Presenting your results (part 1)

August 9, 2010 § Leave a comment

Now, let’s say that you’ve done a good job on the research briefing and after the questionnaire has been reviewed your research agency tells you they’ve got the results. You’ve got to analyze them and present the relevant results to your manager and the actions triggered by those results, How to do it?


1.- Ask the research agency to explain the results to you (and your team) in a face-to-face meeting.

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2.- Be certain of the “sampling error” and the “degree of reliability” (Confidence intervals): The greater the confidence, the better. Use greater degrees of reliability (99%) with smaller samples and lesser degrees (min 95%) with bigger samples.

3.- Be certain of the exact question asked: Sometimes the title of a slide can be misleading, a great advise on presenting research results is to include the question asked to the results slide.

4.- Be certain that there is significant differences: This statistical expression sometimes confuses non-statistical managers as some results may show some numeric difference but in the reality, given the confidence levels and sampling error cannot foresee a change of attitudes. The bigger the sample or the confidence level greater statistical differences are going to be found.

5.- Take a holistic approach: Before selecting ALL-FACTS that showed significant differences, you should make a list of importance of the results gathered. Also take into consideration the results that show “no significant difference” as those results may sometimes be of more importance that the other results.


Think of the General Objective of the research in hand and ask yourself whether the result is relevant to the overall result of the study.If it does, you should mark it as one (1). For results that do not contribute to answer the general objective, mark them as three (3). Every other result that are in between should be marked two (2).

Show number one (1) results in your slides. Have the supporting slides from your provider as a back-up slide, including the question asked.

Keep number two (2) results in your hidden slides. Those slides might be linked to a “summary slide” and shown only when asked.

Do not include number three (3) results as they’re going to consume time and will not support your presentation.


Keep in mind that some companies have standard results, historic studies and main categories to compare with so you’ll need to compare accordingly in order to satisfy internal demands.

Whenever possible, show the results of previous readings on the same questions, this will place the variation variable into account (sometimes very important). Be aware that the question or indicator asked MUST BE EXACTLY THE SAME if you wish to compare results.

This same strategy applies to information gathered from audit systems such as ERP‘s, Internal Sales, etc.


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