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

Market research reports blog by datapine

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.

Market research report on a brand analysis showing the sample information, brand awareness, top 5 branding themes, etc.

**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.

Unaided brand awareness answering the question: When you think about outdoor gear products - what brands come to your mind? The depicted sample size is 1333.

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.

Aided brand awareness answering the question: Have you heard of the following brands? - The sample size is 1333 people.

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

Market research results on the brand image and categorized into 5 different levels of answering: totally agree, agree, maybe, disagree, and totally disagree.

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

Market research report example of a celebrity analysis for a brand

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.

Market research report example on customers' satisfaction with a brand

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.

The net promoter score is shown on a gauge chart by asking the question: on a scale of 1-10, how likely is it that you would recommend our service to a friend?

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.

Visual representation of a customer satisfaction score (CSAT) metric

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.

The customer effort score (CES) helps you in figuring out how easy and fast it is to make business with your company according to your customers

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.

Market research results report on product innovation, useful for product development and 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 market analysis report shows the usage intention that resulted in 41% of a target group would use a product of the newest generation in comparison to competing or older products

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.

The purchase intention is showing the likelihood of buying a product in  percentage

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)

Willingness to pay is depicted on a pie chart with additional explanations of the results

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.

Market research reports example for a customer demographics study

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

Straightforward market research reports showing the number of customers 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

Number of customers by education level as an example of a market research report metric

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

Market research report template showing customers technology adoption for the past 5 years

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

Number of customers by age group as a key demographic metric of a market research report

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?

15 best practices and tips on 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 !

What is a Marketing Research Report and How to Write It?

writing a market research report

Table of contents

There is nothing more embarrassing for a marketer than to hear a client say “…this doesn’t quite address the business questions that we need to answer.” And unfortunately, this is a rather common occurrence in market research reporting that most marketers would care to admit.

So, why do most market research reports fail to meet client expectations? Well, in most cases, because there is more emphasis on methodology and analytic techniques used to craft the report rather than relying on data visualization, creative story-telling, and outlining actionable direction/steps.

Now, our next big question is, how do you avoid your client’s dreaded deer-in-the-headlights reaction when presenting such a report? This blog post will answer this and much more, as we go through the following:

What Is a Market Research Report?

Why is market research important, differences between primary and secondary market research, types of market research, market research reports advantages and disadvantages, how to do market research, how to prepare a market research report: 5 steps, marketing research report templates, marketing research reports best practices, bring your market research reports a step further with databox.

marketing_overview_hubspot_ga_dashboard_databox

The purpose of creating a market research report is to make calculated decisions about business ideas. Market research is done to evaluate the feasibility of a new product or service, through research conducted with potential consumers. The information obtained from conducting market research is then documented in a formal report that should contain the following details:

  • The characteristics of your ideal customers
  • You customers buying habits
  • The value your product or service can bring to those customers
  • A list of your top competitors

Every business aims to provide the best possible product or service at the lowest cost possible. Simply said, market research is important because it helps you understand your customers and determine whether the product or service that you are about to launch is worth the effort.

Here is an example of a customer complaint that may result in more detailed market research:

Suppose you sell widgets, and you want your widget business to succeed over the long term. Over the years, you have developed many different ways of making widgets. But a couple of years ago, a customer complained that your widgets were made of a cheap kind of foam that fell apart after six months. You didn’t think at the time that this was a major problem, but now you know it.

The customer is someone you really want to keep. So, you decide to research this complaint. You set up a focus group of people who use widgets and ask them what they think about the specific problem. After the conducted survey you’ll get a better picture of customer opinions, so you can either decide to make the changes regarding widget design or just let it go.

PRO TIP: How Well Are Your Marketing KPIs Performing?

Like most marketers and marketing managers, you want to know how well your efforts are translating into results each month. How much traffic and new contact conversions do you get? How many new contacts do you get from organic sessions? How are your email campaigns performing? How well are your landing pages converting? You might have to scramble to put all of this together in a single report, but now you can have it all at your fingertips in a single Databox dashboard.

Our Marketing Overview Dashboard includes data from Google Analytics 4 and HubSpot Marketing with key performance metrics like:

  • Sessions . The number of sessions can tell you how many times people are returning to your website. Obviously, the higher the better.
  • New Contacts from Sessions . How well is your campaign driving new contacts and customers?
  • Marketing Performance KPIs . Tracking the number of MQLs, SQLs, New Contacts and similar will help you identify how your marketing efforts contribute to sales.
  • Email Performance . Measure the success of your email campaigns from HubSpot. Keep an eye on your most important email marketing metrics such as number of sent emails, number of opened emails, open rate, email click-through rate, and more.
  • Blog Posts and Landing Pages . How many people have viewed your blog recently? How well are your landing pages performing?

Now you can benefit from the experience of our Google Analytics and HubSpot Marketing experts, who have put together a plug-and-play Databox template that contains all the essential metrics for monitoring your leads. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!

marketing_overview_hubspot_ga_dashboard_preview

You can easily set it up in just a few clicks – no coding required.

To set up the dashboard, follow these 3 simple steps:

Step 1: Get the template 

Step 2: Connect your HubSpot and Google Analytics 4 accounts with Databox. 

Step 3: Watch your dashboard populate in seconds.

Marketing research requires both primary and secondary market research. But what does that mean and what are the main differences?

Primary market research takes in information directly from customers, usually as participants in surveys. Usually, it is consisted of:

  • Exploratory Primary Research – This type of research helps to identify possible problem areas, and it’s not focused on discovering specific information about customers. As with any research, exploratory primary research should be conducted carefully. Researchers need to craft an interviewing or surveying plan, and gather enough respondents to ensure reasonable levels of statistical reliability.
  • Specific Primary Research – This type of research is one of the best ways to approach a problem because it relies on existing customer data. Specific research provides a deeper, more thorough understanding of the problem and its potential solutions. The greatest advantage of specific research is that it lets you explore a very specific question, and focus on a specific problem or an opportunity.

Secondary market research collects information from other sources such as databases, trend reports, market or government statistics, industry content, etc. We can divide secondary market research into 3 categories:

  • Public market data – Public sources range from academic journals and government reports to tax returns and court documents. These sources aren’t always easy to find. Many are available only in print in libraries and archives. You have to look beyond search engines like Google to find public source documents.
  • Commercial data – Those are typically created by specialized agencies like Pew, Gartner or Forrester. the research agencies are quite expensive, but they provide a lot of useful information.
  • Internal data – Your organization’s databases are gold mines for market research. In the best cases, your salespeople can tell you what they think about customers. Your salespeople are your direct sources of information about the market. Don’t underestimate your internal data.

In general, primary research is more reliable than secondary research, because researchers have to interview people directly. But primary research is expensive and time-consuming. Secondary research can be quicker and less expensive.

There are plenty of ways to conduct marketing research reports. Mostly, the type of research done will depend on your goals. Here are some types of market research often conducted by marketers.

Focus Groups

Product/service use research, observation-based research, buyer persona research, market segmentation research, pricing research, competitive analysis research, customer satisfaction and loyalty research, brand awareness research, campaign research.

An interview is an interactive process of asking and answering questions and observing your respondent’s responses. Interviews are one of the most commonly used tools in market research . An interview allows an organization to observe, in detail, how its consumers interact with its products and services. It also allows an organization to address specific questions.

A focus group is a group of people who get together to discuss a particular topic. A moderator leads the discussion and takes notes. The main benefit of focus groups is that they are quick and easy to conduct. You can gather a group of carefully-selected people, give them a product to try out, and get their feedback within a few hours/days.

Product or service use research helps you obtain useful information about your product or service such as:

  • What your current customers do with the product/service
  • Which features of the product/service are particularly important to your customers
  • What they dislike about the product/service
  • What they would change about the product/service

Observation-based research helps you to observe your target audience interacting with your product or service. You will see the interactions and which aspects work well and which could be improved. The main point is to directly experience the feedback from your target audience’s point of view.

Personas are an essential sales tool. By knowing your buyers’ pain points and the challenges they face, you can create better content, target messaging, and campaigns for them. Buyer persona research is based on market research, and it’s built around data that describes your customers’ demographics, behaviors, motivations, and concerns. Sales reporting software can significantly help you develop buyer personas when you gain insights after you collected all information.

Market segmentation research is carried out to better understand existing and potential market segments. The objective is to determine how to target different market segments and how they differ from each other. The three most important steps in writing a market segmentation research report are:

  • Defining the problem
  • Determining the solution [and]
  • Defining the market

Related : 9 Customer Segmentation Tips to Personalize Ecommerce Marketing and Drive More Sales

A price that is too high, or too low, can kill a business. And without good market research, you don’t really know what is a good price for your product. Pricing research helps you define your pricing strategy.

In a competitive analysis, you define your “competition” as any other entity that competes with you in your market, whether you’re selling a widget or a piece of real estate. With competitive analysis research, you can find out things like:

  • Who your competitors are
  • What they’ve done in the past
  • What’s working well for them
  • Their weaknesses
  • How they’re positioned in the market
  • How they market themselves
  • What they’re doing that you’re not

Related : How to Do an SEO Competitive Analysis: A Step-by-Step Guide

In today’s marketplace, companies are increasingly focused on customer loyalty. What your customers want is your product, but, more importantly, they want it delivered with a service that exceeds their expectations. Successful companies listen to their customers and respond accordingly. That’s why customer satisfaction and loyalty research is a critical component of that basic equation.

Related : 11 Tactics for Effectively Measuring Your Customer Service ROI

Who you are, what you stand for, what you offer, what you believe in, and what your audience thinks of you is all wrapped up in brand. Brand awareness research tells what your target audience knows about your brand and what’s their experience like.

A campaign research report is a detailed account of how your marketing campaign performed. It includes all the elements that went into creating the campaign: planning, implementation, and measurement.

Here are some of the top advantages and disadvantages of doing market research and crafting market research reports.

  • Identify business opportunities – A market research report can be used to analyze potential markets and new products. It can give information about customer needs, preferences, and attitudes. Also, it compare products and services.
  • A clear understanding of your customers – A market report gives company’s marketing department an in-depth picture about customers’ needs and wants. This knowledge can be used to improve products, prices, and advertising.
  • Mitigates risks – 30% of small businesses fail within the first two years. Why is this so? The answer is that entrepreneurs are risk takers. However, there are risks that could be avoided. A good marketing research will help you identify those risks and allow you to mitigate them.
  • Clear data-driven insights – Market research encompasses a wide range of activities, from determining market size and segment to forecasting demand, and from identifying competitors to monitoring pricing. All of these are quantified and measurable which means that gives you a clear path for building unique decisions based on numbers.

Disadvantages

  • It’s not cheap – Although market research can be done for as little as $500, large markets like the United States can run into millions of dollars. If a research is done for a specific product, the budget may be even much higher. The budget also depends on the quality of the research. The more expensive it is, the more time the research will take.
  • Some insights could be false – For example, if you are conducting a survey, data may be inadequate or inaccurate because respondents can, well, simply be dishonest and lie.

Here are the essential steps you need to take when doing market research:

Define your buyer persona

Identify a persona group to engage, prepare research questions for your market research participants, list your primary competitors, summarize your findings.

The job of a marketing persona is to describe your ideal customer and to tell you what they want, what motivates them, what frustrates them, and what limits them. Finding out these things means you have a better chance of designing your products, services, marketing messages, and brand around real customers. There is no one right way to create a buyer persona, though.

For example, if you’re in an industry focused on education, you could include things like:

  • Educational level
  • Education background

It’s recommended that you create 3-5 buyer personas for your products, based on your ideal customer.

This should be a representative sample of your target customers so you can better understand their behavior. You want to find people who fit both your target personas and who represent the broader demographic of your market. People who recently made a purchase or purposefully decided not to make one are a good sample to start with.

The questions you use determine the quality of your results. Of course, the quality of your results also depends on the quality of your participants.

Don’t ask questions that imply a yes or no answer. Instead, use open questions. For example, if you are researching customers about yogurt products, you could ask them: „ What have you heard about yogurt ?” or “ What do you think of yogurt ?“.

Avoid questions that use numbers, such as “ How many times a week do you eat yogurt ?”

Avoid questions that suggest a set of mutually exclusive answers, such as “ Do you like yogurt for breakfast, lunch, or dinner ?”

Avoid questions that imply a scale, such as “ Do you like chocolate-flavored yogurt ?”

Market researchers sometimes call one company the top competitor, another middle competitor, and the third one small competitor. However you classify them, you want to identify at least three companies in each category. Now, for each business on your list, list its key characteristics. For example, if your business sells running shoes, a key characteristic might be the product’s quality.

Next, make a list of your small business’s competitive advantages. These include the unique qualities or features of your business that make it the best choice of customers for the products or services it offers. Make a list of these competitive advantages and list them next to the key characteristics you listed for your business.

You have just finished writing your marketing research report. Everything is out there quantified or qualified. You just have to sum it up and focus on the most important details that are going to make a big impact on your decisions. Clear summary leads to a winning strategy!

Related : How to Prepare a Complete Marketing Report: The KPIs, Analysis, & Action Plan You Need

Here’s how to prepare a market research report in 5 simple steps:

Step 1: Cluster the data

Step 2: prepare an outline, step 3: mention the research methods, step 4: include visuals with narrative explanations, step 5: conclude the report with recommendations.

Your first step is to cluster all the available information into a manageable set. Clustering is the process of grouping information together in a way that emphasizes commonalities and minimizes differences. So, in market research, this will help to organize all the information you have about a product, service, or target market and identify your focus areas.

A marketing research report should be written so that other people can understand it:

  • Include background information at the beginning to explain who your audience is and what problem you are trying to solve for them.
  • In the body of the report, include a description of the methodology – Explain to the reader how your research was done, what was involved, and why you selected the methodology you used.
  • Also in the body of the report, include the results of your market research. These may be quantitative or qualitative, but either way they should answer the questions you posed at the beginning.
  • Include the executive summary – A summary of the entire report.

The market research methodology section includes details on the type of research, sample size, any limitations of the studies, research design, sample selection, data collection procedures, and statistical analyses used.

Visuals are an essential part of the presentation. Even the best-written text can be difficult to understand. Charts and graphs are easier to understand than text alone, and they help the reader see how the numbers fit the bigger picture.

But visuals are not the whole story. They are only one part of the presentation. Visuals are a cue for the reader. The narrative gives the story, not just the numbers.

Recommendations tend to follow logically from conclusions and are a response to a certain problem. The recommendation should always be relevant to the research rationale, that is, the recommendation should be based on the results of the research reported in the body of the report.

