How to write a summary of market research?

The summary of many reports should be the "finishing touch", and research reports are no exception.

Based on the nature of the duration of the study, the summary logic of the research report is usually as follows: Data - Insight - Solution.

Data: What facts and circumstances did we find before the pass was later than this study (the data, usually quantitative research).

Insight: What are the reasons behind these facts and situations, i.e. what causes such facts and situations (usually combined with qualitative research).

Solution: What should we do based on these insights of repentance. This step is sublimation, and the report can be landed and the value can be realized, otherwise it can only stay on paper.

In terms of layout, it is usually displayed in logical diagrams, layer by layer.

1. The market research report has a clear theme, a clear organization, and a concise form of expression.

2. When all the investigation and analysis work is completed, the results of these work must be presented to the customer. So, the first thing we need to be clear is: what kind of structure should the report take? What are the ways to express the meaning of the data?

3. The structure of the report should include a series of contents including research objectives, research methods, research scope and data analysis. This system is applicable to almost every type of report, so I will not explain it in more detail here, and the following is mainly focused on the presentation method of the data analysis conclusions.

4. The part about data analysis is usually represented by charts. Graphs are the most effective way to express the results of your research. Before turning the results of a survey into a convincing chart, it is important to remember that it is only a tool for conveying and expressing information, and the important principles for using it are "simple, direct, clear, and clear".

Each chart contains only one piece of information, and the more complex the chart, the less effective it will be at conveying information.

5. In practice, all kinds of charts, organization charts, flow tables, matrices, etc. are widely used in reports, but in general, the following chart forms are the most commonly used: bar charts, bar charts, pie charts, and line charts.

6. Usually the relationships reflected in our research data are: frequency distribution, composition, time series, term class or correlation. To express a well-defined piece of data, there may be multiple chart forms.

7. Bar charts should be the most widely used type, while bar charts are the most used type, which basically account for about half of the total number of charts in the entire report; The use of line charts and pie charts should be relatively reduced, and more should be used in a variety of combinations, such as line charts plus bar charts, or pie charts plus bar charts.

8. While using charts to express data, we should also pay attention to the processing of some details. For example, when using bar and bar charts, the distance between the bars should be smaller than the bars themselves; When there is a lot of explanatory text, it is clearer to use bar charts to make it easier for readers to identify; When using pie charts, you should highlight the identification of the data along with the labeling of the data.

That is, use both numeric and data identifiers.

9. A qualified and excellent report should have a very clear and clear structure, concise and clear data analysis results, the meaning of which is that you need to experience it in the actual work process and summarize it yourself. A qualified report should not only simply look at the picture and speak, but also analyze and judge the phenomenon of the data in combination with the characteristics of the project itself and the general environment in which the project is located, of course, we must maintain a neutral attitude and do not add our own subjective opinions.