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PR Worthy Techniques To Make Research Go Further

Vital Findings
Vital Findings

This document discusses three PR-worthy research techniques: 1) Making a difficult choice modeling (DCM) study media-worthy by framing cost-benefit tradeoffs of transportation options in an accessible way. 2) Infiltrating an organization with an interactive website segmentation to engage a broad range of stakeholders in exploring insights. 3) Reducing screen time by delivering research findings through a shareable podcast format.

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CRC 2019 To Make Research PR-WORTHY TECHNIQUES Go Further
Meet Your Hosts Brian Thompson Senior Director @ Vital Findings Morgan Richards Senior Manager @ Cox Automotive Stephanie David Director @ Vital Findings
The pressure is on to make a unique impact with research. The Challenge We Face Monopoly on Data IN THE PAST Democratization of Data THE TRANSITION Its not the data, its what you do with it NEW APPROACH
The Bar Has Been Raised 2019: DESIGN BECOMING COST-OF-ENTRY 2020: WHATS NEXT ? 2010: GREAT DESIGN STANDS OUT
Three Examples of PR-Worthy Methods Making a DCM Media Worthy Infiltrating the Organization With Interactive Website Reducing Screen Time With a Podcast
PR Worthy Techniques To Make Research Go Further
The Changing Landscape OF TRANSPORTATION
How do you turn a complicated DCM... into headline worthy findings
Making a DCM Media Worthy The Research Challenge The Real Challenge Understand how people will get around in the future, and predict when consumers will use other means of transportation more than their own cars Answer questions about the future using a difficult methodology to bring forward headline worthy results
How do you decide how to get around? OPTION 1 Personal car OPTION 2 Ride-share OPTION 3 CHEAPER 10% Self driving car OPTION 4 CHEAPER MINUTES 20% +15 Self-driving car
Make sure people know what were asking CHALLENGE #1
PR Worthy Techniques To Make Research Go Further
Ask about price in a relevant way CHALLENGE #2
FRONT END: Cost Per Month BACK END: Cost Per Mile
$100 / MONTH $500 / MONTH $1000 / MONTH 25 MILES 50 MILES 5 MILES
500 $1.50 $1.5 / MILE $750 MONTHLY MILEAGE PER MILE MILES PER MONTH COST PER MILE COST PER MONTH
PR Worthy Techniques To Make Research Go Further
PR Worthy Techniques To Make Research Go Further
Podcast Deliverable To Reduce Screen Time The Research Challenge The Real Challenge Understand a new product category and uncover the implications for the business Grab the organizations attention so they can plan for how this new product category will change their business
Posters Playbooks Video Workshop Design Options Considered ?MARKETING PLAYBOOK Posters Playbooks TALK TIME Podcast Video Workshop Design Options Considered
It gets off the screen Why A Podcast? Fits into other parts of the users life Buzzworthy & Shareable Shifts consumption mindset from work to play
Finding Inspiration CountdownsClips of regular folks Expert Interviews Someone diesPlayful Banter Theme Music
Top 5 Insight Countdown Hosted by Brian & Robyn Clips from the qualitative ORIGINAL PLAN MUCH BETTER IDEA Client 1 & Client 2+ Context from SVP+ Call to action Top 5 Countdown Clips from the qualitative Call to Action From Head of Research+
The Jingle: Pond5 (big selection and songs starting at $15) The Sound Effects: Freesound.org (its free!) Podcast Tips & Tricks: Interviews clips: Can be re-recorded by team members if audio is bad Delivered in MP3 (They can play from email) The Program: Premiere Pro (or Audacity)
Leaping Off the Page To Maximize Breadth The Research Challenge The Real Challenge Segment the cleaning market in a forward looking way which takes new trends into account Get product designers, accounts, and other parts of the organization on board and using the segmentation
Need a broad- based coalition of stakeholders to adopt the segmentation Past Segmentations Didnt Fully Take Hold Past CurrentSEGMENTATION Insights Product Designers Marketing Accounts Planners C-suite
First Step: Research Installation
PR Worthy Techniques To Make Research Go Further
PR Worthy Techniques To Make Research Go Further
50% 110
50% 110
50% 110
Breaks free of the PowerPoint Not a one-size- fits all approach Users get to explore Can focus on whats important to them Why An Interactive Website?
Website developer: Thumbtack.com or personal network One Step At A Time: Make sure everything is final Webpage Tips & Tricks: Think About the Future: Consider website hosting, maintenance, and upkeep Be collaborative: Listen to developers UX knowledge Webpage Tips & Tricks:
Making a DCM Media-Worthy Infiltrating the Organization With a Segmentation Website Reducing Screen Time With a Podcast NEWS Questions? Thank you!