Now, let’s take a look at some dashboard reporting templates you could use to enhance your market research:

  • Semrush (Position Tracking) Report

Brand Awareness Report

Sales pipeline performance report, customer success overview report, stripe (mrr & churn) report, semrush (position tracking) report template.

This free SEMRush dashboard template will help you monitor how your website’s search visibility on search engines evolves on a monthly basis. This dashboard contains all of the information you need to make changes and improve the ranking results of your business in Google Search.

Semrush (Position Tracking) Report Template

This Brand Awareness Report will help you to get a sense of your brand awareness performance in Google Analytics, Google Organic Search, and Facebook. Use this dashboard to track brand awareness the same way you track other marketing campaigns.

Brand Awareness Report

Are your sales and marketing funnel healthy and growing? How is your sales and marketing funnel performing? What are the key conversion rates between your lifecycle stages? With a pipeline performance dashboard , you’ll get all of the answers quickly.

Sales Pipeline Performance Report

This Customer Success Overview Dashboard allows you to analyze how your customer service team’s responsiveness impacts your business. Use this dashboard to assess the correlation between your customer service performance and churn rate. 

Customer Success Overview Report Template

This Stripe dashboard tracks your churn rate and MRR growth in real-time and shows you which customers (and how many of them) you have at any given point in time. All you have to do to get started is to connect your Stripe account.

Stripe (MRR & Churn) Report Template

As we said earlier, there are no strict rules when it comes to writing marketing research reports. On the other hand, you must find your focus if you want to write a report that will make a difference. Here are some best practices you should keep in mind when writing a research report.

  • Objectives – The objective of a market research report is to define the problems, identify key issues, and suggest recommendations for further research. If you answer them successfully, you’re on the right way.
  • Don’t worry about the format – Be creative. The report could be in a form of a PowerPoint presentation, Excel sheet, interactive dashboard or even a video. Use the format that best fits your audience, but make sure to make it easy to read.
  • Include an executive summary, scorecard , or a dashboard – This is really important because time is money, and most people don’t have time to waste. So, how to put everything important in a short role? Address all of the objectives and put them in a graphic dashboard or scorecard. Also, you can write an executive summary template (heart of the report) that can be easily updated and read by managers or CEOs.
  • Use storytelling –  A good story always makes a great point because it’s so memorable. Your research report results can double the effect with a catchy story.
  • Keep it short – It’s not a secret that we are reading so little in the digital era. Use a lot of white space and bullet points. Too much text on a page means less focus for the reader.
  • Be organized – Maintain the order of information. It’s important for the reader to navigate through the report easily. If they want to find some details or specific information it would be great to divide all sections with appropriate references.
  • Methodological information – Methodological details could be boring. Include only the most important details that the reader needs to know to understand the big picture.
  • Use images (or other visualizations) whenever you can – A good picture speaks for 1.000 words! If you can communicate the point visually, don’t hesitate to do it. It would be a lot easier for those who don’t like a lot of text to understand your results. But don’t push them where you can’t.
  • Create readable graphs – The crown of marketing research reports is a comprehensive graph. Make sure to design precise and attractive graphs that will power up and round your story.
  • Use the Appendix  – You can include all secondary information such as methodological details and other miscellaneous data in the Appendix at the end of the report.

Market research reports are all about presenting your data in an easy-to-understand way and making calculated decisions about business ideas. But this is something easier said than done.

When busy stakeholders and executives grab a report, they need something that will give them an idea of the results – the big picture that addresses company wide-business goals.

Can a PowerPoint presentation or a PDF report meet those expectations? Most likely not. But a dashboard can.

Keep in mind that even with the best market analysis in the world, your market research report won’t be actionable if you don’t present the data efficiently and in a way that everyone understands what the next steps are. Databox is your key ally in the matter.

Databox dashboards are designed to help you present your market research data with clarity – from identifying what is influencing your business, and understanding where your brand is situated in the market, to gauging the temperature of your niche or industry before a new product/service launch.

Present your research results with efficient, interactive dashboards now by signing up for a free trial .

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Writing a market research report is a tough skill to master. Read our 5 top tips to get you started for writing a successful market research report.

While data collection and results analysis can be highly in-depth and time-consuming processes to complete, they still only mark the beginning of your market research project. The next step is writing a market research report, which is a tough skill to master. The report must effectively communicate your research findings such as consumer trends, market trends, and competitor behaviour surrounding your target audience .

A market research report is a summary of research findings and insights uncovered during the data collection and analysis processes. Research reports usually contain information about a company’s competition, industry trends/opportunities, and recommendations for next steps based on the research questions being addressed.

A good research report helps guide decision-making and highlight market opportunities. You should be clear and concise but also detailed and comprehensive, keeping in mind that stakeholders must be able to interpret your findings with ease. This is no easy task, which is why we have listed our 5 top tips to get you started for writing a successful market research report.

Use language stakeholders can understand

Your market research report will be presented to many stakeholders, not all of which will have a strong understanding of market research terms, so it is important that you write in clear, simple language.

Do not assume stakeholders will understand without explanation, for example, all diagrams should be clearly labelled and accurately describe what they are displaying. It is helpful to imagine you are writing the research report for a reader who has no prior knowledge on the topic to ensure you are explaining your findings comprehensively.

Report on insights through storytelling

Writing a seamless research report is not only easier to read but also ensures you have covered all necessary elements. Work chronologically to unpack your research — What is it about? What did you discover? What should you do next? Your research report should build upon your “story” the further it reads and further support your final recommendations .

Share insights through visual reporting

Visual elements such as diagrams and charts deliver numerical information more clearly than writing. They also help to break up text and keep the reader engaged with the research report and can be easily referenced during presentations. Similarly, images and icons can be used to draw attention to certain findings and make formatting more presentable.

Turn data into actionable insights

Data is meaningless to stakeholders unless it is interpreted and presented with a set of actions or “next steps”. Your goal is to explain how the data you have collected can drive smart business decisions and why these decisions are the best course of action. Outline step-by-step connections to ensure all readers can clearly understand the relationship between data and action.

Avoid vague reporting

It is important to keep your research report brief, including only the most substantial points you want to communicate. All reporting must be supplemented with firm evidence and written in an assertive tone to convey certainty of your findings. Keep recommendations clear and concise, without straying too far from your main points — writing that goes off on tangents can distract from your main points.

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University of California, Davis

Research Report: Delivering Insights

This course is part of Market Research Specialization

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Robin Boyar

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What you'll learn

Synthesize research findings and develop insights

Assess the changing roles of digital and traditional advertising

Apply storytelling strategies in presentations

Demonstrate effective presentation skills and deliver insights

Skills you'll gain

  • Market Impact
  • Data Analysis
  • Marketing Intelligence
  • market insights
  • Digital Marketing

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There are 4 modules in this course

You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision?

In this course, you will discuss how to incorporate a story in your marketing presentation to help you capture the attention and gain support of stakeholders and business leaders. You will choose the most effective analytical method for delivering your insights and the best presentation method for your given audience. You will incorporate data visualization best practices and use tips and tricks when presenting to your various levels of decision makers and stakeholders.

Getting Started & Synthesizing Findings and Deriving Insights

You’ve gathered your data from qualitative and quantitative market research. Where do you go from there? At this stage, you will need to synthesize your findings and derive valid and actionable insights that will help to solve the business problem. In this module, you will be able to find the story in the data and shape it to contribute to a compelling market research presentation. You will be able to synthesize the data, select the appropriate tools to analyze your product or service and determine how consumers view your market. You'll be able to evaluate Market Positioning and Market Segmentation; you will see how to use Conjoint Analysis to compare the relative value of product features or attributes, and Perceptual Maps to help tell the story of consumers in your market and provide actionable comparisons. You will also define terminology and essential concepts that will equip you to be conversant and more confident in the market research field.

What's included

15 videos 7 readings 1 quiz 1 discussion prompt

15 videos • Total 84 minutes

  • Course Introduction • 3 minutes • Preview module
  • Synthesizing Findings and Deriving Insights Introduction • 1 minute
  • Finding the Story in Your Research • 7 minutes
  • Market Positioning • 4 minutes
  • Using Perceptual Maps • 8 minutes
  • Market Segmentation • 5 minutes
  • Segmentation: Variations and Benefits • 5 minutes
  • Conjoint Analysis • 2 minutes
  • Performing Conjoint Analysis • 10 minutes
  • A Design Checklist of the Who, What, Why, and How • 7 minutes
  • Start with your Stakeholders • 3 minutes
  • The Art of Storytelling (Past, Present, and Future) • 3 minutes
  • Storytelling and the Human Brain • 5 minutes
  • Emotional Modulators: Color, Language, and Other Design Elements • 8 minutes
  • False Narratives and Data Storytelling • 6 minutes

7 readings • Total 86 minutes

  • A Note from UC Davis • 10 minutes
  • Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant • 15 minutes
  • More on Perceptual Maps • 15 minutes
  • Video: The Market Positioning Map • 5 minutes
  • A Better Way to Map Brand Strategy • 20 minutes
  • Video: Principles of Marketing - Segmentation, Targeting and Positioning • 20 minutes
  • Introduction • 1 minute

1 quiz • Total 30 minutes

  • Module 1 Quiz • 30 minutes

1 discussion prompt • Total 20 minutes

  • What Story Might Your Data Tell? • 20 minutes

Measuring Various Marketing Efforts

Up to this point, you’ve synthesized findings and derived insights to address a business problem. However, once you've implemented a marketing plan, seeking to reach the target market and engage them with the business, product or service, how do you know if the marketing efforts are working? That’s what you will focus on in this module. You will compare and contrast traditional advertising with digital advertising and social media marketing. You will be able to track consumers through the stages of the Purchase Funnel and plan ways to effectively market to them at each point along that journey toward a purchase. You will weigh the pros and cons of social media and word-of-mouth advertising that have become essential digital strategies. You will also be able to build and track a social media marketing plan, learning various effective ways to attribute sales back to specific marketing efforts.

6 videos 6 readings 1 quiz 1 discussion prompt

6 videos • Total 31 minutes

  • Measuring Various Marketing Efforts Introduction • 1 minute • Preview module
  • Advertising and Your Market Research Plan • 4 minutes
  • Designing a Digital Advertising Framework • 7 minutes
  • Attributing Sales to Advertising • 5 minutes
  • Strategizing Social Media and Word of Mouth • 5 minutes
  • Building and Tracking Your Social Media Marketing Plan • 7 minutes

6 readings • Total 140 minutes

  • Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry • 15 minutes
  • Videos: McKinsey & Company on Digital Advertising Framework • 30 minutes
  • Quirk's: Is digital media less effective than traditional media? • 10 minutes
  • Quirk's: A framework for understanding ad effectiveness • 15 minutes
  • Video and Reading on Social Media Marketing • 60 minutes
  • Quirk's: The three Cs of social media for organizational leaders • 10 minutes
  • Module 2 Quiz • 30 minutes
  • A Fundamental Shift in Advertising and Marketing • 20 minutes

Planning to Communicate Findings

Doing the research and analyzing the data is important, but how well you communicate those findings is critical. This module is all about equipping you to implement a plan to make sure that the way you communicate your market research is worthy of all the work that went into gathering and analyzing it. In this module, you will use proven methods for developing research-based recommendations, testing and refining your ideas before you create your presentation. You will be able to apply storytelling strategies to increase your impact. You will be able to select the best methods to deliver findings and choose the appropriate data visualization techniques for various situations and kinds of data. You will also be able to recognize the drawbacks of poor data visualization and make sure you are presenting your data and market research to help clients and stakeholders make marketing decisions that will solve the business problem and lead to success.

7 videos 6 readings 1 quiz 1 discussion prompt

7 videos • Total 39 minutes

  • Planning to Communicate Findings Introduction • 1 minute • Preview module
  • Developing Recommendations • 11 minutes
  • Testing and Refining Ideas • 5 minutes
  • Use Storytelling to Increase Effectiveness • 5 minutes
  • Choosing Best Method to Deliver Findings • 4 minutes
  • Data Visualization, Part 1 • 5 minutes
  • Data Visualization, Part 2: Drawbacks of Poor Data Visualizations • 6 minutes

6 readings • Total 60 minutes

  • Video: Storytelling: How to tell a Research Story • 5 minutes
  • Quirk's: Tips for Communicating MR Insights Using Storytelling • 10 minutes
  • Quirk's: With the focus on storytelling, are we forgetting about the data? • 5 minutes
  • Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers • 10 minutes
  • Video: The Art of Data Visualization • 10 minutes
  • Video: David McCandless: The Beauty of Data Visualization • 20 minutes
  • Module 3 Quiz • 30 minutes
  • Testing and Refining Your Marketing Story • 20 minutes

Designing and Presenting Ideas

There are certain expectations of a market research report or presentation. You have prepared to communicate your findings, however, you still have to construct your presentation. This module covers the building blocks and required sections that are industry standards in a market research presentation. In this module, you will review the essential sections of a market research report and offer further directions for designing visualizations of your data. You will be able to complete a market research presentation with the requisite sections and design a presentation that caters to a specific audience. You’ll be able to deliver research-based ideas and findings through a story that will cast your client in the hero role. You’ll also be able to deliver actionable recommendations that will help solve your client’s business problem. And, isn’t that the point of all the research done prior to this part of the process?

14 videos 4 readings 1 quiz 1 peer review 1 discussion prompt

14 videos • Total 103 minutes

  • Designing and Presenting Your Ideas Introduction • 0 minutes • Preview module
  • Designing Your Visualizations • 8 minutes
  • Creating a Presentation, Part 1: Sections and Style • 4 minutes
  • Creating a Presentation, Part 2: Building Blocks • 7 minutes
  • Creating a Presentation, Part 3: Closing Sections and Guidelines • 6 minutes
  • Presenting Your Ideas • 5 minutes
  • Design for Understanding • 5 minutes
  • Know Your Audience(s) • 5 minutes
  • Data Relationships and Design • 5 minutes
  • Language, Labeling, and Scales • 6 minutes
  • Visual Lies and Cognitive Bias • 9 minutes
  • Interview with Robin Boyar • 12 minutes
  • Interview with Aaron Carpenter • 23 minutes
  • Course Summary • 2 minutes

4 readings • Total 46 minutes

  • Quirk's: A guide to using PowerPoint to present research findings • 15 minutes
  • Video: David JP Phillips: How to Avoid Death by PowerPoint • 20 minutes
  • Quirk's: Three Steps to Better Research Presentations • 10 minutes
  • Module 4 Quiz • 30 minutes

1 peer review • Total 120 minutes

  • Research Report Presentation • 120 minutes
  • Developing Skills Visualizing Data • 20 minutes

writing a market research report

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Reviewed on Dec 25, 2021

It's very helpful to analyze and demonstrate the data with attractive visualization and get the knowledge what the important things in presentation.

