conclusions in market research

• How to Cite
• Language & Lit
• Rhyme & Rhythm
• The Rewrite
• Search Glass

How to Write a Conclusion on a Marketing Research Paper

Writing a marketing research paper is a challenging undertaking that requires a great deal of time and preparation. Writing the conclusion to a marketing research paper is relatively straightforward because you've already done all the hard work. A good conclusion summarizes the main argument of your paper and points to the strengths and limitations of your research. A successful conclusion answers the "so what?" question and paves the road for future studies pertaining to your topic. With a nudge in the right direction, you'll write a conclusion that will bring your paper to an effective close.

Summarize the main argument of your paper without repeating too much. Point out why the argument is significant to the research and issue at hand to bring them to a concluding point.

Explain the strengths and limitations of your research and arguments to suggest what future work is required.

Explain the importance of your work and the significance it has to the real world. Answer the question: "How are my arguments and research useful?"

Demonstrate how all the ideas and research you put forth in the paper work together without having to present new information.

Echo the introduction without repeating it word for word to tie the paper together neatly. Explain how the insights and information found in the body of the paper reinforce the ideas suggested by the thesis in the introduction.

End the conclusion with something you want your readers to think about by issuing a challenge to your readers pertaining to how the information presented in the paper can influence their lives.

• Do not present new information in your conclusion; instead, structure your conclusion to reinforce and validate the arguments and research already presented.
• Don't write more than one concluding paragraph. Exercise brevity by writing to the point without exaggerating the content of your paper.
• LEO: Strategies for Writing a Conclusion; Randa Holewa et. al.; February 2004
• ACC: Tips for Writing a Strong Conclusion; Barry Hamilton; October 2005

Based in Victoria, British Columbia, Sebastian Malysa began his writing career in 2010. His work focuses on the general arts and appears on Answerbag and eHow. He has won a number of academic awards, most notably the CTV Award for best proposed documentary film. He holds a Master of Arts in contemporary disability theater from the University of Victoria.

Changing the Conversation: Messages for Improving Public Understanding of Engineering (2008)

Chapter: 4 conclusions and recommendations.

Below is the uncorrected machine-read text of this chapter, intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text of each book. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.

CONCLUSIONS AND 4 RECOMMENDATIONS The purpose of this project was to look beyond the engineering com- munity and to change the longstanding pattern of self-initiated, ad hoc communications. To make this goal, the committee needed both an independent analysis of the situation and the advice of experienced, creative market-research professionals. One unanticipated benefit of engaging outside professionals was that committee members were encouraged, indeed obliged, to become educated about the processes, benefits, and limitations of message development and testing. Another was that our many interactions with Bemporad Baranowski Marketing Group/Global Strategy Group led to a relationship of trust and mutual respect that facilitated our dialog about complex, sometimes difficult, issues. Market research is as much an art as a science. Although it is desir- able, and often feasible, to gather data via focus groups and surveys, gathering the right data, and doing it effectively, requires a professional approach based on judgment, experience, and common sense. Market research provided direction and a rationale for helping us allocate time, money, and human resources in developing our positioning statement and messages. 97 

98 CHANGING THE CONVERSATION Happily, our research revealed that the public does not have a negative image of engineers. In fact, the public has a much more posi- tive view of engineers than engineers seem to have of themselves. Most adults and teens in our samples respect engineers and believe that their work is both rewarding and important, although they also have a poor idea about what engineers do on a day-to-day basis. They also have a strong sense that engineering is not “for everyone,” especially not for girls. The public understanding of engineering is strongly linked to just one aspect of the discipline—the need for mathematics and science skills. Other vital aspects of engineering, such as creativity, teamwork, and communication, are largely unknown. Based on the results of our research, we can make a strong case that effective messaging will require different messages for different target audiences (see Table 3-10). For example, when branding engineers or marketing engineering to teens, we must take into account how their ideas of engineering and their interests differ from those of adults. In addition, messages for teens will have to be adapted to take into account gender, because girls and boys have different perspectives on engineer- ing and different connections to it. In the sections that follow, the committee presents conclusions and recommendations that will lead to strategic as well as tactical changes in the way the engineering community communicates with the ­public. In the first section, the committee addresses how the positioning statement, messages, and taglines should be used. The second section includes an argument for a centralized public relations “tool kit” for the engineering community. In the third section, the committee proposes an ambitious, long-term initiative—the development and implementa- tion of a large-scale communications “campaign.” Using the Positioning Statement, Messages, and Taglines We live in a society inundated with information and messages. More than 25 years ago, advertising experts Al Ries and Jack Trout lamented, “There’s a traffic jam on the turnpikes of the mind” (Ries and Trout, 1981). Since then, the situation has gotten even worse. Publishers 

Conclusions and Recommendations 99 in the United States put out hundreds of thousands of books every year, viewers can choose from hundreds of television channels, and Internet users can instantaneously search billions of web pages via a variety of search engines. To help break through the communications clutter, the committee recognized that it would be necessary to use modern mass-marketing techniques, which are commonly used in the commercial and ­political sectors but rarely used by the engineering community for public out- reach. Up to now, efforts to promote a positive image of engineering have largely been based on opinions and educated guesses about the kinds of messages that will work. Decisions have been made by leader- ship and staff of engineering organizations that rarely reflect the make- up of the target populations of these messages (i.e., young people, girls, and underrepresented minorities). Although some individuals may have training in public relations or marketing, as far as the committee could tell, few engineering organizations have relied on the services of professional creative or market-research firms. One of the most important findings of this study is the strong asso- ciation in the minds of the public between engineering and competency in mathematics and science. “Must be good at math and science” was by far the most frequently selected attribute of engineers in our online surveys, indicating that messages emphasizing ability in mathematics and science as a prerequisite to the study of engineering have been absorbed by both adults and teenagers. Our testing also showed that the least appealing of five tested messages was the one that portrayed engineers as “connecting science to the real world.” From this, we concluded that, if we continue to overly emphasize math and science in marketing or rebranding engineering, we are likely to alienate or scare off youngsters, rather than attract them to engineer- ing. We believe the same can be said about messages that focus on the practical benefits of being an engineer rather than the inspirational, optimistic aspects of engineering. Recommendation 1. To present an effective case for the importance of engineering and the value of an engineering education, the engineering community should engage in coordinated, consistent, effective com- 

100 CHANGING THE CONVERSATION munication to “reposition” engineering.  Specifically, the engineering community should adopt and actively promote the positioning state- ment (Box 4-1) in this report, which emphasizes that engineering and engineers can make a difference in the world, rather than describing engineering in terms of required skills and personal benefits.  The statement should not appear verbatim in external communications but should be used as a point of reference, or anchor, for all public outreach. Of course, mathematics and science will continue to be necessary skills for engineers. Math and science skills can last a lifetime and can also provide a springboard for careers in many fields. At this point, an analogy with the medical profession might be instructive for show- ing how a change in messaging might work. The medical profession, which depends heavily on science skills, does not market itself to young people by emphasizing that they will have to learn organic chemistry. Physicians are promoted as people who cure disease and relieve human suffering. In marketing engineering, we too ought to appeal to the hopes and dreams of prospective students and the public. This approach will not only appeal to the higher aspirations of young people, but will also place math and science skills, correctly, as one of a variety of skills and BOX 4-1 A Positioning Statement for Engineering No profession unleashes the spirit of innovation like engineering. From research to real-world applications, engineers constantly dis- cover how to improve our lives by creating bold new solutions that connect science to life in unexpected, forward-thinking ways. Few professions turn so many ideas into so many realities. Few have such a direct and positive effect on people’s everyday lives. We are counting on engineers and their imaginations to help us meet the needs of the 21st century. 

