Executive summary

The Great Communication Experiment is a pilot project carried out by Coca-Cola with Keen as Mustard Marketing to find out how to improve internal communications for the insights team. In particular, the study looked at how to influence broader stakeholders within the business, those who are not directly involved in insight projects but who would benefit from the knowledge in their working lives. Anyone involved in the creation of reports, presentations or communications for insight projects will learn from this study. Anyone who uses the advice it contains will improve the impact of their research and insights.

As a result of the study, Coca-Cola was able to identify which format of communication, from newsletters and infographics to animated videos, talking head video interviews and PowerPoint slides, was most effective and with which audiences. The project identified which format delivered the best ROI. The team also identified the headlines and subject matter which had the most impact. Finally, this paper details the broader insights the team gained from this pilot into how to go about turning your insight communication from 'men' to 'marvellous' and secure the impact of the work we do in the future.

Introduction