How to Increase the Impact of Research Results
Editors note: University of Georgia/MRII gave a presentation on increasing the impact of research results on January 30, 2020. Duration 59:24.
The communication of research results has progressed significantly over the past two decades: dashboards, heat maps, videos and graphic design are all examples of the ways that we bring research to life. All of these innovations, on both the agency- and client-side, have the end goal of making research results more actionable and impactful. But today, some research is still struggling to make the impact it should. Our industry can benefit from gaining a better understanding of the factors that can impact how research results are assimilated, accepted and acted upon. This webinar expands on the updated curricula that MRII offers in the course, “Communicating Research Results.”
Join Jeffrey Hunter, retired senior director of General Mills, and Jeffrey Henning, executive director of MRII, to learn:
- How to measure and determine the elements of different types of research and how that should influence the mode of communication.
- When and why a presentation, however entertaining, is not enough.
- The characteristics of the audience that will impact the assimilation and acceptance of research results, and how that should influence what is communicated.
- Why you should spend more time thinking about the client business model – agency- or client-side – and how that will increase the likelihood of research being acted upon.
- The importance of language in getting stakeholders to buy into research projects and embrace results.
Presenters:
- Jeffrey Hunter, retired senior director, General Mills.
- Jeffrey Henning, executive director, MRII.