Some thoughts on presentations

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Some thoughts on presentations

• American style vs. European style
• Be brief.

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Some thoughts on reports

• Think about what part of the report will be read
  the most. This will be the..
• Make this the most powerful prose in the entire
  document.
• Be brief, but comprehensive
• Use appendices to accomplish this.

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Crafting Effective Communications
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Every communication should focus on one main
message and 3-5 key supporting themes.
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The key to effective messaging is thinking about
relationships.

• Data point and data point source of messages
• Overall structure and individual pages logic of
  supporting argument
• Message and supporting information burden of
  proof

Quantitative
Qualitative
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Messages result from the process of grouping and
summarizing the output of research and analysis.
What do they have in common? So what?
Grouping Summarizing
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The main message triggers why? and how? questions
that the key themes answer.
Main Message
Why?Reasons
How?Actions
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Here is an example of the message structure at
work.
(Main Message) Burger King has an opportunity to
increase our share of show of stomach in the
U.S. restaurant market.

• (Why?) The growth of the Mexican Casual Dining
  market is currently at 25 (at the high end of
  previous estimates). It is expected to grow to
  26 in the next year and 27 in the next 3 years.
• (Why?) The Burger King association positively
  impacts future intended usage. McDonalds and
  Wendys have no impact on future interest in
  using Mexican Casual Dining.
• (How?) Burger King should offer Mexican Casual
  Dining in the 6 - 9 price range.
• Data shown is not actual data.

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The main message and key themes should dictate
the information included in, and excluded from,
any communication.

• Guidelines
• Document Tell the story in maximum of 30
  PowerPoint slides
• Presentation Create fewer, sparer pages
• Put next-level good-to-know information in
  Secondary Slides
• Put raw tables, demographics, etc. in Appendix,
  if needed

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We will explore how to translate the results of
research and analysis into effective
communications.
Structure the Story
Show the Story by Crafting and Supporting Topic
Sentences
Do the Research and Analysis
2.
3.
1.

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Strong topic sentences are the principal means of
conveying the main message and key themes, page
by page.

• ONE main message of page
• Link in overall story supporting overall main
  message

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Effective support of the topic sentence starts
with selection of the type of support to use.
Tables
Text
Organize lots of data Cannot convey
relationshipsquickly and easily
Can give full explanation Hard to make memorable


Concept Visuals
Quantitative Charts
Can crystallize complex concepts Can provide
memorable recurring icon Often open to many
interpretations
Convey relationships among data points Can make
data seem more concrete Usually need explanation


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The right chart highlights the relationship that
focuses the topic sentence.

Correlation
Frequency
Time Series
Component
Item
Between variables
Items within ranges
Changes over time
Percentage of total
Ranking items
Definition
or
or
or
or
Trigger Words
Related to, increases/ decreases with, changes
with, varies
Share, percentage of total, accounted for X
percent
Larger than, smaller than, equal, most, least
X to Y range, concentration, frequency
Change, grow, rise, decline, increase, decrease,
fluctuate
Source Gene Zelazny, Say It With Charts
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Our pages typically combine text with a chart or
table to support the topic sentence, which should
state the main message of the page.

• Guidelines
• 1-2 per page
• Minimal text

• Supporting point
• Supporting point

• Chart or Table
• Guidelines
• Include only relevant data points
• Highlight elements that especially support topic
  sentence

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Fast food breakfast plays a key role in the lives
of Blue-Collar workers

• Somewhat higher on breakfast related attributes
  in general, segmentation ratings rise to levels
  significantly above White-Collar Workers for
  breakfast sandwiches and coffee.

Top 3 Box agreement with statement
Significant at 90
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Exercise Crafting Your Project Presentation

• For your project presentation you will plan a
  presentation of the main message and key themes
  developed from your analysis
• Craft the presentation, with topic sentences and
  well-chosen support on all the pages

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• Goals
• Clear single message
• 3-5 key supporting themes
• Strong, selected research support for each key
  theme
• Questions?

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Earning The Shield