Tag Archives: VizFest

Viz-Fest 2016 Day 2 – Deliverables and Communications #MRX #NewMR

Live note taking of the November 2016 Viz-Fest webinars. Any errors are my own.

http://viz-fest.com/

 Making a big difference with small changes by Simon Dunn, Highly recommend watching!

  • Quotes
    • Tight line spacing suggests an amateur design, use wider line spacing
    • Change heavy dark text to less dark grey in keeping with the brand guidelines
    • When using a quote, maybe use a photo or a signature image
    • Use gradients in photos so the edges aren’t so stark
    • Good ideas for respondent quotes – different lengths and sizes
    • Maybe put quotes on individual slides, use cool large quote marks, transitioning between slides takes no more time and looks nice
  • Icons
    • com has lots of icons
    • Use online version of photoshop, com, to reverse colours to your brand as needed
  • Imagery
    • Often have many images you need to show, eg focus group images
    • Think about google images, put identical size borders between every image so they line up exactly [oh, I do this!] Maybe try to include unusual image sizes like very tall rectangle
    • Maybe put a large colour image behind the text to support what you’re talking about, put a colored square over the image so that it’s greyed out or blued out, or use gradients so it becomes white behind the words
    • [FABULOUS ideas here. Recommend watching the video.]
    • Could include a very simple chart over the image
  • Charts
    • Remove visual clutter or horizontal lines, order by percent, highlight the item in colour and put the rest in gray to show a comparison, maybe put a small icon at the bottom of each bar, e.g., apple, orange, banana, but also show the word label to avoid confusion
    • Put a giant percent number on a slide by itself with the essential words, or put very simple text in the middle of a donut chart, or create an image where 25% of oranges are coloured in orange, or use a picture of an orange where 25% is shared in orange and the rest in grey
  • Simplification
    • Traditional table with title on the top, table on one side, chart on the other side: remove all the table and chart junk, unnecessary colours, adjust scale to better fill the area, remove information that doesn’t add to the story, make table headers the same length and number of rows, consider colour shading, consider removing padding around tables
    • Create a duplicate slide so you can refer to the old version and see what you liked and didn’t like, and what you may want to add back in
  • Reduce and trim to the core message, stay with brand imagery and color, make sure imagery supports the story

 

Future Proofing and Automating Your Client Report Templates by Jon Hackenbroch, E-Tabs

  • You can make a PPT slide look like a dashboard
  • We are hovering between ppt offline reports and dashboard online reports
  • Dashboard is better for 100 country tracker [oh gosh, I can’t imagine replicating that report 100 times!]
  • Automating brings speed, accuracy, less stress, added value, can use interim data and build a project in advance, helps to remove the mundane aspects
  • If one thing goes wrong, it can affect everything else from tabs to reporting and must fix in each step along the way. With automation, fix it at beginning and it’s fixed all the way through
  • If people change projects along the way, automation remembers all the processes without them. It’s easy to replicate projects over the years.
  • Very easy to standardize projects even among different teams, Very easy to test out new options and revert to previous without loss of time
  • Make sure specs are clear – does top 5 brand mean top 6 if there are ties, or does it mean client brand plus top 4, or only brands with a minimum of at least X%
  • Consideration variation among countries before hand – if some countries have 4 or 5 or 8 brands in a category, will you chart only 4 for every country so that formatting and colour always match
  • What if one country only had the question added recently so it will need a bar chart instead of a line chart, need to prepare for this ahead of time
  • Wording changes or spelling changes can affect automation to make sure it identifies things properly
  • Test the template setup so that nice designs don’t have overlapping bars and words when they’re used with real data [this is why I like indexed data]
  • Test if design looks different for a brand with 2 words vs 50 words on the screen
  • Automation means you can check one report thoroughly and then spot check the rest
  • Consider how a project will revolve over time, maybe need to add more brands or more countries or more answer options in future waves
  • So much is lost with staff changes and automation helps with this [sigh, I’ve been in that role, it’s no fun trying to figure out how someone did something]
  • Reports can be prepared in record time
  • Check the data first not the formatting
  • Don’t try to show as much as possible, figure out how to make things uncomplicated
  • Don’t throw significance values over the place, focus on the essential values
  • Retain access to your raw data! Don’t let it reside in another company or you could lose it forever.

