University of California, Davis - Research Report: Delivering Insights 

Course Introduction

Synthesizing Findings and Deriving Insights Introduction

Finding the Story in Your Research

Market Positioning

Using Perceptual Maps

Market Segmentation

Segmentation: Variations and Benefits

Conjoint Analysis

Performing Conjoint Analysis

A Design Checklist of the Who, What, Why, and How

Start with your Stakeholders

The Art of Storytelling (Past, Present, and Future)

Storytelling and the Human Brain

Emotional Modulators: Color, Language, and Other Design Elements

False Narratives and Data Storytelling

A Note from UC Davis

Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant

More on Perceptual Maps

Video: The Market Positioning Map

A Better Way to Map Brand Strategy

Video: Principles of Marketing - Segmentation, Targeting and Positioning

Introduction

Module 1 Quiz

Measuring Various Marketing Efforts Introduction

Advertising and Your Market Research Plan

Designing a Digital Advertising Framework

Attributing Sales to Advertising

Strategizing Social Media and Word of Mouth

Building and Tracking Your Social Media Marketing Plan

Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry

Videos: McKinsey & Company on Digital Advertising Framework

Quirk's: Is digital media less effective than traditional media?

Quirk's: A framework for understanding ad effectiveness

Videos on Social Media Marketing

Quirk's: The three Cs of social media for organizational leaders

Module 2 Quiz

Planning to Communicate Findings Introduction

Developing Recommendations

Testing and Refining Ideas

Use Storytelling to Increase Effectiveness

Choosing Best Method to Deliver Findings

Data Visualization, Part 1

Data Visualization, Part 2: Drawbacks of Poor Data Visualizations

Video: Storytelling: How to tell a Research Story

Quirk's: Tips for Communicating MR Insights Using Storytelling

Quirk's: With the focus on storytelling, are we forgetting about the data?

Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers

Video: The Art of Data Visualization

Video: David McCandless: The Beauty of Data Visualization

Module 3 Quiz

Designing and Presenting Your Ideas Introduction

Designing Your Visualizations

Creating a Presentation, Part 1: Sections and Style

Creating a Presentation, Part 2: Building Blocks

Creating a Presentation, Part 3: Closing Sections and Guidelines

Presenting Your Ideas

Design for Understanding

Know Your Audience(s)

Data Relationships and Design

Language, Labeling, and Scales

Visual Lies and Cognitive Bias

Interview with Robin Boyar

Interview with Aaron Carpenter

Course Summary

Quirk's: A guide to using PowerPoint to present research findings

Video: David JP Phillips: How to Avoid Death by PowerPoint

Quirk's: Three Steps to Better Research Presentations

Introduction

Module 4 Quiz