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MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 1 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 2 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 3 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 4 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 5 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 6 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 7 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 8 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 9 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 10 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 11 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 12 MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise Slide 13 MRCB 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MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise

Good tips to remember when building a great presentation related to market reseach. This document includes the students' compilation from the 1st edition of MRCB (Market Research Consumer Behaviour) Master at IE (Instituto de Empresa - Madrid, Spain). The exercise consisted in creating a 5 slides presentation with the same set of data for all the students.

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MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise

  1. 1. Master in Market Research & Consumer Behavior Communication Skills II - Data Visualization STUDENTS’ COMPILATION Albert Ramirez arg2@faculty.ie.edu April 16th, 2013 school of social and behavioral sciences
  2. 2. Exercise Create a 5 slides presentation with this data The Impact of the Web and Mobile on Shopping Behavior • 62% use the internet while at a store Source: Yahoo Europe 2012 • 48% take and/or send a picture of a product/product details to a friend or family • 38% Get information about a product / service • ¾ consumers understand that advertising is part of the mobile experience • 65% of shoppers always / often make a purchase by first researching online • ¾ of European online users visit retail related sites every month • 74% use the internet to narrow down the selection • 71% make their final decision with help of the internet • 62% are up‐to‐date on news or deals thanks to the internet • 71% use the internet while watching TV • 61% read reviews to inform purchase decision Master in Market Research & Consumer Behavior
  3. 3.  Building a great visual presentation STUDENTS COMPILATION 1. FIRST IMPRESSION (PRESENTATION TYPE/EVOKE) 2. WHAT DO YOU LIKE THE MOST? 3. WHAT TO BE AVOIDED 4. ANYTHING YOU MISS/ COULD BE DONE TO IMPROVE THE IMPACT AND INSPIRATION TO THE AUDIENCE?
  4. 4. Summary of insights from Students presentations FIRST IMPRESSIONS COUNTS (PRESENTATION TYPE/EVOKE) • Appealing. Capturing the attention. Title attraction • Great start. Great ending • Easy to read.Very simple.Clean and clear • Hierarchy of data/slides • Consistency • Nice use of colour. Nice choice of style.Sunny colors • Images relevancy to the topic/data. • Emotional images • Minimalist • Funny style. Fun colors & images • Confusing • Busy. Crowded of data/text/images • Lost of space • Story missing • Evokes to known icons (american football font, mickey mouse pie chart) • Expectations from the first slide not covered (different style) Master in Market Research & Consumer Behavior
  5. 5. Summary of insights from Students presentations BEST PRACTICES • Very clear presentation of data • Connecting the data with lines, arrows,… • Consistency across the presentation • Dividing into (3) steps helps following the story • Drawing a path • Using people icon to represent % • Stating the data source • Using the same colour pattern across the presentation. Using colour patterns similars to the images • Using pictures related to the topic • Circle the images • Good search and choice of pictures • Distribute data/words/images taking into account geometry of the slide • Organize the slide • Using headlines in a compelling way. Talking to us • Good choice of typography (fonts) • Using colours in harmony • Create a navigation pattern to follow the presentation Master in Market Research & Consumer Behavior
  6. 6. Summary of insights from Students presentations WHAT TO AVOID • Look unfinished • Lot of information • Bad order of importance • Saying too little (simplistic, not adding any relevant info) • Write a novel using headlines (and now, finally, so then….) • Too much text • Different figures sizes not related to the importance of each number) • Using too many different fonts across the presentation • Mixing styles • Too much highlighting (circle, font size and colour, underlined, ..) in the same slide/sentence/data • Using a) b) bullet points as a letter • Images not related with data • Replicate images, data and text to show an insights in the same slide (select) • Photos unappropiate (or without considering the effect to the audience) • Using low resolution pictures • Bad colours combination for projection • Bad colour palette • Using/abusing red colour for text without a full black background • Too many shadows for text Master in Market Research & Consumer Behavior
