Step 2.4: |
Summarize research results. |
What To Do
In this last step of Phase 2, you’ll write a market research report that presents your findings clearly and concisely. It will help you develop a marketing strategy in Phase 3.
How To Do It
A market report traditionally includes:
(1) an executive summary that:
- states the title of the project
- tells who was responsible for the project
- gives an overview of the research activities conducted
- summarizes the main findings and lessons
- makes recommendations for the marketing strategy team
(2) an introduction that provides background about the health problem of concern and the context for the research
(3) a methodology section that describes the research and sampling design and the data collection methods used
(4) A results section that presents the data in an organized fashion
(5) A conclusions and recommendations section that:
- provides detailed explanations for the findings
- explains how far the findings can be generalized
- describes overall lessons
- suggests ways to use the findings to inform the marketing strategy
In the results section, organize the findings by research question, highlighting:
- the key audience segments
- key differences and similarities among segments
- how the segments perceive the health behavior, especially its benefits and barriers
- how they perceive its competition
- the segments that are likely or ready to change
- channels of influence and information for each segment
If you were not able to answer all the questions:
- point out what was omitted
- explain why
- suggest further research
Use qualitative data to bring the quantitative findings to life. Point out how the quantitative and qualitative data support the same conclusions, diverge or complement each other.
Other style pointers:
- Limit the length
- Provide a judicious amount of data (numbers, figures, charts, tables and quotes) to illustrate the findings
- Put other supporting information in the appendix
- Make points concisely
- Don’t report everything; focus on what is relevant for the strategy decisions at hand.
- Report the most important findings first
Finally, consider writing versions that vary in length and format for different uses and audiences.
When you have completed this step, you should have a summary of your research results.
Example: The WIC-Breastfeeding campaign produced an audience research report that served as the basis for the forthcoming campaign. Highlights of the results section are listed in the case example. |
Knowledge Check
Test Your Knowledge
Complete My Plan
Go to your My Plan file and enter your market research results summaries in Step 2.3.
