answers?
What hypotheses am I testing?
What do they need to know?
What action do they hope to take?
What decisions do they hope to make?
Why are they spending the money?!
What keeps Douglas
awake at night???
The problem with ‘fuzzy’ objectives…
What Design
built
What Customers
wanted
What Production
manufactured
What Marketing
wanted
What Finance
budgeted for
What R & D
proposed
Before putting fingers to keyboard, remind yourself...
What WERE the client’s key issues
that the research was addressing?
What WERE the questions
to which the client wanted answers?
What hypotheses WAS I testing?
What DID they need to know?
What action DID they hope to take?
What decisions DID they hope to make?
Why WERE they spending the money?!
“Thirst management solution providers”
“Integrated battlefield solutions”
“Apparel hanging solutions”
“Engineered access solutions”
“High access solutions”
“Fenestration solutions”
“Your seeding / sodding solution”
“Demand responsive transport solutions”
“Alternative sitting ergonomic
furniture solutions”
“Crew management solutions
to the marine industry”
Drinks
Tanks
Coat hangers
Door handles
Ladders
Windows
Lawn care
Taxis
Chairs
Sailors
Everybody’s delivering ‘solutions’...
Hitting the Value Sweet Spot
‘Gorillas in our Midst’
Alan Mitchell on the work of Chabris
& Simons at Harvard in the 1970s
Spotting the gorilla... Delivering insight
What is ‘insight’?
‘The capacity to gain an
accurate and deep intuitive
understanding of something’
Concise Oxford Dictionary
‘Power of seeing into and
understanding things;
imaginative penetration;
enlightenment’
Chambers English Dictionary
What isn’t an insight?
An accepted consumer belief
So obvious they fail to have any ‘wow’ factor
They already exist & elicit nods
“in times of austerity, people are looking for value for money”
A learning, fact or finding
They don’t really have the power or depth of a true insight
“4 out of 10 men would rather watch science than football on TV”
The difference between facts & insights
Fact / finding
The ‘what’
Insight
The ‘why’
The ‘so what?’
The ‘what next?’
Insights are all about people
Functional
People don’t use podcasts on the website
because they don’t know what the word means.
Changing it to ‘free audio downloads’ will see usage shoot up
Emotional
Men crave for thrills in their everyday lives
Attitudinal
A 40th birthday
is irrelevant to
today’s 19 year old
‘A simply expressed
understanding of a human truth,
need or concern that’s real,
relevant to, and resonates with,
the audience, enabling them
to do something
as a result of this knowledge’
Danny Wain (with huge humility!)
Insight evaluation checklist
Does it pass the 3 Rs test?
Is it real, relevant & does it resonate for the client?
Is it simple?
Is it easily expressed & understood by the client?
Does it pass ‘the Blackberry test’?
Does it have a “Oh yes, of course
(now that you mention it)” factor?
N.B. It doesn’t necessarily need to be brand new
Is it a real human truth or condition?
Does it reflect something significant in your consumers’ lives?
E.g. does it reflect a desire, concern or need?
Is it inspiring?
Does it get the creative juices flowing / lead to action?
Will they be able to do something as a result of knowing it?
Is it all about them and not about you?
The insight then drives the story...
which drives the structure... and everything else!
Be clear what kind of story this is...
And make the key message stand out
‘The most interesting solutions are the
result not of creation from nothing,
but of reduction of too much’
Pablo Picasso
‘Anyone can make the simple complicated,
creativity is making the complicated simple’
Charlie Mingus
‘You do not really understand something
unless you can explain it to your grandmother’
Albert Einstein
Line
Thinker
Hook
‘Beginning, middle & end’ or...
Novelists use denouements
Journalists put the punchline first
WHODUNNIT?!
Try the Post-it Note Method
Turn the press release into a
‘Hook, Line & Thinker’ story
You can decide upon your audience
& thus your style
Now over to you...
