7 effective formats for sharing your insights

Insights enable us to transform data into concrete action. They inform decisions, inspire teams and guide the development of products and services. Yet the value of an insight depends not only on how it is collected, but above all on how it is shared. Here are 7 proven methods for maximizing the impact of your insights and disseminating them effectively within your organization and beyond.

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1. The analysis report: the classic, structured format

The analysis report is the most common method of presenting research results. To captivate the audience, it's not enough to accumulate data; you have to tell a story. Select the most relevant information and highlight it with clear graphics and punchy headlines. This report can be shared on internal platforms for ongoing accessibility.

‍Tips:

• Don't overload the slides: each title should correspond to a single message.
• Use attractive visuals to reinforce the impact of your data.
• Tell a story to organize your ideas and make them flow.

Virginie Sappey (Marketing Director at FranceTV Publicité) explains:

"When it comes to disseminating and reporting insights, we've industrialized deliverables with several formats: the one-pager for a one-minute overview of the study results, the press release with the 3 key results, and the more enriched version. In general, these 3 templates are produced for each study, stored and shared."

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2. The oral presentation: engaging your audience

Presenting your insights in person, whether at a meeting or an event, is a powerful way of getting your message across. Oral presentations add an interactive dimension that captures attention and encourages discussion. In some cases, inviting an external speaker can bring a fresh perspective and add weight to conclusions.

Tips:

• Use visual aids and catchy words to energize your presentation.
• Don't hesitate to involve several speakers to make the presentation dynamic and collaborative.
• Make it accessible to all by sharing the presentation (and/or the recording).

Hervé Bridoux (International Consumer Insights Manager at Auchan Retail) explains:

"In our corporate culture, a presentation by an outsider often has more impact. I hardly ever present research results myself, except for summaries: I always leave it to the institute."

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3. The pitch: a summary with guaranteed impact

When time is limited, a concise pitch is ideal. This format consists of conveying key insights in a few minutes, focusing on what's essential for the person you're talking to (key insights are not the same depending on the team you're talking to). The pitch is often favored in interactions with executives, as it gets straight to the point and facilitates rapid decision-making by incorporating actionable conclusions. Here are our recommendations for building a pitch...

Structure:

• Briefly recall the context of the study: why did you carry out this survey (background, starting hypothesis, etc.) and what are its main features (sample, methodology, etc.)?
• Present three main insights: those that may surprise, those that may or may not validate your initial hypothesis, those that have an impact on the business...
• Propose an action plan for the future: how can we turn these insights into concrete actions?

Olivier Hullot (ex-Lead Insights & Analytics France at Pepsico) explains:

"Face-to-face, we can distill exactly what our interlocutor needs to know, in an impactful way, taking into account their reactions and concerns."

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4. Media formats: videos and podcasts for easy appropriation

Videos and podcasts are engaging formats that lend themselves particularly well to sharing insights. As well as being easy to consume, they can be broadcast on a variety of channels: social networks, intranets, or during meetings. These formats enable us to reach a wider audience in a memorable, more informal way.

‍Goodpractices:

• Create short formats to reduce the number of messages and maintain attention.
• Distribute them widely, even beyond the teams involved in the study.
• Store them on an intranet that can be easily consulted by everyone.

Dominique Levy Saragossi (Founder of George(s)) talks about :

"I believe we need to adopt formats that correspond as closely as possible to the "natural" way in which our interlocutors consume information: audio, visual, or both, and split."

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5. Event formats: create a memorable experience

Event formats, such as exhibitions, stagings or immersive encounters, offer an original and memorable approach to sharing insights. By arousing participants' emotions, these formats facilitate the appropriation of results and reinforce their impact.

Ideas for event formats:

• Meetings between customers and in-house teams for direct immersion.
• Visual or scripted installations to present results in an immersive way.
• Exhibitions on your own premises to get all your teams on board.

Emmanuel Malard (Market Research & Brand Solutions Strategist at Qualtrics) explains:

"As an insight manager, you need to create emotion within top management: they're still consumers like everyone else, so you need to bring a tear to their eye, or make them smile, if you want to accelerate the uptake of research findings."

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6. The workshop: co-creation for concrete solutions

The workshop, as well as being a moment dedicated to the transmission of information, allows us to go beyond this. By integrating various teams and involving them in the thinking process, this format encourages the co-creation of solutions based on insights. It's a moment of collaborative exchange that enables concrete actions to be defined.

Suggested format:

1. Share the insights gained from the study in question with all participants in advance of the workshop.
2. Start the workshop on the big day with a round-table discussion of the insights that impressed participants.
3. Use post-its so that everyone can propose actions in response to the insights.
4. Bonus: use role-playing to encourage participants to put themselves in the customers' shoes to better understand their needs.

Judith Roucairol (Director of Consumer Evaluation for make up & color science at L'Oréal) talks about it:

"Some things work well to bring the reality of consumerism to life: workshops, for example, where we integrate very different professions."

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7. The datavisualization platform: empower your teams

Giving access to insights via a datavisualization platform empowers teams and facilitates a deeper understanding of results. Users can explore data in depth, compare populations and generate visual reports tailored to their needs.

Advantages:

• Get a complete overview of the study results.
• Visualize insights in a clear, customizable way.
• Facilitate access to insights throughout the organization for rapid decision-making.

Emmanuel Malard on the subject:

"Everything dataviz today is extremely practical and enlightening."

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Conclusion

The choice of format for sharing your insights depends on the audience, the message and the desired impact. Whether it's an oral presentation to inspire teams, a workshop to co-create actions, or interactive media to capture attention, each of these methods offers a unique way of conveying and adding value to your insights. Adopting these varied formats ensures that your discoveries don't just remain data, but become powerful levers for action within your organization.

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Find out how Episto can help you gather insights from all your targets, with solutions tailored to today's needs.

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And to continue the reflection...

• Find all our advice on how to build these 7 formats in our dedicated Guide.
• and discover all the expert interviews, from which the quotes in this article are taken, in our White Paper: Reinventing the insights function.