  7. 7. Summary of insights from Students presentations ADDITIONAL IMPROVEMENTS 1. Plan and develop your storytelling, always! 2. Consistency in all your headlines/titles 3. Build your presentation as much engaging as possible 4. Highlight key data and insights 5. Match your best selection of photos/slide design with the best data/insight Master in Market Research & Consumer Behavior
  8. 8. The Impact of the Web and Mobile on Shopping Behavior
  9. 9. Smart-(phone) shopping 38% get information 48% send pictures about product to friend/family 3’500 $ 62% use internet at the store Source: Yahoo Europe 2012
  10. 10. Shopping decisions and mobile ads 65% of shoppers always / often make a purchase by first researching online 3 out of 4 consumers understand… that advertising is part of the mobile experience Source: Yahoo Europe 2012
  11. 11. 3 online shopping habits… 3 out of 4 of European online users visit retail related sites every month 71% make their final 74% use the decision with help internet to narrow down of the internet the selection Source: Yahoo Europe 2012
  12. 12. Did you know… …62% are up‐to‐date on news or deals thanks to the internet …71% use the internet while watching TV …61% read reviews to 61% read reviews to inform purchase decision inform purchase decision Source: Yahoo Europe 2012
  13. 13. What mobile users use and want to use… Ever used… 39% Locate nearby store 23% Check customer review Would like able to use… 31% Compare prices with other stores 31% Order an item before collecting in store Source: Yahoo Europe 2012
  14. 14. Smart Shopping with Mobile Devices
  15. 15. New Generation of Savvy Shoppers Created with the World of Internet at the tip of our fingertips… 61% read 62% reviews consumers and make use the informed internet decisions while at a store
  16. 16. Of them, 48% use their mobile to take and/or send a picture to a friend or family
  17. 17. Shopping Experience starts and ends online • 71% Make Final Decision with help • 74% use the from the internet to internet narrow down selection • 65% Shoppers Always start by researching online
  18. 18. Are they outsmarting you? LimLim Digital Advertising
  19. 19. Impact of Web and Mobile on Shopping Behavior
  20. 20. Internet is the Preferred Source of Information for Todays Consumer ¾ of European online users 71% use internet while visit retail related sites watching TV every month 62% are up‐to‐date on news or deals thanks to the internet Common Source: Yahoo Europe 2012
  21. 21. Internet Heavily Influences Consumer’s Purchase Decision 74% use the 71% make their final decision internet to narrow with help of the internet down the selection 65% of shoppers always / often make a purchase by first researching online 61% read reviews to inform purchase decision
  22. 22. Mobiles are Increasingly Being used as Part of the In-Store Purchasing Process ¾ consumers understand that advertising is part of the mobile experience
  23. 23. Mobile phones are mostly being used to locate a nearby store besides comparing prices and ordering an item Ever Used: 39% Ever Used: Ever Used: 22% 14% Would like to be able to use: 20% Would like to Would like be able to to be able use: 31% to use: 28% To locate a nearby store To compare prices with To Order and item other stores before collecting in store
  24. 24. Use of Internet is Increasing at Point of Purchase through Mobile Devices Nearly 5 out of 10 of them (48%) take and/or send a picture of a product/product details to a friend or family Nearly 4 out of 10 6 out of 10 shoppers (62%) use (38%) of them use it internet while at store to get information about a product / service
  25. 25. Shopping Use internet while at a store 48% take/send picture about the product to their family 62% 38% get information about the product/service
  26. 26. Purchasing 65% shoppers purchase by first searching online 61% read reviews to inform about purchase decisions
  27. 27. Help from Internet… Make final decision with the help of 75% internet & Use internet to narrow selection
  28. 28. Online 62% Are up to date with news or deals thanks to the internet
  29. 29. 75% think that Online Advertising is part of the mobile experience…
  30. 30. WEB AND MOBILE IMPACT ON SHOPPING BEHAVIOR Source: Yahoo Europe 2012 Presentation by:
  31. 31. SHOPPER BEHAVIOR of European online users visit retail related sites every month.
  32. 32. “71% MAKE DECISIONS WITH HELP OF INTERNET”
