Infosurv Research's Insights Reports always Get accolades from our clients. We like to think that they are different -- and much better -- by the ordinary marketing and advertising research report. Why? Since we concentrate on directly answering the project objectives and helping our customers make better business decisions.
There aren't any hard and fast rules for writing a great marketing research report; indeed, each report is customized to the job accessible.
First of all, you would like to get your reports . In the end, if no one reads themyou might as well not write them, and you probably should not invest money in doing research! So keep your reader in mind as you develop the report and think creatively about how to present the data in a way which makes it easy for the reader to consume. Formattext, images, video -- all of these are great tools to deliver information. But use them !
Listed below are just two of our favorite tips for improved promotion research reports:
Answer the Objectives. The goals are the raison d'etre of your undertaking. The goals justify the cost of conducting the research. Make the objectives the starting point of your report. If all you do in your report is response the objectives, you don't need to do anything else.
Don't be a slave to your own format! You might have always composed text reports, but your research subject could be better expressed in PowerPoint, Excel or perhaps in a movie format. Be creative and use the arrangement that best communicates the information. Additionally, there are lots of resources that inform you how to write a research report, but now, those sources are outdated. Use whatever format works for your viewers, always keeping in mind that you have to (1) answer the goals and (2) make it simple for the reader.
Include an executive summary, scorecard or dashboard. No matter how wonderful your report, there will always be those supervisors who simply don't have the time to browse the entire report. If industry forecast is possible to boil the information down to the most important replies, the ones that address the goals (hmmm, this might be important) and present it on a one-or-two page picture dashboard or scorecard, take action. At a minimum, write an executive summary which includes just the information managers will need to create the company decision in the center of the project. (See #6 below for more information on Executive Summaries.)
Tell a fascinating story. Nobody likes to see about information points. Telling a story creates your research results accessible and leads the reader to execution. Stories are also more memorable, so your findings will become guiding principles for future decisions.
Be brief. Research has shown that we people are reading less and less. Too much text on a page could be intimidating and discourage readership.
Be organized. From the executive summary, present the study results that answer the objectives, beginning with the most important objective In the comprehensive findings section, maintain the same order of information. From the executive summary, you can direct the reader into the appropriate part of the detailed findings by providing a page reference, which makes it effortless for them to find the specific information which may interest them.
Put at least methodological information in the beginning. Methodological details are dull for non-researchers. Contain only the details that the reader needs to know to comprehend the context of the information you are presenting. Who will be the respondents: prospects, customers, the general public? How large is your sample size? How can you gather the information? When was the study conducted? That's the kind of information that will help your reader understand how to translate the results. (See #10 for more details about the content of this Appendix.)
Use pictures instead of words and information when possible. Is a picture really worth 1,000 words? It depends upon the words, clearly, but the simple fact remains that right pictures can communicate complex concepts efficiently. Especially for those individuals who are reluctant to see, imagery can be a lovely
Make it easy to read your graphs. Graphs are often the heart of marketing research reports, so take care to make certain they don't confuse your reader.
Use the identical scale on each one of your graphs for both axes. If a single axis ends at 30% and the next ends at 90 percent, then the reader may not notice the difference and might misinterpret the data (especially if they're not carefully studying the accounts !)
Maintain the very same colours on graphs throughout. If high Top Box score is blue on one graph and green on another, you might confuse your viewers. When the 2014 data are green on one slide and the 2015 data are green on the next slide, it may be misinterpreted. Keep colors consistent to prevent the casual Where possible, use the exact same color palate as the manufacturers depicted in your document.
Be sure to include the exact question wording with each graph or table. Often while reading research reports (or seeing research demonstrations ) the audience will wonder how the query was enlisted to help them understand the information that they are getting. Do not make them search through the questionnaire. Just put the exact question in the bottom of the graph or table.
Make sure to include the base size with each table or graph. Without understanding that programming logic can affect the base size, readers presume that each and every respondent answers all questions, again possibly leading to miscommunication. Be sure to include the base sizes in the report.
Use the Appendix for"less important" information. Any information that doesn't directly deal with project aims, such as methodological detail, details about your investigation and other miscellaneous information, should not go into the main report. Contain it at the end of the report within an Appendix.
While you, as a writer, might be more comfortable with more detail, so it's your job to generate information accessible to your clients. Using these suggestions will go a long way to making your research actionable -- as well as entertaining and educational.