Getting the Message Across

Traditional reporting of research results usually pushes data at an audience using tables, charts, figures and words. In order to justify its role, considerable time is spent outlining methodologies and other technical aspects at the beginning of a debrief. Frequently the debrief presents findings and then grinds to a halt.

MESSAGING NOT MUMBO JUMBO

Market research findings are hugely valuable but too often they are obscured by corporate jargon and marketing ‘mumbo jumbo’.

We avoid this approach as it is dull, confusing and leaves the audience to do much of the heavy lifting – something busy marketing people simply don’t have the time to do.

ENGAGING COMMUNICATION

At ASHDOWN we have always believed that our role is not to provide a data download but to facilitate a knowledge transfer. It is crucial to engage not just the audience’s attention, but their hearts and minds as well.

We endeavour to make our reports memorable pieces of communication with ‘stickability’ so the audience can leave a debrief and simply pass on the essence to colleagues and associates. The return on data investment climbs sharply with pass-on messaging.

WAYS OF GETTING THE MESSAGE ACROSS

Over the years we’ve developed various ways to help get the message across:

• Data Stories. We don’t click through the debrief results question by question. Rather we weave together a story from the data, analyse it through the filter of imagination, and present it in a logical and engaging way
• Opinion Insights. We go beyond the facts, sharing our understanding of what the data means, not just what it says. This enables audiences to absorb the findings and accept or reject the hypothesis being offered to them
• Power Video. With over 12 years of editing experience, not merely video capture, we create clip sequences, video profiles and other output formats which resonate powerfully and memorably with audiences
• Springboards. This starts where the debrief ends. A two hour, facilitated work shop, using many different creative approaches, empowers the marketing audience to move from results to an action plan