The next time you plan research project deliverables, don’t automatically reach for PowerPoint. While PowerPoint may be the optimal solution, you first need to consider: What is the deliverables goal? Is it to drive a decision? To educate the team and leadership? To bring the team together by building a common foundation of knowledge? To inspire? All of the above?
When you know the goal of the deliverable, you are then in a position to create something that will effectively (and even powerfully) communicate and socialize the research findings. You will be able to give ‘em something more, something memorable that sticks.
Generally, there are two categories of MR deliverables. The first, of course, is the more traditional analysis and report. For some types of research (e.g., pricing, final product test prior to launch, etc.), a traditional analysis and report are the best option to deliver the research results and insights. The second we’ll call “Unique deliverables” tend to be more innovative, creative, and different from the traditional MR report.
“Unique Deliverables” may facilitate communication better, depending on the research project and goals, especially for qualitative research. (“Unique Deliverables” may work for some quantitative research projects, but not usually.) “Unique Deliverables” may sometimes be hard copy, but are more likely to, take the shape of videos, podcasts, and even dramatic readings!
These “Unique Deliverables” are better for communicating “living insights” - those kept alive in the client organization. These deliverables communicate insights to the audience in a way they can easily digest and socialize. Insights that live on and can be easily accessed by the audience. “Unique Deliverables” dramatically impact strategy as they facilitate the insights becoming a part of the brand or product team’s DNA.
Questions to Ask Yourself Before Deciding on Deliverables
Where are you in the process of solving the business problem (e.g., product launch, concept test, purchase journey) are the clients?
What are the research questions?
Who will be the audience for the deliverables (e.g., marketing, brand, senior leadership, and other functions)?
Generally, who needs to hear the information and how will it be used?
“Unique Deliverables”: Examples
We completed a Patient Journey for Non-Small Cell Lung Cancer. The client presented the research results to six different audiences over six months. The audience size in the presentations ranged from 30 to 80 people. To make it easier for our client to do these presentations, we created a comprehensive journey map (for everyone to access) plus a click-and-play video (five minutes) to use in the presentations. The patient journey became foundational insight that grounded everyone in a common truth and was used at many strategic decision points, including targeting, messaging to physicians, and more.
Our client has a long history of work on Diabetes and asked us to document the evolution of changes in treatment for this disease. This project aimed to create a workshop to communicate the background understanding of where they had been and where they were going. The workshops would be used to onboard new team members and existing team members who may have only been exposed to one aspect of product development. The workshops created a strong standard foundational start when considering strategy for a new emerging brand.
Our client acquired a new brand and needed us to synthesize the information in all existing data sources. We did complete a traditional report for this project, but we also completed a Comic Book to inspire, motivate and excite the team about the product’s potential. The Comic Book also made the information more easily accessible than the traditional report, so team members could refer to it more often.
“Unique Deliverables” have an essential function, so don’t use them just to be different. Ensure your deliverable fits the project goals and communicates the story to those who need to hear it. Innovative and creative deliverables pack a bigger punch, inspire, and motivate the audience, and have a lasting stickiness that keeps them for your clients. Remember when you give ‘em something more, you can create deliverables with zing that sing!