Our internal documentation expert, Matthew Lindgren, recently produced an in-depth PowerPoint to summarize the results of a netnography on consumers’ perception of diaper shopping at Walmart. (We did this as an example of a netnography on a well-known brand; it wasn’t done at Wal-Mart’s request.) I wanted to post a couple of slides from the presentation to show how effective they are in making it easy for anyone to quickly grasp key results.
The presentation summarizes findings, explains our research approach, defines our social media sources for consumer insights, describes the overall sentiment regarding Walmart diaper shopping, analyzes main opportunities and threats, and offers ideas for potential actions.
Here’s a sample slide from the presentation. The pie chart on the left shows all the negative themes associated with diaper shopping at Walmart, while the chart on the right drills down into the biggest negative, quality, and provides specific information on what consumers don’t like about Walmart-brand diapers.
The benefit of documentation like this is that researchers and marketers aren’t simply left with a general conclusion—shoppers are unhappy about the quality of Walmart-brand diapers. Instead, they can look at highly specific reasons why consumers are unhappy—and can analyze those reasons and develop action plans to remedy the problem.
The slide below provides further insight and information on the quality issue. Note the negative “sound bites” quoted at right—they’re the source material that generates the pie charts, they’re easy to scan, and they exemplify the kind of authentic feedback ConsumerBase gathers from social media.
By the way, a great way to find visuals that reinforce the insights in a netnography presentation is to use Google image search http://images.google.com/. We entered “leaky diaper” and found just what we needed to make our netnography presentation more engaging.
The slide below focuses on the insight that consumers have highly ambivalent feelings toward Walmart as a retailer. In both this slide and the one above, note that after presenting the insight from the netnography, we present Potential Actions the company could take to help remedy the problem.
Thanks again to Matt Lindgren for doing the legwork on this example.
This gives you a glimpse into our style for netnography presentations. What’s yours? Do you incorporate images? How do you present your information visually to make it clear and give it impact?