 

DIY Creativity…. – Yes, You Can Do It! Increasing understanding by allowing for authenticity By Edward Appleton and Katharina Ladikas at Happy Thinking People, Highly recommend watching!

  • Results become more vivid, come alive, keep stakeholders engaged, longer sessions don’t seem so long, memorable
  • We deal with complex subject matters so we need understanding to be more accessible
  • We do this by adding authenticity by changing the visual impact or making the results more tangible
  • Our daily lives are bombarded with visually stunning images, perfect colours, sharp contrasts, stylish looks, polished, professional, anything less than stunning is boring and dusted
  • But perfect doesn’t necessarily help us understand the content, perfect does not equal authentic, perfection creates a distance [Totally agree, glad they discovered the obvious because I certainly didn’t]
  • How do we increase authenticity? DIY creativity refers to DIY scribbles and DIY handicraft! It’s fun, intuitive, fast, customized, only need a pen and paper, non-polished and non-professional on purpose!
  • DIY is not just for ready made pictures and icons, it’s about creating them yourself
  • When people hold a pen, it helps them remember and concentrate, let’s use these scribbles in a more meaningful way, a cute hand drawn cow can be much more memorable and appealing than a photo or professional illustration [I’ll have to tell my SO that I don’t need his computer animated robot for my People Aren’t Robots book. J ]
  • Draw on paper, take a photo, screen cap it, crop it or color it, and use it anywhere [I AM SO GOING TO DO THIS!!!]
  • Scribbles
    • Use it to simplify a complex chain of events – playful scribbles with keywords underneath
    • Key sections of a presentation – draw pictures of shirt, dress, skirt, sweaters
    • Guidance in a 3-hour presentation – pictures of each section, reference points throughout
    • Orientation in a workshop – drew nametags for people, table stands to find the right places
    • Make people feel welcome immediately – added little scribbles to each chair which made people smile and feel happy
  • DIY Handicraft
    • Customized, on the spot, and involving, imperfect on purpose
    • Get art supplies, glue, fabric, pipe cleaners, felt, anything from a dollar store
    • Product innovation – have people make their ideas more realistic, create different packaging
    • New jewelry line – people brought new product line to life
    • DIY creativity is more pleasant, more smiles than frowns, engage visually and emotionally, and it prompts things to happen. This is not about saving money or avoiding using the creative department. Clients lean forward and engage differently. Think of adult colouring books. Easier for clients to remember it, makes it emotional which is the beginning of action.
  • [Lovely drawings of yourselves. Love your hair 🙂 ]

 

Immersion Techniques in Stakeholder Communications by Brett Bridges

  • [sorry, my sound cut out for a while :/ ]
  • Created four social stations – Recreated a social setting, comfy chairs and coffee table
  • Life-size infographics, six feet tall, to frame up what was important about a group, demos, business, stats on healthcare, grounding information for participants walking through exhibit
  • Recreated a doctor’s office to immerse people in the topic, video of health care as a latino, audio testimonials to bring voice of consumer, booklet on the table to share competitive intelligence about what is working in the industry, interactive tablet with first person perspective game depicting a visit to the emergency room where trying to understand a complicated language in a second language is so difficult
  • Third station was immersing in the values of the group using an immersion wall, like a hands on museum, contextual information and contextual objects, as seen in the in-home ethnographies, kids drawings, religious symbols, books, artwork to help audience understand the group, their identity which is important for messaging
  • Station four was interactive insights platform – write a post-it note with aha comments, what they’d do differently now, put them up for other people to see and share in, online platform to understand more depth, video, images to engage people, get more after they left the station because it was a website, they can keep the website updated even after the initial event, no worries about version control
  • Enabled a more authentic relationship with Latinos, for product development, portfolio planning, marketing, planning, dealing with language barrier, operations, call center staffing and training, insights, drive understanding and action
  • Big investment but it can be done on a smaller scale, doesn’t have to be a big exhibit, uses pieces of it, each tool can be used separately to drive empathy
  • Identify defining experiences, stories, objects to vividly recreate them through different mediums

Viz-Fest Day 1 – Visual Branding and Identity #MRX #NewMR

Live note taking from Viz-Fest Day 1. Any errors are my own.

