Editor's note: Kim Fende and Justin Masterson are qualitative research consultants at Seek Inc., a Cincinnati research company. This article appeared in the March 22, 2010, edition of Quirk's e-newsletter.
Whether on the research company or client side, you've likely encountered a situation where research deliverables were read once and then filed away - never to be seen or discussed again. Despite stellar fieldwork, exhaustive research review and meticulous analysis, sometimes a Word document or PowerPoint presentation is simply too one-dimensional to be passed along effectively in a larger organization. Researchers want their hard work to go to good use and clients want dynamic reporting that makes an impact. In certain situations a traditional summary of findings may be the right fit, but other times something a bit more multidimensional - a bit more grabby - is required.
It may be time to get more creative with your deliverables by combining the forces of research consultants, designers, writers and videographers to put together an offering that will stand out. Whether it's video, print media, online interactive media or something even more inventive, innovative reporting methods can help ensure that research insights are given the attention they deserve.
Here are a few examples of creative media deliverables that can be used to make research findings hit home:
Video segmentation shorts. If a picture is worth a thousand words, imagine how rich of a story can be told with 30 pictures a second. Working with a video-shooting and -editing team, target segments can be brought to life with short videos (3-5 minutes per segment) that blend target interview footage, music, illustrative visuals and voice-over narration to tell a big story in a short video. Additionally, that short video can be passed virally via e-mail.
Magazine-style quick cards. Most people enjoy reading a magazine more than a typical research summary. Something about fully-produced, professionally-designed, graphic-plus-text pieces makes any summary more enjoyable, more memorable and more likely to be passed along. It also offers an opportunity to blend quantitative data and qualitative insights in a quick and enjoyable read. Hunt down a graphic designer and try it with existing target profiles or summaries.
Research rollout events. To make a splash in a big organization and deploy rich target data all at once, consider holding a rollout event. Working with professional script writers, graphic designers, video editors, set designers and actors, it's possible to bring target segments and real-people insights to life in a blend of print materials, PowerPoint, live drama and video. The initial time and resource investment may feel high, but it can generate excitement throughout the organization and get colleagues familiar with the research process - all in one afternoon.
Target the medium to the message
There is no perfect solution for every business need or deliverable message; the trick is to target the medium to the message. Ask yourself: What story needs to be told? And what's the best medium to tell that story? Whether it is board games or posters, segment-specific Web sites or life-size dioramas, using sensory-interactive creative media to share results with a broader group in a client's organization can provide a gut-level understanding of client targets - and let your research shine.