August 2014

Shugoll Research On the Record
On the Record is Shugoll Research's regular examination of marketing research in Washington, DC and around the country. Join us online to browse previous editions of On The Recordand for further information on our services.

It’s Not What You Say, It's How You Say It

Your research is done. Now it's time to present it to your end-client. You could simply hand over the document, but you'll probably find that presenting the results in person will be more beneficial. An oral presentation allows you to ask key decision makers about the results and how they plan to use them. It also allows persons from a variety of departments within an organization to be exposed to the results. Here are a few things to keep in mind:

Tailor. Understand your audience and design the presentation accordingly.

Focus. Make sure your presentation addresses the objectives the research was designed to meet.

Be Prepared. Test any equipment beforehand. Have backups ready. Keep it short. Make your discussion as brief as it can be and still cover your findings.

Don't speak "researchese." Keep jargon to a minimum. Use layman's terms.

A picture is worth a thousand words. Use visual aids like bar charts and graphs whenever possible.

Sum it up. Summarize the results concisely at the end of your presentation and discuss next steps.

Visit us online to learn more about our proprietary tools and research solutions.

Connect With Us:

Connect with Linked In Connect on Facebook  Follow Us on Twitter

When In Rome

When you're doing research internationally, make sure you adapt to local cultures. Here are a few tips:
  • When scheduling interviews, work around local holidays and traditional vacation days
  • Have your questionnaire translated by a native speaker.
  • Be prepared to forego telephone interviews, if the local system is unreliable or if respondents are more comfortable with in-person interviews.
  • Be certain the gender of the interviewers is appropriate. In some countries males should not interview females.
  • Ensure that interviews and focus groups are conducted by individuals who understand the culture.
  • Expect to use more informal techniques than those available in the U.S. One-way mirrors, audio and videotaping may not be as available. Focus groups may have to be conducted in homes, community centers, hotels or business office conference rooms.

So when you're ready to go global, make sure you're ready to adapt, too.

Presentation body language

Stream It In

If you're dealing with hard-to-reach professionals or low incidence consumer populations, consider doing an online focus group. Online focus groups allow participants to participate from their home or office. It's a valuable tool when you need feedback from:
  • High level corporate executives
  • Managers in certain targeted industries
  • Disabled individuals
  • Homebound or chronically ill people
  • Caregivers of family members with a serious illness
  • Respondents from across the country who need to participate in the same focus group

By using an online platform to conduct the focus group, you can show the group visual stimuli during the session and clients have the ability to watch the groups in real time from anywhere.

Shugoll in the News

Merrill Shugoll President Shugoll Research

We're proud to announce President Merrill Shugoll was named Survey Magazine’s 2014 Moderator of the Year. Her work has helped shape the strategic planning of major corporations, not-for-profit organizations, trade and professional associations and government agencies. Visit Survey Magazine to learn what makes her a top moderator.

Mark Shugoll CEO Shugoll Research

CEO Mark Shugoll recently shared the inspiration behind ArtSpeak!, Shugoll Research's program to bring artists into local DC area schools. Read more about Shugoll's mission to support the arts at Americans for the Arts' ARTSblog.
As students head back to school EdSource reports on a recent collaboration between Shugoll Research and the Afterschool Alliance which found more students are enrolling in summer programs. Read more about the America After 3pm project at the Afterschool Alliance. For more on doing research with children browse our Winter 2014 edition of On the Record.

Tel: (301) 656-0310
Fax: (301) 657-9051