Listening Section 3: Multiple Choice & Matching: Question 2

Transcript-based practice (no audio).

Dr. Whitcombe: Right, talk me through where you've got to with the Bramwell & Finch presentation. You're on next Thursday, aren't you? Amara: Yes, Thursday. We've drafted most of the slides. Dev's going to open with the background on the loyalty-scheme redesign, and I'll cover the data on customer retention. Dr. Whitcombe: That ordering makes sense. Dev, how are you planning to open. With the timeline of the changes, or something else? Dev: I was going to start with the timeline, but actually, thinking about it more, I think opening with the problem, why the old points-based scheme was failing, will grab the audience's attention better than diving straight into dates. Dr. Whitcombe: Agreed, lead with the problem, then the timeline can come afterwards as supporting detail. Amara: For my section, I've got two options for the retention figures, either a single slide with one big headline statistic, or a slide breaking the numbers down by customer age group. Dev: I'd go with the single headline figure, wouldn't you? Keeps it simple for a ten-minute slot. Amara: I thought that too at first, but on reflection I think the breakdown is actually stronger here, because the headline figure on its own hides that the scheme worked really well for younger customers but barely moved the numbers for older ones. That contrast is the interesting part of our argument. Dr. Whitcombe: I'd support the breakdown too. A single average figure would actually undersell your analysis. Dev: Fair enough, breakdown it is. What about the recommendation slide at the end, are we suggesting they roll the scheme out to all age groups, or target it? Amara: Given what the data shows, I don't think a blanket rollout makes sense. I think we should recommend they keep targeting the loyalty scheme specifically at younger customers and try something different for the older group. Dev: Yes, that's where the evidence points, so let's build the recommendation slide around that. Dr. Whitcombe: Good (make sure that slide references the retention breakdown directly, so the logic is easy to follow. Now, who's handling questions afterwards) will you split them, or will one of you take the lead? Amara: We were going to split them by topic. I'd take anything about the data, Dev takes anything about the scheme's mechanics. Dr. Whitcombe: That's sensible, but I'd suggest whoever answers first also briefly summarise the question before answering, with three assessors in the room, it helps if everyone's clear on what's actually being asked. Dev: Good idea, we'll do that. Last thing, should we leave a slide up during questions, or go back to a blank screen? Amara: I think a blank screen is cleaner, don't you? Less distracting. Dr. Whitcombe: Actually, I'd go the other way, leave the recommendation slide up during questions. It keeps your key argument visible and gives you something to point back to if the questions get tricky. Amara: Good point, we'll keep it on screen, then.

Choose the correct letter, A, B or C.

1. How do Dev and Amara decide to open the presentation? A. With a timeline of the changes to the loyalty scheme B. With an explanation of why the old points-based scheme was failing C. With the headline retention statistic

2. What does Amara decide to include in her section on retention figures? A. A single headline statistic covering all customers B. A breakdown of retention figures by customer age group C. A comparison between Bramwell & Finch and a rival company

3. Why does Amara prefer the breakdown over a single figure? A. It is easier to fit onto one slide B. It shows the scheme worked well for younger customers but not older ones C. Dr. Whitcombe told her the single figure was inaccurate

4. What recommendation do the students decide to make? A. Roll the loyalty scheme out to all age groups equally B. Continue targeting younger customers and try a different approach for older customers C. Discontinue the loyalty scheme altogether

5. How will Amara and Dev handle questions after the presentation? A. Amara will answer all questions herself B. They will split questions by topic, each covering their own area C. Dr. Whitcombe will answer questions on their behalf

6. What does the group decide to display on screen while taking questions? A. A blank screen B. The timeline slide C. The recommendation slide