More Related Content

PR Worthy Techniques To Make Research Go Further

  • 1. CRC 2019 To Make Research PR-WORTHY TECHNIQUES Go Further
  • 2. Meet Your Hosts Brian Thompson Senior Director @ Vital Findings Morgan Richards Senior Manager @ Cox Automotive Stephanie David Director @ Vital Findings
  • 3. The pressure is on to make a unique impact with research. The Challenge We Face Monopoly on Data IN THE PAST Democratization of Data THE TRANSITION Its not the data, its what you do with it NEW APPROACH
  • 4. The Bar Has Been Raised 2019: DESIGN BECOMING COST-OF-ENTRY 2020: WHATS NEXT ? 2010: GREAT DESIGN STANDS OUT
  • 5. Three Examples of PR-Worthy Methods Making a DCM Media Worthy Infiltrating the Organization With Interactive Website Reducing Screen Time With a Podcast
  • 7. The Changing Landscape OF TRANSPORTATION
  • 8. How do you turn a complicated DCM... into headline worthy findings
  • 9. Making a DCM Media Worthy The Research Challenge The Real Challenge Understand how people will get around in the future, and predict when consumers will use other means of transportation more than their own cars Answer questions about the future using a difficult methodology to bring forward headline worthy results
  • 10. How do you decide how to get around? OPTION 1 Personal car OPTION 2 Ride-share OPTION 3 CHEAPER 10% Self driving car OPTION 4 CHEAPER MINUTES 20% +15 Self-driving car
  • 11. Make sure people know what were asking CHALLENGE #1
  • 13. Ask about price in a relevant way CHALLENGE #2
  • 14. FRONT END: Cost Per Month BACK END: Cost Per Mile
  • 15. $100 / MONTH $500 / MONTH $1000 / MONTH 25 MILES 50 MILES 5 MILES
  • 16. 500 $1.50 $1.5 / MILE $750 MONTHLY MILEAGE PER MILE MILES PER MONTH COST PER MILE COST PER MONTH
  • 19. Podcast Deliverable To Reduce Screen Time The Research Challenge The Real Challenge Understand a new product category and uncover the implications for the business Grab the organizations attention so they can plan for how this new product category will change their business
  • 20. Posters Playbooks Video Workshop Design Options Considered ?MARKETING PLAYBOOK Posters Playbooks TALK TIME Podcast Video Workshop Design Options Considered
  • 21. It gets off the screen Why A Podcast? Fits into other parts of the users life Buzzworthy & Shareable Shifts consumption mindset from work to play
  • 22. Finding Inspiration CountdownsClips of regular folks Expert Interviews Someone diesPlayful Banter Theme Music
  • 23. Top 5 Insight Countdown Hosted by Brian & Robyn Clips from the qualitative ORIGINAL PLAN MUCH BETTER IDEA Client 1 & Client 2+ Context from SVP+ Call to action Top 5 Countdown Clips from the qualitative Call to Action From Head of Research+
  • 24. The Jingle: Pond5 (big selection and songs starting at $15) The Sound Effects: Freesound.org (its free!) Podcast Tips & Tricks: Interviews clips: Can be re-recorded by team members if audio is bad Delivered in MP3 (They can play from email) The Program: Premiere Pro (or Audacity)
  • 25. Leaping Off the Page To Maximize Breadth The Research Challenge The Real Challenge Segment the cleaning market in a forward looking way which takes new trends into account Get product designers, accounts, and other parts of the organization on board and using the segmentation
  • 26. Need a broad- based coalition of stakeholders to adopt the segmentation Past Segmentations Didnt Fully Take Hold Past CurrentSEGMENTATION Insights Product Designers Marketing Accounts Planners C-suite
  • 27. First Step: Research Installation
  • 33. Breaks free of the PowerPoint Not a one-size- fits all approach Users get to explore Can focus on whats important to them Why An Interactive Website?
  • 34. Website developer: Thumbtack.com or personal network One Step At A Time: Make sure everything is final Webpage Tips & Tricks: Think About the Future: Consider website hosting, maintenance, and upkeep Be collaborative: Listen to developers UX knowledge Webpage Tips & Tricks:
  • 35. Making a DCM Media-Worthy Infiltrating the Organization With a Segmentation Website Reducing Screen Time With a Podcast NEWS Questions? Thank you!