 

The future’s bright, The future’s branded by Lucy Davison, Keen as Mustard

  • Know what you are and what you do, follow through in every aspect of your organization
  • What are the three most valuable marketing activities? Branding and strategy, website, content marketing
  • Biggest marketing problems: Awareness, don’t get on pitch lists, don’t know who we are or what we do
  • Need to get your brand right first, relevant messaging and strategy
  • MRX companies underinvest in marketing – More than half spend less than 5% of revenue on marketing. Average for a B2B company is 10%
  • Things are stormy but far in horizon there is possibility,
  • Big data is freely available, why do MR anymore? It’s faster, cheaper. Don’t need methods controlled by agencies. Now we have robots and algorithms doing our jobs.
  • Other businesses are encroaching on our space – Google, amazon. [oh, it’s not ‘our’ space!]
  • What can we learn from other B2B industries? Advertising – Saatchi & Saatchi reinvented themselves. M&CSAATCHI – Brutal, simplicity of thought. Cut back to only essential concept. BarleBogleHegary changed to BBH with a black sheep – it’s about being very different, going against the grain
  • How do clients pick agencies? Obviously, good people they trust, clients follow good people. Good technology to support what they say they can do. Want a new perspective, always be growing, better intellectual capabilities, end benefits to their stakeholders, make it easy to buy.
  • Look at logos of top 30 MR companies – all the logos look the same – blue acronyms.
  • If you aren’t buying legacy, what are you buying?
  • Most MR organizations are grey or blue, dull, boring. Even though we are dynamic and colorful.
  • It’s what they say about themselves – world, global, intelligence, insights, research, provider, strategy, growth, customer, unpredictable, precision, analytics
  • Must live and breathe the brand, it’s different, it lets you charge more
  • It’s time to change – we have so much content and intellectual property, we need to charge for business solutions not processors, we need to stand up to apple and google and be branded like they are
  • It’s how you behave with clients not just what you look like
  • MR is like a giant IKEA warehouse of flat pack companies, no idea how they’re different
  • Find your secret sauce – what is it that you have that is distinctive? Find your philosophy, make it meaningful, what culture do you have to deliver that
  • WHY do you do what you do, tell your company story
  • How branding helps agencies – pique client interest to get that first conversation, makes repeat business easier, methodology is far easier to copy than philosophy, more latitude on cost when proposals aren’t directly comparable, provides basis for staff recruitment, loyalty, and retention
  • How does this help clients? They know what final product they will get. Makes the final product predictable and reproducible. Reduces the need for pitching. More likely to partner on new techniques. More obvious which agencies are a good cultural fit. Makes my life easier.

