Infosurv Research's Insights Reports always receive accolades from our clients. We like to believe that they are different -- and better -- from the average marketing and advertising research report. Why? Since we focus on right answering the project objectives and helping our clients make better business decisions.
There are no hard and fast rules for writing a fantastic marketing research report; really, each report is customized to your project accessible.
First of all, you would like to receive your reports read. After all, if nobody reads them, you could as well not write themand you probably shouldn't invest in doing research! Keep your reader in mind while you develop the report and think creatively about how to present the data in a way which makes it effortless for the reader to consume. Formattext, images, video -- all these are great tools to deliver information. But use them judiciously!
Listed below are ten of our favorite tips for better marketing research reports:
Response the Objectives. The objectives are the raison d'etre of your project. The goals justify the cost of conducting the study. Make the goals the starting point of your report. If all you do on your report is answer the goals, you don't have to do anything else.
Don't be a servant to your format! You might have always written text accounts, however your research topic could be better expressed in PowerPoint, Excel or even in a movie format. Be creative and use the format that best communicates the info. Furthermore, there are many sources that tell you how to compose a research report, but today, those sources are outdated. Use whatever format works for your viewers, constantly keeping in mind that you must (1) response the objectives and (2) make it easy for the reader.
Include an executive summary, scorecard or dashboard. No matter how amazing your report, there'll always be those managers who simply don't have enough time to read the entire report. If it is possible to boil down the information to the most important replies, the ones that address the objectives (hmmm, this might be important) and present it on a one-or-two page graphic dashboard or scorecard, take action. At a minimum, write an executive summary which includes just the information managers need to create the business decision in the heart of the undertaking. (See #6 below for more information on Executive Summaries.)
Tell a fascinating story. market report likes to read about data points. Telling a story makes your search results accessible and leads the reader to implementation. Stories are also more memorable, so your findings will end up guiding principles for future decisions.
Be brief. Research has shown that we humans are studying less and less. So keep it brief and use lots of white space and bullet points. Too much text on a page can be intimidating and also discourage readership.
Be organized. In the executive summary, present the study results that answer the goals, beginning with the most crucial objective In the detailed findings section, keep the identical sequence of information. In the executive summary, it is possible to direct the reader into the proper section of the comprehensive findings by supplying a page reference, so which makes it easy for them to find the specific information that might interest them.
Put at least methodological information at the start. Methodological details are dull for non-researchers. Include only the details that the reader needs to know to comprehend the context of the information you are presenting. Who are the respondents: customers, prospects, the general public? How big is the sample size? How can you collect the data? When was the research conducted? That's the kind of information that will help your reader understand how to interpret the results. (See #10 for more details regarding the content of the Appendix.)
Use pictures rather than words and information when possible. Is a picture really worth 1,000 words? It is dependent on the words, clearly, but the fact remains that right images can communicate complex concepts quickly and easily. Especially for those individuals who are reluctant to see, vision can be a lovely
Graphs are often the center of marketing research reports, therefore take care to make certain they don't confuse your reader.
Use the same scale on each one of your charts for both axes. If one axis ends at 30% and the next ends at 90%, the reader may not see the difference and might misinterpret the data (especially if they're not carefully reading the report)
Maintain the very same colours on graphs throughout. If top Top Box score is blue on one chart and green on another, you may confuse your audience. If the 2014 information are green on a single slide and the 2015 information are green on another slide, then it can be misinterpreted. Keep colors consistent to prevent the casual Where possible, use the exact same colour palate as the manufacturers depicted in your document.
Be sure to include the exact question wording with each table or graph. Often while reading study reports (or seeing research demonstrations ) the viewers will wonder how the question was worded to help them comprehend the information they are getting. Don't make them search through the survey. Just put the specific question in the base of the chart or table.
Be certain to include the foundation size with each graph or table. Without understanding that programming logic can affect the base dimensions, readers assume that every respondent answers all questions, again possibly resulting in miscommunication. Make sure you include the foundation sizes in the report.
Any information that does not directly address the project objectives, for example methodological detail, details regarding your investigation and other miscellaneous information, should not enter the primary report. Include it in the end of the report in an Appendix.
While you, as a writer, might be more comfortable with more detail, so it is your job to generate information accessible to your customers. Using these suggestions will go a long way to making your study actionable -- as well as entertaining and educational.