|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.
Not What You Say, It's How You Say It
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
Focus. Make sure your presentation addresses 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
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.
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
- Be prepared to forego telephone interviews, if the
local system is unreliable or if respondents are more comfortable with
- 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,
Stream It In
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.
in the News
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.
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.
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.