Mayra Munguia Explores Insight Engagement for GreenBook's Big Ideas
On 5th December 2019, GreenBook has published an article written by FlexMR’s Insight Manager, Mayra Munguia, entitled 5 Tricks to Secure Insight Engagement and Memorability on their blog publication.
Insight memorability is something that insight professionals have been fighting to create for a while now, but for all of the tips and tricks out there, there has been slow progress. This is due, in part, to a distinct lack of innovation within the research reporting stage. But also, because clients spend an average of 37% of their time in meetings and presentations, so it’s hard to make your research report stand out when it’s most likely the exact same as many other that they’re seeing.
5 Tricks to Secure Insight Engagement and Memorability
1. Tell the Story
As humans, we pay attention to and engage a whole lot more with stories than we do with data. But what people keep forgetting, is that data holds a multitude of stories that haven’t been put into words yet. Storytelling techniques derived from artistic professions are brilliant for presenting the insights in a way that is engaging, and presenting the participants as fully-formed characters will create a deeper connection between decision-makers and the insights in a way that would otherwise be unachievable with just data tables and graphs.
2. Don’t be Afraid to Ask Questions
Researchers have found that being tested on information is the best way to move memories from your short-term memory to the long-term memory. If you’re presenting the insights in person, questions such as: “before we move onto the nest topic, did anyone have any theories about [current topic] before you saw the results?” will automatically encourage your audience to actively associate the relevant insight with a particular issue within the company that is important to them, thus embedding the insights into their longer-term memory through this stimulus.
3. Use Memorable Visual Stimuli
What is it that makes certain imagery memorable? Luckily, scientists have found an answer; subjects that inspire negative emotional responses (i.e. disgust, anger, and fear rather than awe or contentment) are one of the key aspects of a memorable image. The use of ambiguity is another engaging aspect, where multiple meanings can be interpreted from a single image. This causes viewers to exert just enough cognitive effort to help code an advert into long-term memory.
4. Take Advantage of Time
The first aspect of time to take advantage of comes from learning to recognise when the best time of day is to hold the meeting. Catching people too early or late in the day will result in them becoming distracted either by the prospect of getting home, or the work they have to do in the day ahead. The second task is to make sure you’re booking to right amount of time to allow the audience to engage with your insights.
5. Get Innovative with Insight Presentation
Until now, most insights have been presented to clients in traditional ways: either with PowerPoint presentations, written report filled with data tables. But handing over an innovative report will push your client to keep engaged. Interactivity is the key to creating a new type of research report, and if we start thinking outside of the box, the options for creative reporting are endless.
Interested in learning more? Read the full article here.
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