Conclusions and Recommendations 101 dispositions necessary for successful engineers, including collabora- tion, communication, and teamwork. In addition to developing a new, powerful positioning statement, we created and tested several messages. Our research does not, and should not, preclude others from pursuing additional message devel- opment, but the committee believes that the rigorous process we used to generate our messages justifies their widespread use. In February 2008, the National Academy of Engineering launched a new website, Engineer Your Life (www.­engineeryourlife.org), which aims to interest academically prepared high school girls in careers in engineering. The site used our message “Engineers make a world of difference” on its homepage and adopted other key words vetted in our research, such as creativity and problem-solving. Recommendation 2. The four messages that tested well in this p ­ roject—“Engineers make a world of difference,” “Engineers are c ­ reative problem-solvers,” “Engineers help shape the future,” and “Engineering is essential to our health, happiness, and safety”—should be adopted by the engineering community in ongoing and new public outreach initiatives. The choice of a specific message should be based on the demographics of the target audience(s) and informed by the qualitative and quantitative data collected during this project. Finally, the committee notes that, because of money and time constraints, we were not able to carry out a full creative process in the development of taglines, which would have led to many more pos- sible taglines, presentations of the taglines in context, and testing of the contextualized taglines in focus groups. Nevertheless, the positive responses via online testing to several of the taglines suggest that they may be able to be effectively used for engineering-outreach projects. The committee believes the taglines should be further tested to iden- tify and validate which ones might be appropriate for a broad-scale national campaign. Recommendation 3. More rigorous research should go forward to identify and test a small number of taglines for a nationwide engineer- 

102 CHANGING THE CONVERSATION ing-awareness campaign. The taglines should be consistent with the positioning statement and messages developed through this project and should take into account differences among target populations. In the interest of encouraging coordination among outreach activi- ties, the results of this research should be made widely available to the engineering community. Creating a Shared Public-relations Resource Engineering societies, universities, technology-based firms, federal laboratories, museums, and other organizations currently spend more than $400 million annually to promote public awareness of engineering (Davis and Gibbin, 2002). These ad hoc efforts, although praiseworthy in their intentions, have not succeeded, largely because their messages are not consistent. In addition, because of the discontinuous nature of these efforts, it has been impossible to develop effective metrics to measure their effectiveness and refine the messages accordingly. The committee concludes that, in the short term, consistent messages, even by a modest number of these organizations, could be a huge step for- ward in promoting a positive, appealing image of engineering. Recommendation 4. To facilitate deployment of effective messages, an online public relations “tool kit” should be developed for the engineer- ing community that includes information about research-based mes- sage-development initiatives and examples of how messages have and can be used effectively (e.g., in advertising, press releases, informational brochures, and materials for establishing institutional identity). The online site should also provide a forum for the sharing of information among organizations. Launching a Campaign Although making current messages more consistent is an impor- tant short-term goal, the committee concludes that a more explicit, coordinated approach is likely to yield better results in the long term. Thoughtful targeting of the messages and further refinement of the taglines for public outreach about engineering will be necessary, but 

Conclusions and Recommendations 103 not sufficient. Outreach efforts must be embedded in a larger strategic framework—a communications campaign driven by a strong brand positioning statement and involving a variety of communication m ­ ethods. A campaign must include diverse messengers and be sup- ported by dedicated resources. Finally, the campaign must include met- rics for determining the effectiveness of its components and, equally important, must be given enough time to succeed. In short, a campaign must reach multiple audiences in creative ways, using the following tools and techniques: • traditional and online advertising; • corporate partnerships/sponsorships; • pop-culture initiatives (e.g., contests, games, books, TV s ­ pecials, documentary projects); • educational initiatives (e.g., curricula); • outreach to young people, parents, educators, guidance coun- selors, and the media; and • media training for ambassadors or spokespersons. A campaign of the size and duration that will have a measurable impact on the public understanding of engineering will require sig- nificant resources. Our consultants proposed a “conservative” price tag of $12 million to $25 million per year for two or three years. This may be enough to launch a campaign, but the long-term costs could easily be higher. The recent “Got Milk?” campaign targeting teenagers cost $20 million annually (Levere, 2006), and the Centers for Disease Control and Prevention anti-obesity campaign, “Verb: It’s What You Do,” targeting young people ages 9 to 13, had a budget of $59 million in 2005 (Beirne, 2006). Resources of this magnitude are not likely to be forthcoming from government or foundations. Thus the question arises as to whether the engineering community, particularly large and influential technology- focused corporations, will be willing to support such an initiative. A second concern is how the campaign would be organized and carried out. Some degree of centralized planning will be necessary to ensure coordination and communication, which will require agree- 

104 CHANGING THE CONVERSATION ment by the major participants. There is already one cooperative out- reach venture in engineering, National Engineers Week, which might be leveraged for this purpose. We might, however, need a new structure to coordinate a campaign. A final concern relates to the need for metrics to determine the effectiveness of messages and projects. Although measuring the out- comes of public outreach efforts is notoriously difficult, a campaign of this scope must include a substantial evaluation component to ensure that we can determine what works and improve upon elements that are not as effective as anticipated. Recommendation 5. A representative cross section of the engineering community should convene to consider funding, logistics, and other aspects of a coordinated, multiyear communications campaign to improve the public understanding of engineering. A Final Word The project described in this report was conducted according to a carefully designed process for developing messages to improve the pub- lic understanding of engineering. The approach included the services of professionals in the fields of communications and market research and required both quantitative and qualitative research methods. To ensure balance and accuracy, the report and the findings and recom- mendations were carefully vetted by outside experts, whose comments and suggestions led to improvements in the final document. The rigor of the study process should reassure the engineering community—and others interested in this important topic—that a tested set of tools is now available to promote a more positive image of engineering and engineers. As suggested in Recommendation 4, we know that more work will be necessary to enrich, expand, and disseminate messaging resources, and, as noted in Recommendation 3, more research on taglines will be necessary. Neither of these requirements, however, should delay or discourage action by the engineering community. Even if the national campaign described in Recommendation 5 is not immediately forth- 

Conclusions and Recommendations 105 coming, creative implementation of messages and taglines can have an immediate impact. Combined efforts by multiple organizations following the same “playbook” can create positive momentum toward increasing the appeal of engineering to students, educators, parents, policy makers, and society at large. The most significant outcome of this project is the recasting of engineering as articulated in the positioning statement. If this state- ment were adopted by the engineering community, as urged in Recom- mendation 1, we can not only reshape the self-images of engineers, but also empower engineers to communicate more confidently with the public. In this way, we may truly change the conversation. REFERENCES Beirne, M. 2005. CDC tries to take a bite out of childhood obesity. Ad Week. October 24, 2005. Davis, L., and R. Gibbin. 2002. Raising Public Awareness of Engineering. Washington, D.C.: The National Academies Press. Levere, J.L. 2006. Body by milk: More than just a white mustache. New York Times, Section C, p. 3, August 30, 2006. Ries, A., and J. Trout. 1981. Positioning: The Battle for Your Mind. New York: Warner Books. 