Out with the old: Internal branding and you by Virginia Monk, Network Research

  • Move from being information providers to knowledge providers to providers of wisdom, a three or four-year journey, need to do this internally and externally
  • Rebranding isn’t easy, must be all consuming, across all media, all interactions, staff, stakeholders, partners, clients; should impact everything you do not just cosmetic changes, must be sold to the business so they feel comfortable with it
  • New visual identity need to align to new positioning, which signal change internally, and positioned the company appropriate externally
  • Needed to work out SWOT, find their philosophy
  • Competitors are technology providers, data providers, analytics providers not just other MR companies
  • Old logo looked exactly like the generic logo Mustard had built, fifteen years ago it was cool and new but now clients and new employees didn’t know what the logo was network research old
  • Now the logo is a bright blue supported with orange for slight differentiation and a strapline, something to fit their identify around, tells customers who they are and what the benefit itnetwork research new
  • Needed to change colours/branding on more than just the logo
  • Asked a long-time client and a new client what they thought of the new logo with no prompting. They understood what was being said. Liked the three dots as a ‘watch this space’ more to follow
  • Invested money so people connected emotionally with the branding and how it impacted them personally, had to work with all employees not just client facing employees
  • Had a launch party for staff, not just a few drinks after work. Used an external location that related to the branding. Chose St. Paul’s in London. Strong, beautiful design, internal and external strength, and has a great view just like the strapline.
  • Needed a sensory impact too. See, hear, taste, and smell the branding. Redecorated the office over the weekend, new paint, new decorations, new kitchen appliances and dishes, new furniture.
  • Gave every employee branded gifts – cups, paper, water bottles, orange chocolate, oyster card holders, stress balls, new business cards and collateral
  • Felt cheesy but it made a different. People love the oyster card holder, non-employees want them too
  • Changed some job titles, changed email signatures, people were excited when this happened
  • Circulated a brand book to everyone, new set of key works and terms for report and proposals, new iconography as well, lots of training on how to talk about it in this new way, training on new story-telling, operationalized the values for non-client facing staff – have an opinion on everything they do
  • Use it in their appraisal forms and scorecards
  • Branding is flexible and permits brand extension
  • Must start with the business strategy, what are you and what do you want to be; staff engagement must come at the beginning; executing the brand is more important than the branding itself; more effective to have multiple strands to an internal rebranding strategy with constant repeats
  • Recognize different learning styles, some people want a book, some want to be told, some want to play with it
  • Bedding in the brand takes time and is a cumulative process
  • Senior employees must live the brand and believe it, act it, not just lip service
  • Business must be prepared to adapt for maximum impact – redecorating the office must have seemed excessive but it wasn’t
  • Consider how it affects proposals early
  • Create a handbook of terms and meaning for all staff
  • Training never ends

Branding your insights by Mathew Sell and Daniel Tralman at Northstar

  • Advertisers and public relations know how to sell themselves, hard for researchers to do the same
  • Research has become too commoditized, need to make it more interesting, actionable, easier to access, it has a PR problem, we forget basic branding for ourselves
  • Our research needs to stimulate creativity and inspire action, need to value individuality and creativity
  • Insight doesn’t cut through the noise, so much is jostling for attention
  • Insight Campaign Strategies – we need to practice what we preach, concepts not projects, interpretative visualization, disruption and dissonance
  • Concepts not projects – we create concepts and clubs that people want to be a part of
  • #20ExtraordinaryStories was the name of a new project, promoted storytelling not just research findings, gave it life, told clients that they were one of only 20 in the study
  • Needed people to want to be part of the club, put the logo on every piece of content
  • Font echoed a sports team, hashtag showed digital, color indicated luxury, club word was for unity and participation
  • Created an online portal and membership packs, keep respondents engaged in the project and part of the community, required the skill of a journalist to give real time information
  • Community allowed two-way communication, everyone had the same information at the same time, strengthened emotion engagement
  • Interpretive visualization
  • Design isn’t just logos and fonts, it’s symbolic representation not just design and not just direct, need to capture qualities of things
  • Client wanted to center around a single word in multiple EU markets “good”
  • Created a character around the word good, needed as few words as possible backed up with visuals
  • Same with the word sustainability – use colors and images to support the word, even use those things as the font
  • How light hearted does the style need to be to bring people along the journey, particularly when the image needs to be dark or negative
  • Don’t worry about communicating directly with life like imaging, avatars indicate characters without specific details, removing facial expressions means you concentrate on other attributes of an image
  • Disruption and dissonance
  • Insight is easy to file, it’s linear with a start and finish
  • Hand out booklets as people leave a presentation
  • Use teaser campaigns to highlight studies, hand out popcorn, make posters and mugs, use physical assets along with digital [people love free stuff!]
  • Performance is the next level of engagement
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