marketing report conclusions and recommendations

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 MARKETING REPORTING TEMPLATES

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

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.

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.

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).

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Templates to Make Your Monthly Reporting Faster and Easier

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

Marketing Reporting: A Complete Guide for Your Business

Learn everything you need to know about what marketing reports are, how to prepare them, and how they can help your business.

Marketing can sometimes feel like a game of 20 questions. Is your paid advertising reaching the right audience? Are you focusing too much on traditional media and not enough on your digital marketing efforts? Could you increase the number of leads more effectively by using a blog, an email newsletter, or social media? Luckily, modern marketing reporting has made it easier than ever to get the information you need to answer these types of questions.

You may find that there’s an overwhelming amount of marketing data out there or feel unsure where to start. We’ve pulled together the basics of digital marketing reports, campaign performance metrics, and everything else that will give you a clear look at what’s going well and where you have opportunities to find more leads and boost sales!

What is marketing reporting?

Getting a good sense of how your marketing is going is important to building a successful business. A marketing report is a document that provides important information and relevant marketing data to your stakeholders.

The purpose of a marketing report is to analyze marketing campaign performance, compare marketing data to your marketing strategy, and provide useful information and recommendations for marketing goals.

A marketing report can include many different types of information. However, reports are primarily focused on data that can be used to track performance, support summaries of campaign success, and provide a basis for future planning.

Marketing metrics

Marketing metrics are how marketers measure the performance of marketing campaigns, track progress, or monitor data. Metrics can cover all kinds of things—from website visitors to sales leads to social media reposts. Marketing metrics are the heart of any marketing report.

Determining which metrics to include will depend on many factors, like how frequently you put together reports, whether your report is focused on digital marketing or traditional advertising, or if you're just providing an overview of your marketing efforts in general.

Key performance indicators (KPIs)

Key performance indicators ( KPIs ) are similar to metrics, but they have a different focus—they measure your business's progress toward certain goals, like the number of new customers you add per quarter. Your metrics can be used to support your KPIs and track their performance.

Suppose you're looking to keep an eye on organizational strategic goals and provide information for future decision-making. In that case, KPIs can be useful information not only for your Marketing staff but for anyone involved with strategic planning.

What makes a good marketing report?

Every marketing report is different and there is no standard format or list of things that must be included, but there are a few characteristics that good marketing reports share.

The amount of information in a marketing report can be overwhelming—key metrics, campaign performance, organic search data. By making your marketing reports visual, you can make it easier for your stakeholders to understand the numbers and their meanings.

Think about ways to help make your information clear at a glance. Rather than just listing the number of website visitors every week, put the information in a chart so your stakeholders can see the trend. If you’re assembling an annual or quarterly report, you may have a few summary items from the past few months or a list of recommendations for your upcoming marketing campaigns. Putting those items in a bulleted list can make them easier to see, read, and understand.

Well organized

Marketing reports—especially those done quarterly or annually—can contain a lot of information. Not every bit of data will be relevant to everyone who reads the report. The more organized the report is, the easier it will be for everyone to find, read, and understand the information that's most useful to them.

Consider using organizational elements like a table of contents, clear headlines and subheads, and hyperlinks for digital reports.

Forward looking

A good marketing report isn't just a list of information. It should be designed to help the organization identify opportunities for improvement. Any aspects of your marketing that aren't performing well can be adjusted. Areas where the data indicate that things are going well may have useful lessons that can be applied elsewhere.

Examine the data that you're including in your marketing reporting for valuable insights. You can also include market research on areas like digital marketing, industry trends, and marketing channels used by your competition. This information is useful for thinking ahead and planning your marketing activities for the next month, quarter, or year.

How marketing reporting supports your marketing efforts

For many businesses, marketing is a significant part of the budget. Finding potential customers and selling your product or service keeps your company growing and earning revenue. So it's worth the time and effort to make sure you're getting as much out of your marketing efforts as possible.

A good marketing report can help justify marketing expenditures and show how effective they are at raising brand awareness, targeting potential customers, and increasing sales leads that bring in revenue.

Analyze your return on investment

You probably don't have an unlimited marketing budget. Knowing where that money is going and how effectively it's being spent is another benefit of putting together a marketing report. Studying the relevant marketing metrics will help you understand whether your marketing campaign or paid advertising expenses are a good use of your funds.

Identify business trends

Your marketing reports aren't just about what your business is doing to market your product; they're also a chance to gain insight into larger market trends. Including all of this information in one place can make it easy to see if your marketing campaigns are on the cutting edge or in need of a refresh.

Improve decision-making

Running a business involves making countless decisions every day. A good marketing report will provide actionable marketing insights that will help you adjust your strategy and marketing expenditures to map out a successful path going forward.

Find areas of underperformance

Regularly collecting and reporting on your data will allow you to look at your marketing performance and find places where you could be doing better. Ask yourself, for example, are you getting as much value from your marketing spend as possible?

Types of marketing reports

Understanding some of the different types of marketing reporting can help you decide which type best serves your needs—whether it's a general marketing report issued at certain time intervals or a report focused just on one area, like paid advertising.

Campaign-specific marketing reports

If your company conducts specific marketing campaigns for different products or events, you may want reports that focus just on that one campaign performance. If you're launching a new service, your marketing team is probably trying to get the word out in a number of ways—through advertising, social media posts, or paid search results.

Consider creating marketing reports that focus specifically on those campaigns so you can study the data independently of your larger marketing goals. Being able to make adjustments quickly or make note of actionable insights for your next campaign will be easier if you have access to a report with a narrow focus.

Channel-specific marketing reports

If your organization has a significant marketing presence with a large marketing team, it may be a good idea to use separate reports for different marketing channels rather than compiling them all into one lengthy report.

It might even be just a couple of reports—a traditional marketing report and a digital marketing report. Or you may break it down even more specifically at different intervals, for example, producing a weekly social media marketing report but only releasing a web analytics report once a month.

Periodic marketing reports

It's a good practice to produce marketing reports on a regular basis. This allows your stakeholders to stay on top of your marketing efforts and to identify trends over time. A one-time snapshot of the number of visitors to your website can give you some information, but monthly marketing reports that show that the number of website visitors trending downward is even more useful. Maybe it's time to refresh your site's look or make sure potential customers know where to find it.

Some organizations find that weekly marketing reports are particularly useful to help track performance, particularly internally within the Marketing department. The information contained in these weekly marketing reports is likely to be quite detailed, including things like engagement with social media posts and other data that will allow the Marketing department to react quickly.

Monthly marketing reports are also common. Many organizations find that preparing a report on a monthly basis is a useful practice to track the performance of metrics across areas like digital marketing, sales leads, and advertising campaign performance.

Monthly marketing reports offer a good balance of informative summaries and enough detail to support any conclusions about campaign effectiveness and trends. In most cases, monthly reports are frequent enough to allow you to take action and make adjustments based on the data, then see the results in your next monthly report.

Quarterly marketing reports are also quite common. These reports, which cover 3 months, can help spot medium- to long-term trends and look at the averages of and changes in metrics over several months.

Your organization may produce a standalone annual marketing report or a marketing report to be included as a section of your overall annual report.

An annual report will probably be less detailed than those you prepare monthly or quarterly. Instead, an annual report should focus on overall marketing data, trends, and takeaways from the year. It also presents the opportunity to track trends from month to month or at different times of the year.

Try to ask yourself questions such as: Did the number of website visitors increase during a certain season? Did the number of sales leads drop off the month after you cut back on a certain type of advertising? An annual report can illuminate those useful insights in a way that would be more difficult to see in monthly reports.

Less common are daily marketing reports. A snapshot of information on a daily basis may not provide a lot of actionable insights, but can still be useful in certain circumstances.

If you're launching a new social media marketing initiative tied into a certain holiday or event, you may want up-to-the-minute information on how the campaign is doing so you can make adjustments quickly. A monthly or even weekly report will give you information that's no longer actionable once the critical date has passed.

A new product launch might be another situation where a daily marketing report would make sense. If you want to track metrics like social media impressions or search engine rankings, producing daily digital marketing reports for the first few weeks of the product campaign can be useful.

Common elements to include in marketing reports

While every marketing report is different and should be customized to the needs of the organization, there are some elements that are commonly included to make your marketing data as useful as possible.

Strategy overview

When most people think of marketing reports, they focus on the hard data—costs, sales numbers, and digital ad impressions. But the first step in understanding all those numbers is knowing what overall strategy they're meant to achieve. For example, if your company has been primarily focused on traditional media advertising, your strategy may be to boost your online presence. Your marketing reports should make that clear and use data to show how well it's going.

Campaign performance

Whether or not you do campaign-specific marketing reporting, it's still important to include information about certain marketing campaigns in more general reports. The information may be less detailed than it would be in a report dedicated to a single campaign. However, it's still important to include a summary and key metrics to demonstrate how the campaign fits into your overall marketing plan.

Website engagement data

Most website hosting services will provide data on website visitors and usage, and sites like Google Analytics can be used on any website by adding a snippet to the website's code. Digital marketing reporting can include large volumes of data broken down in numerous ways. The following are some of the most common and useful web analytics metrics included in a typical marketing report.

Queries and search engine optimization

One of the most informative website metrics is about how people find your site. Unless they have a direct link from another source like an email newsletter or a social media platform, many prospective customers will discover your business by querying a search engine.

An analysis of your website visitors can tell you which search terms eventually led them to your site. Then, you can take the next steps to make sure you're appearing near the top of the search results for the audience you're trying to reach.

Website visits and page views

The number of visitors to your website can give you a good idea of how well you're doing at raising awareness of your brand.

Website numbers can be broken down in many ways—visitors per page, unique visitors, repeat visitors, visitor locations, and more. Which of these metrics you include in your report will depend on your marketing goals. For example, if you are focused on expanding your customer base, you may be particularly interested in the number of new visitors to your site and how that number changes from month to month.

Where are the visitors to your site located? Depending on the analytics program you use, you may get data broken down by country, state, or even city. Including this information in your marketing reporting is particularly useful if your business targets a certain location, as in the case of a local pizza restaurant.

It's also great data for your Digital Marketing team if you have an international customer base. If most of your website visitors are coming from Latin America, maybe there are additional opportunities for your Marketing team to expand your reach. Or, if your focus is primarily on Europe, but you find that you have significant traffic from Asia, your Marketing department may identify an opportunity for a new customer base.

Keep in mind that many countries and parts of the United States have laws about collecting consumer data like locations, so make sure you're following the rules and letting consumers opt in, if required.

It may not seem important to understand how customers access your site—just that they do! However, knowing what devices they use to interact with your digital marketing efforts can give you significant useful information. If customers visit your website on their mobile phones, you should make sure your site design is optimized for viewing on a small screen and that it works well for everyone, regardless of what type of device they use.

Users: Overall and by page

Knowing the number of people who visit your website overall can give you a good idea of your brand's reach. Breaking down those numbers by individual page is also a great way to find out which pages on your site are most active and which might need a refresh.

Session duration

How long do visitors stay on your website? Very short visits may indicate opportunities for improvement. If people find your site difficult to navigate, they may not stick around for long. Or if they follow a search engine link to your site only to find that it's not what they're looking for, that may prompt you to evaluate which SEO terms you're using and how effective they are at targeting the audience you're hoping to reach.

Social media

Most businesses have a presence on one or more social media platforms. If you find that your brand's Instagram posts receive more click-throughs when you use video, that's valuable information that can boost your Marketing department's performance. On the other hand, if you compile research in your digital marketing reporting that shows that your target audience is more likely to spend time on TikTok than Facebook, you may increase your number of leads by focusing your digital content marketing on the former.

Blog traffic

Publishing a blog can be a great way to provide your customers with added value. You can write blog posts about new products and services, relevant developments in your industry, or tips to help customers make the most of your products.

Use your marketing reporting to track how many readers your blog posts get and which posts attract the most traffic. In addition to the number of visitors, your blog traffic information can often be broken down further to measure things like new versus repeat visitors, geographic location, or the search terms that brought visitors to your blog.

Paid advertising

One of the most useful metrics to know about your advertising is your click-through rate . This is the number of clicks on your ads per number of impressions. For example, if 1,000 people see your ad and 100 click on it to follow the link to your website, your click-through rate is 10%.

Having a higher click-through rate means that your ads are effective in bringing interested customers to your site or sales platform. The average click-through rate can vary by industry, platform, and numerous other factors. But if you include this metric in your marketing reporting, you can track the performance of your ads from month to month or quarter to quarter and see whether they're effective.

In addition to increasing the number of potential customers who show interest in your product or service, ad services like Google Ads offer discounts on high-quality ads. One of the metrics used to determine quality is the click-through rate.

Some paid digital advertising campaigns operate on a pay-per-click (PPC) model in which the advertiser pays a small fee each time someone clicks on their ad. In addition to being a good way to maximize the value of your advertising budget—only paying to reach customers who indicate an interest—it can also give you lots of information. The PPC model is popular on search engines and social media, and a PPC marketing report can tell you exactly what it's costing you to reach each of those potential customers.

Sales leads

The primary goal of your company's marketing is to turn potential customers into completed sales. Most marketing reports help the reader understand how ads, digital marketing, and other activities are tied to the brand's number of leads.