  33. 33. MOBILE BEHAVIOR understand that advertising is part of the mobile experience. 48% 38% take and/or send a picture get information 62% of a product/product about a use the internet details to a friend or family product/service while at a store
  34. 34. MOBILE USAGE AND DESIRED USAGE USAGE DESIRED USAGE Locate a nearby Compare prices with 39% 31% store other stores Order an item Check customer 23% before collecting in 28% reviews store Compare prices with Check customer 22% 20% other stores reviews
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  40. 40. Consumer Integrated with Internet Info-graphic
  41. 41. Europeans online users visit retail related website every month 75%
  42. 42. 71% of Shoppers often make a purchase by first researching online
  43. 43. Furthermore, 71% make their final decision with Of Internet
  44. 44. 62% use the internet while at a store
  45. 45. Finally, 48% take and/or send a picture of a product/product details to
  46. 46. The Impact of the Web and Mobile on Shopping Behavior
  47. 47. Media habits 71% 62% use internet while are up‐to‐date watching TV thanks to the internet 75% understand that advertising is part of the mobile experience Source: Yahoo Europe 2012
  48. 48. Shopping through Internet 75% of European online users visit retail related sites every month 65% of shoppers always / often make a purchase by first researching online 74% use the internet to narrow down the selection 71% make their final decision with help of the internet 61% read reviews to inform purchase decision Source: Yahoo Europe 2012
  49. 49. Mobile usage while shopping 62% use the internet while at a store The importance of sharing The power of comparison Send pictures to Get information about 48% friends or family 38% a product / service Source: Yahoo Europe 2012
  50. 50. Opportunities for mobile usage Source: Yahoo Europe 2012
  51. 51. The Impact of the Web and Mobile on Shopping Behavior
  52. 52. Before going to a store… 65% of shoppers always/often make a purchase by first researching online Source: Yahoo Europe 2012
  53. 53. Reviews ARE important! 61% read reviews to make a purchase decision Source: Yahoo Europe 2012
  54. 54. At a store… 62% use the internet while at a store Source: Yahoo Europe 2012
  55. 55. Which mobile services do your consumers need… 20% 28% Locate a nearby Pre-order an store item 20% 10% Check Get advice on customers’ products reviews 31% 19% Compare prices Use mobile coupons w/other stores and QR-codes Base: Mobile phone users Source: Yahoo! The rise of cashlessness
  56. 56. The impact of the Web and Mobile on shopping behaviour
  57. 57. The internet is competing with traditional media like TV for consumers’ attention. Source; Yahoo!The rise of cashlessness.Base: Mobile internet user
  58. 58. Consumers use of mobile phones for shopping is growing. Consumers use or are willing to use their phones for online purchasing activities
  59. 59. The internet is the consumer’s consultant before making a purchase.Source of data:Yahoo!The rise of cashlessness,
  60. 60. 62% use the internet while at a store, 48% take/send pictures of products and send to family and friends,38% get information about a product/service
  61. 61. The Impact of the Web & Mobile on Shopping Behavior
  62. 62. Shoppers Use of the Internet in Pre-Purchase Decisions 1st search online Read reviews 65% 61% online before Are up-to-date on Narrow down the 62% news or deals thanks 74% selection online to the internet
  63. 63. Shoppers Use of the Internet at the Store 6 out of 10 Use it at the store 3 out of 10 Take and/or send a product picture to a friend or family 2 out of 10 Get info about a product/ service
  64. 64. Shoppers Use or Would Like to Use Mobile Phones For … Locate a Store Near By • 39% have used it • 20% would like to be able to use it Compare Prices vs. other Stores • 22% have used it • 31% would like to be able to use it Order an Item Before Collecting in Store • 14% have used it • 28% would like to be able to use it
  65. 65. 71% of Shoppers Make their Final Decision with Help of the Internet
  66. 66. Internet is a Habit 62% are Up‐to‐date On News or Deals Thanks to the Internet 75% YES! 25% Emm..No ¾ Consumers Understand that Advertising Is Part of the Mobile Experience
  67. 67. Internet is Influencing People’s Decision Making 65% 71% 61% 65% of shoppers 61% read reviews to 71% make their final always / often make a inform purchase decision with help of purchase by first decision the internet researching online
  68. 68. … and Purchasing Process 62% use the 48% take and/or send a picture of a product/product internet while at a store details to a friend or family
  69. 69. What do people search 7% 9% 12% 22% 23% Services ever used mobile 39% phones while shopping on the
  70. 70. … And the trend 10% 19% 19% 20% 20% Services would like to use whilst 31% shopping on the high street