Reviewed on Jun 9, 2020

It was good course where we can get know about how a market research is carried out

Reviewed on Mar 19, 2022

The course materials are good.

However, the end evaluation process could have been more engaging- like the course teacher could give some feedback on the assignments.

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writing a market research report

5 Things to Remember When Writing a Market Research Report

Filed Under: Best Practices , Market Research , Reporting , Tools & Techniques , Quantitative Research

writing a market research report

Lynne Bartos

Vice President and Marketing Content Strategist, Marketing

There is nothing more embarrassing for a researcher than to hear a client say “…this doesn’t really address the business questions that we set out to answer.” This is more common an occurrence in research reporting than most of us would care to admit. But unfortunately, much report writing these days falls short of expectations for those on the client side. This is likely due to more emphasis on methodology or analytic technique at the expense of clear graphics, creative story-telling and actionable direction.

What often happens during the report-writing process is that market researchers have their direct research client in mind. They neglect the fact that their direct contact must present these findings to the ultimate stakeholder in the process — someone in senior management or the head of marketing who does not function in the research realm.

We need to take conscious steps to break out of our little bubble to avoid some of the lingo that is prevalent in research circles. You know what I mean if you’ve ever found yourself presenting your findings to marketing folks. While peppering them with terms such as “mean,” “monadic,” “DK/NS,” “latent class,” and the like, you suddenly notice the deer-in-the-headlights reaction. Worse yet, your audience’s eyes glaze over completely. These terms are foreign to many marketers and, frankly, most of them couldn’t care less about such things. They simply want a viable solution to the particular business need they set out to address.

So, when writing a research report for my clients it helps me to keep a few things in mind….

Speak to Marketers in Their Language

Focus on what marketers care most about — getting customers, keeping customers, and increasing their share of the customer’s wallet. So tell them what is meaningful to them….

  • How to position their brand
  • How best to price it
  • Who their best prospects are and how to reach them
  • What message should they be communicating
  • Who are their most loyal and valuable customers
  • How do they keep them loyal to their service or brand

Net, net — put some Marketing-Speak into your report, and leave out the Research-speak.

Tell a good story

A good report tells a good story. So, how do you tell a compelling story? Start by getting organized!

  • Develop an analytic plan that focuses on business issues and objectives — the questions that need to be answered.
  • Outline how the questions will be.
  • Once the data is in, all team members should know how the data relates to those question, and they can craft the best story together.

Remember, every page in the report should contribute to the story! If something doesn’t contour well with your story, stick it in the Appendix. How many hundred-page reports have you been subjected to where the charts are all in the same order as the questionnaire? Where is the story?

It’s also important to stick closely to your analytic plan when crafting your story. The analytic plan is what helps to keep everyone focused on why the research was conducted in the first place.

Insightful Headlines and Bullets

What I also find helpful in getting my arms around the story is to write effective bullets and headlines for the data presented. Too many people think an insight is reiterating the numbers that are in the charts. Remember, anyone can read the numbers on a chart – our job, as researchers, is to pull the deeper insights from seemingly obvious data.

Be Creative and Have a Llittle Fun

Creativity also comes into play! Package the story in a creative way. No one wants to see rows and rows of data. Make the report visually appealing so you don’t intimidate those who are going to be using the findings to help drive strategy. Avoid too much text and too many numbers.

And, don’t be afraid to insert some humor here and there. It reminds your clients that you are human and helps to lighten the tone and keep things relaxed.

Get to the Heart of It

And finally, probably the hardest part of the report process for any researcher is to get straight to the heart of it… what is the story – conclusions, implications, and recommendations. Go to the next step to tell them what the data MEANS, and what they might consider doing to maximize their investment.

And there is nothing sweeter to a market researcher’s ears than to hear a client voice saying, “Thanks, this really addresses the business questions that we set out to answer!”

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10 tips for writing a market research report.

writing a market research report

Every market researcher’s biggest nightmare is for a client to say, “this doesn’t address our business issues.”  

However, this type of issue is prevalent; even if we pretend it doesn’t occur. Most reports don’t reach the expectations of clients – this is due to the wrong writing techniques being used.  

Rather than a focus on clear information and direct storytelling, market researchers will focus on methodology or analytics.  

The main issue lies with the fact that market researches only consider the direct research client. They fail to realize that this research will later be presented to stakeholders or senior management.  

What is a market research report? 

It’s essential to understand what precisely a market research report is. The definition seems to get confused sometimes.  

Your market research report should include all market data, that’s relevant to your client. This could be trends, consumer behavior, and competitive analysis.  

The report should be presented in a way that allows businesses to identify their opportunities – giving them a clear idea of the real world, and how they can be improving.  

These reports are written every single day in the marketing industry, and so making sure yours stands out and is genuinely useful is crucial.  

Market reports have multiple benefits.  These include validating internal research and gather industry information quickly.  

When writing a research report for your clients, you should keep the following things in mind.  

1. Always research  

It’s called a “research” report after all. However, so many marketers fail to do exceptional research.  

Before you can even begin writing your report, you need to know as much as you possibly can. It’s not something that you should research and write as you go along.  

Make sure you look into the market that you’re analyzing and find out specific information. This will make your report valuable and exciting.  

This is also the step that you calculate the cost of performing the research, yourself. The research can be compiled from tools, platforms or internal data.  

2. Understand the objectives  

Has your client given you a specific reason/objective for the research report?  If they have, every single aspect of your report should point towards reaching those objectives.  

Once you’re aware of your objectives, researching and writing the report will become much clearer.  

If you don’t aim towards reaching objectives, the report could be completely useless.  

3. Create an outline  

Once you’ve researched and understood the objectives, you can start to prepare our report. Many people make the mistake of diving right into writing, which isn’t the best way.  

You should create an outline – so that you can make your way through seamlessly. This helps to eliminate the chance of you repeating yourself, or missing important parts out.  

Once you have the outline, just fill it in. It’s the best way to begin writing your outline and is a common writing technique for journalists and authors.  

Here’s an example of an outline that you can use: 

  • Title  
  • Table of Contents 
  • Introduction  
  • Methodology and background  
  • Executive summary  
  • Conclusion  
  • Appendix  

Obviously, add other sections in wherever necessary. This outline should guide you through your entire market report. Every single section is unique to your report.  

4. Speak their language  

We’re not specifically talking about their original language – although that’s also a big must. We’re talking about marketer’s language. Give them the information that they really want to hear. Otherwise, they won’t find the report beneficial.  

Things like pricing, best prospects, and valuable customers all sparks interest in marketers.  

“You should find the perfect balance between valuable research and marketing language. This will ensure that your report is useful to all those reading it.” — Diana Adjadj, Copywriter at Trust My Paper . 

5. Perfect your storytelling skill 

Storytelling is crucial when it comes to a market report. A good report also tells a good story.  

Every single page in your report should contribute to some form of a story. If it doesn’t add to it, cut it out, or place it in the Appendix.  

If you don’t find your storytelling skills, you will just be left with a report that has no structure and little excitement.  

Storytelling is something that many marketers are leading into. In fact,  92% of consumers want brands to make ads that feel like a story. In the same way, you should create a report that works in the same way. Create a linear and expressive narrative.  

6. Split it up  

Your report will probably contain extensive research. When you try to present this all in one, it can be difficult to follow.  

Use headlines and bullet points to make everything a little easier to digest. As a researcher, it’s your job to pick out the deeper insights from obvious data – presenting this simply is key.  

7. Inject in creativity  

Your report won’t read well if you’re not creative with it. Writing it is only one aspect of market research reports – making it fun and interesting is the final hurdle.  

Read over your report, evaluate if you’ve creatively presented your findings.  

8. Use charts and graphs  

Charts and graphs add credibility to your report. They are absolutely essential to every report.  

Not only do they present valuable data clearly and concisely, but they also make the report much easier to understand.  

You could also consider using images if they are relevant. A picture speaks a thousand words, after all.  

9. Get to the point  

Probably your hardest task – getting straight to the point of your report. What does all the data that you’ve compiled together really mean?  

“Ultimately, you want to show the marketers and executives what they can do with your data, how they can invest, and how to maximize their sales.” — Melanie Sovann, Sales Copywriter at Studicus.com . 

If you do your report well, you’ll get only positive replies at the end. They will be able to use it effectively and make the most out of all your hard work.  

So, look into all aspects of your report. The implications, conclusions, and recommendations should all lead to one point. Obviously, this is also linked to the objective, too.  

10. Don’t forget to include an Appendix  

Every report needs an appendix. However, this should also be used as a way to include any information, that didn’t add enough to the story.  

For instance, if you have a point that isn’t directly related to an objective, but can provide extra information, place it in the Appendix.  

“Including an appendix is a great way to keep your main text streamlined and concise, without missing out any information that may be needed.” — Estelle Leotard, Technical Writer at Grab My Essay .

Once you’ve finished your report, ask somebody else to read it. From here, see if you’ve missed anything out, you’ve made any mistakes, or if it’s easy to follow.  

You can edit your report as many times as you want – your first draft will, more than likely, not be your final product. Just keep going, and keep finding ways to make it more concise and clear – if you need to take out points and add them to the Appendix, don’t be afraid to do so.  

You can also use various tools and platforms to help you write your market report,  Google Analytic reports help with marketing  immensely.  

For personalized Market Research guidance, request a Fuel Cycle demo today.

Marie Fincher is a content writer with a background in marketing, technology, and business intelligence. She frequently writes about Data Science, BI, new marketing trends and branding strategies. Marie gradually changed her focus from working in marketing to writing about it. She is currently a full-time writer at Best Essay.Education and an editor at WoWGrade.net .

writing a market research report

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Writing a Marketing Research Report

Learning Outcomes

After completing this module, you will be able to:

  • Discuss the main elements of a clear, accurate, and complete research report
  • Explain the purpose of the Executive Summary
  • Outline the elements of an Executive Summary
  • Explain what makes a good oral report
  • Discuss how oral reports are different from written reports
  • List the different types of charts and tables that are used in research reports

The Research Report

What is the research report.

A research report is an oral or written presentation to management detailing a research project's objectives, methodology, findings, and recommendations. Typically, written reports are more detailed that an oral report, which presenters usually deliver in an hour or an hour-and-a-half.

Objectives of the Research Report T

he objective of a research report is to provide a clear, accurate and complete report of the research project. It should help clarify the research issues so management can use the findings as an aid to decision-making.

Good research reports are clearly written and presented. The authors avoid using unnecessary jargon. Experienced report writers know that their audience, while composed of marketers, may not be experts in all aspects of marketing research. Good reports present an honest, accurate, and unbiased review of the research objectives, methodology, and findings. And, good reports present a complete review of the data gathered. Reports should include appendices that show all data. It is very common for executives from the client's organization and its promotion agencies to study these data with great care to see if alternate conclusions can be supported.

Elements of the Written Report

While the elements of actual reports may vary slightly, a basic research report has three sections:

Section I:     Introduction

Section II:   Body of the Report

Section III: Appendices

Here is an outline of a standard written research report. Actual reports may vary somewhat from this outline:

Section I of the Research Report: Introduction

The first page of the research report is the Title Page. This page should include the following elements:

  • Title of the research project
  • Names, titles, firm, and contact information of the person who authorized and directed the project for the client
  • Names, titles, firm, and contact information of the people who prepared the report
  • Release date of the report

Transmittal Letter

The transmittal letter is a one-page letter or memo written by the lead person on the team that prepared the report. This letter is usually written on official letterhead, which includes the name of the marketing research firm responsible for the report and the name and contact information of the lead person from that firm

The letter serves as proof that the report was sent to the client. It:

  • States the specific subject of the report
  • Identifies the names of the people who authorized the project
  • Outlines key findings
  • Highlights recommendations
  • Outline the limitations of the report
  • Reports any discrepancies that might exist between the approved proposal and the final project
  • Thanks the client for the opportunity of conducting this research

Authorization Letter

This is a letter written by the client to the marketing research firm. This letter acknowledges receipt of the research proposal made by the market research firm. And, it authorizes the marketing researcher to conduct a research project. It is written on corporate letterhead. It includes the name, title, and contact information of the author. The fee structure and delivery dates for the research are clearly spelled out. The letter concludes with a statement that the client looks forward to the successful conclusion of the study and suggests a follow-up telephone call should the lead marketing researcher have any questions or concerns.

Table of Contents

The table of contents is based on the final outline of the report. It includes a list of the report's sections and sub-sections, and their respective page numbers.

Executive Summary

The executive summary is a short synopsis of the research report. Some might even call it the mini-report. It is typically no more than four pages long. It is intended to provide busy senior executives with the highlights of the study. An effective Executive Report includes the following elements:

  • The name of the study
  • The names of the people who prepared the study
  • The name of the client who authorized the study
  • Date of the report
  • Introductory statement that defines the research objectives and research question

Methodology

  • Key findings
  • Conclusions and indicated actions
  • Limitations of the research

Section II of the Research Report: Body of the Report

The body of the marketing research report includes the following sections:

Introduction

This section of the report reviews the objectives of the research. It summarizes the research proposal and highlights any changes to the research design that were agreed to after the client approved the proposal. Please Note: It is highly unprofessional for market researchers to change the research design without getting their client's expressed approval. 

This section covers a review of the literature and secondary research. And, if relevant, this section cites primary research sponsored by the client on similar issues.

In the case of Exploratory Research, this section lists the research questions. With Descriptive or Causal Research, the null and alternate hypotheses are spelled out.

This is the most technical section of the research report. It includes the following sections:

Research Design : This includes a statement of the type of research conducted: Exploratory, Descriptive, or Causal. Secondary research sources are mentioned along with a description of how primary data were collected. And, the authors should include a rationale for why the research design is appropriate for achieving the research objectives and answering the research questions. In an appendix, the authors of the report include any discussion guides, questionnaires or observation forms.

Sample Design : This section includes:

  • A statement defining the population of interest and the sampling frame[1]
  • Sampling units [2] included in the study
  • The sampling method used
  • The size of the selected sample
  • The response rate achieved

Details about the samples and calculations used in the sampling should be included in the appendices.

Data Collection and Fieldwork : This section reviews how the fieldwork was conducted. It states the number and types of fieldworkers, how they were trained and supervised, and how the accuracy of their work was verified.

Statistical Analysis :

A review of the statistical methods employed in the analysis. This section provides a rationale for these methods, but the actual analysis is not presented.

A glossary may be included to define any technical terms that might be unknown to experienced managers.

The findings section is the longest part of the research report. It is where the results of the study are reported in detail. This section should include supporting tables and graphs. Tables and graphs make the report easier to read and more memorable. To avoid overwhelming the reader, the findings should refer the reader to the detailed data, which should be in an appendix.