‘Our readers don’t scroll’
Online editor of best-selling tabloid
The driving insights & ‘Hook, Line & Thinker’
skeleton are always there, regardless of the
medium or length of the final ‘deliverable’
Avoid Death by PowerPoint
Results in better
products/services43%
Want to help 38%
Have the time 17%
Subject is relevant 8%
Interest in research
process 8%
Other 35%
PERCENTAGE
Percentage
73%2%
21%
4%
% interviews have to be short (15 mins. max)
% questions have to be short and straightforward
% requires good interviewers
% need for multiple callbacks
Thinking visually
Flight Number
Airline
Report distribution code(s)
UK based
Overseas based
UK airport
10 tons
VoseneWindsor
Vivane
VO5
Bambi
Bambiino Baby
trzy zio
Zio PolskieFamilijny
Wu-Z
Tojas
OceanGabi
LunarDixi
Demiclen
Uralskiye Samotsvety
Vanesse
Via Valrosa
Aroma
Krya krya
Svoboda
Sandra
VO5 Plus
Biocream
Bolgarskaya Roza
Flora
Lniany
Herbina
Pallette Vital/Schwarzkopf
Clairol/Herbal Essences
Organics
Timotei
SanaraUltra Doux
Fructis
Clairol/Herbal Essences
Fructis
Salon Selectives
Elseve/El VitalOrganics
Organics Fructis
Elseve/El VitalLoreal
Fructis
Clairol/Herbal Essences
Fructis
Wella
Sanara
Studio Line
Cherny Zhemding
Timotei
Ultra Doux
Fructis
Sunsilk
Johnson PH 5.5
Johnson PH 5.5Clear
DalinQ'Lean
Johnson
ClairolVO5 Six Herb
Nizoral
J & J Baby
Head & Shoulders
J & J Baby
NaturSari Ayu
Brisk
Vitapelina
BabylandSimonds
Linic
J & J Baby
EvaKwiaty Polskie
Joanna
Velmetina
Lorelei
Elida
NelHobby
FreshAstera
ElidaApril Legenda
Evelina
Elegance
Linda
Kyrell/CaribicBenny
Crisan
Clear
Nivea
Cleopatra
VO5
Other (Branded)Neutralia
Revlon
AlbertoTimotei
Vidal Sassoon Wash & GoNivea
Timotei
SchaumaPalmoliveOriflame
Avon
Timotei
Pantene
PalmoliveOrganics
NiveaHead & Shoulders
Sunsilk Multi-V/Pro Line/TypeRejoice
Palmolive
OrganicsNivea
Johnson & Johnson
Energy
ClearBlendax
Sunsilk (Nutrient)
Sifone
Lux (Super Rich)Essential
Rejoice
Organics
Lavenus/Lavenence
Clinic
VO5 Sunflower
Sunsilk (Nutrient)
Sifone
RismyPalmolive Optima(l)
PertPantene
Organics
Lux (Super Rich)
Clairol Herbal EssencesTraciaShureiSunsilk (Nutrient)
Sifone RejoicePalmolive Optima(l)
Organics
N-Hance
New & Trendy
Lavenus/Lavenence
Kao Merit
Kao Feather
Ginvera
Gervenne
Follow Me
Clairol Herbal Essences
Amway
AvonSunsilk (Nutrient)Rejoice
PanteneOrganicsDimension
ClearBaby Lee
Dimension
Sedal
Famitimotei
Palmolive Naturals
Johnson PH 5.5
Nizoral
J & J Baby
Head & Shoulders
Nivea
Head & Shoulders
Pantene
Head & Shoulders SuccessSunstar Tonic Shampoo
Seborin
AlpecinPetrol HahnClear
Lucky
Valet Johnson & Johnson
Vidal Sassoon
Pantene
Loreal Hydravive
Aussi
Noie
Lux
Organics
Pantene
PanteneVidal Sassoon
Palmolive Botanicals
Johnson & Johnson
Elseve/El VitalWellapon
Pert Plus
Pantene
PhytoervasDimension
EffectSedal
Professional TouchPlantur
Keralogie
GuhlPantene
Organics
Head & Shoulders
Neutralia
Amway
Schauma
Palmolive NaturalsGlisskur
Elseve/El Vital
Pantene
Avon
Vidal SassoonEHS
Nicky Clark
Experience
Body Shop
Pantene
Other (Branded)
Wash n ReadyVidal Sassoon Wash & Go
Timotei
Schauma
Sanara
PantenePalmolive
Neutralia
Johnson & Johnson
Herbal Essence
Head & Shoulders
Gliss
Clear
Wella
Ultra Doux
PanteneOrganics
Head & Shoulders
Elseve/El Vital
Schauma
Johnson & Johnson
Elseve/El Vital
Pantene
Elseve/El Vital
Sunsilk (Boket)RejoicePantene
Organics
Head & Shoulders
Debon
Clear
Sunsilk (Boket)
PanteneLux (Super Rich)
Head & Shoulders
Clairol Herbal Essences
Vidal Sassoon
Vidal Sassoon
Pantene
Head & Shoulders
Head & Shoulders
ClairolFlex
Pert
Wellapon
Organics
VO5
Head & Shoulders
Elseve/El Vital
Pantene
Cliven
Green mama
NeutraliaClairol/Herbal Essences
Organics
Johnson PH 5.5
Glisskur
Vidal Sassoon Wash & Go
Schauma Elseve/El Vital
Pollena Malwa
Boots
J & J Baby
Melinda
Caomilla
Lybar
Kiss
Zefir
SafirOtaci
Ipec
Hacisakir
Thorakao
Opera
Myo Hauo
Boket Ben Thank
Daso
Dimension
NarakKao
Feather
CareBaby Mild
Top
Nice 566
Merit
Meklon
King Mekelon
Kao
Kao Essential
Body ShopKao
Emeron
Barbara Lee
Suavelina
Pilotonic
KadusGlossyBallerina
Familand Elseve/El Vital
Clairol Herbal Essences
Head & ShouldersAvon
Elseve/El Vital
Organics
Suave
J & J Baby
Aquanet
Alberto
Essential
Rejoy
Merit
Charming
Hanaro
Wella Kolestral
Colorama
Infusium
Nadri
Lucky
Glemo
Muss
DenorexSebamed
Florena
SchaumaGold Well
Palmolive
Dop
Mixa B.B.
