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Infosurv Research's Insights Reports always receive accolades from our clients. We like to think that they are different -- and better -- from the average marketing and advertising research report. Why? Because we concentrate on directly answering the project aims and helping our clients make better business decisions.

There are no hard and fast guidelines for writing a great marketing research report; indeed, every report is customized to your job accessible. But, there are some tips you can use to produce your promotion study reports (or for that matter, any report) better.


To start with, you would like to receive your reports read. After all, if nobody reads themyou might as well not write themand you probably shouldn't invest money in doing research! Format, text, graphics, video -- all these are fantastic tools to provide information. But use them !

Listed below are just two of our favorite tips for better marketing research reports:

Response the Objectives. The goals justify the cost of conducting the research. Make the goals the beginning point of your document. If all you do in your report is answer the goals, you don't have to do anything else.
Do not be a servant to your format! You might have always written text reports, but your research topic could be better expressed in PowerPoint, Excel or perhaps in a video format. Be creative and use the arrangement that best communicates the information. Furthermore, there are many resources that inform you how you can compose a research report, but now, those resources are obsolete.
No matter how amazing your report, there'll always be those managers who simply don't have the opportunity to browse the entire report. Don't take it personally! If you can boil the information down to the most important replies, those that address the goals (hmmm, this might be significant ) and present it on a one-or-two page picture dashboard or scorecard, do it. At a minimum, write an executive summary that includes only the information managers need to create the business decision at the center of the project.
Tell an interesting story. No one likes to read about information 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 become guiding principles for future decisions.
Be brief. Research has demonstrated that we people are reading less and less. Too much text on a webpage can be intimidating and also discourage readership.
Be organized. From the executive summary, present the study results that answer the objectives, beginning with the most important objective From the comprehensive findings section, keep the identical order of information. From the executive summary, you can direct the reader to the appropriate section of the comprehensive findings by providing a page reference, which makes it easy for them to obtain the specific information that might interest them.
Set at least methodological information at the beginning. market research report are boring for non-researchers. Include 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 gather the data? When was the study conducted? That's the sort of information which will help your reader know how to interpret the results. (See #10 for more details about the content of this Appendix.)

Use pictures rather than words and data when possible. Is a picture really worth 1,000 words? It depends on the words, of course, but the simple fact remains that right images can communicate complex concepts efficiently. Especially for those individuals That Are reluctant to read, vision can be a lovely
Graphs are often the heart of marketing research reports, therefore take care to make certain they don't confuse your reader.
Use the same scale on each one your graphs for the two axes. If one axis ends in 30% and the upcoming ends at 90 percent, then the reader may not notice the difference and might misinterpret the information (particularly if they are not carefully reading the accounts )
Maintain the very same colours on charts throughout. If top Top Box score is blue on one graph and green on another, you might confuse your viewers. When the 2014 data are green on a single slide and the 2015 information are green on another slide, it may be misinterpreted. Keep colours consistent to prevent the inadvertent Where possible, utilize the exact same colour palate as the brands depicted on your report.
Make sure you include the exact question wording with each table or graph. Often while reading research reports (or seeing research presentations) the viewers will wonder how the query was enlisted to help them comprehend the information they are getting. Don't make them hunt through the questionnaire. Simply put the exact question at the bottom of the graph or table.
Be sure to include the foundation size with each table or graph. Without comprehending that programming logic may impact the base size, readers assume that every respondent answers all questions, again potentially leading to miscommunication. Be sure to include the base sizes in the report.
Any information that doesn't directly address the project objectives, for example methodological detail, details regarding your analysis and 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 creating the reports easier to read, and easier for managers to absorb the info that they have to make decisions. While you, as a writer, might be more comfortable with more detail, it is your job to generate information accessible to your customers. Using these tips will go a long way to creating your study actionable -- as well as educational and entertaining.