Limitations of the Study

No research design is perfect; they all have their limitations. Good researchers always state the limitations of their research. 

Conclusions and Recommendations

After the findings are presented, the researchers present their conclusions and recommendations, including conducting further research.

[1] A sampling frame defines a set of elements from which a researcher can select a sample of the target population. Source: http://srmo.sagepub.com/view/the-sage-encyclopedia-of-social-science-research-methods/n884.xml

[2] Sampling units are the individual items—people or households—included in a sample.

Section III of the Research Report: Appendices

The appendices of the marketing research report include all technical materials and data related to specific parts of the study. These materials may be of interest to only a few readers. Materials posted in one of the appendices may not deal directly with the research objectives. 

The appendices include the following:

  • Discussion Guides, Questionnaires, and Data Collection Forms
  • Table for each survey question
  • Details on the statistical analyses performed and the sampling methods
  • Bibliography, if appropriate

Important research attracts the interest a managers. Good researchers and good clients are skeptical. After reading the report and attending the presentation, many executives may have serious questions. These executives often spend hours pouring over the appendices. They may raise questions about the validity, reliability, logic, and conclusions of the research. Good marketing research expect and welcome these inquiries.

Presenting the Research Report

Research reports are presented in writing and in oral presentations. 

Written presentations are far more detailed than oral presentations. Oral presentations are often done with presentation software like PowerPoint. Oral presentations cannot cover all of the details covered in the written presentations. There is simply not enough time to read the entire report at a presentation. Reading slides with multiple sentences is a sure way of boring your audience. PowerPoint slides should have few words. Each slide should focus on a single idea supported with a picture, table, or chart. Good presenters know what they want to communicate. They rehearse. And, they connect with their audience by making eye contact.

Tables and Charts

 Researchers use tables and charts to communicate their ideas.

Tables are a useful way of presenting numerical data.   The numbers are presented in vertical columns and horizontal rows. Tables can organize the data longitudinally or by cross section.

Cross sectional data divides the data into its component parts. Here us an example of cross sectional data:

Longitudinal data shows how the data changes over time. Here us an example of longitudinal data:

Cross sectional and longitudinal data can be combined in a single table:

A good table should have:

  • A title that identifies the data presented
  • A table number
  • A legend, if needed

Charts provide a graphic representation of data. Just like tables, a chart should have:

  • A chart number

Bar or Column Charts

Bar charts are used to present cross sectional data. The heights of the columns depict the size or magnitude of each section

Chart 1: Bar or Column Chart

Pie charts are used to present cross sectional data. They show the proportion of each section

Chart 2: Pie Chart

Line Charts

Line charts are used to present longitudinal data.

Chart 3: Line Chart

Marketing Reporting Examples: How to Build and Analyze Marketing Reports

Run marketing reports that better inform your decisions, bolster your marketing resources, and help your organization grow better.

monthly-mktg-reporting-graphic

MONTHLY MARKETING REPORTING TEMPLATES

Excel, PowerPoint, and Google Drive Templates to Make Your Monthly Reporting Faster and Easier

A hand holds up metrics for a marketing report

Updated: 11/03/23

Published: 11/03/23

As a marketer, I make crucial daily decisions that can impact the company I work for. Using my best judgment, I track important metrics like traffic, leads, and customers — and I provide a marketing report to back up my decisions.

While the above metrics are crucial to my marketing funnel and flywheel , a marketing report helps me further explore my findings and properly analyze the data to make the best decisions I can for my team and company.

Marketing reports aren‘t just vital for my work, they’re key to any marketer looking to do what‘s right for their organization. In this article, we’ll explore what a marketing report is and how to build one, and we'll spotlight some examples.

→ Free Download: Free Marketing Reporting Templates [Access Now]

Marketing Reporting

Marketing reporting examples, how to create a marketing report, create your marketing report today.

Marketing reporting is the process of gathering and analyzing marketing metrics to inform future marketing decisions, strategies, and performance. Marketing reports uncover meaningful, actionable data that help you draw important conclusions and meet organization-wide goals.

Marketing reports vary depending on what data you’re reviewing and the purpose of each report. They can assess where your traffic and leads are coming from, what content they interacted with, if and when they converted, and how long it took to become a customer.

Take our free, 20-minute HubSpot Academy course on marketing reporting to measure success and optimize your efforts.

To reiterate: Marketing reports inform decisions .

You wouldn’t run a marketing report to review data performance or check on an ongoing goal — for these purposes, you’d glance at your marketing dashboards.

Look at it this way. Compiling a marketing report for knowledge’s sake is synonymous with scheduling a meeting to review a project. Who wants to attend a 30-minute session to review what could've been shared via email? Not me.

The same goes for marketing reporting. Reports should help you decide or come to an important conclusion — similar to how a meeting would help your team deliberate about a project or choose between project resources.

In short, marketing reporting is a precious process if used and crafted correctly.

writing a market research report

Marketing Reporting Templates

  • Track leads.
  • Measure CVR.
  • Track channel performance.

You're all set!

Click this link to access this resource at any time.

There are hundreds of reports that you can run to dig into your marketing efforts. At this point, however, you’re likely asking, “Where should I start?“ and ”What are those basic marketing reports I can run to get more comfortable with all the data I’ve been tracking?”.

We’ve pulled together these five marketing reporting examples to get started.

You will need some marketing software (like HubSpot Marketing Hub) to do this. You should also ensure your software allows you to export the data from your software and manipulate it in Excel using pivot tables and other functions.

This free guide and video will teach you how to create an Excel graph, make pivot tables, and use VLOOKUPS and IF functions.

Since we use HubSpot for our reporting needs, I'll show you how to compile these reports using the Marketing Hub tool. (The data below is sample data only and does not represent actual HubSpot marketing data.)

1. Multi-Touch Revenue Marketing Report

As a marketer, you’re a big part of your company’s growth. But unless you can directly tie your impact to revenue, you’ll be forever underappreciated and under-resourced. Multi-touch revenue attribution connects closed gain to every marketing interaction — from the first page view to the final nurturing email.

That way, marketers get the credit they deserve, and marketing execs make more innovative investments rooted in business value instead of vanity metrics. As a bonus, multi-touch revenue attribution can help you stay aligned with your sales team.

HubSpot customers can create multi-touch attribution reports quickly; HubSpot’s attribution tool is built for real people, not data scientists. (It also connects every customer interaction to revenue automatically.)

Navigate to your dashboard and click Add Report > Attribution Report . Select from the set of pre-baked best-practice templates, or create your own custom report.

How to Analyze Revenue Reporting

To analyze revenue reporting, determine what’s working and double down on it. Look at the revenue results from different channels and see where you most succeeded. Use this information to decide what marketing efforts to invest in moving forward.

For example, if you notice that your Facebook campaigns drove a ton of revenue, run more Facebook campaigns!

Multi-touch attribution reports should be run monthly to understand the broader business impact of your marketing channels. While revenue is necessary, you should dig into some of your other metrics for a more complete picture.

2. Channel-Specific Traffic Marketing Report

Understanding where your traffic comes from will help you make strategic decisions as you invest in different marketing channels. You should invest more resources if you see strong performance from one source.

On the other hand, you can invest in some of the weaker channels to get them on pace with some of your other channels. Whatever you decide, source data will help you figure that out.

HubSpot customers can use the Traffic Analytics report (under Reports > Analytics tools in your navigation) to break down traffic by source.

Want to get an even deeper understanding of your traffic patterns? Break down your traffic by geography. (Example: Which sources bring in the most traffic in Brazil?) You can also examine subsets of your website (like your blog vs. your product pages).

writing a market research report

4. New Contacts by Persona Marketing Report

Every marketer needs to be well-versed in their buyer personas — but you need to do more than just understand them. It‘s essential to track how many new contacts you’re adding to your database based on each persona.

This will help you determine how accurate your buyer personas are and how successful your marketing is in targeting and reaching them.

To report on this in HubSpot, plot your contacts by Create date , showing the date you added a new contact to your database. Then, break down your report by persona.

writing a market research report

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How to Write a Market Research Report

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Characteristics of a Good Business Report

What is an r&d report, how to write an executive summary on a marketing plan.

  • How to Arrange an Information Agenda After a Meeting
  • What Is an Appendix in a Business Plan?

For some, market research report writing is the hardest part of the process.

Your blood is pumping. A new opportunity has emerged on your business radar, and it could propel your business in a captivating and profitable direction. It could be a new product or service line, a group of untapped consumers or even – keep your voice down now – a potential merger with a smaller competitor.

Before you get too far ahead of yourself, you know that it's smart to thoroughly vet this opportunity by commissioning a market research report . At some point -- probably after your staff has finished gathering the necessary quantitative and qualitative data – you must lay out your expectations for the written report. How you approach this task should get their blood pumping, too.

Issue Three Dictates

If your marketing team is new to the task, they're probably going to love your top three directives:

  • Tell a story. Tell a visual story, with lots of charts and graphs. Keep it brief.

They may not think they heard you right; after all, you did say you want a market research report, didn't you? And aren't most reports long, voluminous and yes, sometimes dull products?

Tell them to make no mistake: you expect a comprehensive effort that assesses every angle of this new business opportunity. You want the report, as they say, to “see around corners.” But there are valid reasons that drive your directives.

Tell a Story

The most compelling market research reports pivot on a story – about why that new product or service line holds such promise, why that group of untapped consumers could benefit from your offerings or why that merger would be a wise investment.

Like all good stories, this one might start with an anecdote or focus on one person – the “main character” – who could serve as your ideal customer. Telling the story of your research through his or her eyes, and with plenty of dynamic quotes, should flow directly into how pursuing this new opportunity would advance your business objectives. This is a crucial part of the story, too, since the opportunity wouldn't even be worth considering if it didn't conform with your business plan.

At this point, you might wish to share with your staff the experience of a well-known manufacturer of a men's fragrance that was ready to embark on a marketing campaign – targeted to men. Then the market research revealed that women, not men, make most of these purchases, and the finding transformed the campaign. Now there was an entirely different story to tell because the main characters shifted to women – who they are, what they do for a living, when they purchase men's fragrances and how they persuade the men in their lives to acquiesce to wearing a fragrance in the first place.

Tell a Visual Story

As much of the quantitative data as possible should be consigned to charts and graphs in the market research repor t, not the actual written content. Numbers are easier to read, and evaluate, when they're displayed in a graph rather than tucked into a dense paragraph, where the reader may struggle to interpret their meaning.

This point underscores another reality about market research reports: you may think it's being written for your benefit and that of your staff. And for now, it may be. Your audience may also include your business attorney and accountant. But some day, if it's appropriate, new stakeholders may read the report, too, and charts and graphs will make it easier for them to digest.

Of course, you can always overdo a good thing. Only relevant charts and graphs – or those that advance the fundamental story – should be included in the body of the market research report. Ancillary information should be relegated to the appendix – that document repository that comes at the end of a report.

Keep it Brief

By focusing on a compelling story and relying on visuals, your staff should find it easier to address your third cardinal rule. They should know that you will judge the value of their effort on its quality, not the number of pages. (It's up to you if you wish to tell them that many market research reports run from between 10 and 50 pages.) It will also help if they:

  • Use bullet points when they can.* Read each other's work and “peer edit” for clarity and concision.
  • Challenge each paragraph to the relevancy test. In other words, if a paragraph doesn't advance the basic story, strike it.

Heed Two Other Tips

You may hesitate to call it an “outline,” but you should convey to your staff that the true value of their report will depend on its organization. So if they don't like the sound of establishing a step-by-step progression of the report, then turn them loose on PowerPoint, which will force the issue (in a good way). In the end, they may decide that this format – and not a paper report – is the best one for their findings.

As liberating as this may be, most market research reports hew to tradition, and necessity, by including:

  • A table of contents. A section on the research objectives. A section on the research methods. An executive summary. Detailed findings and, perhaps, the implications. Told in a dynamic manner, the fascinating finish should get everyone's blood pumping.
  • InfoSurv: 10 Tips for Marketing Research Reports That Get Read
  • C+R Research: 5 Things to Remember When Writing a Market Research Report

Mary Wroblewski earned a master's degree with high honors in communications and has worked as a reporter and editor in two Chicago newsrooms. Then she launched her own small business, which specialized in assisting small business owners with “all things marketing” – from drafting a marketing plan and writing website copy to crafting media plans and developing email campaigns. Mary writes extensively about small business issues and especially “all things marketing.”

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How to Write a Marketing Report

Last Updated: February 17, 2024 References

This article was co-authored by Michelle Arbeau . Michelle Arbeau is a Numerologist & Life Strategist, and the CEO of Authentic You Media and Eleven Eleven Productions. She’s based in West Hollywood, California. With over 20 years of experience, she specializes in numerology, mediumship, and business advice. In 2015, Best Businesses named her the Best of West Hollywood Celebrity Numerologist, and she’s been hailed as the #1 Numerologist in the World and the #1 Celebrity Numerologist. There are 10 references cited in this article, which can be found at the bottom of the page. This article has been viewed 301,918 times.

Your business may spend a large amount of time and money on marketing. A smart business owner needs to assess how well their marketing plans are working. Specifically, your marketing efforts should get the attention of prospects. Eventually, a percentage of those prospects should become clients. You can perform market research to ask your clients about the effectiveness of your marketing message. Companies summarize the results of their research in a marketing report. Use the results of the report to make improvements in your business.

Evaluating Your Marketing Efforts

Step 1 Consider why you should perform market research and write a report.

  • Market research is the process of evaluating how well your marketing efforts are working. Specifically, does your marketing get the attention and interest of prospects? Are you converting enough of those prospects into clients?

Step 2 Identify your customer.

  • The more specific you can be about the identity of your customer, the better you can address their needs. Ask yourself, "Who am I targeting with this product?" and "What do they want?"
  • Look at your current customers. What's the average age? Gender? Education level? Personality? Lifestyle? Hobby? Occupation? Marriage status? Values? [3] X Research source
  • It is also important to know where your customers are coming from. Sources include search engines, social media, backlinks, referral traffic, and subscriber lists.

Step 3 Evaluate your customer’s problem.

  • For example, based on customer surveys and your industry knowledge, you uncover a customer problem. In this case, customers are losing time working or studying when their cell phone dies. If they forget their charger, they may lose hours of productivity.

Step 4 Detail your solution to the customer's problem.

  • For example, to solve the problem of dying cell phones, you create a phone charger built into a backpack. Your customers use backpacks to store computers and other work or school items. As a result, the worker or student can always charge their phone.

Step 5 Determine how well your product solves your customer's problem.

