Innovative Media Channels in Market Research Deliverables


Nowadays, the options for innovation presentation methods for market researchers seem endless. Some of these resources are, of course, more useful than others, but there are a few in particular that Research (R)evolutions participants have identified as especially useful to them when creating deliverables.

Channel 1: Newsletters

Some researchers communicate insights using good old-fashioned newsletters. A useful tactic that they describe is the employment of journalistic principles: brief and modular. They maintain interest by rotating it throughout the year. Another interesting tactic would be to include a small op-ed piece to inject some personality and thought leadership into the deliverable.

Channel 2: Audio/video

Another often untapped resource is audio and video clips embedded in the deliverable. These types of mediums engage the senses, make deliverables more interactive and relatable, and drive home key points in a succinct and eloquent manner.

Channel 3: Prezi

A great online presentation resource that researchers are increasingly taking advantage of is Prezi. It is particularly useful to researchers because its design employs some of the principles of storytelling to the deliverable. The information is navigable in a way that PowerPoint does not allow.

Channel 4: Targeted Reports

Sometimes it doesn’t make sense to deliver a single large report to all departments with the organization. Some information is relevant to only a particular department. That’s why some researchers are taking the time to create targeted reports for each department. This allows researchers to maximize their influence within the organization as well as the relevance of their insights.

What innovative media channels have you discovered in your market research endeavors?

Image courtesy of Kathleen Donovan on Flickr Creative Commons

Ellen Hart is a Director at Vivisum Partners. She specializes in in-depth qualitative research in healthcare and nonprofit fields. Email Ellen at ellen.hart@vivisumpartners.com