Present Marketing Research Findings to Clients Using Mind Mapping

Presenting the findings of a research study to the client is the pinnacle of the entire research process. Working out how to present these findings in a way that the client can easily understand, is, therefore, a crucial part of any market researcher’s job. One way to present these findings is by using a Mind Map. A Mind Map is a means of organizing information spatially, rather than linearly, by “mapping out” the information using words, images, pictures, and phrases. Because the Mind Map uses spatial, visual and image components, it is believed to engage more areas of the brain, making the information easier to process via the brain’s natural functioning. Mind Maps can thus be an advantage when presenting research findings to clients, because they offer a visually stimulating, easily understood, representation of the results.

An Example of Research Findings Organized Using a Mind Map

Imagine a scenario in which a researcher has just finished fielding a study for his client on her new product, the Big, Beefy, Juicy Burger. The client wants to know whether her product did well in a taste and naming test. After reviewing the data, the researcher discovers that the product did well taste-wise among all age groups except those18-24 years old, and poorly in terms of the product name among females in general, 25-34 year olds, and those age 50 and older. In addition, male respondents and those age 34 and younger said they were more likely to buy the product if sold than females and those 35+. All of these findings contain information the client would want to know. How can the researcher use a Mind Map to organize these findings?

The researcher might first begin by listing the main research objective, to find out how well the Big, Beefy, Juicy Burger does on the dimensions of taste, name preference, and intent to buy, in the center of the Mind Map. He next could list each of the three dimensions stated in the research objective on “branches” that are attached to the central image. The dimension fields would have “child branches” labeled “Like” and “Dislike” stemming from them. Lastly, flowing from the “Like” and “Dislike” “child branches” would be the main groupings of the respondents surveyed, the age and gender groupings, depending on how well that dimension did with the group. For instance, if 60% or more of respondents in a group liked the product name, that group would be attached to the “Like” “child branch” of the name preference dimension.

The researcher should be as creative as possible when constructing the Mind Map to make it both visually appealing and easy to understand. Put simply, the client should be able to understand the research findings just by looking at the map, without any explanation from the researcher. Attached is a Mind Map showing the stated research example and findings “mapped out” in the manner described.

Easier Delivery of Research Findings to Clients

In the attached example, a Mind Map showing the findings of the research study was constructed using a very simple process. However, as the attached Mind Map exhibits, the findings are clearly identifiable, and are shown in colorful, visual, take-away representations. The inherent clarity and intuitive nature of the Mind Map makes it easy for the researcher to present his or her findings, and give any subsequent recommendations based on these findings. By beginning with a clearly constructed diagram of the findings, the researcher has now made the final step of delivering them to the client a much simpler process.

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