Infosurv Research's Insights Reports always receive accolades from our clients. We like to think they are different -- and much better -- from the average marketing research report. Why? Since we focus 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; really, every report is customized to your job at hand. However, there are some suggestions you can utilize to make your marketing study reports (or for that matter, any report) better.
First of all, you would like to get your reports read. In the end, if no one reads themyou might as well not write them, and you probably should not invest in doing research! Format, text, images, video -- all these are great tools to provide information. But use them !
Listed below are ten of our favorite tips for improved promotion study reports:
Response the Objectives. The objectives are the raison d'etre of your project. The objectives justify the expense of conducting the study. Make the objectives the beginning point of your report. If you do on your report is response the goals, you do not need to do anything else.
Don't be a slave to your own format! You might have always written text reports, however your research subject could be better expressed in PowerPoint, Excel or perhaps in a movie format. Be creative and use the arrangement which best communicates the info. Additionally, there are many resources that tell you how to compose a research report, but today, those resources are obsolete. 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 amazing your report, there'll always be those supervisors who just don't have enough opportunity to read the entire report. Don't take it personally! If you can boil the information down to the most important answers, the ones that address the objectives (hmmm, this may be significant ) and present it onto a one-or-two page graphic dashboard or scorecard, do it. At a minimum, write an executive summary which includes just the information managers will need to make the company decision in the heart of the project. (See #6 below for more information on Executive Summaries.)
Tell an interesting story. Nobody likes to read about data points. Telling a story creates your research results accessible and direct the reader to implementation. Stories will also be more memorable, so your findings will end up guiding principles for future decisions.
Be brief. Research has shown that we humans are reading less and less. So keep it short and use lots of white space and bullet points. A lot of text on a page could be intimidating and discourage readership.
Be organized. In the executive summary, present the study results that answer the goals, starting with the most crucial objective In the comprehensive findings section, maintain the same sequence of information. From the executive summary, it is possible to direct the reader into the appropriate part of the detailed findings by providing a page reference, making it easy for them to find the specific information that might interest them.
Set a minimum of methodological information in the beginning. Methodological details are boring for non-researchers. Contain only the details that the reader needs to know to comprehend the circumstance of the information you are presenting. Who will be the respondents: customers, prospects, the general public? How large is your sample size? How did you collect the data? When was the research conducted? That is the kind of information that will help your reader understand how to translate the results.
Use pictures instead of words and data when possible. Is a picture really worth 1,000 words? It depends on the words, clearly, but the fact remains that right images can convey complex concepts quickly and easily. Especially for those individuals That Are reluctant to see, vision can be a wonderful
Graphs are often the center of marketing research report s, therefore be careful to ensure they don't confuse your reader.
Use the identical scale on each one your charts for the two axes. If a single axis ends at 30% and the upcoming ends at 90%, the reader may not notice the difference and may misinterpret the information (especially if they're not carefully reading the report)
Maintain the same colors on graphs throughout. If high Top Box score is blue on one chart and green on the other, you may confuse your audience. If the 2014 data are green on a single slide and the 2015 information are green on the next slide, it can be misinterpreted. Keep colours consistent to prevent the casual Where possible, use the same colour palate as the manufacturers depicted on your document.
Be sure to include the precise question wording with each table or graph. Often while reading research reports (or viewing research presentations) the audience will wonder how the query was enlisted to assist them understand the information that they are getting. Don't make them hunt through the questionnaire. Just set the exact question in the base of the chart or table.
Be sure to include the base size with each table or graph. Without comprehending that programming logic may impact the base size, readers assume that each and every respondent answers all queries, again potentially resulting in miscommunication. Be sure to include the base sizes in the document.
Utilize the Appendix for"less important" information. Any information that doesn't directly deal with project aims, for example methodological detail, details about your analysis as well as other miscellaneous information, shouldn't go into the main report. Contain it in the end of the report in an Appendix.
As you can see, all of these suggestions work toward making the reports easier to read, and easier for managers to absorb the info they need to make decisions. While you, as a writer, may 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 creating your research actionable -- along with entertaining and educational.