  • Over time, more customers buy your backpack and like using the built-in phone charger. These clients also believe that your product is different and better than competing products. You are building brand equity with your customers. To find out more about brand equity, see how to build brand equity.

Step 6 Identify your competitive advantage.

  • You continually add blog posts, articles and other content to your website. Adding content drives traffic to your site. Your content also keeps a percentage of your audience coming back for new content.
  • Your site offers an opt-in button for readers to subscribe to additional content that is emailed to them. This group gets a weekly email from you with new content links.
  • You have an attractive home page that includes a picture of someone using your backpack phone charger. The site allows the user to easily navigate to your content page and to web pages with product information.
  • You provide an e-commerce option for customers. Clients can buy your product online and receive their backpack in just 2-3 business days.
  • This should also include information about the sales channels used, like online, bricks & mortar, types of retailers, etc. Analyze how well your product is doing in each of these channels.

Step 8 Evaluate the effectiveness of your marketing.

  • Note your market share compared to competitors and market share trends. Are you gaining market share, losing it, or holding your own?
  • For more on market share, see how to calculate market share.
  • Keeping a close eye on your ROI is essential in order to stay abreast of how much you’re spending on marketing versus your return on that investment. Comparing what you’re spending on marketing versus your return on that investment is paramount to a good report.

Step 9 Summarize your findings for your marketing report.

  • Your report should include such items as definition of the market size, competitors and their marketing size, as well as estimates of market share.
  • You can use the market report to make changes to your marketing process. These changes can help you get more business from the time and money you spend on marketing.

Writing Your Executive Summary

Step 1 Think about the purpose of an executive summary.

  • The summary should include specific, numeric details from the rest of your report. These details should be condensed into bullet points and made prominent on the report. [8] X Research source

Step 2 Describe your company.

  • For example, if your backpack charging company had plans to expand into purse chargers or another similar product line, include these plans in your summary.
  • This should also include the sales channels being used by your business, as well as competitors and their sales channels. Are you different? Why? If not, do you have a competitive advantage that can be exploited in your marketing and sales efforts?

Step 3 Detail the objective of your research.

  • For example, you could be examining how well advertisements for your backpack are reaching college students, as they would be a likely audience for your product. If your ads are primarily reaching adults, who don't generally carry backpacks, this would be an issue to raise in your evaluation.

Step 5 Display marketing conversion data.

  • For example, if only 1 in 20 of your site's visitors actually buy one of your backpacks, you may want to reconsider the design of your websites, the ease of purchase, or the price of your product.

Step 6 Admit any data collection difficulties or incomplete sections.

Completing Your Marketing Report

Step 1 Forecast future trends.

  • You should also consider the fact that other competitors will arise if you are successful. Significant returns attract more competition, so if you don't have direct competitors now, rest assured that you will in the future. Have a plan in place to sustain your competitive advantage in spite of new entrants to the market.
  • For example, perhaps you perceive that college students may be carrying backpacks less often as they switch to an all-digital education. You could remark on how this will hurt your business and explain how you will respond to it.

Step 2 Calculate marketing return on investment.

  • To get the most out of your focus group, carefully plan the exact series of questions you want to ask. Your marketing report should include the questions you ask and why those questions are important to you.
  • In your survey or focus group, ask people how they first heard about your product. If you’re the backpack company, you might determine that most customers find you when they read a blog post or article that is posted to your site.
  • Document the results of both your surveys and your focus groups. Your report should provide both questions and responses. Give the reader the percentage of each type of response. For example, maybe 40% of respondents first learned about the backpack company by finding a blog post or article that was posted on the website.
  • Your qualitative research (survey and focus group questions) may be 5 to 10 pages of your report. The responses to those questions will also be 5 to 10 pages of material.

Step 4 Use your marketing report to make changes in your business.

  • Evaluate the extent to which your customers view your product as different and better than the competition. If they don’t see a difference, dig into their responses and find out why.
  • Say, for example, that most clients see you backpack and built-in phone charger as about the same as a competitor’s product. In fact, your phone charger includes a reinforced case that makes your charger much more durable.
  • Decide on some conclusions. You conclude, for example, that your website needs to emphasize that your phone charger case is much more durable than the competition.
  • You decide to make changes to your website and your other marketing communication pieces. After a period of time, you can assess these changes to see how they have impacted your market share. Perform more market research to evaluate the impact of your changes.

Expert Q&A

Michelle Arbeau

You Might Also Like

Write a Market Description

  • ↑ http://www.entrepreneur.com/article/217345
  • ↑ http://articles.bplans.com/how-to-write-a-market-analysis/
  • ↑ https://www.inc.com/guides/2010/06/defining-your-target-markets.html
  • ↑ http://www.forbes.com/sites/michaelskok/2013/06/14/4-steps-to-building-a-compelling-value-proposition/
  • ↑ http://www.investopedia.com/terms/c/competitive_advantage.asp
  • ↑ https://www.shopify.com/blog/13444793-how-to-evaluate-market-demand-for-your-new-product-idea
  • ↑ http://www.marketingmo.com/strategic-planning/how-to-write-an-executive-summary/
  • ↑ https://www.ironistic.com/good-marketing-report/
  • ↑ http://www.tdbank.com/small_business/workshops/IdentifyYourTargetMarket/texttarget_market.htm
  • ↑ https://blog.kissmetrics.com/true-love-with-customers/

About This Article

Michelle Arbeau

To write a marketing report, start by creating a 1-2 page executive summary that provides a description of the company’s goals. Next, detail the objective of your research and evaluate how well the company is reaching their intended audience. Then, include figures that represent how many visitors to your website purchased the company's product. Additionally, report on the returns the company is getting from its marketing dollars so you can tell if the money was well-spent. To learn more from our Business co-author, like how to use the marketing report to make improvements, read on! Did this summary help you? Yes No

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Home • Knowledge hub • How to write a market research report for a new product launch

How to write a market research report for a new product launch

Report writing

When launching a new product to market, it’s imperative to be prepared with relevant information. You need a deep understanding of your market, how your products will benefit that market, the potential challenges you might run into, and much more.

This is why it’s so important to write an in-depth, professional, and relevant market research report. Not only to gather and display all the right information but also so that you can share that information clearly and easily with people within and outside your organization. This is important for a wide range of different reasons.

In this article, we’ll look at why market research reports for product launches are so important and show you how to do it as effectively as possible.

Why market research reports are important

Conducting a detailed and relevant market research report before you launch your new product is a good idea for all kinds of reasons. Here are some of the main ones:

  • Get buy-in from senior decision-makers . When launching any product, you’ll always want the full support of the top decision-makers at your organization. This can be a tricky thing to acquire, especially if your team is relatively unproven. A detailed and informative market research report can be the deciding factor in winning their support, convincing them that your product is well-placed to succeed, and making it much easier to achieve your goals.
  • Learn more about your customers and target audience . One of the main reasons to conduct market research is to understand your prospective customers in more detail. The work you do to compile a report will give you a clear and detailed understanding of what your customers want, what they already like, where they conduct their own research, and much more. This will arm you with the insights and knowledge you need to launch your product confidently and successfully.

Discover ideas for new products and how to improve existing ones . When you research your target market, you’ll likely stumble upon inspiration for new products in addition to the one you’re planning to launch. The feedback you get from your research will also be laced with ideas for improving and tweaking existing products

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

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writing a market research report

How to write a market research report effectively

In the rest of this guide, we’ll show you what you need to do to ensure your market research report is as detailed, relevant, and valuable as it possibly can be. Let’s start with the type of information you need to include.

What you need to include:

Buyer personas.

This is a crucial part of getting to know your customers and the different groups they fall into. You should start by researching your target market members as much as possible through a range of channels — interviews, social media research, email surveys, and more. Then, divide them into demographics and create a detailed persona to represent each one.

This is an incredibly valuable step because it allows you to break down your market and make broad predictions about each group’s preferences, pain points, habits, and desires. If done right, this helps you target your future marketing much more accurately and effectively.

Understand your competitors

Getting to know your competitors is a key element of market research. It allows you to understand what you will be up against when launching your product and what segments of your market might be easier or more difficult to sway from their loyalty to your competitors.

Your research report should contain detailed information about each of your competitors and what they offer. What do their products lack that yours can provide? Why do your customers go to them? How dominant are they in your market? What kind of loyalty do they command? What are some of the keys to their success? All this will help you understand what you’re up against and strengthen your chances of success.

Who did you talk to?

Much of your market research will involve talking to various people and groups of people in situations like focus groups, interviews, and surveys. It’s important to document this side of your research carefully and include it in your market research report. Be sure to break down the people you spoke to into demographics and be as specific as possible — try to align this with your buyer personas.

This will help you understand what different demographics want, identify any areas you may have missed, and see any opportunities for segmentation or expansion, as well as providing clear visibility into your research process and allowing you to justify your findings and decisions to other company members carefully.

Clearly show what will happen next — how will you use your findings? 

When you present your market research report to decision-makers in your organization, their primary concern will be what you want to do with it. Research is only valuable if it has a practical application, which should be a key element of your report.

It’s best to be specific — create plans and roadmaps for campaigns, build strategies, and include timelines and carefully researched cost estimates. If you can present a clear and viable plan for your product launch, it will be much easier to gain the support and buy-in of the higher-ups in your company. Be ready to defend and justify these plans.

Primary vs Secondary Market Research

There are two main types of research you’ll need to do when preparing your market research report: primary and secondary. Here is the difference:

  • Primary research . This refers to the first-hand information you have gathered during your research — straight from the primary source. Examples include interviews with individuals, focus groups, surveys, and information from sales teams. It helps add a human touch to your research, incorporating real people’s distinct voices and opinions.
  • Secondary research. This is data that your company didn’t personally collect but is available in the form of things like public records, trend reports, and market statistics. While it lacks the specific human element of primary research, it’s a great way to gain valuable overall insights about your target market without having to conduct huge research projects yourself.

Convincing company decision-makers with your market research report

One of the most essential functions of a market research report is to convince your company’s key stakeholders that you are prepared for a product launch and have everything in place to begin the process successfully.

When creating your report, you should always have this goal in mind. Here are some ways to do that:

  • Always clearly tie your research for business outcomes. For every conclusion your report reaches, explain what this means for the business and what concrete actions you will take as a result.
  • Use as many stats and as much hard data as possible. Clearly express this data in the form of graphs and other visual aids. Show where your data came from, how you collected it, and how your findings will impact your product launch.
  • Consider using Porter’s 5 Forces Model . This business model is aimed at understanding and explaining the fundamental market forces at work in any given industry. It can be illuminating to tie your research into this model.

A well-researched and detailed market research report is an essential part of a successful product launch strategy. It allows you to clearly understand your market, formulate concrete plans and strategies, and gain the support of your organization’s decision-makers.

Without one, you’ll be plunged into the dark, facing the monumentally challenging task of launching a product without the support of extensive research and data. To find out more about how Kadence can help you prepare a market research report and launch your product with confidence, contact us .

Helping brands uncover valuable insights

We’ve been working with Kadence on a couple of strategic projects, which influenced our product roadmap roll-out within the region. Their work has been exceptional in providing me the insights that I need. Senior Marketing Executive Arla Foods
Kadence’s reports give us the insight, conclusion and recommended execution needed to give us a different perspective, which provided us with an opportunity to relook at our go to market strategy in a different direction which we are now reaping the benefits from. Sales & Marketing Bridgestone
Kadence helped us not only conduct a thorough and insightful piece of research, its interpretation of the data provided many useful and unexpected good-news stories that we were able to use in our communications and interactions with government bodies. General Manager PR -Internal Communications & Government Affairs Mitsubishi
Kadence team is more like a partner to us. We have run a number of projects together and … the pro-activeness, out of the box thinking and delivering in spite of tight deadlines are some of the key reasons we always reach out to them. Vital Strategies
Kadence were an excellent partner on this project; they took time to really understand our business challenges, and developed a research approach that would tackle the exam question from all directions.  The impact of the work is still being felt now, several years later. Customer Intelligence Director Wall Street Journal

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writing a market research report

Home Market Research

Research Reports: Definition and How to Write Them

Research Reports

Reports are usually spread across a vast horizon of topics but are focused on communicating information about a particular topic and a niche target market. The primary motive of research reports is to convey integral details about a study for marketers to consider while designing new strategies.

Certain events, facts, and other information based on incidents need to be relayed to the people in charge, and creating research reports is the most effective communication tool. Ideal research reports are extremely accurate in the offered information with a clear objective and conclusion. These reports should have a clean and structured format to relay information effectively.

What are Research Reports?

Research reports are recorded data prepared by researchers or statisticians after analyzing the information gathered by conducting organized research, typically in the form of surveys or qualitative methods .

A research report is a reliable source to recount details about a conducted research. It is most often considered to be a true testimony of all the work done to garner specificities of research.

The various sections of a research report are:

  • Background/Introduction
  • Implemented Methods
  • Results based on Analysis
  • Deliberation

Learn more: Quantitative Research

Components of Research Reports

Research is imperative for launching a new product/service or a new feature. The markets today are extremely volatile and competitive due to new entrants every day who may or may not provide effective products. An organization needs to make the right decisions at the right time to be relevant in such a market with updated products that suffice customer demands.

The details of a research report may change with the purpose of research but the main components of a report will remain constant. The research approach of the market researcher also influences the style of writing reports. Here are seven main components of a productive research report:

  • Research Report Summary: The entire objective along with the overview of research are to be included in a summary which is a couple of paragraphs in length. All the multiple components of the research are explained in brief under the report summary.  It should be interesting enough to capture all the key elements of the report.
  • Research Introduction: There always is a primary goal that the researcher is trying to achieve through a report. In the introduction section, he/she can cover answers related to this goal and establish a thesis which will be included to strive and answer it in detail.  This section should answer an integral question: “What is the current situation of the goal?”.  After the research design was conducted, did the organization conclude the goal successfully or they are still a work in progress –  provide such details in the introduction part of the research report.
  • Research Methodology: This is the most important section of the report where all the important information lies. The readers can gain data for the topic along with analyzing the quality of provided content and the research can also be approved by other market researchers . Thus, this section needs to be highly informative with each aspect of research discussed in detail.  Information needs to be expressed in chronological order according to its priority and importance. Researchers should include references in case they gained information from existing techniques.
  • Research Results: A short description of the results along with calculations conducted to achieve the goal will form this section of results. Usually, the exposition after data analysis is carried out in the discussion part of the report.

Learn more: Quantitative Data

  • Research Discussion: The results are discussed in extreme detail in this section along with a comparative analysis of reports that could probably exist in the same domain. Any abnormality uncovered during research will be deliberated in the discussion section.  While writing research reports, the researcher will have to connect the dots on how the results will be applicable in the real world.
  • Research References and Conclusion: Conclude all the research findings along with mentioning each and every author, article or any content piece from where references were taken.

