When we think about Market Research, we envision a series of stages that include the design, development, and field collection of data and insights. Among these stages is the presentation of results in various formats and presentations. For clients and stakeholders, documents summarizing research findings can be complex and time-consuming to review.
Likewise, results reports are sometimes the only evidence of all the work done by an entire team focused on understanding the concerns and feedback of decision-makers and purchasers in different segments. There are multiple deliverables available for this type of research. Therefore, this week we’ve listed four types of documents that summarize market research results.
Graphs. Figures presented in tables can be a complex deliverable to understand at a single glance. For this reason, there are different types of data presentations that highlight specific figures and findings. For example, the classic pie chart is a common graph. This type of data presentation has some limitations. Therefore, it is important to choose the graph that best meets the objectives for decision-making. Whether it’s a bar chart, a dot plot, or a histogram, it is the analyst’s responsibility to choose the best option for visualizing results.
Maps. Geography is another discipline that contributes significantly to Market Research. There are numerous documents that display a vast amount of data and information at a glance. Among these are cartographic maps. There are topological maps that aim to show places without regard to scale, as is the case with abstractions of public transportation. There are also choropleth maps that differentiate various political-administrative areas with a color scale that corresponds to a universe of phenomena.
Databases. Sometimes it is not necessary to illustrate the results of a study. In these cases, we can use a series of tables or files with raw data for decision-making. In such circumstances, we must ensure that the figures and results of a study are clear and presented in a concise manner. We then resort to coding findings using easily interpretable keys or codes.
Executive reports. Ultimately, all forms of presenting research results require a significant amount of space and many lines. For busy individuals, this can be a very tedious and time-consuming task. For this reason, some agencies often offer very brief summaries highlighting the most significant results of a project. Rather than providing detailed information, the goal is to offer the key findings that facilitate executive decision-making at a glance.
In many cases, the way you can access research results depends on what is agreed upon during the quoting and contracting phase. Otherwise, you will depend on the judgment and experience of the market analysts supporting your projects. Feel free to ask about the formats and frequency in which you wish to receive the findings of the studies you commission.
At Acertiva, we have over two decades of experience delivering a wide variety of market research projects for our clients and stakeholders. Thanks to our two decades of experience in the field, we can provide you with a team of market analysts and strategic partners to help you achieve your brand and consumer insights goals in LATAM. Contact us today to begin your next success story.
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