You probably use different types of traditional and digital marketing in order to get your brand's message out there. Rather than including all leads in a single number, it's often helpful to break them down. The following are some of the categories you may consider.

Paid leads are leads that come from any paid service like print advertisements or pay-per-click ads on search engines and social media platforms. The data from paid leads can be easier to track, which is helpful in a marketing report. But paid leads typically cost more, so analyzing how effective they are can help make marketing decisions.

Organic leads

On the other hand, organic leads come from non-paid sources like web searches, social media posts, or content marketing, which can include blogs, email newsletters, and videos. They’re more cost-effective than paid leads, but creating content that attracts customers can take effort and a solid understanding of your target audience.

Marketing qualified leads (MQLs)

Marketing qualified leads (MQLs) are potential customers who have indicated an interest in your product or service as a result of your company's marketing. This is more than just a potential customer. Because they've taken action in some way, an MQL is valuable. They've already expressed interest in your company, so they're aware of who you are and what you do and may be more likely to be converted into a sale.

What determines an MQL is specific to each company, but some criteria may include the type of marketing messages the MQL engages with, demographic information like location, or whether the potential customer has engaged with your content more than once.

Information about MQLs is particularly useful to include in your marketing reporting because it shows a clear relationship between your marketing and sales performance.

Sales qualified leads (SQLs)

Similar to marketing qualified leads, sales qualified leads (SQL) are potential customers who indicate an interest in your product, but they go further and also indicate an intention to make a purchase, giving you a better chance to turn them into actual customers.

Cost per action (CPA)

Your cost per action (CPA) —also sometimes called cost per acquisition —is the amount it costs to generate one sales lead for your business. If a potential customer signs up for your email newsletter, that would be included as one action.

Your CPA is calculated by dividing the cost spent on the marketing activity by the number of actions (or acquisitions) that result. The goal is to spend as little as possible for each lead, and your marketing report can help you decide if you're doing that effectively.

Customer acquisition cost (CAC)

A customer acquisition cost (CAC) is the total amount that a business spends to get one paying customer. If a first-time customer places an order from your e-commerce store, that is a new customer acquisition. It is calculated by dividing the amount spent on sales and marketing by the number of new customers.

Market research

A good marketing report should include more than just your key marketing metrics. It's also a great place to put your marketing efforts into context and present forward-looking information that can improve your marketing results in the future.

Keep an eye on trends in your industry and among your competitors to make sure you're on the cutting edge. You may discover that your industry is lagging behind others in your use of interactive media marketing. If so, that suggests an opportunity for your Marketing team.

Including goals in your reports—particularly annual or quarterly marketing reports—is often a good idea. It allows you to make sure all stakeholders are on the same page and also compare your marketing results to the goals you set in previous reports.

What not to include in a marketing report

It may seem like almost any information can be included in a marketing report. While they are often data packed, it's possible to include too much information and extraneous data that distracts your stakeholders from what they're really looking for.

Too many numbers

Most marketing reports—especially those written monthly, quarterly, or annually— aren't aimed at people who need detailed, specific data on your search engine optimization, digital marketing interactions, or paid search metrics. Including too many numbers will draw attention away from the important information you want to convey, and it may overwhelm people before they get to the useful stuff.

In order to make marketing reporting matter, focus on including just the data you need to support your report's summary information, conclusions, and recommendations. You can also encourage anyone who would find more detailed information helpful to request it as needed.

Distracting visuals

While visual elements are a great way to make the data in your marketing reports easy to understand, don't be tempted to go overboard. A few carefully chosen charts, graphs, or highlighted bullet points are great for focusing your stakeholders' attention, but excessive graphics or an exorbitant number of pie charts can end up pulling the stakeholders' attention away from the most important content.

Your marketing reports will probably include some terms that are specific to your industry. Just keep in mind that not everyone who reads them will be familiar with the more obscure words or technical terminology. Your stakeholders may include your Board of Directors or team members from other departments who aren't familiar with the most marketing-industry-specific terms.

In addition, try to avoid corporate buzzwords like synergy, move the needle, and ecosystem. They're often too vague to mean much, and they can be interpreted differently by different people. Instead, try using clear language and specific data to illustrate your points.

Irrelevant information

Your marketing reports should be focused on just that—marketing! If the business had a great quarter, it can be tempting to include information about the growth of the workforce, the expanding product line, or good media coverage. But unless any of those things relate directly to marketing, it's better to save them for a different format like the annual report.

Marketing report examples

There are as many ways to put together a marketing report as there are organizations. You can and should include whatever information makes the most sense for you. But it can help to see a marketing report example that can give you an idea of how to get started. Career site Indeed offers marketing report examples in several different formats.

Seven pro tips for creating the most effective marketing reports

Once you've got the basics down, you can level up your marketing reports by following some of these marketing reporting best practices to boost your marketing activities and your company's sales.

Tip #1: Make marketing reporting a regularly scheduled activity

Don't wait until you sense that there's a problem with your marketing efforts before putting together a report. Doing regular reports will benefit you in a number of ways, including making it easier to see trends and check on the status of marketing goals.

Plus, once you find a format that works, you can just update the information whenever it's time to generate a new one. It's not necessary to spend tons of time redesigning a new report format each time.

Tip #2: Know your objective

Before you write an effective marketing report, it's helpful to know what you're trying to achieve. If you're simply collecting marketing data for your department heads, your work will be different than if your goal is to demonstrate why the company should put more emphasis on its social media presence.

Has your organization launched an innovative new marketing campaign? The Marketing department may be eager to show top management and the Board of Directors that the marketing spend they approved is paying off.

Tip #3: Understand your audience

Who will be reading your marketing reports? If you produce reports often—weekly or even daily—your audience is likely to be members of your Sales and Marketing teams who can use real-time granular data to make changes right away. These stakeholders may be more comfortable with jargon and marketing data presented without significant explanation or contextualization.

On the other hand, a monthly report may go to your company's CEO or other top management. In that case, make sure to include clear, actionable summaries and key performance indicators as they relate to the organization's overall goals.

In addition, the audience for a monthly marketing report may be different than one for an annual report. Take your target audience into account when you're deciding how much detailed data to include and what to cover in your summary.

Tip #4: Use a software program or template

The first time you create a report on your marketing activities, the process can seem overwhelming. Once you settle on a format that works for you, you can reuse the format and replace the information each time, effectively creating your own template.

You can start from scratch, of course, but there are also numerous marketing report templates available online to help you get started. Some are part of marketing reporting software programs, which make the collection and presentation of large amounts of data easier.

• Design site Canva offers some free marketing reporting templates .
• Whatagraph promises a user-friendly experience with no need for programming or design expertise.
• Databox is a robust program that offers the ability to connect multiple datasets into consolidated reports.

Tip #5: Start with a summary

In a busy organization, not everyone is going to have time to read the full report and scrutinize the data thoroughly. When you create a marketing report, it's good to summarize your data so that everyone gets the relevant information.

A summary might include whether or not marketing performance goals were met, which marketing campaigns or channels were particularly successful, and what relevant developments—either internally or in your industry—will inform future marketing decisions.

Tip #6: Explain, explain, explain!

While much of the data in your report may be obvious to marketing professionals, the audience for your report can include many other stakeholders who have a limited amount of time to read and absorb its content.

Make sure you don't just rely on putting raw data in your marketing report to get the message across. Whether it's data from Google Analytics or the number of interactions with your social media accounts, you have to provide context. Ask yourself, What do those numbers mean? Have they changed, and does that correlate with anything you've done differently? If you boosted your spending last quarter on paid search efforts, is that paying off, and if so, what numbers do you have to back that up?

Tip #7: Get feedback

Not everyone who reads your reports is going to be an expert in marketing or your latest digital marketing campaign. Rather than assuming that your weekly or monthly marketing report contains the most relevant information or is easy to read and understand, find out for yourself!

Checking in occasionally with your relevant stakeholders can help you discover if monthly reporting is the best frequency, whether you're including an overwhelming amount of marketing data, or if there are additional KPIs that people would find helpful.

In conclusion, whether you're just starting to monitor your marketing performance or looking to boost your marketing reporting process, putting together a quality marketing report can help improve your marketing performance. A weekly, monthly, or even daily marketing report allows you to take better advantage of your primary marketing channels, and make sure you're getting the most value from your advertising campaigns.

In order to help your Sales team make the most of their efforts, download a marketing report template or use marketing reporting software , gather your data, and get started today!

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

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Enjoy reading this blog post written by our experts or partners.

If you want to see what Databox can do for you, click here .

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.

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.

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• 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?

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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.

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.

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.

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. 

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.

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

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.

**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.

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.

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

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

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.

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.

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.

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.

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.

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 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.

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)

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.

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

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

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

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

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?

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 !

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How to Write a Marketing Report

Last Updated: March 21, 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 303,525 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

• 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?

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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

• 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

• 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?

• 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.

• 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.

Completing Your Marketing Report

• 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.

• 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.

• 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

You Might Also Like

• ↑ 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://neilpatel.com/blog/10-ways-to-make-customers-fall-in-love-with-your-business/

About This Article

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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Analyze Report: How to Write the Best Analytical Report (+ 6 Examples!)

Varun Saharawat is a seasoned professional in the fields of SEO and content writing. With a profound knowledge of the intricate aspects of these disciplines, Varun has established himself as a valuable asset in the world of digital marketing and online content creation.

Organizations analyze reports to improve performance by identifying areas of strength and weakness, understanding customer needs and preferences, optimizing business processes, and making data-driven decisions!

Analyze Report: Picture a heap of bricks scattered on the ground. Individually, they lack purpose until meticulously assembled into a cohesive structure—a house, perhaps?

In the realm of business intelligence , data serves as the fundamental building material, with a well-crafted data analysis report serving as the ultimate desired outcome.

However, if you’ve ever attempted to harness collected data and transform it into an insightful report, you understand the inherent challenges. Bridging the gap between raw, unprocessed data and a coherent narrative capable of informing actionable strategies is no simple feat.

Table of Contents

What is an Analyze Report?

An analytical report serves as a crucial tool for stakeholders to make informed decisions and determine the most effective course of action. For instance, a Chief Marketing Officer (CMO) might refer to a business executive analytical report to identify specific issues caused by the pandemic before adapting an existing marketing strategy.

Marketers often utilize business intelligence tools to generate these informative reports. They vary in layout, ranging from text-heavy documents (such as those created in Google Docs with screenshots or Excel spreadsheets) to visually engaging presentations.

A quick search on Google reveals that many marketers opt for text-heavy documents with a formal writing style, often featuring a table of contents on the first page. In some instances, such as the analytical report example provided below, these reports may consist of spreadsheets filled with numbers and screenshots, providing a comprehensive overview of the data.

Also Read: The Best Business Intelligence Software in 2024

How to Write an Analyze Report?

Writing an Analyze Report requires careful planning, data analysis , and clear communication of findings. Here’s a step-by-step guide to help you write an effective analytical report:

Step 1: Define the Purpose:

• Clearly define the objective and purpose of the report. Determine what problem or question the report aims to address.
• Consider the audience for the report and what information they need to make informed decisions.

Step 2: Gather Data:

• Identify relevant sources of data that can provide insights into the topic.
• Collect data from primary sources (e.g., surveys, interviews) and secondary sources (e.g., research studies, industry reports).
• Ensure that the data collected is accurate, reliable, and up-to-date.

Step 3: Analyze the Data:

• Use analytical tools and techniques to analyze the data effectively. This may include statistical analysis, qualitative coding, or data visualization.
• Look for patterns, trends, correlations, and outliers in the data that may provide insights into the topic.
• Consider the context in which the data was collected and any limitations that may affect the analysis.

Step 4: Organize the Information:

• Structure the report in a logical and coherent manner. Divide the report into sections, such as an introduction, methodology, findings, analysis, and conclusion.
• Ensure that each section flows logically into the next and that there is a clear progression of ideas throughout the report.

Step 5: Write the Introduction:

• Start with an introduction that provides background information on the topic and outlines the scope of the report.
• Clearly state the purpose and objectives of the analysis.
• Provide context for the analysis and explain why it is relevant and important.

Step 6: Present the Methodology:

• Describe the methods and techniques used to gather and analyze the data.
• Explain any assumptions made and the rationale behind your approach.
• Provide sufficient detail so that the reader can understand how the analysis was conducted.

Step 7: Present the Findings:

• Present the findings of your analysis in a clear and concise manner.
• Use charts, graphs, tables, and other visual aids to illustrate key points and make the data easier to understand.
• Provide context for the findings and explain their significance.

Step 8: Analyze the Data:

• Interpret the findings and analyze their implications.
• Discuss any patterns, trends, or insights uncovered by the analysis and explain their significance.
• Consider alternative explanations or interpretations of the data.

Step 9: Draw Conclusions:

• Draw conclusions based on the analysis and findings.
• Summarize the main points and insights of the report.
• Reiterate the key takeaways and their implications for decision-making.

Step 10: Make Recommendations:

• Finally, make recommendations based on your conclusions.
• Suggest actionable steps that can be taken to address any issues identified or capitalize on any opportunities uncovered by the analysis.
• Provide specific, practical recommendations that are feasible and aligned with the objectives of the report.