Learn more: Qualitative Observation

15 Tips for Writing Research Reports

Writing research reports in the manner can lead to all the efforts going down the drain. Here are 15 tips for writing impactful research reports:

  • Prepare the context before starting to write and start from the basics:  This was always taught to us in school – be well-prepared before taking a plunge into new topics. The order of survey questions might not be the ideal or most effective order for writing research reports. The idea is to start with a broader topic and work towards a more specific one and focus on a conclusion or support, which a research should support with the facts.  The most difficult thing to do in reporting, without a doubt is to start. Start with the title, the introduction, then document the first discoveries and continue from that. Once the marketers have the information well documented, they can write a general conclusion.
  • Keep the target audience in mind while selecting a format that is clear, logical and obvious to them:  Will the research reports be presented to decision makers or other researchers? What are the general perceptions around that topic? This requires more care and diligence. A researcher will need a significant amount of information to start writing the research report. Be consistent with the wording, the numbering of the annexes and so on. Follow the approved format of the company for the delivery of research reports and demonstrate the integrity of the project with the objectives of the company.
  • Have a clear research objective: A researcher should read the entire proposal again, and make sure that the data they provide contributes to the objectives that were raised from the beginning. Remember that speculations are for conversations, not for research reports, if a researcher speculates, they directly question their own research.
  • Establish a working model:  Each study must have an internal logic, which will have to be established in the report and in the evidence. The researchers’ worst nightmare is to be required to write research reports and realize that key questions were not included.

Learn more: Quantitative Observation

  • Gather all the information about the research topic. Who are the competitors of our customers? Talk to other researchers who have studied the subject of research, know the language of the industry. Misuse of the terms can discourage the readers of research reports from reading further.
  • Read aloud while writing. While reading the report, if the researcher hears something inappropriate, for example, if they stumble over the words when reading them, surely the reader will too. If the researcher can’t put an idea in a single sentence, then it is very long and they must change it so that the idea is clear to everyone.
  • Check grammar and spelling. Without a doubt, good practices help to understand the report. Use verbs in the present tense. Consider using the present tense, which makes the results sound more immediate. Find new words and other ways of saying things. Have fun with the language whenever possible.
  • Discuss only the discoveries that are significant. If some data are not really significant, do not mention them. Remember that not everything is truly important or essential within research reports.

Learn more: Qualitative Data

  • Try and stick to the survey questions. For example, do not say that the people surveyed “were worried” about an research issue , when there are different degrees of concern.
  • The graphs must be clear enough so that they understand themselves. Do not let graphs lead the reader to make mistakes: give them a title, include the indications, the size of the sample, and the correct wording of the question.
  • Be clear with messages. A researcher should always write every section of the report with an accuracy of details and language.
  • Be creative with titles – Particularly in segmentation studies choose names “that give life to research”. Such names can survive for a long time after the initial investigation.
  • Create an effective conclusion: The conclusion in the research reports is the most difficult to write, but it is an incredible opportunity to excel. Make a precise summary. Sometimes it helps to start the conclusion with something specific, then it describes the most important part of the study, and finally, it provides the implications of the conclusions.
  • Get a couple more pair of eyes to read the report. Writers have trouble detecting their own mistakes. But they are responsible for what is presented. Ensure it has been approved by colleagues or friends before sending the find draft out.

Learn more: Market Research and Analysis

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Market research templates: what they are and how to use them.

18 min read Interested in market research but need some templates to start with? In this guide, we unpack market research, survey planning best practice and share some of our best templates for brand, customer, product and employee research.

What is a market research template?

While you’re no doubt familiar with the concept of market research and how it can help you to reach your target audiences and improve your product or service , the real challenge is designing a market research plan that is conducive to excellent results.

All of this starts with the right market research template(s) to help you analyze specific target audiences, collect the right data and uncover insights that can drive actionable change.

In this article, we’re going to:

  • talk about market research and its use cases,
  • provide you with a standard template that allows you to plan your research,
  • and share several other templates to help you with specific types of market research

You can also check out our free template library.

But first, let’s revisit market research.

What is market research?

Market research is the process of determining the viability of a new service or product through surveys and questionnaires with prospects and/or customers. It involves gathering information about market needs and prospect/customer preferences .

Through market research, you can discover and/or refine your target market, get opinions and feedback on what you provide to them and uncover further prospect/customer pain points and expectations of your service or product .

Market research can be conducted in-house, either by you and your research team, or through a third-party company that specializes in it (they will typically have their own research panels or be capable of creating a research panel to suit your requirements).

The four common types of market research

There are lots of different ways to conduct market research to collect customer data and feedback , test product concepts , and do brand research, but the four most common are:

The most commonly used form of market research, surveys are a form of qualitative research that asks respondents a series of open or closed-ended questions , delivered either as an on-screen questionnaire or email.

Surveys are incredibly popular because they’re cheap, easy to produce, and can capture data very quickly, leading to faster insights.

2) Focus groups

Why not bring together a carefully selected group of people in your target market using focus groups? Though more expensive and complex than surveys and interviews, focus groups can offer deeper insight into prospect and customer behavior – from how users experience your products and services to what marketing messages really resonate with them.

Of course, as a market research method that’s reliant on a moderator to steer conversation, it can be subject to bias (as different moderators might have preferred questions or be more forceful) and if you cut corners (not asking all the necessary questions or making assumptions based on responses), the data could get skewed.

3) Observation

As if you were a fly-on-the-wall, the observation market research method can be incredibly powerful. Rather than interviewing or surveying users, you simply take notes while someone from your target market/target audience engages with your product . How are they using it? What are they struggling with? Do they look as though they have concerns?

Observing your target audience/target market in this fashion is a great alternative to the other more traditional methods on this list. It’s less expensive and far more natural as it isn’t guided by a moderator or a predefined set of questions. The only issue is that you can’t get feedback directly from the mouth of the user, so it’s worth combining this type of research with interviews, surveys, and/or focus groups.

4) Interviews

Interviews allow for face-to-face discussions (both in-person and virtually), allowing for more natural conversations with participants.

For gleaning deeper insights (especially with non-verbal cues giving greater weight to opinions), there’s nothing better than face-to-face interviews. Any kind of interview will provide excellent information, helping you to better understand your prospects and target audience/target market.

Use cases for market research

When you want to understand your prospects and/or customers, but have no existing data to set a benchmark – or want to improve your products and services quickly – market research is often the go-to.

Market research (as mentioned above), helps you to discover how prospects and customers feel about your products and services, as well as what they would like to see .

But there are more use cases and benefits to market research than the above.

Reduce risk of product and business failure

With any new venture, there’s no guarantee that the new idea will be successful. As such, it’s up to you to establish the market’s appetite for your product or service. The easiest way to do this is through market research – you can understand the challenges prospects face and quickly identify where you can help. With the data from your market survey, you can then create a solution that addresses the needs and expectations of would-be customers.

Forecast future trends

Market research doesn’t just help you to understand the current market – it also helps you to forecast future needs. As you conduct your research and analyze the findings, you can identify trends – for example, how brands and businesses are adopting new technology to improve customer experiences or how sustainability is becoming a core focus for packaging. Whatever it is you’re looking to understand about the future of business in your market, comprehensive market research can help you to identify it.

Stay ahead of the competition

Understanding your market and what prospects and customers want from you will help to keep you ahead of the competition . The fact is that the top businesses frequently invest in market research to get an edge, and those that don’t tap into the insights of their audience are missing low-hanging fruit.

As well as helping you to stay in front, you can also use market research to identify gaps in the market, e.g. your competitors’ strengths and weaknesses . Just have participants answer questions about competitor products/services – or even use the products/services – and work out how you can refine your offerings to address these issues.

Plan more strategically

What’s the foundation of your business strategy? If it’s based on evidence, e.g. what people expect of your products and services, it’ll be much easier to deliver something that works. Rather than making assumptions about what you should do, market research gives you a clear, concrete understanding of what people want to see.

Check out our guide to market research for a more comprehensive breakdown.

How do you write a market research plan/template?

A market research plan is very similar to a brief in that it documents the most vital information and steps about your project. Consider it a blueprint that outlines your main objective (summary), key questions and outcomes, target audience and size, your timeline, budget, and other key variables.

Let’s talk about them in more detail.

Elements of a great market research plan

1) overview or summary.

Use the first section of your market research plan to outline the background to the problem that you are attempting to solve (this is usually your problem statement or problem question). Include background information on the study’s purpose and the business to provide context to those who would read the report, as well as the need for the research. Keep the overview simple and concise; focus on the most salient elements.

2) Objectives

What is it that you hope to achieve with this survey? Your objectives are the most important part of the survey. Make sure to list 3-5 of the decisions or initiatives that the research will influence.

For example:

Understand the most-used channels for customer engagement and purchasing to decide where to prioritize marketing and sales budget in Q1 2022. Determine what’s causing customer churn at the later stages of the buyer journey and implement a new retention and sales strategy to address it.

Your objectives should be smart, that is: Specific, Measurable, Attainable, Relevant, and Timely.

3) Deliverables (or outcomes)

This section should focus on what you expect to have at the end of the project. How many responses are you looking for? How will the data be presented? Who will the data be shared with? (Stakeholders, executives) What are your next steps? Make sure you state how you will collect and analyze the data once it’s available.

Products such as Qualtrics CoreXM make this process fast and incredibly easy to do, drastically reducing the time to insights so you can make more meaningful changes, faster.

4) Target audience

Not to be confused with your market research sample, your target audience represents who you want to research. Of course, your sample may include ideal buyers from your target audience. Here you want to define the main variables or factors of your audience: demographic , age, location , product interaction, experience, and so on. It’s worth building out your buyer personas (if you haven’t already) and including a quick breakdown of them here.

5) Sample plan

How many participants do you want to research and what kind of groups do you want to reach? Depending on these two variables, you may have to use qualitative, quantitative , or multi-method approaches.

6) Research methods

What methods will you use in your market research project? The insights (and the granularity of those insights) will depend on the methods and tools you choose. For example, and as mentioned earlier, surveys are often the go-to for many organizations as they’re affordable and straightforward, but if you want to get more personal views from your respondents, one-to-one interviews might be more applicable. You might even want to take a hands-off approach and simply observe participants as they use your products, or try a combination of research methods. Make sure to outline what methods you will use as part of your research plan.

7) Timeline

How long will your research project run? It’s worth putting together a Gantt chart to highlight key milestones in the project, along with dependencies, and to break down tasks as much as possible. Schedule in contingency time in case some tasks or research runs over – or you need more responses.

Set a budget for the overall program and list it in your plan. Though this might be the most difficult aspect of any research plan, it helps you to be more strategic about tasks and hold people accountable at each stage of the process. If costs go over, that’s good to know for future market research. If costs are lower than anticipated, you then have the opportunity to do further research or prop up other areas of the study.

9) Ethical concerns or conflicts of interest

One of the most important parts of your market research plan, you should highlight any ethical concerns. To begin with, it’s your duty to state whether or not responses will be kept confidential and anonymous as part of the study. It’s also important to allow participants to remain anonymous and ensure you protect their privacy at all times.

Another issue to consider is stereotyping. Any analysis of real populations needs to make approximations and place individuals into groups, but if conducted irresponsibly, stereotyping can lead to undesirable results.

Lastly, conflicts of interest – it may be that researchers have interests in the outcome of the project that lead to a personal advantage that might compromise the integrity of your market research project. You should clearly state in your market research report that any potential conflicts of interest are highlighted and addressed before continuing.

But I want a faster solution!

Well, there’s a quicker and far easier way to do all of the above and get the data you need – just use a market research survey template. In our next section, we’re going to share a whole list of templates that you can use.

Free market research survey templates

No matter what kind of research you want to conduct, we have templates that will remove the complexity of the task and empower you to get more from your data. Below we’ve compiled a list of templates for four key experience areas: Brand , Customer , Employee , and Product .

All of our research templates are free. All you need to do is sign up for a free Qualtrics account to access them.

Brand experience market research templates:

  • Logo testing : Collect feedback to help you evaluate and iterate on your logo designs and concepts
  • Brand awareness : Track the level of brand awareness in your target market, including current and potential future customers
  • Ad testing : Evaluate your consumers’ reaction to an advertisement so you know which campaigns to deploy before you invest
  • A/B testing : Quickly and easily compare to versions or options in a study, whether it’s a design, headline, color palette or a mock-up of your latest ad campaign

Customer experience market research templates

  • Student satisfaction : Gather feedback on how your institution is delivering on the student experience
  • Net promoter score (NPS) : Measure customer loyalty and understand how they feel about your product or service using one of the world’s best-recognized metrics
  • Customer satisfaction : Evaluate how satisfied your customers are with your company, including the products and services you provide, and how they are treated when they buy from you
  • Customer service : Gain insights into the contact center experience, so you can achieve and maintain optimum levels of customer experience (CX) performance
  • Event feedback : Measure the effectiveness of your events and how well they meet attendee expectations so that you can continuously improve your offering
  • IT help desk : Understand how satisfied your employees and customers are with your IT help desk experience
  • Website suggestion box : Collect visitor feedback on how your website can be improved
  • Website satisfaction : Find out how satisfied visitors are with your website’s design, usability, and performance
  • Store purchase feedback : Capture customer experience data at the point of purchase to help you improve the in-store experience
  • Online purchase feedback : Find out how well your online shopping experience performs against customer needs and expectations

Employee experience market research templates

  • Employee satisfaction : Get an overview of your current employee experience
  • Manager feedback : Improve your skills as a leader with valuable feedback from your team
  • Employee engagement : Find out how employees find the current experience at your workplace with this entry-level engagement survey
  • Employee exit interview : Understand why your employees are leaving and how they’ll speak about your company once they’re gone with this survey template
  • Employee onboarding : Improve your onboarding program by understanding what’s working and what’s not
  • Team event planning : Collect inputs from employees to plan a team event that works for everyone
  • Meeting feedback : Check-in with team members after a meeting to see how well your company is running and what improvements can be made
  • Interview feedback : Improve your candidate experience by gathering actionable insights about the interview process
  • Employee suggestion box : Gather anonymous data to help address concerns and improve the employee experience in your organization
  • Candidate experience : Improve your candidate experience to increase brand perception, offer acceptance rates, and hiring process efficiency with this single-touchpoint survey template
  • Employee suggestion action : Take employee feedback a step further by working with your staff to quantify solutions based on their experience data

Product experience market research templates

  • Product research : Evaluate your consumers’ reaction to a new product or product feature across every stage of the product development journey
  • Pricing : Understand how to set the exact price point for your product or service, according to your target consumers
  • Feature prioritization : Compare and contrast product features using conjoint analysis to find the optimal mix for your customers
  • Product package testing : Collect feedback on your product packaging to see how well it meets the needs and expectations of your customers

Armed with the right market research templates, getting the information you need across brand, product, customer and employee disciplines — as well as beyond — is significantly easier.

