Infosurv Research's Insights Reports always receive accolades from our clients. We like to think they are different -- and much better -- by the average marketing research report. Why? Since we concentrate on directly answering the project objectives and helping our clients make better business decisions.
There aren't any hard and fast rules for writing a fantastic marketing research report; indeed, each report is customized to the job accessible.
To start with, you would like to receive your reports . After all, if no one reads themyou could as well not write themand you probably should not invest in doing research! Format, text, images, video -- all of these are fantastic tools to deliver information. But use them !
Listed below are ten of our favorite tips for improved marketing research reports:
Response the Objectives. The goals are the raison d'etre of your undertaking. The objectives justify the cost of conducting the study. Make the objectives the beginning point of your report. If all you do on your report is answer the objectives, you don't need to do anything else.
Don't be a servant to your own format! You may have consistently written text reports, but your research subject could be better expressed in PowerPoint, Excel or even in a video format. Be creative and use the arrangement which best communicates the information. Additionally, there are lots of resources that inform you how to compose a research report, but today, those sources are obsolete.
Include an executive summary, scorecard or dashboard. No matter how amazing your report, there'll always be those managers who simply don't have the opportunity to browse the entire report. If you can boil down the information to the main replies, those 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 only the information managers will need to create the company decision in the center of the undertaking.
Tell an interesting story. Nobody likes to read about information points. Telling a story makes your search results accessible and direct the reader to implementation. Stories will also be more memorable, so your findings will become guiding principles for future decisions.
Be brief. Studies have shown that we humans are reading less and less. So keep it brief and use lots of white space and bullet points. market report on a webpage can be intimidating and also discourage readership.
Be organized. In the executive summary, present the research results that answer the goals, beginning with the most crucial objective From the detailed findings section, maintain the identical order of advice. From the executive summary, you can direct the reader to the proper section of the detailed findings by providing a page reference, so making it effortless for them to obtain the specific information that might interest them.
Set at least methodological information at the beginning. Methodological details are boring for non-researchers. Contain only the details which the reader needs to know to understand the context of the information you are presenting. Who are the respondents: customers, prospects, the general public? How big is the sample size? How did you gather the information? When was the research conducted? That is the kind of information that will help your reader understand how to interpret the results.
Use images instead of words and data when possible. Is a picture worth 1,000 words? It depends on the words, clearly, but the fact remains that right images can communicate complex concepts quickly and easily. Particularly for Those individuals That Are reluctant to read, imagery can be a wonderful
Graphs are often the heart of marketing research reports, so take care to make certain that they don't confuse your reader.
Use the identical scale on each one of your graphs for both axes. If a single axis ends in 30% and the upcoming ends at 90%, the reader might not see the difference and might misinterpret the information (especially if they're not carefully reading the report)
Maintain the same colours on charts throughout. If top Top Box score is blue on a single chart and green on the other, you might confuse your viewers. If the 2014 information are green on one slide and the 2015 information are green on another slide, it can be misinterpreted. Keep colours consistent to protect against the casual Where possible, utilize the same color palate as the brands depicted on your document.
Make sure you include the precise question wording with each graph or table. Frequently while reading research reports (or viewing research presentations) the viewers will wonder how the question was worded to help them understand the information that they are getting. Don't make them hunt through the survey. Just set the exact question at the bottom of the graph or table.
Be certain to include the foundation size with each table or graph. Without comprehending that programming logic can affect the base dimensions, readers presume that each and every respondent answers all questions, again potentially leading to miscommunication. Be sure to include the foundation sizes in the document.
Any information that doesn't directly deal with project aims, for example methodological detail, details about your investigation as well as other miscellaneous information, should not enter the main report. Contain it in the end of the report in an Appendix.
While you, as a researcher, may be more comfortable with more detail, it is your job to generate information accessible to your customers. Using these tips will go a very long way to creating your research actionable -- along with entertaining and educational.