Step 11: Proofread and Revise:

• Review the report for accuracy, clarity, and coherence.
• Ensure that the writing is clear, concise, and free of errors.
• Make any necessary revisions before finalizing the report.

Step 12: Write the Executive Summary:

• Write a brief executive summary that provides an overview of the report’s key findings, conclusions, and recommendations.
• This summary should be concise and easy to understand for busy stakeholders who may not have time to read the entire report.
• Include only the most important information and avoid unnecessary details.

By following these steps, you can write an analytical report that effectively communicates your findings and insights to your audience.

Also Read: Analytics For BI: What is Business Intelligence and Analytics?

Analyze Report Examples

Analyze Report play a crucial role in providing valuable insights to businesses, enabling informed decision-making and strategic planning. Here are some examples of analytical reports along with detailed descriptions:

1) Executive Report Template:

An executive report serves as a comprehensive overview of a company’s performance, specifically tailored for C-suite executives. This report typically includes key metrics and KPIs that provide insights into the organization’s financial health and operational efficiency. For example, the Highlights tab may showcase total revenue for a specific period, along with the breakdown of transactions and associated costs. 

Additionally, the report may feature visualizations such as cost vs. revenue comparison charts, allowing executives to quickly identify trends and make data-driven decisions. With easy-to-understand graphs and charts, executives can expedite decision-making processes and adapt business strategies for effective cost containment and revenue growth.

2) Digital Marketing Report Template:

In today’s digital age, businesses rely heavily on digital marketing channels to reach their target audience and drive engagement. A digital marketing report provides insights into the performance of various marketing channels and campaigns, helping businesses optimize their marketing strategies for maximum impact. 

This report typically includes key metrics such as website traffic, conversion rates, and ROI for each marketing channel. By analyzing these KPIs, businesses can identify their best-performing channels and allocate resources accordingly. For example, the report may reveal that certain channels, such as social media or email marketing, yield higher response rates than others. Armed with this information, businesses can refine their digital marketing efforts to enhance the user experience, attract more customers, and ultimately drive growth.

3) Sales Performance Report:

A sales performance report provides a detailed analysis of sales activities, including revenue generated, sales volume, customer acquisition, and sales team performance. This report typically includes visualizations such as sales trend charts, pipeline analysis, and territory-wise sales comparisons. By analyzing these metrics, sales managers can identify top-performing products or services, track sales targets, and identify areas for improvement.

4) Customer Satisfaction Report:

A customer satisfaction report evaluates customer feedback and sentiment to measure overall satisfaction levels with products or services. This report may include metrics such as Net Promoter Score (NPS), customer survey results, and customer support ticket data. By analyzing these metrics, businesses can identify areas where they excel and areas where they need to improve to enhance the overall customer experience.

5) Financial Performance Report:

A financial performance report provides an in-depth analysis of an organization’s financial health, including revenue, expenses, profitability, and cash flow. This report may include financial ratios, trend analysis, and variance reports to assess performance against budgeted targets or industry benchmarks. By analyzing these metrics, financial managers can identify areas of strength and weakness and make strategic decisions to improve financial performance .

6) Inventory Management Report:

An inventory management report tracks inventory levels, turnover rates, stockouts, and inventory costs to optimize inventory management processes. This report may include metrics such as inventory turnover ratio, carrying costs, and stock-to-sales ratios. By analyzing these metrics, inventory managers can ensure optimal inventory levels, minimize stockouts, and reduce carrying costs to improve overall operational efficiency.

7) Employee Performance Report:

An employee performance report evaluates individual and team performance based on key performance indicators (KPIs) such as sales targets, customer satisfaction scores, productivity metrics, and attendance records. This report may include visualizations such as performance scorecards, heatmaps, and trend analysis charts to identify top performers, areas for improvement, and training needs.

Also Check: Analytics & Insights: The Difference Between Data, Analytics, and Insights

Why are Analyze Report Important?

Analyze Report are important for several reasons:

• Informed Decision Making: Analytical reports provide valuable insights and data-driven analysis that enable businesses to make informed decisions. By presenting relevant information in a structured format, these reports help stakeholders understand trends, identify patterns, and evaluate potential courses of action.
• Problem Solving: Analytical reports help organizations identify and address challenges or issues within their operations. Whether it’s identifying inefficiencies in processes, addressing customer complaints, or mitigating risks, these reports provide a framework for problem-solving and decision-making.
• Business Opportunities: Analytical reports can uncover new business opportunities by analyzing market trends, customer behavior, and competitor activities. By identifying emerging trends or unmet customer needs, businesses can capitalize on opportunities for growth and innovation.
• Performance Evaluation: Analytical reports are instrumental in evaluating the performance of various aspects of a business, such as sales, marketing campaigns, and financial metrics. By tracking key performance indicators (KPIs) and metrics, organizations can assess their progress towards goals and objectives.
• Accountability and Transparency: Analytical reports promote accountability and transparency within an organization by providing objective data and analysis. By sharing insights and findings with stakeholders, businesses can foster trust and confidence in their decision-making processes.

Overall, analytical reports serve as valuable tools for businesses to gain insights, solve problems, identify opportunities, evaluate performance, and enhance decision-making processes.

Types of Analyze Report

• Financial Analyze Report: These reports analyze the financial performance of an organization, including revenue, expenses, profitability, and cash flow. They help stakeholders understand the financial health of the business and make informed decisions about investments, budgeting, and strategic planning.
• Market Research Reports: Market research reports analyze market trends, consumer behavior, competitive landscape, and other factors affecting a particular industry or market segment. They provide valuable insights for businesses looking to launch new products, enter new markets, or refine their marketing strategies .
• Performance Analysis Reports: These reports evaluate the performance of various aspects of an organization, such as sales performance, operational efficiency, employee productivity, and customer satisfaction. They help identify areas of improvement and inform decision-making to enhance overall performance.
• Risk Assessment Reports: Risk assessment reports analyze potential risks and vulnerabilities within an organization, such as financial risks, operational risks, cybersecurity risks, and regulatory compliance risks. They help stakeholders understand and mitigate risks to protect the organization’s assets and reputation.
• SWOT Analysis Reports: SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis reports assess the internal strengths and weaknesses of an organization, as well as external opportunities and threats in the business environment. They provide a comprehensive overview of the organization’s strategic position and guide decision-making.
• Customer Analysis Reports: Customer analysis reports examine customer demographics, purchasing behavior, satisfaction levels, and preferences. They help businesses understand their target audience better, tailor products and services to meet customer needs, and improve customer retention and loyalty.
• Operational Efficiency Reports: These reports evaluate the efficiency and effectiveness of operational processes within an organization, such as production, logistics, and supply chain management. They identify bottlenecks, inefficiencies, and areas for improvement to optimize operations and reduce costs.
• Compliance and Regulatory Reports: Compliance and regulatory reports assess an organization’s adherence to industry regulations, legal requirements, and internal policies. They ensure that the organization operates ethically and legally, mitigating the risk of fines, penalties, and reputational damage.

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Analyze Report FAQs

What is an analytical report.

An analytical report is a document that presents data, analysis, and insights on a specific topic or problem. It provides a detailed examination of information to support decision-making and problem-solving within an organization.

Why are analytical reports important?

Analytical reports are important because they help organizations make informed decisions, solve problems, and identify opportunities for improvement. By analyzing data and providing insights, these reports enable stakeholders to understand trends, patterns, and relationships within their business operations.

What types of data are typically included in analytical reports?

Analytical reports may include various types of data, such as financial data, sales data, customer feedback, market research, and operational metrics. The specific data included depends on the purpose of the report and the information needed to address the topic or problem being analyzed.

How are analytical reports different from other types of reports?

Analytical reports differ from other types of reports, such as descriptive reports or summary reports, in that they go beyond presenting raw data or summarizing information. Instead, analytical reports analyze data in-depth, draw conclusions, and provide recommendations based on the analysis.

What are the key components of an analytical report?

Key components of an analytical report typically include an introduction, methodology, findings, analysis, conclusions, and recommendations. The introduction provides background information on the topic, the methodology outlines the approach used to analyze the data, the findings present the results of the analysis, the analysis interprets the findings, and the conclusions and recommendations offer insights and actionable steps.

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• Writing Tips

How to Structure a Business Report

• 5-minute read
• 14th March 2019

The content of a business report will depend on what you are writing about. Even the writing style may depend on who you are writing for (although clear, concise and formal is usually best). However, there is a general structure that most business reports follow. In this post, then, we’ll look at how to structure a business report for maximum clarity and professionalism.

1. Title Page

Every business report should feature a title page . The title itself should clearly set out what the report is about. Typically, you should also include your name and the date of the report.

Most business reports begin with a summary of its key points. Try to include:

• A brief description of what the report is about
• How the report was completed (e.g., data collection methods)
• The main findings from the research
• Key conclusions and recommendations

A paragraph or two should suffice for this in shorter business reports. However, for longer or more complex reports, you may want to include a full executive summary .

3. Table of Contents

Short business reports may not need a table of contents, especially if they include a summary. But longer reports should set out the title of each section and the structure of the report. Make sure the headings here match those used in the main text. You may also want to number the sections.

4. Introduction

The introduction is the first part of the report proper. Use it to set out the brief you received when you were asked to compile the report. This will frame the rest of the report by providing:

• Background information (e.g., business history or market information)
• The purpose of the report (i.e., what you set out to achieve)
• Its scope (i.e., what the report will cover and what it will ignore)

These are known as the “terms of reference” for the business report.

5. Methods and Findings

If you are conducting original research, include a section about your methods. This may be as simple as setting out the sources you are using and why you chose them. But it could also include how you have collected and analyzed the data used to draw your conclusions.

After this, you will need to explain your findings. This section will present the results of your research clearly and concisely, making sure to cover all the main points set out in the brief.

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One tip here is to break the findings down into subsections, using headings to guide the reader through your data. Using charts and illustrations , meanwhile, can help get information across visually, but make sure to label them clearly so the reader knows how they relate to the text.

6. Conclusions and Recommendations

The last main section of your report will cover conclusions and recommendations. The conclusion section should summarize what you have learned from the report. If you have been asked to do so, you should also recommend potential courses of action based on your conclusions.

If you are not sure what to suggest here, think back to the objectives set out in your brief.

7. References

If you have used any third-party sources while writing your report, list them in a bibliography after the main report. This could include other business documents, academic articles, or even news reports. The key is to show what you have based your findings and conclusions upon.

8. Appendices (If Applicable)

Finally, you may have gathered extra documentation during your research, such as interview transcripts, marketing material, or financial data. Including this in the main report would make it too long and unfocused, but you can add it to an appendix (or multiple appendices) at the end of the document. It will then be available should your reader need it.

Summary: How to Structure a Business Report

If you are writing a business report, aim to structure it as follows:

• Title Page – Include a clear, informative title, your name, and the date.
• Summary – A brief summary of what the report is about, the data collection methods used, the findings of the report, and any recommendations you want to make.
• Table of Contents – For longer reports, include a table of contents.
• Introduction –Set out the brief you were given for the report.
• Methods and Findings – A description of any methods of data collection and analysis used while composing the report, as well as your findings.
• Conclusions and Recommendations – Any conclusions reached while writing the report, plus recommendations for what to do next (if required).
• References – Sources used in your report listed in a bibliography.
• Appendices – If you have supporting material (e.g., interview transcripts, raw data), add it to an appendix at the end of the document.

Don’t forget, too, that a business report should be clear, concise, and formal. And if you would like help making sure that your business writing is easy to read and error free, just let us know .

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12.5 Recommendation Reports

Recommendation reports provide carefully studied opinions and recommendations. This type of report starts from a stated need, a selection of choices, or both and then recommends one, some, or none. For example, a company might be looking at grammar-checking software and want a recommendation on which product is the best. As the report writer on this project, you could study the market for this type of application and recommend one particular product, a couple of products (differing perhaps in their strengths and their weaknesses), or none (maybe none of them are any good). The recommendation report answers the question “Which option should we choose?” (or in some cases “Which are the best options?) by recommending Product A, or maybe both Products A and B, or none of the products.

Organizational Plans for Recommendation Reports

Recommendation reports are generally organized in one of two ways (see Figure 12.1):

• Traditional plan: You start with background and requirements, then move to comparisons, and end with conclusions and recommendations.
• Executive plan : This one moves the conclusions and recommendations to the front of the report and pitches the full discussion of background, requirements, and the comparisons into appendices. That way, the “busy executive” can see the most important information right away, and turn to the detailed discussion only if there are questions.

Typical Contents of Recommendation Reports

The structural principle fundamental to this type of report is this: you provide not only your recommendation, choice, or judgment, but also the data and the conclusions leading up to it. That way, readers can check your findings, your logic, and your conclusions and come up with a completely different view. But, more likely, they will be convinced by all your careful research and documentation. The report can be organized using the Whole to Whole approach from Activity 12.5 or the Point by Point approach shown in Activity 12.6. Both approaches will be discussed in more detail in the next section.

Activity 12.5 | Recommendation Report- Whole to Whole Approach- Reproduced with permission from T. Akar (2019)

Introduction

In the introduction, indicate the purpose of the report: discuss the problem, need, or opportunity that has brought about the report. In addition, briefly explain the data collection method.

