Infosurv Research's Insights Reports always Get accolades from our clients. We like to think they are different -- and better -- from the ordinary marketing and advertising research report. Why? Since we focus on directly answering the project aims and helping our clients make better business decisions.
There aren't any hard and fast rules for writing a great marketing and advertising research report; indeed, each report is customized to the project accessible.
First of all, you want to get your reports read. After all, if nobody reads themyou could as well not write them, and you probably should not invest in doing research! Keep your reader in mind as you build the report and think creatively about how to present the information in a means that makes it effortless for the reader to absorb. Format, text, images, video -- all these are great tools to provide information. But use them !
Here are just two of our favorite tips for better promotion research reports:
Answer the Objectives. The objectives justify the cost of conducting the research. Make the objectives the beginning point of your document. If all you do on your report is answer the objectives, you don't have to do anything else.
Do not be a servant to your own format! You might have always written text reports, but your research topic may be better expressed in PowerPoint, Excel or perhaps in a movie format. Be creative and use the arrangement that best communicates the info. Additionally, there are many sources that inform you how to write a research report, but today, those sources are obsolete.
No matter how wonderful your report, there'll always be those supervisors who simply don't have the time to browse the entire report. If it is possible to boil down the information to the main replies, the ones that address the objectives (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 that includes just the information managers will need to create the business decision in the center of the project. (See #6 below for more information on Executive Summaries.)
Tell an interesting story. Nobody likes to see about data points. Telling a story makes your research results accessible and direct the reader to implementation. Stories are also more memorable, so your findings will become guiding principles for future decisions.
Be brief. Research has demonstrated that we humans are studying less and less. A lot of text on a page can be intimidating and also discourage readership.
Be organized. From the executive summary, present the study results that answer the goals, starting with the most important objective In the comprehensive findings section, keep the identical sequence of information. From the executive summary, it is possible to direct the reader into the proper section of the detailed findings by supplying a page reference, which makes it effortless for them to find the specific information that might interest them.
Put a minimum of methodological information at the beginning. Methodological details are dull for non-researchers. Contain only the details which the reader needs to know to understand the context of the information you are presenting. Who will be the respondents: customers, prospects, the general public? How big is the sample size? How can you collect the data? When was the study conducted? That's the kind of information which will help your reader understand how to translate the results. (See #10 for more details regarding the content of the Appendix.)
Use images rather than 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 pictures can communicate complex concepts efficiently. Particularly for Those individuals That Are reluctant to read, imagery can be a lovely
Make it easy to read your charts. Graphs are frequently the center of advertising research reports, therefore be careful to ensure that they don't confuse your reader.
Use the identical scale on each one of your charts for both axes. If one axis ends in 30% and the next ends at 90 percent, then the reader may not see the difference and might misinterpret the information (especially if they're not carefully reading the report!)
Maintain the same colors on charts throughout. If high Top Box score is blue on a single graph 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 prevent the inadvertent Where possible, use the same color palate as the manufacturers depicted on your report.
Be market research report to include the exact question wording with each graph or table. Frequently while reading research reports (or seeing research demonstrations ) the audience will wonder how the question was worded to assist them understand the information that they are getting. Do not make them search through the questionnaire. Just set the exact question at the bottom of the graph or table.
Make sure to include the base size with each table or graph. Without comprehending that programming logic may affect the base dimensions, readers assume that every respondent answers all questions, again possibly leading to miscommunication. Make sure you include the base sizes in the report.
Utilize the Appendix for"less significant" information. Any information that doesn't directly address the project objectives, for example methodological detail, details regarding your analysis as well as other miscellaneous information, shouldn't enter the primary report. Include it in the end of the report within an Appendix.
While you, as a researcher, might be more comfortable with more detail, so it is your job to generate information accessible to your clients. Using these suggestions will go a very long way to making your research actionable -- along with educational and entertaining.