Can the United States continue to lead the world in innovation? The answer may hinge in part on how well the public understands engineering, a key component of the 'innovation engine'. A related concern is how to encourage young people--particularly girls and under-represented minorities--to consider engineering as a career option.

Changing the Conversation provides actionable strategies and market-tested messages for presenting a richer, more positive image of engineering. This book presents and discusses in detail market research about what the public finds most appealing about engineering--as well as what turns the public off.

Changing the Conversation is a vital tool for improving the public image of engineering and outreach efforts related to engineering. It will be used by engineers in professional and academic settings including informal learning environments (such as museums and science centers), engineering schools, national engineering societies, technology-based corporations that support education and other outreach to schools and communities, and federal and state agencies and labs that do or promote engineering, technology, and science.

Welcome to OpenBook!

You're looking at OpenBook, NAP.edu's online reading room since 1999. Based on feedback from you, our users, we've made some improvements that make it easier than ever to read thousands of publications on our website.

Do you want to take a quick tour of the OpenBook's features?

Show this book's table of contents , where you can jump to any chapter by name.

...or use these buttons to go back to the previous chapter or skip to the next one.

Jump up to the previous page or down to the next one. Also, you can type in a page number and press Enter to go directly to that page in the book.

To search the entire text of this book, type in your search term here and press Enter .

Share a link to this book page on your preferred social network or via email.

View our suggested citation for this chapter.

Ready to take your reading offline? Click here to buy this book in print or download it as a free PDF, if available.

Get Email Updates

Do you enjoy reading reports from the Academies online for free ? Sign up for email notifications and we'll let you know about new publications in your areas of interest when they're released.

BUS203: Principles of Marketing

The Marketing Plan

Read this chapter, which discusses marketing planning roles, the parts and functions of the marketing plan, forecasting, and the structure of a marketing plan audit. It also discusses PEST Analysis and other external factors that affect marketing decisions. This chapter reviews other concepts we've discussed so far. Key takeaways include the steps in the forecasting process. You will be able to identify types of forecasting methods and their advantages and disadvantages and discuss the methods used to improve the accuracy of forecasts. Lastly, you will apply marketing planning processes to ongoing business settings and identify the role of the marketing audit. Answer the discussion questions at the end of the chapter.

Functions of the Marketing Plan

In the conclusion, repeat the highlights. Summarize the target market, the offer, and the communication plan. Your conclusion should remind the reader of all the reasons why your plan is the best choice.

Of course, the written plan is itself a marketing tool. You want it to convince someone to invest in your ideas, so you want to write it down on paper in a compelling way. Figure 16.9 "Tips for Writing an Effective Marketing Plan" offers some tips for effectively doing so. Also, keep in mind that a marketing plan is created at a single point in time. The market, though, is dynamic. A good marketing plan includes how the organization should respond to various scenarios if the market changes. In addition, the plan should include "triggers" detailing what should happen under the scenarios. For example, it might specify that when a certain percentage of market share is reached, then the price of the product will be reduced (or increased). Or the plan might specify the minimum amount of the product that must be sold by a certain point in time – say, six months after the product is launched – and what should happen if the mark isn't reached. Also, it should once again be noted that the marketing plan is a communication device. For that reason, the outline of a marketing plan may look somewhat different from the order in which the tasks in the outline are actually completed.

Figure 16.9 Tips for Writing an Effective Marketing Plan

Export Strategy

• Market Entry Plan
• International Marketing Strategy
• Sales Channel Development
• Route 2 Market
• Enter The Eurozone – Enterprise Ireland

Digital Marketing

• SEO Services
• Content Marketing
• Paid Advertising
• Lead Generation
• Account Based Marketing
• Virtual Selling
• Market Research
• New Market Entry
• Competitor Analysis
• Feasibility Studies
• Customer Insights

Creative Services

• Brand Identity
• Video & Animation
• Employer Branding
• Sales & Marketing Collateral
• Internal Branding
• Digital Design

Brand Development

• Brand Strategy
• Brand Communications
• Value Proposition

Website Design

• UI/UX Design
• Localisation & Multilingual
• Client Portals
• Maintenance
• Medtech & Life Sciences
• Engineering and Building Services
• Electronics and IOT Providers
• Manufacturing
• Software & ICT

Guiding You Through the Funding Process

Enterprise ireland.

• Digital Marketing Capability Grant
• Market Growth & Diversification Grant
• Market Discovery Fund
• Enter The Eurozone
• Online Retail Scheme
• Digital Marketing Review
• Training Masterclass

InterTrade Ireland

• Digital Sales Essentials
• Elevate Program
• International Marketing Programme
• Trading Online Voucher Scheme
• Begin 2 Export

Why is Market Research so Important .

Firstly, we should clarify “What is Market Research?” It can be described as the action of gathering, analysing and interpreting information to help solve marketing challenges. We use market research for a variety of reasons, it helps us make educated decisions for example determining the feasibility of launching a new product before dedicating time and budget into the new venture.  Market research is a vital element when developing your marketing strategy. When done correctly it can help to enlighten your marketing activities – such as understanding the requirements of your target audience, helping to understand what key messages you should convey and how to convey them.

It should be treated as an ongoing activity – you should always be learning about your business environment, your customers and their needs and preferences. The environment is constantly changing so it’s important to make sure you are researching it and understand what factors are changing that could impact on your marketing plans.

Without market research we are reliant on instinct and anecdotal information to make key business decisions, this is not always accurate.

What types of Market Research can you do?

Ultimately, you want to gain deep insights through market research, there are multiple types of research you can do to get the best insights, depending on what you want to know.  Some of the most common types of market research activities include:

• Brand Research
• Campaign Effectiveness
• Competitor Research
• Consumer Research
• Customer Segmentation research
• Product Development
• Usability testing

Market research involves two central types of research:

Primary Research – this can often be referred to as “field” research and involves gathering new data, first-hand, that has not been collected before.

Secondary Research – is sometimes referred to as “desk” research and involves gathering data that has already been compiled and organised for you. It includes reports, government funded studies, textbooks, historical records and statistical databases.