Significance of Situation

Explain how this problem or situation affects your organization and the importance of finding a solution. Do research to build a strong argument around the impact of the problem.

Requirements and Criteria

A critical part of recommendation reports is the discussion of the requirements you’ll use to reach the final decision or recommendation. For example, if you’re trying to recommend a tablet computer for use by employees, your requirements are likely to involve size, cost, hard-disk storage, display quality, durability, and battery function.

The requirements section should also discuss how important the individual requirements are in relation to each other. Picture the typical situation where no one option is best in all categories of comparison. One option is cheaper; another has more functions; one has better ease-of-use ratings; another is known to be more durable. Set up your requirements so that they dictate a “winner” from a situation where there is no obvious winner.

Discussion of the Options

In certain kinds of recommendation reports, you’ll need to explain how you narrowed the field of choices down to the ones you focus on in your report. Often, this follows right after the discussion of the requirements. Your basic requirements may well narrow the field down for you. But there may be other considerations that disqualify other options—explain these as well.

Additionally, you may need to provide brief descriptions of the options themselves. Don’t get this mixed up with the comparison that comes up in the next section. In this description section, you provide a general discussion of the options so that readers will know something about them. The discussion at this stage is not comparative. It’s just a general orientation to the options. In the tablets example, you might want to give some brief, general specifications on each model about to be compared.

Comparison Approaches

One of the most important parts of a recommendation report is the comparison of the options. Remember that you include this section so that readers can check your thinking and come up with different conclusions if they desire. This can be handled with a comparative point by point option or a comparative whole to whole option depending on the situation. Figure 12.2 compares both approaches.

When do you use the point by point approach? The point-by-point approach is effective when the alternatives can be broken down into categories. If you are comparing tablets, you’d have a section that compared them on cost, another section that compared them on battery function, and so on. You wouldn’t have a section that discussed everything about option A, another that discussed everything about option B, and so on. That would not be effective at all, because the comparisons must still be made somewhere—probably by the reader.  With the point-by-point approach, each of these comparative sections should end with a conclusion that states which option is the best choice in that particular point of comparison. Of course, it won’t always be easy to state a clear winner—you may have to qualify the conclusions in various ways, providing multiple conclusions for different conditions.

When do you use the whole to whole approach? The whole to whole approach is useful when the comparisons don’t break down logically into points or categories. The options being compared might have different advantages and disadvantages that are not comparable. In this situation, it is best to describe each option in detail, including the advantages, limitations and costs (is applicable). In the conclusion, you’d include comparison and analysis of the different options.

Summary table

After the individual comparisons, include a summary table that summarizes the conclusions from the comparison section, if appropriate. Some readers are prone to pay attention to details in a table rather than in paragraphs.

Conclusions

The conclusions section of a recommendation report is in part a summary or restatement of the conclusions you have already reached in the comparison sections. In this section, you restate the individual conclusions, for example, which model had the best price, which had the best battery function, and so on. This section must untangle all the conflicting conclusions and somehow reach the final conclusion, which is the one that states which is the best choice. For example, if one tablet is the least expensive but has poor battery function, but another is the most expensive and has good battery function, which do you choose, and why? The conclusion would state the answer to this dilemma.

Recommendation 

The final section of a recommendation report states the recommendation. You’d think that that ought to be obvious by now. Ordinarily it is, but remember that some readers may skip right to the recommendation section and bypass all your hard work! Also, there will be some cases where there may be a best choice, but you wouldn’t want to recommend it. Early in their history, laptop computers were heavy and unreliable. There may have been one model that was better than the rest, but even it was not worth having. The recommendation section should echo the most important conclusions leading to the recommendation and then state the recommendation emphatically as demonstrated in Activity 12.6.

Activity 12.6 | Recommendation Report- Point by Point Approach

Checklist for Recommendation Reports

As you reread and revise your recommendation report, keep in mind the following:

• Write a good introduction in which you indicate the situation and the audience and provide an overview of the contents.
• Discuss the background on the problem or opportunity—what brought about the need for the report.
• State requirements—those factors that influence the decision or the choice of options. (And remember to state how important the requirements are in relation to each other.)
• Organize the comparison of the options using the point by point approach or whole to whole approach.
• Include a summary table, if possible, in which you summarize all the key data in table form.
• Include a conclusions section where you restate all the key conclusions from the comparison section.
• Include a recommendation section where you make the recommendation. Briefly mention the key factors influencing the recommendation.
• Include your references section so that the reader can refer to your sources.
• Proofread and revise for grammar, mechanics and style

Fundamentals of Business Communication Revised (2022) Copyright © 2022 by Venecia Williams & Nia Sonja is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License , except where otherwise noted.

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The Ultimate Guide to Crafting Impactful Recommendations in Research

Are you ready to take your research to the next level? Crafting impactful recommendations is the key to unlocking the full potential of your study. By providing clear, actionable suggestions based on your findings, you can bridge the gap between research and real-world application.

In this ultimate guide, we'll show you how to write recommendations that make a difference in your research report or paper.

You'll learn how to craft specific, actionable recommendations that connect seamlessly with your research findings. Whether you're a student, writer, teacher, or journalist, this guide will help you master the art of writing recommendations in research. Let's get started and make your research count!

Understanding the Purpose of Recommendations

Recommendations in research serve as a vital bridge between your findings and their real-world applications. They provide specific, action-oriented suggestions to guide future studies and decision-making processes. Let's dive into the key purposes of crafting effective recommendations:

Guiding Future Research

Research recommendations play a crucial role in steering scholars and researchers towards promising avenues of exploration. By highlighting gaps in current knowledge and proposing new research questions, recommendations help advance the field and drive innovation.

Influencing Decision-Making

Well-crafted recommendations have the power to shape policies, programs, and strategies across various domains, such as:

• Policy-making
• Product development
• Marketing strategies
• Medical practice

By providing clear, evidence-based suggestions, recommendations facilitate informed decision-making and improve outcomes.

Connecting Research to Practice

Recommendations act as a conduit for transferring knowledge from researchers to practitioners, policymakers, and stakeholders. They bridge the gap between academic findings and their practical applications, ensuring that research insights are effectively translated into real-world solutions.

Enhancing Research Impact

By crafting impactful recommendations, you can amplify the reach and influence of your research, attracting attention from peers, funding agencies, and decision-makers.

Addressing Limitations

Recommendations provide an opportunity to acknowledge and address the limitations of your study. By suggesting concrete and actionable possibilities for future research, you demonstrate a thorough understanding of your work's scope and potential areas for improvement.

Identifying Areas for Future Research

Discovering research gaps is a crucial step in crafting impactful recommendations. It involves reviewing existing studies and identifying unanswered questions or problems that warrant further investigation. Here are some strategies to help you identify areas for future research:

Explore Research Limitations

Take a close look at the limitations section of relevant studies. These limitations often provide valuable insights into potential areas for future research. Consider how addressing these limitations could enhance our understanding of the topic at hand.

Critically Analyze Discussion and Future Research Sections

When reading articles, pay special attention to the discussion and future research sections. These sections often highlight gaps in the current knowledge base and propose avenues for further exploration. Take note of any recurring themes or unanswered questions that emerge across multiple studies.

Utilize Targeted Search Terms

To streamline your search for research gaps, use targeted search terms such as "literature gap" or "future research" in combination with your subject keywords. This approach can help you quickly identify articles that explicitly discuss areas for future investigation.

Seek Guidance from Experts

Don't hesitate to reach out to your research advisor or other experts in your field. Their wealth of knowledge and experience can provide valuable insights into potential research gaps and emerging trends.

By employing these strategies, you'll be well-equipped to identify research gaps and craft recommendations that push the boundaries of current knowledge. Remember, the goal is to refine your research questions and focus your efforts on areas where more understanding is needed.

Structuring Your Recommendations

When it comes to structuring your recommendations, it's essential to keep them concise, organized, and tailored to your audience. Here are some key tips to help you craft impactful recommendations:

Prioritize and Organize

• Limit your recommendations to the most relevant and targeted suggestions for your peers or colleagues in the field.
• Place your recommendations at the end of the report, as they are often top of mind for readers.
• Write your recommendations in order of priority, with the most important ones for decision-makers coming first.

Use a Clear and Actionable Format

• Write recommendations in a clear, concise manner using actionable words derived from the data analyzed in your research.
• Use bullet points instead of long paragraphs for clarity and readability.
• Ensure that your recommendations are specific, measurable, attainable, relevant, and timely (SMART).

Connect Recommendations to Research

By following this simple formula, you can ensure that your recommendations are directly connected to your research and supported by a clear rationale.

Tailor to Your Audience

• Consider the needs and interests of your target audience when crafting your recommendations.
• Explain how your recommendations can solve the issues explored in your research.
• Acknowledge any limitations or constraints of your study that may impact the implementation of your recommendations.

Avoid Common Pitfalls

• Don't undermine your own work by suggesting incomplete or unnecessary recommendations.
• Avoid using recommendations as a place for self-criticism or introducing new information not covered in your research.
• Ensure that your recommendations are achievable and comprehensive, offering practical solutions for the issues considered in your paper.

By structuring your recommendations effectively, you can enhance the reliability and validity of your research findings, provide valuable strategies and suggestions for future research, and deliver impactful solutions to real-world problems.

Crafting Actionable and Specific Recommendations

Crafting actionable and specific recommendations is the key to ensuring your research findings have a real-world impact. Here are some essential tips to keep in mind:

Embrace Flexibility and Feasibility

Your recommendations should be open to discussion and new information, rather than being set in stone. Consider the following:

• Be realistic and considerate of your team's capabilities when making recommendations.
• Prioritize recommendations based on impact and reach, but be prepared to adjust based on team effort levels.
• Focus on solutions that require the fewest changes first, adopting an MVP (Minimum Viable Product) approach.

Provide Detailed and Justified Recommendations

To avoid vagueness and misinterpretation, ensure your recommendations are:

• Detailed, including photos, videos, or screenshots whenever possible.
• Justified based on research findings, providing alternatives when findings don't align with expectations or business goals.

Use this formula when writing recommendations:

Observed problem/pain point/unmet need + consequence + potential solution

Adopt a Solution-Oriented Approach

Foster collaboration and participation.

• Promote staff education on current research and create strategies to encourage adoption of promising clinical protocols.
• Include representatives from the treatment community in the development of the research initiative and the review of proposals.
• Require active, early, and permanent participation of treatment staff in the development, implementation, and interpretation of the study.

Tailor Recommendations to the Opportunity

When writing recommendations for a specific opportunity or program:

• Highlight the strengths and qualifications of the researcher.
• Provide specific examples of their work and accomplishments.
• Explain how their research has contributed to the field.
• Emphasize the researcher's potential for future success and their unique contributions.

By following these guidelines, you'll craft actionable and specific recommendations that drive meaningful change and showcase the value of your research.

Connecting Recommendations with Research Findings

Connecting your recommendations with research findings is crucial for ensuring the credibility and impact of your suggestions. Here's how you can seamlessly link your recommendations to the evidence uncovered in your study:

Grounding Recommendations in Research

Your recommendations should be firmly rooted in the data and insights gathered during your research process. Avoid including measures or suggestions that were not discussed or supported by your study findings. This approach ensures that your recommendations are evidence-based and directly relevant to the research at hand.

Highlighting the Significance of Collaboration

Research collaborations offer a wealth of benefits that can enhance an agency's competitive position. Consider the following factors when discussing the importance of collaboration in your recommendations:

• Organizational Development: Participation in research collaborations depends on an agency's stage of development, compatibility with its mission and culture, and financial stability.
• Trust-Building: Long-term collaboration success often hinges on a history of increasing involvement and trust between partners.
• Infrastructure: A permanent infrastructure that facilitates long-term development is key to successful collaborative programs.

Emphasizing Commitment and Participation

Fostering quality improvement and organizational learning.

In your recommendations, highlight the importance of enhancing quality improvement strategies and fostering organizational learning. Show sensitivity to the needs and constraints of community-based programs, as this understanding is crucial for effective collaboration and implementation.

Addressing Limitations and Implications

If not already addressed in the discussion section, your recommendations should mention the limitations of the study and their implications. Examples of limitations include:

• Sample size or composition
• Participant attrition
• Study duration

By acknowledging these limitations, you demonstrate a comprehensive understanding of your research and its potential impact.

By connecting your recommendations with research findings, you provide a solid foundation for your suggestions, emphasize the significance of collaboration, and showcase the potential for future research and practical applications.

Crafting impactful recommendations is a vital skill for any researcher looking to bridge the gap between their findings and real-world applications. By understanding the purpose of recommendations, identifying areas for future research, structuring your suggestions effectively, and connecting them to your research findings, you can unlock the full potential of your study. Remember to prioritize actionable, specific, and evidence-based recommendations that foster collaboration and drive meaningful change.

As you embark on your research journey, embrace the power of well-crafted recommendations to amplify the impact of your work. By following the guidelines outlined in this ultimate guide, you'll be well-equipped to write recommendations that resonate with your audience, inspire further investigation, and contribute to the advancement of your field. So go forth, make your research count, and let your recommendations be the catalyst for positive change.

