Research Report: Delivering Insights
You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision? In this course, you will discuss how to incorporate a story in your marketing presentation to help you capture the attention and gain support of stakeholders and business leaders.
Monthly Subscription Starting at AED 99 + VAT
- Level Professional
- Duration 15 hours
- Course by University of California, Davis
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Offered by
About
You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision? In this course, you will discuss how to incorporate a story in your marketing presentation to help you capture the attention and gain support of stakeholders and business leaders. You will choose the most effective analytical method for delivering your insights and the best presentation method for your given audience. You will incorporate data visualization best practices and use tips and tricks when presenting to your various levels of decision makers and stakeholders.Modules
Getting Started
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1
Videos
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1
Readings
1
Videos
- Course Introduction
1
Readings
- A Note from UC Davis
Synthesizing Findings and Deriving Insights
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8
Videos
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5
Readings
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1
Discussion
1
Discussions
- What Story Might Your Data Tell?
8
Videos
- Synthesizing Findings and Deriving Insights Introduction
- Finding the Story in Your Research
- Market Positioning
- Using Perceptual Maps
- Market Segmentation
- Segmentation: Variations and Benefits
- Conjoint Analysis
- Performing Conjoint Analysis
5
Readings
- Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant
- More on Perceptual Maps
- Video: The Market Positioning Map
- A Better Way to Map Brand Strategy
- Video: Principles of Marketing - Segmentation, Targeting and Positioning
Resources on Storytelling from the UC Davis Data Visualization Specialization
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6
Videos
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1
Readings
6
Videos
- A Design Checklist of the Who, What, Why, and How
- Start with your Stakeholders
- The Art of Storytelling (Past, Present, and Future)
- Storytelling and the Human Brain
- Emotional Modulators: Color, Language, and Other Design Elements
- False Narratives and Data Storytelling
1
Readings
- Introduction
Review
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1
Assignment
1
Assignment
- Module 1 Quiz
Measuring Various Marketing Efforts
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6
Videos
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6
Readings
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1
Discussion
1
Discussions
- A Fundamental Shift in Advertising and Marketing
6
Videos
- Measuring Various Marketing Efforts Introduction
- Advertising and Your Market Research Plan
- Designing a Digital Advertising Framework
- Attributing Sales to Advertising
- Strategizing Social Media and Word of Mouth
- Building and Tracking Your Social Media Marketing Plan
6
Readings
- Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry
- Videos: McKinsey & Company on Digital Advertising Framework
- Quirk's: Is digital media less effective than traditional media?
- Quirk's: A framework for understanding ad effectiveness
- Video and Reading on Social Media Marketing
- Quirk's: The three Cs of social media for organizational leaders
Review
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1
Assignment
1
Assignment
- Module 2 Quiz
Planning to Communicate Findings
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7
Videos
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6
Readings
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1
Discussion
1
Discussions
- Testing and Refining Your Marketing Story
7
Videos
- Planning to Communicate Findings Introduction
- Developing Recommendations
- Testing and Refining Ideas
- Use Storytelling to Increase Effectiveness
- Choosing Best Method to Deliver Findings
- Data Visualization, Part 1
- Data Visualization, Part 2: Drawbacks of Poor Data Visualizations
6
Readings
- Video: Storytelling: How to tell a Research Story
- Quirk's: Tips for Communicating MR Insights Using Storytelling
- Quirk's: With the focus on storytelling, are we forgetting about the data?
- Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers
- Video: The Art of Data Visualization
- Video: David McCandless: The Beauty of Data Visualization
Review
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1
Assignment
1
Assignment
- Module 3 Quiz
Designing and Presenting Your Ideas
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6
Videos
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3
Readings
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1
Discussion
1
Discussions
- Developing Skills Visualizing Data
6
Videos
- Designing and Presenting Your Ideas Introduction
- Designing Your Visualizations
- Creating a Presentation, Part 1: Sections and Style
- Creating a Presentation, Part 2: Building Blocks
- Creating a Presentation, Part 3: Closing Sections and Guidelines
- Presenting Your Ideas
3
Readings
- Quirk's: A guide to using PowerPoint to present research findings
- Video: David JP Phillips: How to Avoid Death by PowerPoint
- Quirk's: Three Steps to Better Research Presentations
Additional Video Resources from UC Davis Data Visualization Specialization
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5
Videos
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1
Readings
5
Videos
- Design for Understanding
- Know Your Audience(s)
- Data Relationships and Design
- Language, Labeling, and Scales
- Visual Lies and Cognitive Bias
1
Readings
- Introduction
Review
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1
PeerReview
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1
Assignment
1
Assignment
- Module 4 Quiz
1
Peer Review
- Research Report Presentation
Course Summary
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3
Videos
3
Videos
- Interview with Robin Boyar
- Interview with Aaron Carpenter
- Course Summary
Auto Summary
Unlock the secrets to delivering impactful research insights with this Coursera course on Sales & Marketing. Learn to craft compelling stories, choose effective analytical methods, and master data visualization techniques to captivate stakeholders. Tailored for professionals, this 900-minute course offers Starter and Professional subscription options. Elevate your presentation skills and drive business decisions with confidence.
Robin Boyar
Ashwin Aravindakshan, PhD