But if you want help putting together complex market research and scaling your in-house research team to get agile insights, check out our guide to building an agile research function.

Insights are more important than ever, especially during times of change, but building a great team takes a lot of time and money.

In our eBook, we’ll explain how you can:

  • Scale your research team
  • Build a smart partner strategy
  • Ensure you have the right technology for market research and data analysis

Tackle your market research with our agile market research eBook

Related resources

Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

Ready to learn more about Qualtrics?

From Data to Insights: How to Write a Marketing Report That Converts

Whether you work as an in-house marketing manager or within an agency, you probably have to report your work to someone. Unfortunately, just doing great work with your marketing strategy is not good enough unless you can convince others about the progress and value of your marketing campaigns.

Whatagraph marketing reporting tool

Nov 16 2022 ● 10 min read

How to write a marketing report cover image

Table of Contents

For a long while, writing marketing reports was something considered tedious and time-consuming but thanks to modern tools and reporting systems, you can create marketing reports within minutes instead of hours.

Today, we’ll show you how to write a marketing report, no matter what type of platform or marketing campaign you are working on.

What is a marketing report?

A marketing report is a document that shows the progress of an ongoing marketing campaign to interested parties — clients, managers, and leaders of different departments. A marketing report contains marketing KPIs and metrics that show the progress of your marketing efforts and how they affect the bottom line.

Depending on the person who is the target audience for the report, marketing reports will have different levels of detail. However, all marketing reports have one thing in common — showing what was done, how it was done, and what the results are.

There are plenty of reasons to create and send marketing reports to your clients or managers, but here are some of the most important ones:

  • Goal setting
  • Progress tracking
  • More efficient communication
  • Increased accountability
  • More transparency for the client on where their marketing budget is being spent

In the old days, you’d send a marketing report using an Excel spreadsheet, a PowerPoint file, or something similar. Nowadays, you can send marketing reports using marketing reporting software such as Whatagraph.

Types of marketing reports

Depending on the platforms, the marketing plan, and the stakeholders reading the report, there are  different types of reports that you can create.

Web analytics report

This is a more general type of marketing report where you show the website performance, including website traffic, landing page performance, number of leads, organic search results, and more.

Search engine optimization is important for any online business, and you can report on it with this type of report, with KPIs such as organic traffic, inbound leads, non-branded search traffic, and more.

Social media marketing report

Whether you run Facebook Ads, Instagram, or TikTok Ads, a social media marketing report is a superb way to show clients what’s happening with their ads or organic performance.

PPC marketing is a favorite for many marketers because of how accurate it is and how well you can predict the ROI. Being precise with your metrics (click-through rate or CTR, cost per click, and others) is crucial for this type of report.

Here is an example from our PPC report template :

Compare PPC performance of different channels in Whatagraph

This way we can quickly compare the cost per conversion for every paid channel, as well as their share in total traffic.

Cross-channel marketing report

If you want to report on different types of marketing, such as email marketing, SEO, and others, you can do it in a single  marketing analytics report . Just list the different platforms and key performance indicators, and you’re good to go.

Here’s an example of a cross-channel analytics report template :

Cross-channel marketing report in Whatagraph

What to include in a marketing report

Before you start doing the actual writing, you need to carefully consider who is going to read your report. Depending on the seniority of the person and their knowledge of marketing, the report can have a completely different structure and contents.

At the same time, consider the frequency at which your reports go out. The more frequently you send them, the more details you can cover. For example,  a weekly report can cover a wider range of metrics compared to a high-level report you send out per month or let alone an  annual marketing report .

With this in mind, make sure that your company’s marketing report includes:

Goals and executive summary

The overall marketing goals should be the first element to include in your marketing report. Whether it’s to increase conversions, lower your cost per acquisition, or something else, you should report on how well your overall marketing department initiatives are contributing to reaching your client’s goals.

Marketing report goals in Whatagraph

Note that a goal is not the same as an individual KPI. For example, lowering ad spend would be a goal while your average CPC is a KPI. If you’re wondering what type of goals to include in your specific report, using a marketing report template is a good idea. 

The executive summary is a quick overview at the beginning of your marketing report. If anyone wants high-level marketing insights, this is where they can find them. 

Detailed analytics

Once goals are out of the way, you can include detailed analytics for a specific marketing channel. For example, for SEO/content marketing, you would include:

  • Organic traffic,
  • Branded/non-branded traffic,
  • Average keyword position,
  • Keyword movements,
  • Conversion rate from organic traffic,
  • And many others.

Choosing the metrics that matter is essential, so only list the marketing data that impacts the overall goal. You can display this information in the form of numbers, graphs, bar charts, or similar visualizations.

Website metrics

A client’s website is the most important frontier for their marketing activities, so make sure to cover the most important website metrics and KPIs in your marketing report. Examples include:

  • Page views,
  • Bounce rate,
  • Conversion rate,
  • Average time on page,
  • Average session duration,
  • Traffic sources,
  • And others.

Website metrics in Whatagraph marketing report

Your typical  Google Analytics 4 report has all of these and more, so it’s a good idea to link your Google Analytics 4 account to your favorite marketing reporting tool to get this data automatically.

Conversions and sales data

Views, likes, and shares are great for market research, but they don’t pay the bills. A portion of your marketing report should be focused on the metrics that have an impact on the client’s revenue. These include:

  • Cost per acquisition,
  • The average revenue per user,
  • Cost per click,
  • Average deal size,
  • Return on ad spend,
  • The overall return on investment,
  • And others, depending on the marketing channel that you’re using.

For company leaders, this is probably the most important portion of each report, so it’s worth your time to make it accurate, actionable, and pretty.

Explanations of metrics, numbers, and marketing activities

We recently ran research to find out what agency clients think about the reports they get. It turns out that many clients lack explanations of what the numbers in their reports mean. For example, you can include:

  • A comparison of what a metric means against industry benchmarks. A 5% conversion rate for a website may sound poor to a layman, but in reality, it’s an excellent result.
  • An explanation of what has been done in a specific channel. Let’s say you drove 30% more organic traffic in a quarter — explain how this was achieved with your marketing process.
  • Explanation of the next steps. Whether the KPIs are looking good or bad, you can elaborate on them and explain what happens next.

Creating a marketing report: a step-by-step process

Now you have a good idea of what a report is and what you should include in it, so let’s create one.

Determine the data sources

Depending on the type of campaigns you’re running and the goals you have for your clients, you’re going to use different platforms. For example, you could be using:

  • Google Analytics 4,
  • Google Search Console,
  • Facebook Ads,
  • LinkedIn Ads,
  • TikTok Ads,
  • Or something completely different. 

First, determine which of these you’re using, and then you can collect the data from the dashboards in these tools. Doing this manually will take a lot of time and work, so it’s better to use a reporting tool like Whatagraph instead.

Collect the data and add it to the report

Let’s say you need to report on a Facebook Ads campaign that you ran, with several different ad sets, each with its own creatives and results. Copying these manually to your report can be time-consuming, especially if you must repeat it weekly or even more often.

Instead, use a tool like Whatagraph. Connect your data sources once to your report, and every time a new report is created, the data gets refreshed. You no longer need to spend hours digging through dashboards — just connect your platforms once, and the data gets filled and updated automatically in the future.

Things get even more complicated if you do a cross-channel analytics report, e.g. combining Google Ads with SEO performance data. Whatagraph lets you connect all of this in one place instead of going through different platforms. This makes it easy to create an advertising report and over a hundred other report examples.

Create the report design

Depending on the medium you want to use, you’ll create a different design for your reports. You could create one in PowerPoint or Excel, but this is not the year 2002, so why bother? There are also tools like Looker Studio (previously known as Google Data Studio), but they don’t allow for a lot of creativity in your design.

Instead, use Whatagraph to create a beautiful report in minutes. You can grab a report template (we have 100+ of them) and your report gets filled out with stunning…

  • Bar charts,
  • Single-value widgets.
  • And much more.

You don’t have to bother with the details because the report templates have everything you need.

Once you start creating your report, you change all the details you want, such as the widgets, their placement, the colors of the design elements, and logos (yours and your client's). And for that fully custom feel, you can white-label the report and remove the Whatagraph branding.

Send out the report at your desired intervals

Some clients want to get the data from your marketing team weekly. Others want to see it on a monthly basis . You need to ensure that whatever this interval is, you send the reports out on time and with the most accurate marketing metrics.

Automate report sending in Whatagraph

No need to worry, as Whatagraph lets you schedule your reports. Once you connect the data sources, the data is updated in real time. So, just set your intervals, and each digital marketing report will be delivered on autopilot.

Common challenges when creating marketing reports

Marketing reporting is essential, yet, large organizations often face difficulties when managing and consolidating their marketing data. 

#1 Scalability

For companies, it’s the vast volume of data and the necessity to integrate data from multiple sources, while for agencies, the main challenge is custom reporting to a large number of clients with specific requirements. 

Let’s take the  example of Rekom Group , a nightlife industry leader with a presence across four countries and over 200 venues. 

This company struggled to track all the assets divided by brand names and custom styles and ultimately bring it all together for both executive- and department-level analytics.

The main concerns were:

Solution: all-in-one data platform

Whatagraph was a natural match for Rekom due to the scalable nature of its reporting infrastructure. 

Whether it’s hundreds of venues across multiple countries or multiple branches within one country, Whatagraph makes it easy to connect all marketing data from multiple channels in one report or dashboard.

whatagraph bigquery sources

Here, you can see all Rekom sources and well which channels are connected for each venue. Folders represent different countries, but Whatagraph allows you to create a custom folder structure depending on your business organization. 

#2 Flexibility

The success of marketing campaigns largely depends on data quality, which translates to having the right metrics in front of the right people. 

Marketers spend a considerable time creating tailored reports for different clients, only to find that they can’t reuse the same report. 

On the other hand, agencies that serve clients from similar industries regularly create similar reports which they need to edit one by one. 

33social Digital Marketing is an example of a digital marketing agency that faced the same challenges. 

At one point, this digital marketing agency from Charlotte, North Carolina, required functions that Looker Studio (Google Data Studio back then) couldn’t deliver. 

As the agency grew, it needed flexibility to integrate and compare paid social media campaigns and Google campaigns. 

Solution: native integrations and custom API

With Whatagraph, they can easily build insightful reports to compare their lead-gen channels. Such a level of flexibility was possible thanks to Whatagraph’s direct channel integration feature. 

Whatagraph has native integrations to connect data from more than 45 marketing platforms, from social media and paid ads to email campaigns and CRMs. 

If that’s not enough, users can connect any channel they have using a custom API, Google Sheets, or Google BigQuery. 

Through a powerful API, data is pulled into Whatagraph clean, processed, and ready for reporting. 

Compare paid lead generation metrics in Whatagraph

33social drives lead generation with multiple social media. 

Apart from creating cross-channel reports with side-by-side metrics comparison, 33social is now also able to bulk edit reports. This feature comes in handy for an agency that focuses on clients within the same industry — in the case of 33social — home services and franchise companies. 

Build a marketing report in Whatagraph

Whatagraph gives you two ways to start a marketing report — from a template or from a blank page. Each path is easy to follow and intuitive, whether you have previous experience or not.

Pick a template from our library 

It doesn’t get any easier than this. Just grab a  marketing report template , add your client’s marketing channels, and schedule sending at the arranged interval.

  • Log in to Whatagraph,
  • Click on the  Create new button in the upper right corner,
  • Select Create from template . 

Once in the template library, use the drop-down menus to filter the templates into categories to find the one you need more easily. 

Start from a blank page

Can’t find a template that fits your use case? Create one for yourself with ease! All you have to do is connect your accounts and drag and drop widgets on the blank report page. 

  • Go to  Create new button in the upper right corner,
  • Select Blank . 

Now you can choose the channels and drag and drop the widgets you need. Customize each widget with custom metrics, filters, and separate data sources. You can also change the color and branding for each report you create and save it as a template.

But beware!

Creating new reports with Whatagraph is really addictive!

But don’t worry — even with the basic pricing plan you can  create an unlimited number of reports and dashboards ! 

Why don’t you try and create one yourself?

Request a free trial of Whatagraph today and get ready to blow your client or manager away.

Writing a marketing report used to be a chore, but not anymore. It doesn’t matter what you’re reporting on or how many reports you need to send out, you can now do it in a matter of minutes.

Ready to create your first automated marketing report?  

If you want a second opinion, check out the  10 Marketing Reporting Tools article and compare the best report builders in 2023. 

Published on Nov 16 2022

Mile is the head of content at Whatagraph in charge of all content and communications for Whatagraph’s marketing data platform. A marketing heavy with almost a decade of SaaS industry experience, Mile has managed multiple content marketing teams without losing an ounce of his writing passion. The author behind some of the most-read pieces on our blog.

Create your first marketing report using Whatagraph

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Home » Articles » Three Market Research Report Writing Tips

Three Market Research Report Writing Tips

Written by PortMA

  • Experiential Measurement
  • Market Research

Three Market Research Report Writing Tips

Many experiential programs come to an end right around the holidays. Some extend into the new year, but traditional market research projects usually wrap up by the end of the year . Luckily, we do our best to prepare for these busy periods well in advance to best manage our clients’ needs. That’s not to say there aren’t lessons learned coming out of the reporting crunch. I like to think that for every research report I write, I learn at least one new piece of information that I can use to improve my skills. Here are three market research reporting tips I have learned from my own writing over the past years.

1. The market research report should tell a story

I read a book on how to improve the persuasiveness of presentations. One key section explained how to structure your report to read like a story. It should have a beginning, middle, and end. The beginning of the report should present the research objectives and follow with any hypotheses or assumptions to be tested.

The middle tends to be the meat of the market research report. This includes all of the findings and analyses that are relevant to the objectives and assumptions introduced in the beginning. The end should present the conclusions and answer the report’s hypothetical questions.

This may seem like a “No, duh” recommendation, right? But it’s easy to forget to tell the story when you’re absorbed in all the numbers.

2. Cater the report to your audience

It’s important to keep in mind that, even though you’re the person writing the report when you deliver it, someone else has to understand it as much as you do , and in a much shorter amount of time.

It’s important to be conscious of your audience and condense bullet points to valuable statements that don’t repeat statistics. Oftentimes, statistics will already be read on the charts and tables on the same slide. It makes the reading easier for your audience because they won’t miss important points you had hidden away in extensive text. 