Q: What are the steps to formulating recommendations in research? A: To formulate recommendations in research, you should first gain a thorough understanding of the research question. Review the existing literature to inform your recommendations and consider the research methods that were used. Identify which data collection techniques were employed and propose suitable data analysis methods. It's also essential to consider any limitations and ethical considerations of your research. Justify your recommendations clearly and finally, provide a summary of your recommendations.

Q: Why are recommendations significant in research studies? A: Recommendations play a crucial role in research as they form a key part of the analysis phase. They provide specific suggestions for interventions or strategies that address the problems and limitations discovered during the study. Recommendations are a direct response to the main findings derived from data collection and analysis, and they can guide future actions or research.

Q: Can you outline the seven steps involved in writing a research paper? A: Certainly. The seven steps to writing an excellent research paper include:

• Allowing yourself sufficient time to complete the paper.
• Defining the scope of your essay and crafting a clear thesis statement.
• Conducting a thorough yet focused search for relevant research materials.
• Reading the research materials carefully and taking detailed notes.
• Writing your paper based on the information you've gathered and analyzed.
• Editing your paper to ensure clarity, coherence, and correctness.
• Submitting your paper following the guidelines provided.

Q: What tips can help make a research paper more effective? A: To enhance the effectiveness of a research paper, plan for the extensive process ahead and understand your audience. Decide on the structure your research writing will take and describe your methodology clearly. Write in a straightforward and clear manner, avoiding the use of clichés or overly complex language.

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How to Write a Conclusion for Research Papers (with Examples)

The conclusion of a research paper is a crucial section that plays a significant role in the overall impact and effectiveness of your research paper. However, this is also the section that typically receives less attention compared to the introduction and the body of the paper. The conclusion serves to provide a concise summary of the key findings, their significance, their implications, and a sense of closure to the study. Discussing how can the findings be applied in real-world scenarios or inform policy, practice, or decision-making is especially valuable to practitioners and policymakers. The research paper conclusion also provides researchers with clear insights and valuable information for their own work, which they can then build on and contribute to the advancement of knowledge in the field.

The research paper conclusion should explain the significance of your findings within the broader context of your field. It restates how your results contribute to the existing body of knowledge and whether they confirm or challenge existing theories or hypotheses. Also, by identifying unanswered questions or areas requiring further investigation, your awareness of the broader research landscape can be demonstrated.

Remember to tailor the research paper conclusion to the specific needs and interests of your intended audience, which may include researchers, practitioners, policymakers, or a combination of these.

Table of Contents

What is a conclusion in a research paper, summarizing conclusion, editorial conclusion, externalizing conclusion, importance of a good research paper conclusion, how to write a conclusion for your research paper, research paper conclusion examples.

• How to write a research paper conclusion with Paperpal? 

Frequently Asked Questions

A conclusion in a research paper is the final section where you summarize and wrap up your research, presenting the key findings and insights derived from your study. The research paper conclusion is not the place to introduce new information or data that was not discussed in the main body of the paper. When working on how to conclude a research paper, remember to stick to summarizing and interpreting existing content. The research paper conclusion serves the following purposes: 1

• Warn readers of the possible consequences of not attending to the problem.
• Recommend specific course(s) of action.
• Restate key ideas to drive home the ultimate point of your research paper.
• Provide a “take-home” message that you want the readers to remember about your study.

Types of conclusions for research papers

In research papers, the conclusion provides closure to the reader. The type of research paper conclusion you choose depends on the nature of your study, your goals, and your target audience. I provide you with three common types of conclusions:

A summarizing conclusion is the most common type of conclusion in research papers. It involves summarizing the main points, reiterating the research question, and restating the significance of the findings. This common type of research paper conclusion is used across different disciplines.

An editorial conclusion is less common but can be used in research papers that are focused on proposing or advocating for a particular viewpoint or policy. It involves presenting a strong editorial or opinion based on the research findings and offering recommendations or calls to action.

An externalizing conclusion is a type of conclusion that extends the research beyond the scope of the paper by suggesting potential future research directions or discussing the broader implications of the findings. This type of conclusion is often used in more theoretical or exploratory research papers.

Align your conclusion’s tone with the rest of your research paper. Start Writing with Paperpal Now!  

The conclusion in a research paper serves several important purposes:

• Offers Implications and Recommendations : Your research paper conclusion is an excellent place to discuss the broader implications of your research and suggest potential areas for further study. It’s also an opportunity to offer practical recommendations based on your findings.
• Provides Closure : A good research paper conclusion provides a sense of closure to your paper. It should leave the reader with a feeling that they have reached the end of a well-structured and thought-provoking research project.
• Leaves a Lasting Impression : Writing a well-crafted research paper conclusion leaves a lasting impression on your readers. It’s your final opportunity to leave them with a new idea, a call to action, or a memorable quote.

Writing a strong conclusion for your research paper is essential to leave a lasting impression on your readers. Here’s a step-by-step process to help you create and know what to put in the conclusion of a research paper: 2

• Research Statement : Begin your research paper conclusion by restating your research statement. This reminds the reader of the main point you’ve been trying to prove throughout your paper. Keep it concise and clear.
• Key Points : Summarize the main arguments and key points you’ve made in your paper. Avoid introducing new information in the research paper conclusion. Instead, provide a concise overview of what you’ve discussed in the body of your paper.
• Address the Research Questions : If your research paper is based on specific research questions or hypotheses, briefly address whether you’ve answered them or achieved your research goals. Discuss the significance of your findings in this context.
• Significance : Highlight the importance of your research and its relevance in the broader context. Explain why your findings matter and how they contribute to the existing knowledge in your field.
• Implications : Explore the practical or theoretical implications of your research. How might your findings impact future research, policy, or real-world applications? Consider the “so what?” question.
• Future Research : Offer suggestions for future research in your area. What questions or aspects remain unanswered or warrant further investigation? This shows that your work opens the door for future exploration.
• Closing Thought : Conclude your research paper conclusion with a thought-provoking or memorable statement. This can leave a lasting impression on your readers and wrap up your paper effectively. Avoid introducing new information or arguments here.
• Proofread and Revise : Carefully proofread your conclusion for grammar, spelling, and clarity. Ensure that your ideas flow smoothly and that your conclusion is coherent and well-structured.

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Remember that a well-crafted research paper conclusion is a reflection of the strength of your research and your ability to communicate its significance effectively. It should leave a lasting impression on your readers and tie together all the threads of your paper. Now you know how to start the conclusion of a research paper and what elements to include to make it impactful, let’s look at a research paper conclusion sample.

How to write a research paper conclusion with Paperpal?

A research paper conclusion is not just a summary of your study, but a synthesis of the key findings that ties the research together and places it in a broader context. A research paper conclusion should be concise, typically around one paragraph in length. However, some complex topics may require a longer conclusion to ensure the reader is left with a clear understanding of the study’s significance. Paperpal, an AI writing assistant trusted by over 800,000 academics globally, can help you write a well-structured conclusion for your research paper. 

• Sign Up or Log In: Create a new Paperpal account or login with your details.  
• Navigate to Features : Once logged in, head over to the features’ side navigation pane. Click on Templates and you’ll find a suite of generative AI features to help you write better, faster.  
• Generate an outline: Under Templates, select ‘Outlines’. Choose ‘Research article’ as your document type.  
• Select your section: Since you’re focusing on the conclusion, select this section when prompted.  
• Choose your field of study: Identifying your field of study allows Paperpal to provide more targeted suggestions, ensuring the relevance of your conclusion to your specific area of research. 
• Provide a brief description of your study: Enter details about your research topic and findings. This information helps Paperpal generate a tailored outline that aligns with your paper’s content. 
• Generate the conclusion outline: After entering all necessary details, click on ‘generate’. Paperpal will then create a structured outline for your conclusion, to help you start writing and build upon the outline.  
• Write your conclusion: Use the generated outline to build your conclusion. The outline serves as a guide, ensuring you cover all critical aspects of a strong conclusion, from summarizing key findings to highlighting the research’s implications. 
• Refine and enhance: Paperpal’s ‘Make Academic’ feature can be particularly useful in the final stages. Select any paragraph of your conclusion and use this feature to elevate the academic tone, ensuring your writing is aligned to the academic journal standards. 

By following these steps, Paperpal not only simplifies the process of writing a research paper conclusion but also ensures it is impactful, concise, and aligned with academic standards. Sign up with Paperpal today and write your research paper conclusion 2x faster .  

The research paper conclusion is a crucial part of your paper as it provides the final opportunity to leave a strong impression on your readers. In the research paper conclusion, summarize the main points of your research paper by restating your research statement, highlighting the most important findings, addressing the research questions or objectives, explaining the broader context of the study, discussing the significance of your findings, providing recommendations if applicable, and emphasizing the takeaway message. The main purpose of the conclusion is to remind the reader of the main point or argument of your paper and to provide a clear and concise summary of the key findings and their implications. All these elements should feature on your list of what to put in the conclusion of a research paper to create a strong final statement for your work.

A strong conclusion is a critical component of a research paper, as it provides an opportunity to wrap up your arguments, reiterate your main points, and leave a lasting impression on your readers. Here are the key elements of a strong research paper conclusion: 1. Conciseness : A research paper conclusion should be concise and to the point. It should not introduce new information or ideas that were not discussed in the body of the paper. 2. Summarization : The research paper conclusion should be comprehensive enough to give the reader a clear understanding of the research’s main contributions. 3 . Relevance : Ensure that the information included in the research paper conclusion is directly relevant to the research paper’s main topic and objectives; avoid unnecessary details. 4 . Connection to the Introduction : A well-structured research paper conclusion often revisits the key points made in the introduction and shows how the research has addressed the initial questions or objectives. 5. Emphasis : Highlight the significance and implications of your research. Why is your study important? What are the broader implications or applications of your findings? 6 . Call to Action : Include a call to action or a recommendation for future research or action based on your findings.

The length of a research paper conclusion can vary depending on several factors, including the overall length of the paper, the complexity of the research, and the specific journal requirements. While there is no strict rule for the length of a conclusion, but it’s generally advisable to keep it relatively short. A typical research paper conclusion might be around 5-10% of the paper’s total length. For example, if your paper is 10 pages long, the conclusion might be roughly half a page to one page in length.

In general, you do not need to include citations in the research paper conclusion. Citations are typically reserved for the body of the paper to support your arguments and provide evidence for your claims. However, there may be some exceptions to this rule: 1. If you are drawing a direct quote or paraphrasing a specific source in your research paper conclusion, you should include a citation to give proper credit to the original author. 2. If your conclusion refers to or discusses specific research, data, or sources that are crucial to the overall argument, citations can be included to reinforce your conclusion’s validity.

The conclusion of a research paper serves several important purposes: 1. Summarize the Key Points 2. Reinforce the Main Argument 3. Provide Closure 4. Offer Insights or Implications 5. Engage the Reader. 6. Reflect on Limitations

Remember that the primary purpose of the research paper conclusion is to leave a lasting impression on the reader, reinforcing the key points and providing closure to your research. It’s often the last part of the paper that the reader will see, so it should be strong and well-crafted.

• Makar, G., Foltz, C., Lendner, M., & Vaccaro, A. R. (2018). How to write effective discussion and conclusion sections. Clinical spine surgery, 31(8), 345-346.
• Bunton, D. (2005). The structure of PhD conclusion chapters.  Journal of English for academic purposes ,  4 (3), 207-224.

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6.6: Formal Report—Conclusion, Recommendations, References, and Appendices

Learning objectives.

• Examine the remaining report sections: conclusion, recommendation, reference list, appendices

What Are the Remaining Report Sections?

Conclusions and recommendations.

The conclusions and recommendations section conveys the key results from the analysis in the discussion section. Up to this point, readers have carefully reviewed the data in the report; they are now logically prepared to read the report’s conclusions and recommendations.

According to OACETT (2021), “Conclusions are reasoned judgment and fact, not opinion. Conclusions consider all of the variables and relate cause and effect. Conclusions analyze, evaluate, and make comparisons and contrasts” (p. 7) and “Recommendation(s) (if applicable) suggest a course of action and are provided when there are additional areas for study, or if the reason for the Technology Report was to determine the best action going forward” (p. 7).

You may present the conclusions and recommendations in a numbered or bulleted list to enhance readability.

Reference Page

All formal reports should include a reference page; this page documents the sources cited within the report. The recipient(s) of the report can also refer to this page to locate sources for further research.

Documenting your information sources is all about establishing, maintaining, and protecting your credibility in the profession. You must cite (“document”) borrowed information regardless of the shape or form in which you present it. Whether you directly quote it, paraphrase it, or summarize it—it’s still borrowed information. Whether it comes from a book, article, a diagram, a table, a web page, a product brochure, an expert whom you interview in person—it’s still borrowed information.

Documentation systems vary according to professionals and fields. In ENGL 250, we follow  APA. Refer to a credible APA guide for support.

Appendices are those extra sections in a report that follow the conclusion. According to OACETT (2021), “Appendices can include detailed calculations, tables, drawings, specifications, and technical literature” (p. 7).

