As stimulating as black coffee - Communications that are hard to sleep after

Most researchers strive to create presentations and materials that will impress clients and help ensure that research is used; but clients say many presentations and materials still fall short of the mark.

As stimulating as black coffee - Communications that are hard to sleep after

Lucy DavisonKeen as Mustard Marketing Ltd, United Kingdom

INTRODUCTION

When I was working at design agency Coley Porter Bell in the 1990s I saw my first research presentation. Although nearly 20 years ago, the memory is very clear in my mind. It was delivered by a very nice woman from a leading, global research agency. The data was interesting, but the content was muddled. It went on for a very long time. We stopped for tea and then it went on some more. There was no...

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