Infosurv Research's Insights Reports Consistently receive accolades from our clients. We like to think that they are different -- and much better -- from the ordinary 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 guidelines for writing a great marketing and advertising research report; indeed, each report is customized to the job at hand. However, there are a number of suggestions you can utilize to make your marketing study reports (or for that matter, any report) better.
To start with, you want to receive your reports read. After all, if no one reads themyou might as well not write themand you probably should not invest money in doing research! So keep your reader in mind while you develop the report and think creatively about how to present the information in a way that makes it easy for the reader to absorb. Formattext, images, video -- all of these are great tools to deliver information. But use them judiciously!
Here are ten of our favorite tips for improved promotion research reports:
Response the Objectives. The objectives justify the expense of conducting the research. Make the objectives the beginning point of your report. If you do in your report is answer the goals, you do not have to do anything else.
Do not be a servant to your own format! You might have consistently written text accounts, however your research topic may be better expressed in PowerPoint, Excel or perhaps in a video format. Be creative and use the arrangement which best communicates the info. Additionally, there are many sources that inform you how you can write a research report, but now, those sources are obsolete.
No matter how wonderful your report, there'll always be those supervisors who simply don't have enough opportunity to browse the entire report. If it is possible to boil the information down to the most important replies, those that address the goals (hmmm, this might be significant ) and present it onto a one-or-two page picture dashboard or scorecard, do it. At a minimum, write an executive summary which includes just the information managers need to create the business decision at the heart of the undertaking. (See #6 below for more information on Executive Summaries.)
Tell a fascinating story. industry forecast likes to see about information points. Telling a story makes your research results accessible and leads the reader to execution. 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 studying less and less. So keep it brief and use a lot of white space and bullet points. Too much text on a webpage could be intimidating and discourage readership.
Be organized. In the executive summary, present the research results that answer the objectives, beginning with the most crucial objective In the detailed findings section, keep the same sequence of advice. From the executive summary, it is possible to direct the reader into the appropriate part of the comprehensive findings by providing a page reference, so making it easy for them to obtain the specific information which may interest them.
Put a minimum of methodological information at the beginning. Methodological details are boring for non-researchers. Contain only the details that the reader should know to understand the circumstance of the information you are presenting. Who are the respondents: customers, prospects, the general public? How big is your sample size? How did you gather the data? When was the study conducted? That is the kind of information that will help your reader know how to translate the outcomes. Place more detail in the Appendix.
Use pictures instead of words and data when possible. Is a picture worth 1,000 words? It depends upon the words, of course, but the simple fact remains that right images can convey complex concepts quickly and easily. Especially for those individuals who are reluctant to read, imagery can be a wonderful
Make it easy to read your graphs. Graphs are often the heart of marketing research reports, so take care to ensure that they don't confuse your reader.
Use the identical scale on all your graphs for both axes. If one axis ends at 30% and the upcoming ends at 90%, the reader may not see the difference and might misinterpret the data (especially if they are not carefully studying the report)
Maintain the very same colors on graphs throughout. If high Top Box score is blue on one chart and green on the other, you may confuse your viewers. When the 2014 information are green on one slide and the 2015 information are green on another slide, then it can be misinterpreted. Keep colors consistent to protect against the inadvertent Where possible, utilize the same color palate as the brands depicted on your report.
Be sure to include the exact question wording with each graph or table. Frequently while reading research reports (or viewing research demonstrations ) the audience will wonder how the query was enlisted to help them comprehend the information they are receiving. Do not make them search through the survey. Just set the exact question in the bottom of the graph or table.
Make certain to include the foundation size with each graph or table. Without understanding that programming logic may impact the base dimensions, readers assume that every respondent answers all questions, again possibly leading to miscommunication. Make sure you include the foundation sizes in the report.
Any information that does not directly deal with project aims, such as methodological detail, details about your analysis as well as other miscellaneous data, should not go into the primary report. Contain it at the end of the report in an Appendix.
As you can see, each one of these tips work toward making the reports easier to read, and easier for managers to absorb the information they have to make decisions. While you, as a writer, may be more comfortable with more detail, it's your job to make information accessible to your customers. Using these tips will go a very long way to making your research actionable -- along with entertaining and educational.