Anything that does not comfortably fit in the main part of the report but cannot be left out of the report altogether should go into the appendices. They are commonly used for large tables of data, big chunks of sample code, background that is too basic or too advanced for the body of the report, or large illustrations that just do not fit in the body of the report. Anything that you feel is too large for the main part of the report or that you think would be distracting and interrupt the flow of the report is a good candidate for an appendix.

References & Attributions

Blicq, R., & Moretto, L. (2012).  Technically write. (8th Canadian Ed.). Pearson Canada.

OACETT. (2021).  Technology report guidelines . https://www.oacett.org/getmedia/9f9623ac-73ab-4f99-acca-0d78dee161ab/TR_GUIDELINES_Final.pdf.aspx

Attributions

Content is adapted from Technical Writing by Allison Gross, Annemarie Hamlin, Billy Merck, Chris Rubio, Jodi Naas, Megan Savage, and Michele DeSilva, which is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

Writing in a Technical Environment (First Edition) Copyright © 2022 by Centennial College is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Marketing Research Report Written Guidelines

You will turn in 2 files via email for your report deliverable. 

Excel File with Data Tabulations and Results from Analyses ( please name your file with your team name )

You will create an Excel file that provides the information obtained from the analysis of your data in SPSS.  You should use a separate worksheet for each primary area in the questionnaire (in some cases that will be a single question; in other cases, it will consist of multiple questions on the same topic).  For example, the first question on your survey deals with respondents' perceptions of various social media sites.  This should be in 1 worksheet.  In these initial worksheets in your Excel workbook, you will be reporting from the frequencies and descriptive statistics you run in SPSS.  How you set these up will depend on the level of measurement of the question (see pages 1 - 5 of the example provided).  After you report the frequencies and descriptive statistics for each of the survey questions and the demographics, you will create worksheets that correspond to the difference tests you ran.  For example, if you used Gender as a grouping variable, you will report all of the gender differences in a single worksheet (see pages 6 - 9 of the example provided). In preparing your worksheets, you should:

follow the instructions provided in the example as to what needs to be included

label each worksheet tab (where it is labeled Sheet 1, Sheet 2, etc. with a descriptive name -- to do this, right click on the tab name and choose Rename -- the name will be highlighted and you can type the new name (the name can be no longer than 30 characters including spaces)

create worksheets that have a professional appearance

Written Report - provided in a Word document ( please name your file with your team name )

Everything in your written report should be included in a single Word document.  In this document, you must include:

Formatting and Style of the Report

The body of the report should be single-spaced pages (exclusive of the Title Page, Table of Contents) using a 10, 11, or 12 point font with one-inch margins on all sides.  You should also number all of the pages after the Table of Contents beginning with page 1  -- if you don't know how to do this, please read up on how to create section breaks in Microsoft Word.  Each major section (TOC, Section 1, etc.) should begin on a new page.    

You are writing this report as if you are the consulting firm.  Refer to your consultancy by name when you're making a recommendation (e.g. XYZ Research recommends) rather than using the first person "We recommend".  Consulting reports are generally not written in the first or second person (e.g., we recommend that..., you should locate at..., etc.) as this is considered unprofessional.  You should write in the fashion such as "it is recommended that...", "The best alternative for the Marketing department is...." etc.

Other rules of thumb to be thinking of when writing the report:

• Do not use contractions.  This is not professional.  Instead of don't, for example, you should use do not.
• There are no excuses for typos in your report.
• Please take the time to read your report before turning it in.  Many writing mistakes occur simply because the report was not re-read and/or edited.
• Please check you written report for grammatical errors.  If I cannot understand what you are writing or your report is written sloppily, your group will be penalized (up to one-letter grade) regardless of how good the content.  Wonder whether you should use the word lay or lie? Get confused by further and farther? Whether you need punctuation or you should capitalize a certain word? Check with the Grammar Slammer located at http://englishplus.com/grammar/gsdeluxe.htm .  

BUS203: Principles of Marketing

The Marketing Plan

Read this chapter, which discusses marketing planning roles, the parts and functions of the marketing plan, forecasting, and the structure of a marketing plan audit. It also discusses PEST Analysis and other external factors that affect marketing decisions. This chapter reviews other concepts we've discussed so far. Key takeaways include the steps in the forecasting process. You will be able to identify types of forecasting methods and their advantages and disadvantages and discuss the methods used to improve the accuracy of forecasts. Lastly, you will apply marketing planning processes to ongoing business settings and identify the role of the marketing audit. Answer the discussion questions at the end of the chapter.

Functions of the Marketing Plan

In the conclusion, repeat the highlights. Summarize the target market, the offer, and the communication plan. Your conclusion should remind the reader of all the reasons why your plan is the best choice.

Of course, the written plan is itself a marketing tool. You want it to convince someone to invest in your ideas, so you want to write it down on paper in a compelling way. Figure 16.9 "Tips for Writing an Effective Marketing Plan" offers some tips for effectively doing so. Also, keep in mind that a marketing plan is created at a single point in time. The market, though, is dynamic. A good marketing plan includes how the organization should respond to various scenarios if the market changes. In addition, the plan should include "triggers" detailing what should happen under the scenarios. For example, it might specify that when a certain percentage of market share is reached, then the price of the product will be reduced (or increased). Or the plan might specify the minimum amount of the product that must be sold by a certain point in time – say, six months after the product is launched – and what should happen if the mark isn't reached. Also, it should once again be noted that the marketing plan is a communication device. For that reason, the outline of a marketing plan may look somewhat different from the order in which the tasks in the outline are actually completed.

Figure 16.9 Tips for Writing an Effective Marketing Plan

Findings, Conclusions, and Recommendations Matrices

September 16, 2020

By: Chelsie Kuhn, MEL Associate, Headlight Consulting Services, LLP

This blog post is the last in a series about qualitative methods.

Up to this point, our series has covered thoughts on qualitative rigor truths , things to keep in mind for implementation , and recommendations to help with qualitative data analysis software and coding setup considerations. To close out the series, we wanted to share one of our other best practices and deliverables to demonstrate how we organize the qualitative process–the Findings, Conclusions, and Recommendations Matrix.

A Findings, Conclusions, and Recommendations (FCR) Matrix is an easy tool to implement when going through the qualitative analysis process after coding your dataset to make reports more accessible for readers. If filled in properly, it should mostly write your report for you, only requiring the report author(s) to expand on a few pieces and integrate illustrative quotes along the way. It can serve as a check on the analysis process–a more experienced analyst/evaluator can look at the matrix quickly and see if the conclusions in the table are logically based on what the findings are saying. The FCR Matrix can also serve as a check to make sure that your recommendations are actionable and proportionate to the evidence.

Step One : Build the Tool

At Headlight, when we want to organize our qualitative analysis process after the primary coding is complete, we start by building out a tool in Excel/Google Sheets to use with all of the columns needed for our data analysis. By setting up a basic framework, the analyst can then focus on filling in the columns and rows accordingly without worry that they are missing something needed for the final report in the process. For those working with multiple analysts or internal reviewers, generating this tool in Google Sheets or another collaborative software from the beginning will be helpful later if/when multiple people need to access the document simultaneously, either to fill in the document or to test the logic flow among findings, conclusions, and recommendations.

Step Two : Focus on Scaffolding the Main Worksheet

When we use an FCR matrix as part of our analysis process, the main overarching sheet is devoted to the compiled matrix with columns for findings, conclusions, and recommendations, and with a row for each triangulated theme from the evaluation, case study, Learning Review, or another data-driven effort. Wait to enter any themes from your effort until you have gone through steps three and four that way you are only incorporating themes that have been triangulated.

Themes are generally a variant on what analysts were originally coding for, so sometimes this mimics the evaluation questions, or sometimes it comes from an emergent theme that showed up during the analysis. In the example above, you can see that the sample data were likely coded for any positive enabling environment factors that contributed to desired results. Oftentimes, these themes help organize the sections in the final report based on the priority of findings and any actionable evidence for the client.

Step Three: Integrate the Analysis Summary Sheet and Triangulate

On a separate Excel sheet or tab, include the code count summary worksheets directly from your qualitative analysis software. This should include trend names/code names and code counts. To this, the analyst will want to add columns for triangulation details (a simple Yes/No dichotomy works here), the number of sources where the code was applied, relevant notes for the trend, and a column of if it should be included in the FCR Matrix. The trend names can be modified from the direct code applied to add more nuance, as these trend names will ideally be used for headings and sub-headings for your report. By pulling the trend names with code counts, analysts can get a sense of how much triangulating they need to work on. Every trend with a code count of at least three ought to be checked for triangulation, meaning the code was applied (and applied properly) across three or more sources . If the trend is triangulated, then the analyst should mark the triangulation details and FCR Matrix inclusion columns as “Yes,” and begin secondary analysis before moving any trends and findings to the overarching Excel sheet.

Step Four : Complete Secondary Analysis

For triangulated themes, we also include separate additional worksheets for secondary analysis where analysts can identify sub-themes, apply secondary codes, and expand upon primary coding of data with as much nuance as much as possible. In our process at Headlight, each triangulated theme goes through secondary coding of the exported excerpts from Dedoose copied into the Excel worksheets directly. We will expand more on this in a future series on Learning Reviews, but for secondary analysis, an analyst goes through excerpt-by-excerpt for each theme to find the highest level of detail that can be incorporated into the findings in the FCR Matrix, and ultimately, the end report for the client. The benefit of being able to share more detailed findings with the client is worth the extra time that it takes to do secondary coding, as it allows for another layer of specification about sub-trends and incorporates an additional check on rigor. Once the triangulation and secondary analysis have been completed, the next step is for the analyst to carry over the triangulated trends and their respective findings to input into the main overarching worksheet created in the beginning.

Step Five : Carry Over the Findings

In the overarching sheet, start to fill in the names of each triangulated trend and their associated findings. By devoting separate columns to each component (findings, conclusions, and recommendations), analysts can ensure that findings are just that– triangulated and validated data without any added interpretation . As you can see in the example above, we typically use “ x number of excerpts across y number of sources” language to keep our findings as clear and undiluted as possible. Just what the data state. Often in qualitative analysis, it can be hard to patiently assess data without jumping to conclusions, but additions at this stage are often unfounded assumptions that can detract from the actual findings and can harm the rigor and validity of the analysis. To avoid the blur between findings and conclusions, we recommend that you go through moving over the trends and stating all of the findings first, then once that’s complete, analysts can move to the next step to build-out conclusions.

Step Six : From Findings, Move to Conclusions

With findings covered, the conclusions column creates space for natural evolution and interpretation of the “so what?” behind the findings. This is the space where any interpretation gets added to make sense of the findings in the bigger picture. Conclusions can be built based on one finding for a theme, or they can build upon multiple, similar themes when the data points to interrelated conclusions. For example, if sufficient data show that a positive enabling environment affects one of the other themes, say the timely deployment of resources, you could conclude that it is likely that timely deployment of resources is magnified when communication systems are working (an enabling environment factor). Because this is the component for making sense of the findings, it will be lengthier than the findings column. And keep in mind, the more explaining done in this column about what the findings mean, the easier it will be to translate this analysis work directly into a data-driven report for a client.

Step Seven : Make Recommendations

Once all the conclusions have been incorporated, the recommendations column provides the next step in the analysis chain, answering the “now what?” from the conclusions that have been made. In order to build on things that work or change things that pose challenges, what would you recommend that the client do next? When making recommendations, they need to be framed in ways that make them specific and actionable so that they can be acted upon. 

• A recommendation that’s too broad: Invest more resources in staff
• A recommendation that’s just right: Invest more resources in improving operational enabling environment factors, specifically on capacity-building for staff around project management and business management best practices. If capacity building efforts are paired with establishing and training on standard operating procedures for core communications and operations processes, this can greatly improve efficiencies.

While writing the report, authors may need to expand to give a recommendation more context, but the majority of the recommendations section should come directly from the FCR Matrix to ensure that they are tied to the findings.

Step Eight : Review the FCR Matrix and Check Logic Flows

With the Findings, Conclusions, and Recommendations columns complete for each of the trends, the final step in the process is to go back and review the matrix to ensure accurate capture. Are the findings actually just findings, or are conclusions blurred into them? Are there any recommendations included in the conclusions section where they shouldn’t be? Being sure that each distinct component is only in the column where it belongs is a best practice, and it gets our clients used to seeing the distinctions for their own work. With things in their appropriate columns, take one last look or have a colleague review the logic flowing through each of the themes to make sure everything makes sense. If everything checks out, then you have a completed FCR Matrix ready to use.

Why the rigor is worth the squeeze

Using the FCR Matrix not only serves as a way to organize and scaffold the analysis and interpretation process, but it also provides clear documentation to include with any deliverables for the client that they can refer back to if they have any questions. It is important to note that although this tool helps set up the organization of the process, it entirely depends on the user to keep the content in each of the findings, conclusions, and recommendations discrete and appropriately separated. This can be hard to do as even more-experienced folks in the field can have trouble slowing down enough to separate findings from conclusions. Doing it this way helps prevent us from making assumptions, and once we can get that part down, the matrix sets up a clear, logical flow that makes qualitative work more rigorous, reliable, and actionable.

While this is our last post explicitly in the qualitative series, be on the lookout for more related content in the future as we will continue writing on this topic. If you have liked our blog so far and want to be alerted when a new post is published,  subscribe to our email notifications . For other questions, please reach out to us at < [email protected] >.

