From the course: Market Research Foundations
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Presenting your research: A crash course in persuasive techniques
From the course: Market Research Foundations
Presenting your research: A crash course in persuasive techniques
- The goal of any research study is actionable results. Yet many teams struggle to convert their customer insights into real changes that move the needle. This happens for two reasons. Either the data doesn't address the questions you set out to answer or your report isn't memorable so decision makers gloss right over it. Anyone can toss numbers into a PowerPoint, but you need more. So I'm going to give you some pro tips that will help your message sing. First and above all else, I can't emphasize this enough, tell a good story. Storytelling is the secret weapon that brings your research to life. Chart after chart won't impress anyone. Instead, try one of humankind's oldest and most effective way to share what you know about your customers, authentic stories from real people. Naturally persuasive and shareable, stories leverage a number of psychological triggers. The best ones have unique moments that stick in your…
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