Ultra Doux
Aquavital
Le Chat Johnson
Kao
Emeron
Roby
Salon Selectives
Studio Line
LA Looks
Finesse
Clairol/Herbal Essences
Herbal EssenceLavenus
Aquair SuibunTessera
Sala
Macherie
Sexy Mild
Capilla France
Organics
Elseve/El Vital
OrganicsJ Dessange
Fructis
Studio Line
J.Louis David
Ushuaia
Herbal Essence
Neutrogena
Sea Breeze
Other (Branded)Nobid
Dantrol
Denorex
Johnson & Johnson
Alert
Crisan
Nivea
Head & Shoulders
Sulfrin
Keranove
Head & Shoulders
Pantene
Vidal Sassoon Wash & GoGard
NaturSari Ayu
Brisk
Inecto
White Rain
Rave
Dep Uni-No-UruoisoSoft in One
Shoukubustu-Monogatari
Super Mild
Naive
Capi Vida
Juvena
Timotei
Baby Dop
Brillo y Vida
Cosmetica Cientifica
919
Nenim Naturesence
Plusbelle
Pert Plus
Sensible Other
Trisis
Sikmuhara
VitaminRendezvous
Double RichSunsilk/Seda
Aroma de Campo
Farmaervas
Radia
Palmolive
Brillo y VidaVital Herbas
Shasun
Nadri
Wella new Wave
WonderOrganicsFlex
Aquamarine
Darling
Lucky
Forma y Estilo
Wellapon
Alberto
Palmolive Naturals
Sunsilk/Seda
Head & Shoulders
PalmolivePantene
Other (Branded)
Response
Sanara
Dralle
Timotei
Vidal Sassoon Wash & GoGard
Gliss
Poly
BiguineNeutralia
Sunsilk/Seda
Palmolive Botanicals
Vidal Sassoon
Sunsilk (Nutrient)Rejoice
Palmolive Optima(l)
Palmolive Naturals
PanteneLux (Super Rich)
Ivory Ultra MildHead & ShouldersFinesseRejoice
PanteneOrganicsDimension
Clear
VO5
Dimension
WellaponOther (Branded)Sedal
Paul MitchellNexxus
Mod'sVidal Sassoon
Selsun
All Clear
Lazartigues
Other (Branded)ProgressHomme
Biferdi
Flex
Capilatis
Triatop
Pantene
Head & Shoulders
Dim
en
sio
n 2
(13.6
% v
ari
an
ce e
xp
lain
ed
)
Scale 0.07
Scale
0.
25
TRADITIONAL
SAFE &
RELIABLE PROVEN
SIMPLICITY
PLEASUREPROGRESSIVE
Dimension 1 (58.2% variance explained)
Cluster 1
Cluster 4
Cluster 8
Cluster 6
Cluster 7
Cluster 5
Cluster 3
Cluster 2
FRIENDLY/VALUE
ENHANCED
They are visual
AIDS not
hindrances!
‘It is always easier to persuade people to
believe in something new when they find it
beautiful, especially if it runs counter to
their established beliefs’
Robert March, Physics for Poets
Learning from advertising
From Jon Steel
Now tell YOUR Story Visually
Words
Numbers
Finally, consider each research
output as a communication project
– write a brief
OPEN
FORUM
Line
Thinker
Hook
Just remember...
And…
‘If you go on doing what you’ve always done,
you’ll go on getting what you’ve always got.
It’s a particular type of insanity that thinks
you can get different results from the
same skills & behaviours’
Albert Einstein
Please AVOID...
‘To know and not to act,
is not to know’
Wang Yang-Ming
Mind the knowing-doing gap
Recommended Reading
‘The Economist Style Guide”
“Inspired Creative Writing” –
Alexander Gordon Smith
“The Five-Minute Writer”
– Margret Geraghty
“The Write-Brain Workbook: 366
Exercises to Liberate Your Writing”
– Bonnie Neubauer
“The Writer’s Idea Book”
– Jack Heffron
“The Artist’s Way” – Julia Cameron
“Story Proof: the science behind
the startling power of story”
– Kendall Haven
“Information is Beautiful”
– David McCandless
Steal… from the best!
Just give it a go
Hockey great Wayne Gretzky
“You’ll always miss 100% of the shots
you do not take”