  71. 71. 38% to get 48% to be sent information to friends/family about a product 62% use the internet while at a store The Impact of the Web and Mobile on Shopping Behavior
  72. 72. ¾ of European online users visit retail related sites every month 65% of shoppers always / often make a purchase by first researching online The Impact of the Web and Mobile on Shopping Behavior
  73. 73. 74% use the internet to narrow down the 71% make their final selection decision with help of the internet The Impact of the Web and Mobile on Shopping Behavior
  74. 74. 61% read reviews to inform purchase decision 62% are up‐to‐date on news or deals thanks to the internet The Impact of the Web and Mobile on Shopping Behavior
  75. 75. The Impact of the Web and Mobile on Shopping Behavior
  76. 76. Master in Market Research & Consumer Behavior
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  101. 101. The impact of the Web and Mobile on Shopping Behavior
  102. 102. • General facts: a) 71% use the internet while watching TV b) ¾ of European online users visit retail related sites every month Yahoo Europe 2012
  103. 103. Ever used/Would like to use mobile phones while shopping on the street 45% 40% 35% 30% 25% 20% 15% Ever used 10% 5% 0% Would like to be able to use Yahoo Europe 2012
  104. 104. Impact of the internet on in store CDM and purchasing decision Before going to the store • 61% read • ¾ affected by reviews about advertising on products mobile • 74% use the • 65% research internet for online before a selection purchase narrowing Yahoo Europe 2012
  105. 105. At the store At the After purchase 62% use purchasing internet→ 48% decision 61% stay up to to share date through products’ the internet on pictures and 71% use the news and deals 38% to get internet information about products or services. Yahoo Europe 2012
  106. 106. The Impact of the Web and Mobile on Shopping Behavior
  107. 107. Customers using Internet while in store 38% 62% Source: Yahoo Europe 2012
  108. 108. How does the Internet impact people’s shopping decisions? 65% 74% Always / often Use the internet to make a purchase narrow down the by first researching selection online 71% 61% Make their final Read reviews to decision with help inform purchase of the internet decision online
  109. 109. Other Uses of the Internet for shoppers 75% Of European online users visit retail related sites every month 75% Understand that advertising is part of the mobile experience
  110. 110. Uses of Mobile Phones during shopping Locate a nearby store Check Customer Reviews Scan QR codes Compare Prices with other stores Access mobile coupons
  111. 111. Master in Market Research & Consumer Behavior
  112. 112. The new shopping experience: Did you know that… Locating stores: 30% Checking Comparing prices: customer 22% Top 3 used mobile services reviews: whilst shopping    23% 71% make their final decision 65% of shoppers with the help of the internet always/often make a purchase by first researching online • 62% use the internet while at a store: • 48% take and send a picture 61% read reviews • 38% get more information to inform purchase decisions
  113. 113. Master in Market Research & Consumer Behavior
  114. 114. The Impact of the Web & Mobile on Shopping Behavior “Your mobile phone is becoming your shopping partner”
  115. 115. Connected while shopping 62% use internet while at a store 48% 38% take and/or send a picture Get information about a of a product/product details product/service to a friend or family
  116. 116. How consumers are updated with offers? ¾ of European online users visit retail related sites every month 62% are up-to-date on news or deals thanks to the internet
  117. 117. What happens when making the decision? 74% use the internet to narrow down the selection 1 65% of shoppers always/often make a purchase by first researching online 2 61% read reviews to inform purchase decision 3 71% make their final decision with the help of the internet
  118. 118. What mobile services they would like to be able to use ? Ever Used Would like to be able 39% 31% 28% 23% 22% 20% 20% 19% 19% 14% 12% 10% 9% 7% Locate a near by Check customers Compare proces Order an item Use an app to get Access Mobile Scannable QR store reviews with other stores before collecting advice on Coupons codes in the store products
  119. 119. The Impact of the Web and Mobile on Shopping behavior
  120. 120. Internet and Shopping behavior 62% use internet while at store 48% take and/or send pictures of a product to a friend or family 38% get information about a product/service
  121. 121. Internet and Shopping behavior 62% are up-to-date on news or deals thanks to the internet. ¾ of European online users visit related sites every month
