From analysis to action: presenting to people who aren’t like you

Presenting marketing data should be easy. You state the facts. Everyone nods. Action follows.

But in reality, everyone has their own interpretation of the facts, based on their lived experience. This means a straight-forward presentation can become, at best, a lengthy Q&A and, at worst, a heated debate.

This talk, delivered at MeasureFest at brightonSEO 2025, covers:

• Why an individual’s behaviour and communication style shapes the way they interpret data
• How to tailor data presentations to individuals, to reduce confusion or debate
• What to do before, during and after a presentation, to build understanding, consensus and action among the audience.

Transcript

2. Any questions? linkedin.com/in/lukenava #brightonSEO
3. When Q&As go wrong Why Q&As go wrong How to read minds From analysis to action linkedin.com/in/lukenava #brightonSEO
4. About me linkedin.com/in/lukenava #brightonSEO
5. What you love What the world needs What you can get paid for What you’re good at Ikigai linkedin.com/in/lukenava #brightonSEO
6. Ikigai = Analysis linkedin.com/in/lukenava #brightonSEO
7. “What’s the ROI of events?” linkedin.com/in/lukenava #brightonSEO
8. linkedin.com/in/lukenava #brightonSEO
9. Any questions? linkedin.com/in/lukenava #brightonSEO
10. “So what?” “Actually, in my experience…” “Do we have any more data about…” “Thank you, but…” linkedin.com/in/lukenava #brightonSEO
11. Why did the Q&A go wrong? linkedin.com/in/lukenava #brightonSEO
12. linkedin.com/in/lukenava #brightonSEO
13. “Communication happens on the listener’s terms.” linkedin.com/in/lukenava #brightonSEO
14. Passive Active Task-oriented People-oriented linkedin.com/in/lukenava #brightonSEO
15. Stable Routine Change Dominant Action Discussion Analytical Detail Decision Inspiring Ideas Action Passive Active linkedin.com/in/lukenava #brightonSEO Task-oriented People-oriented
16. “So what?” “Actually, in my experience…” “Do we have any more data about…” “Thank you, but…” linkedin.com/in/lukenava #brightonSEO
17. How to read minds linkedin.com/in/lukenava #brightonSEO
18. Recognise styles Mirror strengths Balance weaknesses How to read minds linkedin.com/in/lukenava #brightonSEO
19. Stable Dominant Analytical Inspiring Passive Active (aka Conscientious) Task-oriented People-oriented linkedin.com/in/lukenava #brightonSEO
20. DISA/DISC: onlinediscprofile.com Myers-Briggs: 16personalities.com Get a free diagnosis linkedin.com/in/lukenava #brightonSEO
21. Thinking Feeling Introverted Extroverted linkedin.com/in/lukenava #brightonSEO
22. ExTy Commander, Debater, Entrepreneur, Executive ExFy Campaigner, Consul, Entertainer, Protagonist IxTy Architect, Logician, Logistician, Virtuoso IxFy Adventurer, Advocate, Meditator, Defender Introverted Extroverted Thinking Feeling linkedin.com/in/lukenava #brightonSEO
23. Stable Dominant Analytical Inspiring Passive Active Task-oriented People-oriented linkedin.com/in/lukenava #brightonSEO
24. Stable Dominant Analytical Inspiring Passive Active Task-oriented People-oriented linkedin.com/in/lukenava #brightonSEO
25. Recognise styles Mirror strengths Balance weaknesses linkedin.com/in/lukenava #brightonSEO How to read minds
26. Sender The communication process Encoding Message Medium Decoding Recipient Action Signal > Noise linkedin.com/in/lukenava #brightonSEO
27. Message: Medium: Action: Be direct with Dominant Reds Lead with action Summarise key metrics Remind them of risks linkedin.com/in/lukenava #brightonSEO “Reds calculate risks by constantly looking at the facts. Facts are something they understand.”
28. Message: Medium: Action: Be intriguing to Inspiring Yellows “If you want to keep a Yellow’s attention, strip away as much of the minutia as you can.” Tell a story Visualise key trends Assign them to tasks linkedin.com/in/lukenava #brightonSEO
29. Message: Medium: Action: Be sympathetic to Stable Greens “Accept that Greens are driven just as much by fear as by anything else – perhaps even more.” Seek their input Show your working Collaborate on a plan linkedin.com/in/lukenava #brightonSEO
30. Message: Medium: Action: Be action-oriented with Analytical Blues “Blues’ critical thinking can turn into questioning everything and everyone around them.” Be thoroughly prepared Share all data Keep them on track linkedin.com/in/lukenava #brightonSEO
31. Check in with a digital twin linkedin.com/in/lukenava #brightonSEO
32. “What about a group presentation?” linkedin.com/in/lukenava #brightonSEO
33. 2. Seek their input 1. Be thoroughly prepared 3. Lead with action & key metrics 4. Tell a story about key trends 7. Remind them of risks 6. Show your working 5. Share all data 10. Assign them to tasks 9. Collaborate on a plan 8. Keep them on track Start Middle End Before linkedin.com/in/lukenava #brightonSEO
34. The rhetorical triangle Pathos Logos Ethos linkedin.com/in/lukenava #brightonSEO
35. Recognise styles Tailor your approach Remember the triangle From analysis to action linkedin.com/in/lukenava #brightonSEO
36. Any questions? linkedin.com/in/lukenava #brightonSEO