The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.Learn More
In late October I had the opportunity to attend The Market Research Event in Nashville, a meeting of over 1500 global industry researchers, including both those working as brand strategists from within a company and those partnering with brands to provide external support and guidance. After three full days of engaging breakout sessions and keynote addresses, and one and a half notebooks worth of insights, I returned to the office with four trends that remain top of mind, several weeks after leaving Nashville.
While market researchers may gain tremendous value from dense spreadsheets of analysis and book-length reports, it is essential for us to recognise that these formats are often daunting, mysterious, and off-putting for clients and key decision makers, whether internal or external. There is no faster way to lose an audience than to inundate them with statistics. Instead, researchers need to turn their data into a story, often relying on visuals, rather than pages of analysis, to add meaning to the numbers.
Several case studies presented at The Market Research Event demonstrated successful “show, not tell” approaches to engaging stakeholders and gaining their buy-in without overwhelming. In particular, the following tips emerged:
This will be a three part series. Stay tuned for more trends.