Within these types of research methods there are a few different types of data collection methodologies that can be used, such as:

• Qualitative research , which is an exploratory approach and uses activities such as focus groups, in-depth interviews and Ethnographic research – which involves participant observation as part of field research.
• Quantitative research uses objective measurements and numerical analysis of data that is collected through research methods such as surveys, polls and questionnaires.

How to conduct Market Research:

You should always ensure the end goals and objectives are clear. Your target audience, business objectives, challenges and end customer should be at the heart of it.

• Set out clear objectives and goals before beginning the research.
• Identify your target audience and market size.
• Make sure your sample size is representative of the audience you are targeting. This means there should be enough respondents in the research sample that reflect, as accurately as possible, the larger target audience population.
• Choose the most suitable market research and data collection methodologies based on objectives.
• Create your research questions – this is applicable regardless of which data collection method you choose.
• Ensure the questionnaire is neutral and is not leading. Remain impartial throughout the process.
• Build in questions that validate other parts of the questionnaire.
• In a qualitative focus group setting include open ended questions and allow for flexibility for respondents to freely speak on a topic that might not have been covered in the questionnaire.
• Once data have been gathered employ robust analysis skills to interrogate and decode the findings.
• When research findings are determined, make sure to not take these in isolation. Examine the macro environment also (such as language, cultural, economic, political situations) to validate the findings.

Does Market Research work?

In short yes, absolutely. There are enough examples out there of product and business failures simply because enough market research was not done from the outset. Planning to launch a new product, or export to a new market without adequate research is a recipe for disaster. You need to really understand your customers and your competitors before making such a leap.

With more and more companies exporting to many global locations it’s important to be aware of the cultural and language differences in those markets. So, while research in one geographic location will yield certain results this may not be replicated in another location.  The famous KFC case, where their company slogan “ Finger Lickin’ Good ” translated as “ Eat Your Fingers Off ” in Chinese is a great example of this.

However as per point 10 above, while market research will help determine our marketing strategy and focus where our marketing efforts should lie, they should not be taken in isolation. Take the famous “ New Coke ” example from the 1980s. While research and focus groups were extremely favourable of the new coke flavour, it failed to understand the significance of the brand affinity and nostalgia that consumers had with the original taste of Coke. In this instance the wider environment and brand impact should have been taken into consideration before making the final business decision.

Used correctly, market research is a powerful tool to help minimise the risks involved when making key business decisions.

How Market research can help your marketing strategy:

Market Research can significantly help your marketing strategy as it helps to provide key insights and information to the business. It can provide a deeper understanding on your customer and competitors. Research will help to understand who is buying your product or service, who is not buying your product or service, what motivates them, and whether they are loyal to your brand – ultimately leading to increased sales over time.

Similarly understanding the wider market environment can help identify new opportunities for your business. As the market changes its important to continue to research and understand ways you can improve on your offering based on the changing consumer preferences or market dynamics.

While there were many factors involved in why Nokia had such a spectacular fall from grace within the electronics market, ultimately, they failed to research and understand the changing market trends. They were late to the market with new innovations, while their competitors, customer preferences and technology were advancing so fast. Others such as Samsung, Sony and Apple iPhone moved in and quickly became some of the leading electronics brands in the world.

Conclusion:

It is clear that market research is vital when developing your marketing strategy. It provides great insights to your business and on the wider marketplace. Market research can identify how customers and potential customers might view your business and identify gaps in customer expectations. This is powerful information to have when completing your marketing strategy. Having good market intelligence helps to minimise risks when making key business decisions.

There are too many benefits to conducting good market research for it to be ignored as part of your marketing strategy.

To learn more about market research, please send an email to i [email protected] or feel free to contact us on +353 91 739450

Planning Ahead: Guide to your 2024 B2B Marketing Strategy and Key Trends to Consider!

• Business Strategy , Content Marketing , Digital Marketing , International Marketing Strategy

Embracing the Digital Horizon: Global Digital Marketing Unleashed!

• Digital Marketing , Export Strategy , International Marketing Strategy , New Market Entry

A New Chapter Begins: IMS Marketing Joins LOCOMOTIVE Agency

• Company News

Let’s Chat .

Copyright © 2022. All rights reserved.

How To Present Your Market Research Results And Reports In An Efficient Way

Table of Contents

1) What Is A Market Research Report?

2) Market Research Reports Examples

3) Why Do You Need Market Research Reports

4) How To Make A Market Research Report?

5) Types Of Market Research Reports

6) Challenges & Mistakes Market Research Reports

Market research analyses are the go-to solution for many professionals, and for good reason: they save time, offer fresh insights, and provide clarity on your business. In turn, market research reports will help you to refine and polish your strategy. Plus, a well-crafted report will give your work more credibility while adding weight to any marketing recommendations you offer a client or executive.

But, while this is the case, today’s business world still lacks a way to present market-based research results efficiently. The static, antiquated nature of PowerPoint makes it a bad choice for presenting research discoveries, yet it is still widely used to present results. 

Fortunately, things are moving in the right direction. There are online data visualization tools that make it easy and fast to build powerful market research dashboards. They come in handy to manage the outcomes, but also the most important aspect of any analysis: the presentation of said outcomes, without which it becomes hard to make accurate, sound decisions. 

Here, we consider the benefits of conducting research analyses while looking at how to write and present market research reports, exploring their value, and, ultimately, getting the very most from your research results by using professional market research software .

Let’s get started.

What Is a Market Research Report?

A market research report is an online reporting tool used to analyze the public perception or viability of a company, product, or service. These reports contain valuable and digestible information like customer survey responses and social, economic, and geographical insights.

On a typical market research results example, you can interact with valuable trends and gain insight into consumer behavior and visualizations that will empower you to conduct effective competitor analysis. Rather than adding streams of tenuous data to a static spreadsheet, a full market research report template brings the outcomes of market-driven research to life, giving users a data analysis tool to create actionable strategies from a range of consumer-driven insights.

With digital market analysis reports, you can make your business more intelligent more efficient, and, ultimately, meet the needs of your target audience head-on. This, in turn, will accelerate your commercial success significantly.

Your Chance: Want to test a market research reporting software? Explore our 14-day free trial & benefit from interactive research reports!

How To Present Your Results: 4 Essential Market Research Report Templates

When it comes to sharing rafts of invaluable information, research dashboards are invaluable.

Any market analysis report example worth its salt will allow everyone to get a firm grip on their results and discoveries on a single page with ease. These dynamic online dashboards also boast interactive features that empower the user to drill down deep into specific pockets of information while changing demographic parameters, including gender, age, and region, filtering the results swiftly to focus on the most relevant insights for the task at hand.

These four market research report examples are different but equally essential and cover key elements required for market survey report success. You can also modify each and use it as a client dashboard .

While there are numerous types of dashboards that you can choose from to adjust and optimize your results, we have selected the top 3 that will tell you more about the story behind them. Let’s take a closer look.

1. Market Research Report: Brand Analysis

Our first example shares the results of a brand study. To do so, a survey has been performed on a sample of 1333 people, information that we can see in detail on the left side of the board, summarizing the gender, age groups, and geolocation.