3. Keep the report relevant to the objectives

Most market research projects have countless crosstabs with numerous statistics to throw into reports. While the crosstabs open the doors to analyze anything and everything, you have to filter out the statistics that are not relevant to the research objectives.

Keeping the focus on statistics that best tell the story will make it easier to tie the analysis together across pages or PowerPoint slides.

It should come as no surprise that I had trouble keeping this blog post under 500 words.

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$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It.

In a time of fragmentation, advertising during the game’s broadcast is still a reliable way to boost company revenue and familiarize viewers with a brand.

A cat wearing a bow tie.

By Santul Nerkar

A cat meowing for Hellmann’s mayonnaise, Peyton Manning chucking Bud Light beers to patrons in a bar and Kris Jenner stacking Oreo cookies. They all have one thing in common: Those companies paid seven figures to get their products in front of viewers during this year’s Super Bowl.

For the second consecutive year, the average cost of a 30-second ad spot during the Super Bowl was $7 million. Even as many businesses are being more disciplined with the money they have for marketing, and with spending on advertising slowing in recent years, the cost of a Super Bowl ad continues to go up.

The reason is simple: There is no opportunity guaranteed to reach more people than the Super Bowl, and the slice of every other pie keeps shrinking.

“It’s a throwback in terms of reaching everyone all at once,” said Charles Taylor, a professor of marketing at the Villanova School of Business.

In an increasingly fragmented media landscape, the number of opportunities for companies to reach a mass audience through advertising on network television has dwindled. Popular shows have increasingly moved to streaming platforms, along with audiences. More and more, networks find themselves relying on live events, like award shows and sports, to draw viewers.

“Live events are still huge for advertisers, and those are the ones that draw the highest attention,” said Frank Maguire, a vice president at Sharethrough, an advertising integration platform.

Not all live events are created equal, though. A record-low audience watched the Emmy Awards in January . Leagues like the National Basketball Association and the National Hockey League have struggled to retain and increase viewership, and ratings for the N.C.A.A. men’s basketball final have fallen in recent years.

But the National Football League has continued its strong upward march , both in terms of viewership and media deals. In 2021, television networks committed $110 billion for the rights to broadcast the league for a decade, and the N.F.L. has continued to set record viewership numbers. More than 115 million people watched last year’s championship game.

The Super Bowl stands alone as a mass-marketing opportunity on television. A decade ago, the average cost of a 30-second spot was $4 million; a decade before that, it was $2.4 million. Analysts say the rise is a result of supply and demand: With a fixed amount of time and advertising spots for each Super Bowl broadcast, the competition is fierce. CBS, which will broadcast Sunday’s game, sold out its ad spots in a matter of weeks in November. Paramount, which owns CBS, will reportedly run nearly a dozen spots to promote its films.

“In this era of fragmentation, the Super Bowl is what television used to be,” said Brad Adgate, a veteran media analyst.

For many years, Super Bowl ads were kept closely guarded until the day of the game. Now, companies employ marketing campaigns that often start in mid-January.

“It’s about building a long-running narrative,” said Kofi Amoo-Gottfried, the chief marketing officer at DoorDash, whose Super Bowl ad this year is pushing a promotional deal.

Many viewers now turn on the Super Bowl broadcast with an idea of what to expect for the ads. A January preview of a Pringles ad, for instance, featured the mustache of an unknown man, prompting many fans to guess it belonged to the Kansas City Chiefs star Travis Kelce. (In fact, it belonged to the actor Chris Pratt.)

“You’re not just paying for that 30-second spot; it is a four- to six-week buzz that you’re creating,” said Mary Scott, a professor of strategic communications at Montclair State University and a former president at United Entertainment Group, a sports and entertainment marketing agency.

The rise in female viewership for N.F.L. games this season, made even more prominent by Taylor Swift’s relationship with Mr. Kelce, is another potential marketing opportunity for companies.

The news that Kansas City made the Super Bowl was welcomed by health-and-beauty companies, which disproportionately target young women. That demographic has tuned into more football games this season, thanks in large part to Ms. Swift’s appearances at Kansas City games.

NYX Makeup, a subsidiary of L’Oreal, has bought its first Super Bowl ad spot, while Dove is returning with an ad spot for the first time since 2015. E.L.F. cosmetics is advertising for the second straight year.

Kory Marchisotto, E.L.F.’s chief marketing officer, acknowledged that Kansas City’s playing in the Super Bowl was good for business. Ms. Marchisotto said her company kept different versions of ads in the days leading up to the game, a departure from how Super Bowl ads used to be prepared. Companies want to stay as nimble as possible, staying responsive to the specific interests of the audience watching the game.

“It was way easier when you would create a spot, spend a year on it, put it in market, and sit back and let it fly,” she said.

At the same time, companies are investing more heavily into making sure they’re getting the most for their $7 million. More ads this year are expected to feature interactive components like QR codes, which help companies track engagement with their brands in real time.

The technology debuted at the Super Bowl in 2022 with a floating code for Coinbase, a cryptocurrency company. The concept was used in more ads in last year’s Super Bowl — including one for avocados from Mexico and one for a public service announcement from a religious organization. The strategy also featured prominently during the N.F.L.’s first Black Friday broadcast in November.

Together, the Super Bowl’s ads are an annual snapshot of the economic and social moment in the country, said Ethan Heftman, a vice president of agency sales at Ampersand, an ad consortium owned by Comcast, Charter and Cox.

“As long as you have new industries — auto, cellular, tech companies,” Mr. Heftman said, “there’ll always be brands seeking that broad awareness.”

Santul Nerkar is a reporter covering business and sports. More about Santul Nerkar

Inside the World of Sports

Dive deeper into the people, issues and trends shaping professional, collegiate and amateur athletics..

Stadiums in Africa: This year’s Africa Cup of Nations, like several previous editions, played out in Chinese-built arenas. It will end with familiar questions about their legacy .

Discovered at a Pickup Game: Arthur Dukes Jr. had made three false starts at college before becoming the star player  for LaGuardia Community College’s scrappy new team.

Embracing Politics: Come for the draft analysis, stay for the anti-Biden rant. A growing class of commentators is blending sports and conservative politics .

Caitlin Clark Is Different: Her fiery competitiveness, no-look passes and 3-point bombs have made her the biggest star in college basketball. What happens when she leaves Iowa ?

Soccer in $1.50 Sandals: In Ivory Coast, lêkê are the preferred footwear for amateur games and almost everything else. Even Gucci wants to copy them .

Mixed Signals: The   N.F.L. is pushing to popularize and benefit from sports betting  while still trying to guard against the potential pitfalls for its players, employees and fans.

Money latest: The countries where retirement age is 58 - and those where it's 67

Indonesia has the lowest retirement age at 58 - while the highest in the world is 67. Read this and more in the Money blog, your place for consumer news and the latest on the economy. Submit your money problem, or any comments you have on the stories we're covering, below.

Monday 19 February 2024 19:52, UK

  • How retirement ages differ around the world
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Tesco has warned customers they only have a limited amount of time to use up £18m worth of Clubcard vouchers. 

Millions of the vouchers issued in February 2022 are to expire by 29 February and can no longer be used. 

Customers can also exchange points for vouchers at more than 100 of Tesco's partners.

New vouchers are issued every three months in February, May, August and November. 

More are set to arrive via post or the Tesco app on 5 February. 

More than 7,000 pubs could close in the next year, according to new polling. 

Some 16% of 200 pubs surveyed said they are likely to close in the next 12 months - equivalent to 7,248 out of the 45,300 in the UK. 

Four in five said they had seen their profits nosedive, according to the survey by Survation for the UK Spirits Alliance. 

Many are now calling for the government to slash alcohol duty in next month's budget. 

David Beckham has quietly sold his shares in an ailing CBD product group, according to a report. 

Cellular Goods - also known as Cel AI - sells cannabinoid infuse creams, lotions and oils. 

When it debuted on the stock market, its shares almost quadrupled from their 5p launch price on their first day of trading. 

Beckham owned 5% of the shares, but The Times is now reporting he is no longer a shareholder. 

The company has suffered a series of problems, including Facebook and Google's ban on the advertising of cannabis-derived products. 

Many holiday destinations are showing a drop in hire car prices, according to a new report from Which? 

The consumer organisation said it had examined data from car hire broker Zest Rental and looked at 3,000 airport rentals in 13 popular locations.

They included Orlando, Alicante, Lanazrote and Corfu, covering the Easter and summer holidays. 

All car types were covered for week-long rentals.

Which? said Corfu currently has the cheapest average rental costs over Easter.

A week is £84 on average, with prices dropping 47% on last year, when the average price was £158. 

Also over Easter, prices in Funchal in Madeira have dropped by 35% on 2023. A week's rental now costs £266.

And in Palma, Mallorca, the average rental is costing £92 less than last Easter - a fall of 29%. 

It is now £227 - compared to £319 a week last year.

Jeremy Hunt has met industry figures to discuss raising the £20,000 tax-free ISA savings limit, according to POLITICO's London Playbook. 

It says Mr Hunt is either looking at adding an extra £5,000 allowance for people who buy shares in small and medium-sized firms on the London Stock Exchange, or creating a "Great British ISA".

The chancellor previously shelved plans for a "Great British ISA" which would have allowed investors to buy a certain amount of UK company shares without paying tax (currently these are taxed at 0.5%). 

But Playbook reports this is "firmly back on the table". 

Officials reportedly say raising the tax-free allowance is the more likely option but no decision has been made. 

The plan could complement the government's aim to sell shares in NatWest to retail investors later this year.

Although inflation has started cooling, prices in January were still 4% higher on average than at the same time last year. 

Use our calculator below to see how much prices have risen on the groceries, clothing and leisure activities you pay for...

With the spring budget looming next month, focus is on what Chancellor Jeremy Hunt will do to boost the economy. 

Tax cuts might sound welcome to households, and the Tory right, but economists are warning they could backfire by reversing the recent fall in mortgage rates. 

Mr Hunt and the prime minister have previously spoken of their ambition to cut taxes at this budget - if it won't negatively effect the economy. 

Bloomberg's senior economist has warned the chancellor must be careful not to undermine Bank of England efforts to tame prices.

Mr Hunt will need to "deliver sweeteners for voters that don't cause the BoE to rethink the merits of reducing interest rates this year", he said. 

"A policy package that ends up lifting mortgage rates is the last thing Hunt will want with an election looming."

Simon French, chief UK economist at Panmure Gordon, also warned increases in the minimum wage, pensions and benefits in April could be inflationary so the chancellor should avoid doing "anything that risks amplifying that". 

Over the last fortnight we've reported extensively on experts suggesting the UK retirement age may need to rise to 71 - so we thought it was worth taking a look at what happens in other countries.

The current UK state pension age is 66, but it will rise to 67 between May 2026 and March 2028. A further rise is expected from 2044, to 68. 

Earlier this month a report by the International Longevity Centre suggested the retirement age in the UK and some other countries would need to rise to 71 by 2050 to support a rapidly ageing population - meaning anyone born after April 1970 would have to work longer. 

So how does the UK currently compare with other countries across the world?

Australia, Denmark, Greece, Iceland, Israel, Italy and the Netherlands all have a retirement age of 67 - the highest in the world.

Those with the lowest ages include China, India, Saudi Arabia, South Africa, Turkey and Ukraine - with Indonesia the lowest on 58.

The supermarket has been forced to recall its Carlos Takeaway Meat Feast Pasta Bake over an ingredient not mentioned on the label. 

The pasta dish contains mustard but its absence from the ingredient list means it's a possible health risk for anyone with an allergy to the condiment. 

Dishes with a use-by of 25 to 27 February are being recalled, the Food Standards Agency (FSA) said. 

Customers who have bought the pasta bake can return it to their nearest store for a full refund. 

Airbnbs could be impacted by new rules aimed at improving the rental market.

Housing Secretary Michael Gove has announced restrictions on short-term letting, requiring new planning permission if a house is going to be rented out for more than 90 days in a year - like if it is being used as an Airbnb.

There are also plans to set up a register of properties being used for short-terms letting within each council.

Regions like the South West of England have raised concerns that the property market is being skewed by many properties being used as short-term lets at the expense of those living in the area.

Mr Gove said: "These changes will ensure people have more control over housing in their cherished communities.

"We know short-term lets can be helpful for the tourist economy, but we are now giving councils the tools to bring them under control so that local people can rent those homes as well.

"These changes strike a balance between giving local people access to more affordable housing, while ensuring the visitor economy continues to flourish."

Amanda Cupples, Airbnb general manager for northern Europe, said: "The introduction of a short-term lets register is good news for everyone.

"Families who host on Airbnb will benefit from clear rules that support their activity, and local authorities will get access to the information they need to assess and manage housing impacts and keep communities healthy, where necessary.

"We have long led calls for the introduction of a host register and we look forward to working together to make it a success."

A pause for breath on the FTSE 100 this morning after Friday's surge.

Then, the index gained 1.5% on the back of renewed hope for Bank of England rate cuts ahead.

It fell back by 0.2% to 7,692 in early deals at Monday's open.

On the wider market, shares in Currys rose by 38% at the open.

That reflected confirmation of a possible bidding war for the electricals retailer following a Sky News story at the weekend of an offer .

The initial approach by activist investor Elliott Advisors was rejected on value grounds.

China's JD.com has since admitted interest too.

Brent crude oil costs continue to hover around the $83 a barrel mark, reflecting the Middle East tensions.

A pound is worth $1.26 and €1.17.

76% of teachers think most young people leave school or college without the money skills they need for adulthood.

The poll was conducted by YouGov on behalf of the Money and Pensions Service, a government-backed body that has warned hundreds of thousands of young people could be leaving school each year financially unequipped.

Money is on the curriculum in all four UK nations but the age at which schools deliver it to young people can differ. It is usually taught as part of maths and numeracy, citizenship and personal development subjects.

The average price tag on a home jumped by more than £3,000 month-on-month in February, Rightmove says.

The average new seller asking price increased by 0.9% or £3,091 to £362,839, according to the property website - in line with seasonal expectations.

Tim Bannister, Rightmove's director of property science, said "momentum to move in 2024 is continuing to build, but prospective sellers mustn't get carried away". 

Buyers have more choice and many are still very price-sensitive, with mortgage rates remaining elevated, he said.

Hospitality bodies have united to make demands of Jeremy Hunt ahead of his spring budget.

UKHospitality, the British Beer and Pub Association, British Institute of Innkeeping and Hospitality Ulster have called for a VAT cut, further energy support, capping the business rates increase due in April and reducing the rate of alcohol duty.

Read the full story here ...

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writing a market research report

COMMENTS

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