In this webinar Ray Poynter shares how you can improve your reports and presentations by focusing on ”Think, Feel, Do!” What do we mean by ‘Improve’? We mean creating reports and presentations that result in action. Yes, you want to use storytelling. Yes, you want to be visual. And yes, you want to create engagement. But, these three are a means to an end, and the end we are focusing on is whether your report or presentation makes it more likely that action will follow. This webinar is a part of a series we will be producing with Ray that focuses on ‘How to …’.

1. How to use Think, Feel, Do!
to improve your reports & presenta:ons
Ray Poynter
The Future Place
September 2018
How to use ‘Think, Feel, Do!’
Ray Poynter – September 2018

2. Gold
NewMR 2018 Sponsors
CommunicaFon
Silver
Please thank our sponsors by visiFng their websites

3. Too many presentaFons and reports are boring
The old way
Delivering the data

4. We want to create acFon & change. We want people to
‘Do’ something aLer receiving the message.
The new way
Delivering AcFon

5. The difference between means and ends
Means
Engagement
Storytelling
VisualisaFon
Ends
AcFon
We should make presentaFons and reports more engaging.
But the reason we do it is to achieve real results.

6. Do!
Think
Feel
We combine Think (the facts) with Feel (the emoFonal message),
to create the Do! (the acFons we want to happen).

7. Do!
• Launch the product
• Choose opFon A
• Address customer dissaFsfacFon with check-in
• Do more research
• Cancel the project
• Keep doing exactly what you are doing …
There are many different types of ‘Do!’ – they depend on the
situaFon. But, there should always be a ‘Do!’.

8. Finding the Do!
Business
QuesFon
Business
Context
Your data
and analysis
To find the Do! we combine three elements: 1 your data & analysis,
2 the business context & knowledge, 3 the Business QuesFon.

9. Finding the Do!
Business
QuesFon
Business
Context
Your data
and analysis
Not
viable
If you ignore the business context, your recommendaFons are
likely to be ‘Not Viable’.

10. Finding the Do!
Business
QuesFon
Business
Context
Your data
and analysis
MR not
needed
For some business quesFons, market research is not needed. We
must recognise this, there are many ways to answer quesFons.

11. Finding the Do!
Business
QuesFon
Business
Context
Your data
and analysis Irrelevant
An answer that ignores the business quesFon is ‘Irrelevant’.

12. Finding the Do!
Business
QuesFon
Business
Context
Your data
and analysis
Do!
The ‘Do!’ is at the intersecFon of the business quesFon, your data
& analysis, and the wider business context and knowledge.

13. Changing
Behaviour is
Hard
From Behavioural Economics, we know changing behaviour is hard.
The ‘facts’ do not oLen change behaviour.

14. Changing Behaviour
Behavioural Economics talks about the rider (the raFonal brain)
and the elephant (the emoFonal and automaFc system).

15. Changing Behaviour
Inform the rider
(Think)
We share the facts with the rider – this is the think process.

16. Changing Behaviour
Mo:vate the elephant
(Feel)
We moFvate the elephant, we communicate at the emoFonal level,
we want the audience to feel that what we are saying is right.

17. Changing Behaviour
Shape the path
(Do!)
We shape the path, to make it easier to do the right thing, to help
ensure the Do! Happens.

18. The Think
Your data
and analysis
The Think process does not start with your data and analysis.

19. The Think
Business
QuesFon
Start with the Business QuesFon. What does the business need
to do aLer it has answered the quesFon?

20. The Think
Business
QuesFon
Business
Context
Consider the business context, for example what informaFon
already exists.

21. The Think
Business
QuesFon
Business
Context
Your data
and analysis
Conduct your analysis to find the Do! The Do! Is based on the
facts.

22. The Think
Business
QuesFon
Business
Context
Your data
and analysis
You use Think to Find the Do!
Do!

23. The Report / Presenta:on
Shape the path
(Do!)
The report / presentaFon combines Think & Feel to create the Do!
Mo:vate the elephant
(Feel)
Inform the rider
(Think)

24. The Do! Rests on the Feel
Do!
Feel
Think
The think tells the researcher what is needed.
The Feel is what changes the beliefs / behaviours.

25. Example – USA Movie Popcorn
Center for Science in the Public Interest (CSPI)
In 1994 it revealed
Medium bag of popcorn = 37 grams saturated fat
USDA (United Stated Department for Agriculture)
Recommended maximum = 20 grams
Made to SFck – Chip and Dan Heath
Example of Feel. 1994 study of USA popcorn found it had 37
grams of fat. But the recommended amount is 20 grams.

26. Example – USA Movie Popcorn
Center for Science in the Public Interest (CSPI)
In 1994 it revealed
Medium bag of popcorn = 37 grams saturated fat
USDA (United Stated Department for Agriculture)
Recommended maximum = 20 grams
The Do! ? Persuade people to eat less popcorn.
But the Think (the data) does not use ‘Feel’.
20
37
0
20
40
Grams Fat
US D.A.
Popcorn

27. Using ‘Feel’
=
37 grams
+ +
One bag of popcorn has the same saturated fat as three
unhealthy meals. So, don’t eat a bag of popcorn.
37 grams

28. From Think to Feel
• Study data è narraFve flow
A narraFve flow provides a direcFon. From a start to a middle to
the conclusion.

29. From Think to Feel
• Study data è narraFve flow
• All the data è just the relevant story
More evidence does not make something more believable.
Choose the best way to convey the story and use emoFons.

30. From Think to Feel
• Study data è narraFve flow
• All the data è just the relevant story
• Tables è customer stories
Move from data to illustraFng what it tells us about customers.
Bring data to life by showing individual cases.

31. From Think to Feel
• Study data è narraFve flow
• All the data è just the relevant story
• Tables è customer stories
• Tables è illustraFons
Images, charts, cartoons, infographics can convey emoFonal
messages more powerfully than paragraphs and tables.

32. From Think to Feel
• Study data è narraFve flow
• All the data è just the relevant story
• Tables è customer stories
• Tables è illustraFons
• ReporFng è persuading
ReporFng has no soul. ‘Persuading’ focuses on trying to get
people to do the Do!

33. Tip – Collect Examples
Collect your personal set of examples to help turn
‘Think’ into ‘Feel’ to create ‘Do!’

34. Confusing messages

35. Confusing messages

36. Illusion

37. Illusion

38. Thank You!
Follow me
Twiner: @RayPoynter
LinkedIn: www.linkedin.com/in/raypoynter

39. Q & A
Beny Adamou
Research Through Gaming
Ray Poynter
NewMR
Use the Q&A opFon in Zoom to ask your quesFons

40. Gold
NewMR 2018 Sponsors
CommunicaFon
Silver
Please thank our sponsors by visiFng their websites