Abstract:

Research presentations often overwhelm audiences with endless slides and charts. This debrief phase is arguably the most important part of the research process. Until research has been used to motivate an action or improve decisions, the project has not succeeded. This presentation provides examples from both Motorola and GfK about how to improve the research debrief, convert insights into action and make things happen with research results. A mindset shift is proposed whereby the final presentation is viewed as just the beginning backed by an organizational design that fosters and supports client follow-up efforts.