Down with decks
Would you perhaps raise a wry smile at the suggestion that the insights industry tries to prove its value through the size of its PowerPoint decks?
There are some real whoppers out there, brim full of charts and tables demonstrating the completeness of the research that has taken place. The fascinating thing about these decks is that when presented, more often than not only a percentage of the information is actually referred to. Quite right to, of course, as all skilled presenters know that the PowerPoint deck is there as a reference point to support what they are saying.
But it does therefore beg the question why that same deck is deemed to be effective communication tool to be sent to stakeholders who have not attended the presentation?
One client of ours recently commented that his analysts seem to be of the opinion that their main function is to gather and assess data rather than to effectively communicate insights to the business. For him, the belief that a 60 slide PowerPoint deck is fit for purpose as a document to send to stakeholders emphasises his point.
What is clear is that insights analysts routinely complete only half of the communications journey. They are expert at gathering the data, assessing the findings and determining what this means for the business.
But the job is not truly complete unless they have considered the audience this research needs to be communicated to (what is their level of understanding, what are their priorities, how do they like to receive information, and so on), what the actual story is, and then what supporting evidence is required to underpin that story.
What we have found is that if you listen to a research deck being presented, it can often be boiled down into a compelling document that lands the key points, backed up by the standout data. It is not ‘flickable’, it is impactful, and therefore is a far more appropriate document to be sent to stakeholders.
Of course there is an additional time commitment and, potentially, training required to produce this extra document but as Churchill famously stated: “If I had more time I would have written a shorter letter.”
Interested in how we can help with your Insights Team Content Programme?
Feel free to contact our Head of Content, Scott McLean, who is more than happy to share the experience we have received from running similar programmes for British Gas, Camelot and News UK.