Mr. Junker in your presentation, the audience learns how to use Research and Results Workshop to achieve more impact with market research results than storytelling. How do you arrive at this thesis?

Heiner Junker: Research and Results Workshop are becoming increasingly popular because they enable teams to use complexity as an opportunity and source of inspiration. I have often experienced how results workshops enable divergent approaches to thinking, turning contradictory insights into a springboard for successful solutions. In short, Research and Results Workshop spark dynamic discussion and inspire creativity. Storytelling often focuses too much on packaging data in the form of emotional and accessible narratives. A common thread can sometimes be limiting.

Aren't results workshops very time-consuming and therefore hardly feasible in everyday business?

Heiner Junker: Results workshops are time well spent, as they accelerate the follow-up processes and make them more targeted. A dashboard or a written report are naturally skimmed over more quickly. Toplines can also be presented briefly and painlessly. But if you want to dive deep into the data, you have to invest time and usually have conversations with researchers and team members. Depending on the objectives, the duration of Research and Results Workshop varies. Some last 2 hours others 2 days. My experience is that all clients who have once commissioned a workshop instead of a presentation continue to use workshops thereafter.

Register now for the Produkt + Markt presentation at succeet23:
Maximale Wirkung: Wie Ergebnisworkshops Storytelling in den Schatten stellen.
25 October 2023, 12:15 pm 
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What is the advantage of Research and Results Workshop compared to classical presentations and classical reporting for insight departments and operational researchers?

Heiner Junker: I have often observed how in-house research teams become the central link between data and actionable measures in results workshops. In an results workshops format, their expertise and interpretations are invaluable. Acceptance and understanding of the depth and breadth of high-quality data increases - and so does the value and importance of the research team throughout the organization.

What talents and skills do researchers need to facilitate workshops and coach teams? 

Heiner Junker: Based on my experience and working with numerous research teams, three core competencies are critical: research expertise to avoid misinterpretation and ensure data integrity; empathy and flexibility to lead the team as needed; and finally, robust facilitation and coaching skills. This is also why we offer specific training in partnership with the consultancy GrowFact - we want our researchers and our clients to be best equipped to extract maximum value from Research and Results Workshop.

Why should visitors not miss your presentation?

Heiner Junker: Dive deep into practice! The audience will get a profound insight into how results workshops work and recognize potential stumbling blocks. They will also be introduced to the Workshop Canvas - a tool for planning anything from compact pop-up formats to extensive large group interventions. I'll also present three of my tried and true favorite tools for these workshops. It's going to be exciting!