Become even more indispensable by gaining expertise in communicating research results.
This course will teach you how to translate your research findings into reports and presentations that grab your audience’s attention, address the business decision your client needs to make, and offer sound and useful recommendations. It covers the broad range of reporting styles from written reports to PowerPoint presentations to storytelling. It will help you learn how to connect findings, insights, conclusions, and recommendations in a logical and seamless way so that your work has maximum impact.
Graduates receive University of Georgia continuing education units (CEUs) as well as a Recognition Certificate from MRII, Insights Association and ESOMAR and the University.
After completing this course you should be able to:
- Describe the role of the market researcher as a consultant and source of market information.
- Describe the material review and analytic processes required as the foundation of an effective report and presentation with emphasis on data synthesis.
- Name at least three elements of effective oral presentations.
- Give examples of actionable, business-oriented recommendations and contrast those with examples that are not actionable or business-oriented.
- Contrast the differences between presenting facts and opinions and how each should be handled in a research presentation.
- Identify options available for online reporting and the implications for both the researcher and the client.
- Describe the role and appropriate use of graphics in business presentations, from the typical types of graphs used as well as newer techniques (infographic and visualizations).
- Describe how to present findings in a manner consistent with the client’s culture.
- Describe effective presentation techniques for sharing complex statistics with business audiences who are not statistically oriented.
- Describe the advantages and disadvantages of integrating findings and results from multiple sources into your presentation.
- Explain the difference between a report and a presentation, describing the level of detail that is typically required for different audiences.
- Discuss the ethical issues related to the reporting and interpretation of research findings.
C. Frederic (Fred) John - Founder and Principal, Consilience Research & Consulting, LLC.
Fred stumbled into the market research profession nearly 40 years ago and never found the exit. He worked for many years on the research company side, including as Partner at Yankelovich Partners, where he managed the global network and ran a custom research group. In 2001 he crossed to the client side when he joined the global research team at MasterCard Worldwide. He set up his own consultancy in 2012. Throughout his career he has specialized in B2B, corporate reputation, and financial services. Fred has been an active member of ESOMAR, serving on the Council for four years, two as Vice-President. He is a frequent contributor to professional publications, speaker at conferences, and offers training workshops on professional skills such as insights identification and the use of storytelling techniques. His latest articles are “A New Typology of Market Research”, and “10 Heresies in Market Research,” both appearing in Quirks Magazine.
Anticipated course release in early 2018.
Details are subject to change without notice.