  122. 122. Internet and Shopping behavior 65% of shoppers 71% make their always/often make a final decision purchase by first with the help of researching online the internet 61% read reviews to inform purchase 74% use the decision internet to narrow down the selection
  123. 123. Top three services ever used mobile for Locate a nearby store 39% 23% 22% Check customer reviews Compare prices with other stores
  124. 124. Top three services would like to be able to use while shopping on the high street 20% Locate a nearby store 31% 28% 28% Compare prices with other Order an item before stores collecting in store
  125. 125. Impact of Web and Mobile on Shopping
  126. 126. Behavior European online 3/4 users visit retail related sites every month Shoppers always / 65 % often make a purchase by first researching online Make their final 71 % decision with help of the internet
  127. 127. In-store 62 % Use the Internet while at the store Get information about 38 % a product / service Take and send pictures / 48 % product details to a friend or family
  128. 128. Engagement Are up‐to‐date on news or deals 62% thanks to the internet Consumers understand advertising to 3/4 be part of the mobile experience
  129. 129. Future Need 45 40 39 Services Ever Used / Would Like to Use on Mobile For Shopping 35 31 30 28 25 23 22 20 20 20 19 19 Current Future 15 14 12 10 10 9 7 5 0 Locate nearby Check Compare Order item Use app to Access mobile Scannable QR store customer prices with before get product coupons codes reviews other stores collecting advice Source: Yahoo Europe, 2012
  130. 130. A Study conducted by Yahoo! Europe 2012 How Consumers use the Internet for Shopping Purposes The Impact of the Web and Mobile on Shopping Behavior
  131. 131. Current and Preferred Service Use of Mobile Phones Ever use ( in percentages ) Locate a nearby store 40 30 Check customer QR codes reviews 20 10 There is a divergence 0 between Mobile coupons Compare prices consumers‘ actual and Use app for Order before desired use of advice collecting mobile phones. Base: Mobile Internet Users / Source: Yahoo! The rise of cashlessness
  132. 132. Information Search 62% 61% are up-to-date on read reviews to news or deals inform purchase thanks to the decision internet Consumers’ power is increasing as customers do not only base decisions on experts’ opinions but also on peer Base: Mobile Internet Users / Source: Yahoo! The rise of cashlessness reviews.
  133. 133. Consumer Decision Making 65% 71% of shoppers of shoppers always / make their often make a final decision purchase by with help of first the internet The Internet researching plays an online Brand B extremely Brand A Brand C important role in consumers’ decision making processes. Base: Mobile Internet Users / Source: Yahoo! The rise of cashlessness
  134. 134. Consumers’ Internet Usage in the Store take and/or send a picture of a 48% product/product details to a friend or family Shoppers like to share their shopping experiences virtually in real time with friends and family. Base: Mobile Internet Users / Source: Yahoo! The rise of cashlessness
  135. 135. In conclusion The use of the internet influences shopping behavior because… … consumers have … consumers use more evaluation the web in many available through different ways online reviews … it has a major … of consumers’ impact on desire to share consumers’ decision experiences making
  136. 136. Master in Market Research & Consumer Behavior
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  151. 151. Communication Skills 2
  152. 152. Did you know that… 62% of consumers are up-to-date on news or deals thanks to the internet
  153. 153. Did you know that… 3 out of 4 consumers understand that advertising is part of the mobile experience
  154. 154. Did you know that… Top 5 used mobile services whilst shopping are: Locating stores: 30% Comparing Use an app to get prices: 22% advise: 12% Order before collecting in Checking store: 14% customer reviews: 23%
  155. 155. So this is the new shopping experience: 65% of shoppers always/often research online before purchasing • 62% use the internet while at a store: • 48% take and send a picture 61% read • 38% get more reviews to information inform purchase decisions
  156. 156. And at the end… 71% make their final decision with the help of the internet
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  • ssrinivasan75

    Jan. 8, 2019
  • xtsimy

    Mar. 7, 2015
  • suelopez

    Mar. 7, 2015
  • Matthew514

    Apr. 18, 2013

Good tips to remember when building a great presentation related to market reseach. This document includes the students' compilation from the 1st edition of MRCB (Market Research Consumer Behaviour) Master at IE (Instituto de Empresa - Madrid, Spain). The exercise consisted in creating a 5 slides presentation with the same set of data for all the students.

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