What makes a good research report.

1. The Research Report
November 23rd, 2011

3. Introduction…………………….……..…..4
The Report…...….…….………….……....9
Example Report……………….….….….22

11.  Know what they want
• Asking the right questions
• Understanding their business
• Importance of the kick-off session(s)
 Set expectations of research
• What the research will provide
• Goals of the research
• Who’s part of the process
 Know your audience
• Who’s going to see the research
• Presentation audience
• CEO vs Marketing Manager

13.  Makes it easy to follow along
• Helps drive home the key points
• Easier to consume
 Gives structure to data
• Not just an information dump
• Adds an extra layer
• Intended to better explain data
 Adds value
• More thought is involved
• Looks better

15.  Simplicity is key
• Simple means it will get read
• More complex the worse
• Few points per slide
 Visual is better
• More compelling and engaging
• People will pay more attention
• It’s easier to consume
 Simplify stats
• Keep it as simple as needed
• Use the least complex techniques
• Show answers, strip out stats / charts
• No stats jargon. Scares clients.

20.  Make sense of the data
• Anyone can run numbers / quote
• This is where you add value
• Strategic thinking
 Implications on the business
• Shows that you understand
problems and business
• Opportunities with research
• Working with client
• Relationship building
 Providing the client the next steps
• Don’t have to be objective
• Going beyond the insight
• Include actions items

23. Audience:
Marketers
Want:
Make a connection / have marketing resonate more with
Digital Mothers.
Methodology:
Quantitative Survey n=500
Qualitative In-depth Interviews n=10

45. The Research Report
November 23rd, 2011