**click to enlarge**

At the dashboard's center, we can see the market-driven research discoveries concerning first brand awareness with and without help, as well as themes and celebrity suggestions, to know which image the audience associates with the brand.

Such dashboards are extremely convenient to share the most important information in a snapshot. Besides being interactive (but it cannot be seen on an image), it is even easier to filter the results according to certain criteria without producing dozens of PowerPoint slides. For instance, I could easily filter the report by choosing only the female answers, only the people aged between 25 and 34, or only the 25-34 males if that is my target audience.

Primary KPIs:

a) Unaided Brand Awareness

The first market research KPI in this most powerful report example comes in the form of unaided brand awareness. Presented in a logical line-style chart, this particular market study report sample KPI is invaluable, as it will give you a clear-cut insight into how people affiliate your brand within their niche.

As you can see from our example, based on a specific survey question, you can see how your brand stacks up against your competitors regarding awareness. Based on these outcomes, you can formulate strategies to help you stand out more in your sector and, ultimately, expand your audience.

b) Aided Brand Awareness

This market survey report sample KPI focuses on aided brand awareness. A visualization that offers a great deal of insight into which brands come to mind in certain niches or categories, here, you will find out which campaigns and messaging your target consumers are paying attention to and engaging with.

By gaining access to this level of insight, you can conduct effective competitor research and gain valuable inspiration for your products, promotional campaigns, and marketing messages.

c) Brand image

When it comes to research reporting, understanding how others perceive your brand is one of the most golden pieces of information you could acquire. If you know how people feel about your brand image, you can take informed and very specific actions that will enhance the way people view and interact with your business.

By asking a focused question, this visual of KPIs will give you a definitive idea of whether respondents agree, disagree, or are undecided on particular descriptions or perceptions related to your brand image. If you’re looking to present yourself and your message in a certain way (reliable, charming, spirited, etc.), you can see how you stack up against the competition and find out if you need to tweak your imagery or tone of voice - invaluable information for any modern business.

d) Celebrity analysis

This indicator is a powerful part of our research KPI dashboard on top, as it will give you a direct insight into the celebrities, influencers, or public figures that your most valued consumers consider when thinking about (or interacting with) your brand.

Displayed in a digestible bar chart-style format, this useful metric will not only give you a solid idea of how your brand messaging is perceived by consumers (depending on the type of celebrity they associate with your brand) but also guide you on which celebrities or influencers you should contact.

By working with the right influencers in your niche, you will boost the impact and reach of your marketing campaigns significantly, improving your commercial awareness in the process. And this is the KPI that will make it happen.

2. Market Research Results On Customer Satisfaction

Here, we have some of the most important data a company should care about: their already-existing customers and their perception of their relationship with the brand. It is crucial when we know that it is five times more expensive to acquire a new consumer than to retain one.

This is why tracking metrics like the customer effort score or the net promoter score (how likely consumers are to recommend your products and services) is essential, especially over time. You need to improve these scores to have happy customers who will always have a much bigger impact on their friends and relatives than any of your amazing ad campaigns. Looking at other satisfaction indicators like the quality, pricing, and design, or the service they received is also a best practice: you want a global view of your performance regarding customer satisfaction metrics .

Such research results reports are a great tool for managers who do not have much time and hence need to use them effectively. Thanks to these dashboards, they can control data for long-running projects anytime.

Primary KPIs :

a) Net Promoter Score (NPS)

Another pivotal part of any informative research presentation is your NPS score, which will tell you how likely a customer is to recommend your brand to their peers.

Centered on overall customer satisfaction, your NPS Score can cover the functions and output of many departments, including marketing, sales, and customer service, but also serve as a building block for a call center dashboard . When you’re considering how to present your research effectively, this balanced KPI offers a masterclass. It’s logical, it has a cohesive color scheme, and it offers access to vital information at a swift glance. With an NPS Score, customers are split into three categories: promoters (those scoring your service 9 or 10), passives (those scoring your service 7 or 8), and detractors (those scoring your service 0 to 6). The aim of the game is to gain more promoters. By gaining an accurate snapshot of your NPS Score, you can create intelligent strategies that will boost your results over time.

b) Customer Satisfaction Score (CSAT)

The next in our examples of market research reports KPIs comes in the form of the CSAT. The vast majority of consumers that have a bad experience will not return. Honing in on your CSAT is essential if you want to keep your audience happy and encourage long-term consumer loyalty.

This magnificent, full report KPI will show how satisfied customers are with specific elements of your products or services. Getting to grips with these scores will allow you to pinpoint very specific issues while capitalizing on your existing strengths. As a result, you can take measures to improve your CSAT score while sharing positive testimonials on your social media platforms and website to build trust.

c) Customer Effort Score (CES)

When it comes to presenting research findings, keeping track of your CES Score is essential. The CES Score KPI will give you instant access to information on how easy or difficult your audience can interact with or discover your company based on a simple scale of one to ten.

By getting a clear-cut gauge of how your customers find engagement with your brand, you can iron out any weaknesses in your user experience (UX) offerings while spotting any friction, bottlenecks, or misleading messaging. In doing so, you can boost your CES score, satisfy your audience, and boost your bottom line.

3. Market Research Results On Product Innovation

This final market-driven research example report focuses on the product itself and its innovation. It is a useful report for future product development and market potential, as well as pricing decisions.

Using the same sample of surveyed people as for the first market-focused analytical report , they answer questions about their potential usage and purchase of the said product. It is good primary feedback on how the market would receive the new product you would launch. Then comes the willingness to pay, which helps set a price range that will not be too cheap to be trusted nor too expensive for what it is. That will be the main information for your pricing strategy.

a) Usage Intention

The first of our product innovation KPI-based examples comes in the form of usage intention. When you’re considering how to write a market research report, including metrics centered on consumer intent is critical.

This simple yet effective visualization will allow you to understand not only how users see your product but also whether they prefer previous models or competitor versions . While you shouldn’t base all of your product-based research on this KPI, it is very valuable, and you should use it to your advantage frequently.

b) Purchase Intention

Another aspect to consider when looking at how to present market research data is your audience’s willingness or motivation to purchase your product. Offering percentage-based information, this effective KPI provides a wealth of at-a-glance information to help you make accurate forecasts centered on your product and service offerings.

Analyzing this information regularly will give you the confidence and direction to develop strategies that will steer you to a more prosperous future, meeting the ever-changing needs of your audience on an ongoing basis.

c) Willingness To Pay (WPS)

Our final market research example KPI is based on how willing customers are to pay for a particular service or product based on a specific set of parameters. This dynamic visualization, represented in an easy-to-follow pie chart, will allow you to realign the value of your product (USPs, functions, etc.) while setting price points that are most likely to result in conversions. This is a market research presentation template that every modern organization should use to its advantage.

4. Market Research Report On Customer Demographics 

This particular example of market research report, generated with a modern dashboard creator , is a powerful tool, as it displays a cohesive mix of key demographic information in one intuitive space.

