Make Your Insights Irresistible!
By Kelley Styring, Principal, InsightFarmOften times, a market research report is presented as a gift, a meal on a giant platter, replete with lavish garnishes of methodology, tricky math and plenty of numbers to savor. Very heavy, very difficult to digest, and let’s be honest, very boring. We, as researchers, then complain when people don’t embrace those reports and go set the world on fire. Go figure.We can make research results more engaging, exciting and interesting without sacrificing accuracy and credibility. Think of it this way: when you dine at an upscale restaurant, you’re often served an amuse bouche, which in French means “small taste.” The intention is to alert your palate to the delectable experience to come. It builds an appetite for the meal.This approach also works extremely well for market research. You build an interesting story, a reason to engage in what’s coming: the facts, findings and insights.But critical to taking this one step further is also delivering a vision of how the future could be different if the reader acted upon the findings. Doing this makes the findings tangibly applicable and creates an appetite for the data. To quote John Stewart of The Daily Show: “I’m allowing people to sample knowledge by baking it in a delicious chocolate cake.” My hero.In order to get to that end result, to that delicious, irresistible taste of insight, you have to start with the right ingredients. And that means approaching your work differently from the beginning by applying consumer-marketing principles to it.Let me share an example. For one of my syndicated studies, “In Your Purse: Archaeology of the American Handbag,” I developed different types of materials in different mediums to share my study findings with different audiences. I created a traditional report, a video, a presentation, a book and an ideation workshop. I also worked with a public relations consultant who developed story angles, news releases and feature stories, and then conducted outreach to consumer and industry media outlets.Different clients or prospects (audiences) received different types of information based on their needs. Some materials were used to introduce the audience to the material and invite them to learn more. Some materials offered a deep dive into the results. Some materials were light and entertaining; some were more serious and sophisticated.Most importantly, I thought about these different audiences and what materials would work best for each of them BEFORE I started my project. I then had the resources in place to create all the elements I would ultimately need, particularly video and still images. As a result, I was able to engage and connect with a greater number of clients and prospects, who then purchased my study.And that’s the point of marketing: to drive buying behavior. Whether it’s a consumer buying a new product from your company or a product development team buying a new idea from you, marketing helps you build the business.
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Kelley Styring is a speaker at The NEMRA 2015 Spring Conference.
Contact: Sandi Straetker, PRiority Public Relationssstraetker@prioritypublicrelations.com513-545-7146