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Top 5 Recommendation Report Templates with Samples and Examples

Sapna Singh

Remember when Air Jordans debuted? Michael Jordan preferred the now famous red and black Air Jordan 1s, despite NBA’s ‘All-White’ shoe policy. Every time he wore those shoes on the court, he had to pay $5,000. But, Nike experienced phenomenal value creation as a result of this recommendation.

At a press conference on June 16, 2021, Portuguese football player Cristiano Ronaldo put aside two bottles of carbonated beverages in favor of water, costing Coca-Cola $4 billion.

Recommendations are a powerful sales and marketing tool. Recommendation reports , also known as feasibility reports , have become the norm in product development, IT, retail, and community development areas to advise stakeholders on the best solutions to solve a problem. Companies implement suggestions based on information gathered during the research process to make the best decisions.

Check out our guide to feasibility analysis  to make sure your projects are effectively implemented.

This blog provides you essential information to examine an issue, product, population, or process to figure out the best course of action. We, at SlideTeam, have put together a list of the Top 5 Recommendation Report Templates  to assist you in growing your clientele and expanding your business. These templates will act as catalysts for the creation of a strong recommendation report.

Evaluate all available options with SlideTeam’s top-notch PPT Templates!

Template 1: Audit Report Summary with Key Findings and Recommendations PPT

An impressive feasibility report can improve clarity and business impact. Use this PPT Template to communicate the audit’s objectives, scope, and findings. Research, surveys, and case studies help make it an informative and persuasive document, allowing the audit team to make comments that go beyond individual issues. This slide includes a three-stage process for presenting findings that can be presented for management review.

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Template 2: Weekly Accomplishment Report with Key Recommendations Template

Wouldn’t you want to document the specifics of your project process? Use this PowerPoint Template to give an overview of the task you complete in any given week. This document is perfect for evaluation criteria and assessments. Present it during interviews to compile and synthesize information and track accomplishments. Employ this PowerPoint Presentation to self-assess and increase your performance appraisal ratings.

Template 3: QA Recommendations Register Report with Status PPT

Provide a consolidated report on the project's testing to date. Use this pre-made PPT Template to showcase the current state of software quality management. This feasibility report can be used to provide Quality Assurance (QA) recommendations to senior management, clients, etc., outlining the specifics of the testing carried out for the project. Important factors like Finding, Recommendation, Owner, Target Date, and Status are included to showcase the application's overall quality level. This will make it easier to develop corrective measures.

Template 4: Recommendations for Determining Salary Structure PPT

Offering competitive remuneration can help foster employee engagement and good performance. Use this PPT Template to establish the scope and objectives of your compensation policy. This informative document depicts the compensation and bonuses offered to employees based on their performances. This has six stages: The compensation structure, the performance appraisal system, the special compensation programmers, the bonuses and incentives, the work-from-home policy, and the retention program. This will enable you to find a balance between offering staff attractive hikes and implementing a reasonable salary policy.

Template 5: One-Page Diagnostic Assessment and Recommendation Report PPT

Use this PPT Template to provide a diagnostic assessment of a client’s needs based on behavior patterns, skills, abilities, resources, vulnerabilities, and safety requirements. This will aid in research and creation of case studies of students’ strengths, skills, capabilities, and knowledge. This feasibility report can be used as a record to discuss student issues and propose appropriate solutions. This PowerPoint Presentation will assist you in creating a snapshot of learning gaps in order to review the plan’s efficiency, effectiveness, relevance, and sustainability. This template is especially useful for educators.

Template 6: One-Page Definition for Risk Assurance and Recommendation Criteria PDF

Use this PPT Template to communicate the risks and hazards that could hurt your company. This will support your research, case studies, and survey work as you create criteria for determining what level of risk is acceptable. This one-pager will assist in reviewing available health and safety information, such as Safety Data Sheets (SDS), manufacturer literature, information from respected organizations, testing results, workplace inspection reports, records of workplace accidents, and so on, to establish a good understanding of the internal risk control systems.

Template 7: Recommendations Related to the Annual Program Evaluation Report PPT

Use this PowerPoint Template to evaluate the effectiveness of a program on an annual basis. It can be used as an evaluation criterion to focus on required components, with an emphasis on program strengths and ‘self-identified’ areas of improvement. This presentation is useful for recognizing deficiencies and recommending an improvement action plan, with follow-ups. This slide is ideal for a program coordinator or education committee.

Template 8: Conclusions and Recommendations Related to Project Presentation PPT

Want to highlight your solution’s main ideas? Use this PPT Template to provide a brief summary of a project's main findings. With the right illustrations and visuals, this slide can be used as a persuasive document. It will assist you in capturing the attention of your focus groups for easy comprehension of facts and figures.

The multiple possible resolutions.

Recommendation Reports are essential for business. They suggest actions to be taken in response to the report’s findings and justify the proposal, as well as the project’s goals and objectives, to ensure effective decision making. Use SlideTeam's PowerPoint Templates to present a realistic solution to workplace problems.

PS: Check out some more recommendation PowerPoint slides  armed with effective ways to reach growth milestones and catapult your business!

FAQs ON RECOMMENDATION REPORTS

Why is a recommendation important in report writing.

Recommendations are significant for the following reasons:

• These provide a succinct and well-organized description of the steps to complete a project.
• These have been compiled after a thorough studied and contain factual data from dependable sources.
• Recommendations provide sound and evidence-based conclusions.
• Many people read a report's suggestions and conclusion before reading the report to get a frame of reference.

What are the components of a recommendation report?

The components of a recommendation report are:

• The introduction explains the issue or circumstance and lists the things that will be compared.
• Background includes necessary information for readers to understand the report, such as description of the company, the background, and context of the issue being addressed, any technical background information, etc.
• Criteria for Evaluation
• Options include possible solutions as well as a brief description of each. This will aid in presenting category-by-category comparisons to provide the best solution.
• The Conclusion  and Recommendation on which the solution is selected considering the criteria provided in the report.

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Marketing (The Brian Tracy Success Library) by Brian Tracy

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Summary and Conclusion

MARKETING IS the most exciting of all business sports. It is the heartbeat of every successful business. It is continually changing in response to the explosion of information, the expansion of technology, and the aggressiveness of competition, at all levels and everywhere.

All business strategy is marketing strategy. Your ability to think clearly and well about the very best marketing strategies, and to continually change and upgrade your activities, is the key to the future of your business.

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Artificial intelligence in strategy

Can machines automate strategy development? The short answer is no. However, there are numerous aspects of strategists’ work where AI and advanced analytics tools can already bring enormous value. Yuval Atsmon is a senior partner who leads the new McKinsey Center for Strategy Innovation, which studies ways new technologies can augment the timeless principles of strategy. In this episode of the Inside the Strategy Room podcast, he explains how artificial intelligence is already transforming strategy and what’s on the horizon. This is an edited transcript of the discussion. For more conversations on the strategy issues that matter, follow the series on your preferred podcast platform .

Joanna Pachner: What does artificial intelligence mean in the context of strategy?

Yuval Atsmon: When people talk about artificial intelligence, they include everything to do with analytics, automation, and data analysis. Marvin Minsky, the pioneer of artificial intelligence research in the 1960s, talked about AI as a “suitcase word”—a term into which you can stuff whatever you want—and that still seems to be the case. We are comfortable with that because we think companies should use all the capabilities of more traditional analysis while increasing automation in strategy that can free up management or analyst time and, gradually, introducing tools that can augment human thinking.

Joanna Pachner: AI has been embraced by many business functions, but strategy seems to be largely immune to its charms. Why do you think that is?

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Yuval Atsmon: You’re right about the limited adoption. Only 7 percent of respondents to our survey about the use of AI say they use it in strategy or even financial planning, whereas in areas like marketing, supply chain, and service operations, it’s 25 or 30 percent. One reason adoption is lagging is that strategy is one of the most integrative conceptual practices. When executives think about strategy automation, many are looking too far ahead—at AI capabilities that would decide, in place of the business leader, what the right strategy is. They are missing opportunities to use AI in the building blocks of strategy that could significantly improve outcomes.

I like to use the analogy to virtual assistants. Many of us use Alexa or Siri but very few people use these tools to do more than dictate a text message or shut off the lights. We don’t feel comfortable with the technology’s ability to understand the context in more sophisticated applications. AI in strategy is similar: it’s hard for AI to know everything an executive knows, but it can help executives with certain tasks.

When executives think about strategy automation, many are looking too far ahead—at AI deciding the right strategy. They are missing opportunities to use AI in the building blocks of strategy.

Joanna Pachner: What kind of tasks can AI help strategists execute today?

Yuval Atsmon: We talk about six stages of AI development. The earliest is simple analytics, which we refer to as descriptive intelligence. Companies use dashboards for competitive analysis or to study performance in different parts of the business that are automatically updated. Some have interactive capabilities for refinement and testing.

The second level is diagnostic intelligence, which is the ability to look backward at the business and understand root causes and drivers of performance. The level after that is predictive intelligence: being able to anticipate certain scenarios or options and the value of things in the future based on momentum from the past as well as signals picked in the market. Both diagnostics and prediction are areas that AI can greatly improve today. The tools can augment executives’ analysis and become areas where you develop capabilities. For example, on diagnostic intelligence, you can organize your portfolio into segments to understand granularly where performance is coming from and do it in a much more continuous way than analysts could. You can try 20 different ways in an hour versus deploying one hundred analysts to tackle the problem.

Predictive AI is both more difficult and more risky. Executives shouldn’t fully rely on predictive AI, but it provides another systematic viewpoint in the room. Because strategic decisions have significant consequences, a key consideration is to use AI transparently in the sense of understanding why it is making a certain prediction and what extrapolations it is making from which information. You can then assess if you trust the prediction or not. You can even use AI to track the evolution of the assumptions for that prediction.

Those are the levels available today. The next three levels will take time to develop. There are some early examples of AI advising actions for executives’ consideration that would be value-creating based on the analysis. From there, you go to delegating certain decision authority to AI, with constraints and supervision. Eventually, there is the point where fully autonomous AI analyzes and decides with no human interaction.

Because strategic decisions have significant consequences, you need to understand why AI is making a certain prediction and what extrapolations it’s making from which information.

Joanna Pachner: What kind of businesses or industries could gain the greatest benefits from embracing AI at its current level of sophistication?

Yuval Atsmon: Every business probably has some opportunity to use AI more than it does today. The first thing to look at is the availability of data. Do you have performance data that can be organized in a systematic way? Companies that have deep data on their portfolios down to business line, SKU, inventory, and raw ingredients have the biggest opportunities to use machines to gain granular insights that humans could not.

Companies whose strategies rely on a few big decisions with limited data would get less from AI. Likewise, those facing a lot of volatility and vulnerability to external events would benefit less than companies with controlled and systematic portfolios, although they could deploy AI to better predict those external events and identify what they can and cannot control.

Third, the velocity of decisions matters. Most companies develop strategies every three to five years, which then become annual budgets. If you think about strategy in that way, the role of AI is relatively limited other than potentially accelerating analyses that are inputs into the strategy. However, some companies regularly revisit big decisions they made based on assumptions about the world that may have since changed, affecting the projected ROI of initiatives. Such shifts would affect how you deploy talent and executive time, how you spend money and focus sales efforts, and AI can be valuable in guiding that. The value of AI is even bigger when you can make decisions close to the time of deploying resources, because AI can signal that your previous assumptions have changed from when you made your plan.

Joanna Pachner: Can you provide any examples of companies employing AI to address specific strategic challenges?

Yuval Atsmon: Some of the most innovative users of AI, not coincidentally, are AI- and digital-native companies. Some of these companies have seen massive benefits from AI and have increased its usage in other areas of the business. One mobility player adjusts its financial planning based on pricing patterns it observes in the market. Its business has relatively high flexibility to demand but less so to supply, so the company uses AI to continuously signal back when pricing dynamics are trending in a way that would affect profitability or where demand is rising. This allows the company to quickly react to create more capacity because its profitability is highly sensitive to keeping demand and supply in equilibrium.

Joanna Pachner: Given how quickly things change today, doesn’t AI seem to be more a tactical than a strategic tool, providing time-sensitive input on isolated elements of strategy?

Yuval Atsmon: It’s interesting that you make the distinction between strategic and tactical. Of course, every decision can be broken down into smaller ones, and where AI can be affordably used in strategy today is for building blocks of the strategy. It might feel tactical, but it can make a massive difference. One of the world’s leading investment firms, for example, has started to use AI to scan for certain patterns rather than scanning individual companies directly. AI looks for consumer mobile usage that suggests a company’s technology is catching on quickly, giving the firm an opportunity to invest in that company before others do. That created a significant strategic edge for them, even though the tool itself may be relatively tactical.

Joanna Pachner: McKinsey has written a lot about cognitive biases  and social dynamics that can skew decision making. Can AI help with these challenges?