By breaking down these deep pockets of consumer-centric information, you can gain the power to develop more impactful customer communications while personalizing every aspect of your target audience’s journey across every channel or touchpoint. As a result, you can transform theoretical insights into actionable strategies that will result in significant commercial growth. 

Every section of this responsive marketing research report works in unison to build a profile of your core audience in a way that will guide your company’s consumer-facing strategies with confidence. With in-depth visuals based on gender, education level, and tech adoption, you have everything you need to speak directly to your audience at your fingertips.

Let’s look at the key performance indicators (KPIs) of this invaluable market research report example in more detail.

a) Customer By Gender

This KPI is highly visual and offers a clear-cut representation of your company’s gender share over time. By gaining access to this vital information, you can deliver a more personalized experience to specific audience segments while ensuring your messaging is fair, engaging, and inclusive.

b) Customers by education level

The next market analysis report template is a KPI that provides a logical breakdown of your customers’ level of education. By using this as a demographic marker, you can refine your products to suit the needs of your audience while crafting your content in a way that truly resonates with different customer groups.

c) Customers by technology adoption

Particularly valuable if you’re a company that sells tech goods or services, this linear KPI will show you where your customers are in terms of technological know-how or usage. By getting to grips with this information over time, you can develop your products or services in a way that offers direct value to your consumers while making your launches or promotions as successful as possible.

d) Customer age groups

By understanding your customers’ age distribution in detail, you can gain a deep understanding of their preferences. And that’s exactly what this market research report sample KPI does. Presented in a bar chart format, this KPI will give you a full breakdown of your customers’ age ranges, allowing you to build detailed buyer personas and segment your audience effectively.

Why Do You Need Market Research Reports?

As the adage goes, “Look before you leap“ – which is exactly what a research report is here for. As the headlights of a car, they will show you the pitfalls and fast lanes on your road to success: likes and dislikes of a specific market segment in a certain geographical area, their expectations, and readiness. Among other things, a research report will let you:

• Get a holistic view of the market : learn more about the target market and understand the various factors involved in the buying decisions. A broader view of the market lets you benchmark other companies you do not focus on. This, in turn, will empower you to gather the industry data that counts most. This brings us to our next point.
• Curate industry information with momentum: Whether you’re looking to rebrand, improve on an existing service, or launch a new product, time is of the essence. By working with the best market research reports created with modern BI reporting tools , you can visualize your discoveries and data, formatting them in a way that not only unearths hidden insights but also tells a story - a narrative that will gain a deeper level of understanding into your niche or industry. The features and functionality of a market analysis report will help you grasp the information that is most valuable to your organization, pushing you ahead of the pack in the process.
• Validate internal research: Doing the internal analysis is one thing, but double-checking with a third party also greatly helps avoid getting blinded by your own data.
• Use actionable data and make informed decisions: Once you understand consumer behavior as well as the market, your competitors, and the issues that will affect the industry in the future, you are better armed to position your brand. Combining all of it with the quantitative data collected will allow you to more successful product development. To learn more about different methods, we suggest you read our guide on data analysis techniques .
• Strategic planning: When you want to map out big-picture organizational goals, launch a new product development, plan a geographic market expansion, or even a merger and acquisition – all of this strategic thinking needs solid foundations to fulfill the variety of challenges that come along.
• Consistency across the board: Collecting, presenting, and analyzing your results in a way that’s smarter, more interactive, and more cohesive will ensure your customer communications, marketing campaigns, user journey, and offerings meet your audience’s needs consistently across the board. The result? Faster growth, increased customer loyalty, and more profit.
• Better communication: The right market research analysis template (or templates) will empower everyone in the company with access to valuable information - the kind that is relevant and comprehensible. When everyone is moving to the beat of the same drum, they will collaborate more effectively and, ultimately, push the venture forward thanks to powerful online data analysis techniques.
• Centralization: Building on the last point, using a powerful market research report template in the form of a business intelligence dashboard will make presenting your findings to external stakeholders and clients far more effective, as you can showcase a wealth of metrics, information, insights, and invaluable feedback from one centralized, highly visual interactive screen. 
• Brand reputation: In the digital age, brand reputation is everything. By making vital improvements in all of the key areas above, you will meet your customers’ needs head-on with consistency while finding innovative ways to stand out from your competitors. These are the key ingredients of long-term success.

How To Present Market Research Analysis Results?

Here we look at how you should present your research reports, considering the steps it takes to connect with the outcomes you need to succeed:

• Collect your data 

As with any reporting process, you first and foremost need to collect the data you’ll use to conduct your studies. Businesses conduct research studies to analyze their brand awareness, identity, and influence in the market. For product development and pricing decisions, among many others. That said, there are many ways to collect information for a market research report. Among some of the most popular ones, we find: 

• Surveys: Probably the most common way to collect research data, surveys can come in the form of open or closed questions that can be answered anonymously. They are the cheapest and fastest way to collect insights about your customers and business. 
• Interviews : These are face-to-face discussions that allow the researcher to analyze responses as well as the body language of the interviewees. This method is often used to define buyer personas by analyzing the subject's budget, job title, lifestyle, wants, and needs, among other things. 
• Focus groups : This method involves a group of people discussing a topic with a mediator. It is often used to evaluate a new product or new feature or to answer a specific question that the researcher might have. 
• Observation-based research : In this type of research, the researcher or business sits back and watches customers interact with the product without any instructions or help. It allows us to identify pain points as well as strong features. 
• Market segmentation : This study allows you to identify and analyze potential market segments to target. Businesses use it to expand into new markets and audiences. 

These are just a few of the many ways in which you can gather your information. The important point is to keep the research objective as straightforward as possible. Supporting yourself with professional BI solutions to clean, manage, and present your insights is probably the smartest choice.

2. Hone in on your research:

When looking at how to source consumer research in a presentation, you should focus on two areas: primary and secondary research. Primary research comes from your internal data, monitoring existing organizational practices, the effectiveness of sales, and the tools used for communication, for instance. Primary research also assesses market competition by evaluating the company plans of the competitors. Secondary research focuses on existing data collected by a third party, information used to perform benchmarking and market analysis. Such metrics help in deciding which market segments are the ones the company should focus its efforts on or where the brand is standing in the minds of consumers. Before you start the reporting process, you should set your goals, segmenting your research into primary and secondary segments to get to grips with the kind of information you need to work with to achieve effective results.

3. Segment your customers:

To give your market research efforts more context, you should segment your customers into different groups according to the preferences outlined in the survey or feedback results or by examining behavioral or demographic data.

If you segment your customers, you can tailor your market research and analysis reports to display only the information, charts, or graphics that will provide actionable insights into their wants, needs, or industry-based pain points. 

• Identify your stakeholders:

Once you’ve drilled down into your results and segmented your consumer groups, it’s important to consider the key stakeholders within the organization that will benefit from your information the most. 

By looking at both internal and external stakeholders, you will give your results a path to effective presentation, gaining the tools to understand which areas of feedback or data are most valuable, as well as most redundant. As a consequence, you will ensure your results are concise and meet the exact information needs of every stakeholder involved in the process.

