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Communicating the findings and implications of research results to clients is the culmination of the entire research process. It is the “passing of the torch,” handing the client new learning that will illuminate and shape his or her decision-making.
This webinar will describe new approaches to communicating research results in ways that embrace a broader, more engaged role as a researcher. It will stress the importance of organization and structure as ways of maintaining the attention of the audience and the increasing use of storytelling in live presentations. The content is drawn from a newly-released module within the University of Georgia’s Principles of Market Research online training course.
Fred John, Founder and Principal of Consilience Research & Consulting, LLC.
C. Frederic (“Fred”) John stumbled into the market research profession nearly 40 years ago and never found the exit. He worked for many years on the supplier 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, Inc. 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 speaker at conferences and a keen observer of the evolving market research profession. In recent years he has concentrated on helping researchers develop such professional skills as insights identification and the use of storytelling techniques. He recently revised the chapter on reporting and presenting for the University of Georgia’s online masters in market research course.
CASRO and MRA have come together to form Insights Association, www.insights.marketingresearch.org