Imagine this scene. It’s the day you receive the documents summarizing the findings of a long and important market research project. You’ve been waiting for them for several days and need to make decisions based on them as soon as possible. After a few tasks, the long-awaited deliverables arrive, and you’re nearly overwhelmed when you review them. You discover that, despite partially meeting your expectations, they’re somewhat difficult to understand.
Within project planning, the format and characteristics of the findings reports are just as important as all the operational phases of the project. Generally, the conditions of the document summarizing the raw data that translates into tangible actions and justifies the investment are agreed upon from the outset with the knowledge agency specializing in people or brands. To make this stage easier, this week we’ve listed four elements of a report of conclusions and discoveries in our industry.
Executive Report. Building on the example used at the beginning of this blog post, it’s worth noting that those who must make decisions based on these documents often have little time to delve into the details of an investigation; this latter task falls to other departments within a brand. Even before the rise of Artificial Intelligence, a very brief report was used to provide a quick overview of the most significant actionable results.
Overall Report. This is perhaps the most common example of a project deliverable. It’s usually a comprehensive document that includes tables, graphs, inferences, conclusions, and recommendations. This record of results is carefully reviewed by those in the departments or areas involved in implementing the study’s findings. It’s advisable to detail the general elements of the text’s structure in advance, including the format to be used, to ensure consistency with other internal stationery.
Online Platforms. These days, saving paper and ink for final project reports has become increasingly popular. For this reason, a multitude of options are used to exchange and visualize the data and information discovered. This includes PDF readers and office suites. There are also intranet or internet applications that display maps or statistical graphs in real time or with a delay. Creativity and budget seem to be the only limits to this approach.
Appendices. The three points mentioned above summarize all the results of a study. Sometimes it will be necessary to consult databases for monitoring and cross-referencing with other research. Therefore, part of the deliverables after completing a project includes all possible records of the research. These include materials such as interview recordings, tables, spreadsheets, maps, photographs, website backups, and more.
These and other resources are the result of an investment in Market Research. It might seem that by defining the objectives and structure of a project, the conditions for the findings reports are predetermined. This is not always the case. Agree on terms with your strategic partners from the outset to avoid rework and delays in closing a given study. The same agencies in our segment can advise you on this matter if you have any questions.
At Acertiva, we have extensive experience in this field, backed by over two decades of expertise in supporting successful decisions for our clients. We have a presence in the main Latin American countries, where our analysts and strategic partners are ready to provide you with our solutions and tools. Take advantage of our free fifteen-minute consultation today. This first step could be the beginning of your next success story.
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