Yuval Atsmon: When we talk to executives about using AI in strategy development, the first reaction we get is, “Those are really big decisions; what if AI gets them wrong?” The first answer is that humans also get them wrong—a lot. [Amos] Tversky, [Daniel] Kahneman, and others have proven that some of those errors are systemic, observable, and predictable. The first thing AI can do is spot situations likely to give rise to biases. For example, imagine that AI is listening in on a strategy session where the CEO proposes something and everyone says “Aye” without debate and discussion. AI could inform the room, “We might have a sunflower bias here,” which could trigger more conversation and remind the CEO that it’s in their own interest to encourage some devil’s advocacy.

We also often see confirmation bias, where people focus their analysis on proving the wisdom of what they already want to do, as opposed to looking for a fact-based reality. Just having AI perform a default analysis that doesn’t aim to satisfy the boss is useful, and the team can then try to understand why that is different than the management hypothesis, triggering a much richer debate.

In terms of social dynamics, agency problems can create conflicts of interest. Every business unit [BU] leader thinks that their BU should get the most resources and will deliver the most value, or at least they feel they should advocate for their business. AI provides a neutral way based on systematic data to manage those debates. It’s also useful for executives with decision authority, since we all know that short-term pressures and the need to make the quarterly and annual numbers lead people to make different decisions on the 31st of December than they do on January 1st or October 1st. Like the story of Ulysses and the sirens, you can use AI to remind you that you wanted something different three months earlier. The CEO still decides; AI can just provide that extra nudge.

Joanna Pachner: It’s like you have Spock next to you, who is dispassionate and purely analytical.

Yuval Atsmon: That is not a bad analogy—for Star Trek fans anyway.

Joanna Pachner: Do you have a favorite application of AI in strategy?

Yuval Atsmon: I have worked a lot on resource allocation, and one of the challenges, which we call the hockey stick phenomenon, is that executives are always overly optimistic about what will happen. They know that resource allocation will inevitably be defined by what you believe about the future, not necessarily by past performance. AI can provide an objective prediction of performance starting from a default momentum case: based on everything that happened in the past and some indicators about the future, what is the forecast of performance if we do nothing? This is before we say, “But I will hire these people and develop this new product and improve my marketing”— things that every executive thinks will help them overdeliver relative to the past. The neutral momentum case, which AI can calculate in a cold, Spock-like manner, can change the dynamics of the resource allocation discussion. It’s a form of predictive intelligence accessible today and while it’s not meant to be definitive, it provides a basis for better decisions.

Joanna Pachner: Do you see access to technology talent as one of the obstacles to the adoption of AI in strategy, especially at large companies?

Yuval Atsmon: I would make a distinction. If you mean machine-learning and data science talent or software engineers who build the digital tools, they are definitely not easy to get. However, companies can increasingly use platforms that provide access to AI tools and require less from individual companies. Also, this domain of strategy is exciting—it’s cutting-edge, so it’s probably easier to get technology talent for that than it might be for manufacturing work.

The bigger challenge, ironically, is finding strategists or people with business expertise to contribute to the effort. You will not solve strategy problems with AI without the involvement of people who understand the customer experience and what you are trying to achieve. Those who know best, like senior executives, don’t have time to be product managers for the AI team. An even bigger constraint is that, in some cases, you are asking people to get involved in an initiative that may make their jobs less important. There could be plenty of opportunities for incorpo­rating AI into existing jobs, but it’s something companies need to reflect on. The best approach may be to create a digital factory where a different team tests and builds AI applications, with oversight from senior stakeholders.

The big challenge is finding strategists to contribute to the AI effort. You are asking people to get involved in an initiative that may make their jobs less important.

Joanna Pachner: Do you think this worry about job security and the potential that AI will automate strategy is realistic?

Yuval Atsmon: The question of whether AI will replace human judgment and put humanity out of its job is a big one that I would leave for other experts.

The pertinent question is shorter-term automation. Because of its complexity, strategy would be one of the later domains to be affected by automation, but we are seeing it in many other domains. However, the trend for more than two hundred years has been that automation creates new jobs, although ones requiring different skills. That doesn’t take away the fear some people have of a machine exposing their mistakes or doing their job better than they do it.

Joanna Pachner: We recently published an article about strategic courage in an age of volatility  that talked about three types of edge business leaders need to develop. One of them is an edge in insights. Do you think AI has a role to play in furnishing a proprietary insight edge?

Yuval Atsmon: One of the challenges most strategists face is the overwhelming complexity of the world we operate in—the number of unknowns, the information overload. At one level, it may seem that AI will provide another layer of complexity. In reality, it can be a sharp knife that cuts through some of the clutter. The question to ask is, Can AI simplify my life by giving me sharper, more timely insights more easily?

Joanna Pachner: You have been working in strategy for a long time. What sparked your interest in exploring this intersection of strategy and new technology?

Yuval Atsmon: I have always been intrigued by things at the boundaries of what seems possible. Science fiction writer Arthur C. Clarke’s second law is that to discover the limits of the possible, you have to venture a little past them into the impossible, and I find that particularly alluring in this arena.

AI in strategy is in very nascent stages but could be very consequential for companies and for the profession. For a top executive, strategic decisions are the biggest way to influence the business, other than maybe building the top team, and it is amazing how little technology is leveraged in that process today. It’s conceivable that competitive advantage will increasingly rest in having executives who know how to apply AI well. In some domains, like investment, that is already happening, and the difference in returns can be staggering. I find helping companies be part of that evolution very exciting.

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Zomato, ITC, ICICI Bank, SBI and more: MOSL lists 10 large-cap stocks to buy ahead of general election outcome

The indian market declined in may due to rising us bond yields, foreign investor outflows, and global uncertainties. motilal oswal remains positive, listing 10 large-cap stocks to buy before general election results, including l&t, sbi, icici bank, coal india, and titan..

The Indian market has been in the red in May after 3 consecutive months of gains. The decline this month has been on the back of rising US bond yields, continued foreign investor outflows as well as nervousness among investors due to the ongoing global uncertainties amid the Lok Sabha elections.

Overall, brokerage house Motilal Oswal maintains a positive view on the market and believes any dip can be viewed as a buying opportunity for long-term investors. It has listed 10 large-cap stocks that investors can buy in the remainder of this month, ahead of the election results. Let's take a look:

Read here: ‘Market expecting positive end to the elections’

L&T : MOSL noted that the green shoots are visible and the ordering momentum is expected to gather steam in the post-election period and is resulting in valuation re-rating for the entire sector. L&T is focusing on increasing market share by targeting large-sized projects that require high technical qualifications. The brokerage expects consolidated revenue growth of 11% YoY, led by 12% YoY Core E&C revenue growth. A Core E&C EBITDA margin of 9%, up 50bp YoY/130bp QoQ is expected as legacy orders are near completion. L&T’s growth is expected to be driven by 18% growth in order inflows, led by a strong prospect pipeline; and a gradual recovery in core EBITDA margin, it predicted.

SBI : SBI has made a swift recovery in earnings, from a loss of ₹ 6,500 crore in FY18 to profits of ₹ 61,100 crore in FY24, highlighted MOSL. It noted that the lender's business growth remained robust, with a healthy recovery in the corporate segment. SBI's asset quality also remained healthy as GNPA improved & slippages moderated. GNPA/NNPA ratios moderated to 2.24% (lowest in >10 years)/0.57% as on 4QFY24, it added. The lender reported a steady quarter with steady growth in revenues, while robust asset quality helped the bank maintain strong control over provisioning expenses. It is well positioned to deliver steady earnings, with FY26E RoA/RoE of 1.1%/18.5%, predicted MOSL.

Read here: Equities or other asset classes? What should you pick ahead of election results

ICICI Bank : ICICI Bank reported a healthy performance in 4QFY24, with 17% YoY growth in net earnings. Credit growth was healthy at 16% YoY/3% QoQ, led by healthy traction in the Retail, SME, and BB segments. Deposit growth surprised positively at 20% YoY. The stable mix of a high-yielding portfolio (Retail/Business Banking) and continued traction in BB, SME, and secured retail drove broad-based growth, which helps to retain healthy business diversification, stated MOSL. The brokerage expects the bank to sustain a ~14% CAGR in PAT over FY24-26E and RoA/RoE of 2.26%/18.0% in FY26.

Coal India : Coal India remains MOSL's top pick in the metals and mining sector. With a robust volume outlook, healthy e-auction premiums, and lower costs, the outlook for COAL remains positive, it said. In Q4, COAL's production stood at 242mt (+8% YoY/+22% QoQ) and dispatches came in at 201mt (+8% YoY/+5% QoQ). COAL supplies 90% of its production to the power sector and thermal power accounts for +80% of total power generated in India. To meet the increasing coal requirements of the power sector, Coal India has made a long-term commitment. It targets to achieve a production of 838mt in FY25, with dispatches under e-auction at 15% of total volumes, noted the brokerage.

Read here: Shankar Sharma's election prediction: No major market movement if BJP wins

Titan : Titan is one of the few consumer companies that have been growing revenue at a steady pace despite the high base and discretionary nature of the product segments. This underscores the superior brand positioning and the prowess of its franchise, said the brokerage. It further added that the firm is on track to achieve the existing jewellery revenue guidance of 2.5x FY22 revenue by FY27, implying an impressive 20% CAGR during the period. The gradual recovery in the studded ratio is expected to support an improved gross margin in the future, stated MOSL. With a current market share of 8% in a sizable ₹ 5 lakh crore market, there is significant headroom for growth. Titan's healthy growth outlook, favourable industry trends, and strong balance sheet make it a compelling option in the discretionary space. Management expects jewellery EBIT margin to be at 12-13% in FY25, predicted the brokerage.

M&M : As per the brokerage, M&M is on track to achieve a Q4FY24-exit capacity of 49k units per month for SUVs. It expects the SUV portfolio to grow by mid-to-high teens in FY25 vs SIAM’s industry projection of 3-4 percent for overall PVs (passenger vehicles) and 10-12 percent for UVs (utility vehicles). MOSL believes FY25 is likely to witness better growth prospects on the back of a normal festive season and expectations of a healthy monsoon. MM’s auto business is expected to be the key growth driver for the next couple of years on the back of its healthy order backlog and new launches. It estimates a CAGR of 12 percent/15 percent/16 percent in revenue/EBITDA/PAT over FY23-26. However, the near-term outlook for tractors remains weak, it cautioned.

Read here: General Elections 2024: No major impact of polls on equity market, says FidelFolio

Hindalco : MOSL pointed out that Hindalco has undertaken a mammoth $6 bn multi locational-multi product growth capex over a period of the next five years. Meanwhile, Novelis achieved its EBITDA target of USD525/t in Q4 and expects further improvement in the medium term, driven by various operating levers: 1) capacity expansion, 2) favorable pricing, 3) higher recycle content, and 4) operating leverage. Novelis has recently submitted draft papers for IPO with the SEC. The said IPO is expected to be an OFS and will help in value unlocking for the subsidiary. Volume growth across geographies is expected to remain stable going forward. Hindalco expects Novelis to post EBITDA/t of USD600 in the medium to long term, forecasted MOSL.

ITC : The resilient nature of ITC’s core business amid an uncertain environment in the sector, along with a 3-4% dividend yield, makes it a good defensive bet in the ongoing volatile interest rate environment, said MOSL. The performance of other FMCG segments remained resilient, with 7.3% revenue growth. The contribution of digital and modern trade businesses was significant at 31% of revenue. Moreover, the agriculture business is focused on trading, and a new nicotine plant is set to commence operations in Mar’24, it added. The earning CAGR at the PBT level stood at 8.5% over FY18-23. MOSL expects ITC to post a 7% earnings CAGR over FY24-26. Concerns: Rising competitive pressure (local, regional players) and weak demand.

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HCL Tech : The brokerage pointed out that higher exposure to Cloud, which comprises a larger share of non-discretionary spending, offers better resilience to HCL Tech's portfolio in the current context, with higher demand for Cloud, Network, Security, and Digital workplace services. The Q4FY24 new Deal TCV was healthy at $2.3bn. HCLT has retained its margin guidance band of 18-19% for FY25 and aspires for a 19-20% margin in the longer run. Given its capabilities in the IMS and Digital space, along with strategic partnerships and investments in Cloud, MOSL expects HCLT to emerge stronger on the back of healthy demand for these services in the medium term. It sees an FY25 EBIT margin of 18.6%, which should translate into an INR PAT CAGR of 12.8% over FY24-26.

Zomato : MOSL remains positive on the long-term growth opportunity for Zomato and does not expect competition to intensify further despite the entry of ONDC in the space. Zomato retained Blinkit’s Adj. EBITDA break-even guidance on or before Q1FY25. Zomato is expected to deliver a strong 70%/41% YoY growth in FY24/FY25, with Blinkit outpacing the food delivery business because of geographical expansion, improvement in order frequency, and moderation in a competitive environment in the quick commerce industry, it said. After turning positive at the margin level in 3Q, MOSL now estimates Zomato to deliver a 4.5%/10.0% EBITDA margin in FY25E/FY26. MOSL further noted that the food delivery business is still in a nascent stage in India, with a long runway for growth. With a dominant market share and strong growth in the food delivery business and Hyperpure, it expects Zomato to report a strong 38% Adj. revenue CAGR over FY24-26.

Disclaimer: The views and recommendations made above are those of individual analysts or broking companies, and not of Mint. We advise investors to check with certified experts before taking any investment decisions.

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