• Set your KPIs:

First, remember that your reports should be concise and accurate - straight to the point without omitting any essential information. Work to ensure your insights are clean and organized, with participants grouped into relevant categories (demographics, profession, industry, education, etc.). Once you’ve organized your research, set your goals, and cleaned your data, you should set your KPIs to ensure your report is populated with the right visualizations to get the job done. Explore our full library of interactive KPI examples for inspiration.

• Include competitor’s analysis 

Whether you are doing product innovation research, customer demographics, pricing, or any other, including some level of insights about competitors in your reports is always recommended as it can help your business or client better understand where they stand in the market. That being said, competitor analysis is not as easy as picking a list of companies in the same industry and listing them. Your main competitor can be just a company's division in an entirely different industry. For example, Apple Music competes with Spotify even though Apple is a technology company. Therefore, it is important to carefully analyze competitors from a general but detailed level. 

Providing this kind of information in your reports can also help you find areas that competitors are not exploiting or that are weaker and use them to your advantage to become a market leader. 

• Produce your summary:

To complement your previous efforts, writing an executive summary of one or two pages that will explain the general idea of the report is advisable. Then come the usual body parts:

• An introduction providing background information, target audience, and objectives;
• The qualitative research describes the participants in the research and why they are relevant to the business;
• The survey research outlines the questions asked and answered;
• A summary of the insights and metrics used to draw the conclusions, the research methods chosen, and why;
• A presentation of the findings based on your research and an in-depth explanation of these conclusions.
• Use a mix of visualizations:

When presenting your results and discoveries, you should aim to use a balanced mix of text, graphs, charts, and interactive visualizations.

Using your summary as a guide, you should decide which type of visualization will present each specific piece of market research data most effectively (often, the easier to understand and more accessible, the better).

Doing so will allow you to create a story that will put your research information into a living, breathing context, providing a level of insight you need to transform industry, competitor, or consumer info or feedback into actionable strategies and initiatives.

• Be careful not to mislead 

Expanding on the point above, using a mix of visuals can prove highly valuable in presenting your results in an engaging and understandable way. That being said, when not used correctly, graphs and charts can also become misleading. This is a popular practice in the media, news, and politics, where designers tweak the visuals to manipulate the masses into believing a certain conclusion. This is a very unethical practice that can also happen by mistake when you don’t pick the right chart or are not using it in the correct way. Therefore, it is important to outline the message you are trying to convey and pick the chart type that will best suit those needs. 

Additionally, you should also be careful with the data you choose to display, as it can also become misleading. This can happen if you, for example, cherry-pick data, which means only showing insights that prove a conclusion instead of the bigger picture. Or confusing correlation with causation, which means assuming that because two events happened simultaneously, one caused the other. 

Being aware of these practices is of utmost importance as objectivity is crucial when it comes to dealing with data analytics, especially if you are presenting results to clients. Our guides on misleading statistics and misleading data visualizations can help you learn more about this important topic. 

• Use professional dashboards:

To optimize your market research discoveries, you must work with a dynamic business dashboard . Not only are modern dashboards presentable and customizable, but they will offer you past, predictive, and real-time insights that are accurate, interactive, and yield long-lasting results.

All market research reports companies or businesses gathering industry or consumer-based information will benefit from professional dashboards, as they offer a highly powerful means of presenting your data in a way everyone can understand. And when that happens, everyone wins.

Did you know? The interactive nature of modern dashboards like datapine also offers the ability to quickly filter specific pockets of information with ease, offering swift access to invaluable insights.

• Prioritize interactivity 

The times when reports were static are long gone. Today, to extract the maximum value out of your research data, you need to be able to explore the information and answer any critical questions that arise during the presentation of results. To do so, modern reporting tools provide multiple interactivity features to help you bring your research results to life. 

For instance, a drill-down filter lets you go into lower levels of hierarchical data without generating another graph. For example, imagine you surveyed customers from 10 different countries. In your report, you have a chart displaying the number of customers by country, but you want to analyze a specific country in detail. A drill down filter would enable you to click on a specific country and display data by city on that same chart. Even better, a global filter would allow you to filter the entire report to show only results for that specific country. 

Through the use of interactive filters, such as the one we just mentioned, you’ll not only make the presentation of results more efficient and profound, but you’ll also avoid generating pages-long reports to display static results. All your information will be displayed in a single interactive page that can be filtered and explored upon need.  

• Customize the reports 

This is a tip that is valuable for any kind of research report, especially when it comes to agencies that are reporting to external clients. Customizing the report to match your client’s colors, logo, font, and overall branding will help them grasp the data better, thanks to a familiar environment. This is an invaluable tip as often your audience will not feel comfortable dealing with data and might find it hard to understand or intimidating. Therefore, providing a familiar look that is also interactive and easier to understand will keep them engaged and collaborative throughout the process. 

Plus, customizing the overall appearance of the report will also make your agency look more professional, adding extra value to your service. 

• Know your design essentials 

When you’re presenting your market research reports sample to internal or external stakeholders, having a firm grasp on fundamental design principles will make your metrics and insights far more persuasive and compelling.

By arranging your metrics in a balanced and logical format, you can guide users toward key pockets of information exactly when needed. In turn, this will improve decision-making and navigation, making your reports as impactful as possible.

For essential tips, read our 23 dashboard design principles & best practices to enhance your analytics process.

• Think of security and privacy 

Cyberattacks are increasing at a concerning pace, making security a huge priority for organizations of all sizes today. The costs of having your sensitive information leaked are not only financial but also reputational, as customers might not trust you again if their data ends up in the wrong hands. Given that market research analysis is often performed by agencies that handle data from clients, security and privacy should be a top priority.  

To ensure the required security and privacy, it is necessary to invest in the right tools to present your research results. For instance, tools such as datapine offer enterprise-level security protocols that ensure your information is encrypted and protected at all times. Plus, the tool also offers additional security features, such as being able to share your reports through a password-protected URL or to set viewer rights to ensure only the right people can access and manipulate the data. 

• Keep on improving & evolving

Each time you gather or gain new marketing research reports or market research analysis report intel, you should aim to refine your existing dashboards to reflect the ever-changing landscape around you.

If you update your reports and dashboards according to the new research you conduct and new insights you connect with, you will squeeze maximum value from your metrics, enjoying consistent development in the process.

Types of Market Research Reports: Primary & Secondary Research

With so many market research examples and such little time, knowing how to best present your insights under pressure can prove tricky.

To squeeze every last drop of value from your market research efforts and empower everyone with access to the right information, you should arrange your information into two main groups: primary research and secondary research.

A. Primary research

Primary research is based on acquiring direct or first-hand information related to your industry or sector and the customers linked to it.

Exploratory primary research is an initial form of information collection where your team might set out to identify potential issues, opportunities, and pain points related to your business or industry. This type of research is usually carried out in the form of general surveys or open-ended consumer Q&As, which nowadays are often performed online rather than offline . 

