Since we know autumn is a key time for campaign and marketing strategy, we are publishing a 3-part series of blogs about considerations for being ‘Digital from Start to Finish’ with market research so that the research is better designed to support marketing strategy development. This series started with Part 1: Integrated digital strategy and Part 2: Digital methods, concluding now with part 3:

Digital outputs

In the Oslo airport there is a featured display for Biotherm’s men’s cooling shave gel that features a virtual reality experience. Passers-by are invited to don a large pair of Oculus rift virtual reality goggles and experience ocean kite surfing. In crisp sound and picture, you see your feet strapped to the board and the kite being whipped by the wind; and the experience is reactive; wherever you turn your head to look you can see. The virtual reality experience is designed to excite consumers and make tangible, memorable, and compelling the feeling of cooling from the Biotherm product; and it succeeds. And yet our aims with research outputs are often similar; we need to convey the crucial information in an exciting, tangible, memorable, and compelling way to help inform meaningful strategic decisions.

And, like Biotherm, the team at HRW are always on the lookout for effective digital tools to optimise the impact of our research outputs. From dashboards, infographics, live voting, or media clips in a debrief presentation, through to immersive installations or augmented reality outputs, there are a plethora of digital output tools that we find can help bring the findings to life and facilitate embedding of insights within your organisation.

By optimising the outputs with digital tools there are three key benefits for the value of the research for the sponsor:

1. More immersive – digital outputs offer greater flexibility to incorporate multi-sensory and multimedia outputs and interlinked storylines and cross references to information contained elsewhere in the findings

2. More effectively saved- outputs can be filed digitally and tagged with keywords to make them more easily searchable and facilitate the identification of transferable insights

3. More easily shared – sharing key insights with broader stakeholders or senior management is just a click away and by taking advantage of the immersive and engaging features of digital formats you can be more confident that other stakeholders will be able to see, feel and hear the outputs from the research and ensure it lives on and has impact at all levels.

So much of our lives is digital that it is worth making the most of the technological capabilities in the research outputs and ensuring your research is truly digital from start to finish.

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