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How to Write High-Impact Marketing Research Reports

How to Write High-Impact Marketing Research Reports. Created from Blog Article. Article Written by Jim Kraus KS& R, Syracuse, NY. Common Complaints. Lots of data – little insight Questions answered – but not bound together Key questions buried in report Too much text

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How to Write High-Impact Marketing Research Reports

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  1. How to Write High-Impact Marketing Research Reports Created from Blog Article Article Written by Jim Kraus KS& R, Syracuse, NY

  2. Common Complaints • Lots of data – little insight • Questions answered – but not bound together • Key questions buried in report • Too much text • For qualitative research – too many quotes • For quantitative research – too many tables, figures • Results don’t fit company culture • No or weak recommendations

  3. Spend Time with Client • What are key decisions? • What are initial hypotheses? • Will research confirm existing hypotheses? • What type of evidence is needed? • Who will challenge results?

  4. Analysis Plan • Describes how data will be analyzed • Develop before writing report • Provides plan for presenting results

  5. Tell a Story • Make the complex simple • Tell a story • Produce mental images • 80% of brain dedicated to visual processing • Tell a story • Persuade more than give facts • Tell a story

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