Specific primary research is definitive, with information gathered based on the issues, information, opportunities, or pain points your business has already uncovered. When doing this kind of research, you can drill down into a specific segment of your customers and seek answers to the opportunities, issues, or pain points in question.

When you’re conducting primary research to feed into your market research reporting efforts, it’s important to find reliable information sources. The most effective primary research sources include:

• Consumer-based statistical data
• Social media content
• Polls and Q&A
• Trend-based insights
• Competitor research
• First-hand interviews

B. Secondary research

Secondary research refers to every strand of relevant data or public records you have to gain a deeper insight into your market and target consumers. These sources include trend reports, market stats, industry-centric content, and sales insights you have at your disposal.  Secondary research is an effective way of gathering valuable intelligence about your competitors. 

You can gather very precise, insightful secondary market research insights from:

• Public records and resources like Census data, governmental reports, or labor stats
• Commercial resources like Gartner, Statista, or Forrester
• Articles, documentaries, and interview transcripts

Another essential branch of both primary and secondary research is internal intelligence. When it comes to efficient market research reporting examples that will benefit your organization, looking inward is a powerful move. 

Existing sales, demographic, or marketing performance insights will lead you to valuable conclusions. Curating internal information will ensure your market research discoveries are well-rounded while helping you connect with the information that will ultimately give you a panoramic view of your target market. 

By understanding both types of research and how they can offer value to your business, you can carefully choose the right informational sources, gather a wide range of intelligence related to your specific niche, and, ultimately, choose the right market research report sample for your specific needs.

If you tailor your market research report format to the type of research you conduct, you will present your visualizations in a way that provides the right people with the right insights, rather than throwing bundles of facts and figures on the wall, hoping that some of them stick.

Taking ample time to explore a range of primary and secondary sources will give your discoveries genuine context. By doing so, you will have a wealth of actionable consumer and competitor insights at your disposal at every stage of your organization’s development (a priceless weapon in an increasingly competitive digital age). 

Dynamic market research is the cornerstone of business development, and a dashboard builder is the vessel that brings these all-important insights to life. Once you get into that mindset, you will ensure that your research results always deliver maximum value.

Common Challenges & Mistakes Of Market Research Reporting & Analysis

We’ve explored different types of market research analysis examples and considered how to conduct effective research. Now, it’s time to look at the key mistakes of market research reporting.  Let’s start with the mistakes.

The mistakes

One of the biggest mistakes that stunt the success of a company’s market research efforts is strategy. Without taking the time to gather an adequate mix of insights from various sources and define your key aims or goals, your processes will become disjointed. You will also suffer from a severe lack of organizational vision.

For your market research-centric strategy to work, everyone within the company must be on the same page. Your core aims and objectives must align throughout the business, and everyone must be clear on their specific role. If you try to craft a collaborative strategy and decide on your informational sources from the very start of your journey, your strategy will deliver true growth and intelligence.

• Measurement

Another classic market research mistake is measurement – or, more accurately, a lack of precise measurement. When embarking on market intelligence gathering processes, many companies fail to select the right KPIs and set the correct benchmarks for the task at hand. Without clearly defined goals, many organizations end up with a market analysis report format that offers little or no value in terms of decision-making or market insights.

To drive growth with your market research efforts, you must set clearly defined KPIs that align with your specific goals, aims, and desired outcomes.

• Competition

A common mistake among many new or scaling companies is failing to explore and examine the competition. This will leave you with gaping informational blindspots. To truly benefit from market research, you must gather valuable nuggets of information from every key source available. Rather than solely looking at your consumers and the wider market (which is incredibly important), you should take the time to see what approach your direct competitors have adopted while getting to grips with the content and communications.

One of the most effective ways of doing so (and avoiding such a monumental market research mistake) is by signing up for your competitors’ mailing lists, downloading their apps, and examining their social media content. This will give you inspiration for your own efforts while allowing you to exploit any gaps in the market that your competitors are failing to fill.

The challenges

• Informational quality

We may have an almost infinite wealth of informational insights at our fingertips, but when it comes to market research, knowing which information to trust can prove an uphill struggle.

When working with metrics, many companies risk connecting with inaccurate insights or leading to a fruitless informational rabbit hole, wasting valuable time and resources in the process. To avoid such a mishap, working with a trusted modern market research and analysis sample is the only way forward.

• Senior buy-in

Another pressing market research challenge that stunts organizational growth is the simple case of senior buy-in. While almost every senior decision-maker knows that market research is an essential component of a successful commercial strategy, many are reluctant to invest an ample amount of time or money in the pursuit.

The best way to overcome such a challenge is by building a case that defines exactly how your market research strategies will offer a healthy ROI to every key aspect of the organization, from marketing and sales to customer experience (CX) and beyond.

• Response rates

Low interview, focus group, or poll response rates can have a serious impact on the success and value of your market research strategy. Even with adequate senior buy-in, you can’t always guarantee that you will get enough responses from early-round interviews or poll requests. If you don’t, your market research discoveries run the risk of being shallow or offering little in the way of actionable insight.

To overcome this common challenge, you can improve the incentive you offer your market research prospects while networking across various platforms to discover new contact opportunities. Changing the tone of voice of your ads or emails will also help boost your consumer or client response rates.

Bringing Your Reports a Step Further

Even if it is still widespread for market-style research results presentation, using PowerPoint at this stage is a hassle and presents many downsides and complications. When busy managers or short-on-time top executives grab a report, they want a quick overview that gives them an idea of the results and the big picture that addresses the objectives: they need a dashboard. This can be applied to all areas of a business that need fast and interactive data visualizations to support their decision-making.

We all know that a picture conveys more information than simple text or figures, so managing to bring it all together on an actionable dashboard will convey your message more efficiently. Besides, market research dashboards have the incredible advantage of always being up-to-date since they work with real-time insights: the synchronization/updating nightmare of dozens of PowerPoint slides doesn’t exist for you anymore. This is particularly helpful for tracking studies performed over time that recurrently need their data to be updated with more recent ones.

In today’s fast-paced business environment, companies must identify and grab new opportunities as they arise while staying away from threats and adapting quickly. In order to always be a step further and make the right decisions, it is critical to perform market research studies to get the information needed and make important decisions with confidence.

We’ve asked the question, “What is a market research report?”, and examined the dynamics of a modern market research report example, and one thing’s for sure: a visual market research report is the best way to understand your customer and thus increase their satisfaction by meeting their expectations head-on. 

From looking at a sample of a market research report, it’s also clear that modern dashboards help you see what is influencing your business with clarity, understand where your brand is situated in the market, and gauge the temperature of your niche or industry before a product or service launch. Once all the studies are done, you must present them efficiently to ensure everyone in the business can make the right decisions that result in real progress. Market research reports are your key allies in the matter.

To start presenting your results with efficient, interactive, dynamic research reports and win on tomorrow’s commercial battlefield, try our dashboard reporting software and test every feature with our 14-day free trial !