In most of our blog posts we usually talk about the first phases of market research projects: planning, operational part and analysis. However, we have dedicated little space to the last one and we take it for granted as a quick and simple phase. We refer to the stage of preparing a report.
It should be noted that the implications of this task are not minor. It depends on it to synthesize the research findings and serves as a guide document for readers who use it as a starting point to make decisions or analysts of the future who will start from it to propose new studies or derived research.
For this reason, we want to list four elements that may be contained in the documents that gather the conclusions and recommendations of a market investigation.
Images. They are multimedia elements that serve as evidence of a certain phenomenon or condition. They are chosen when it is not possible to settle or describe a fact more effectively with other resources such as the text. Its justification must be well demonstrated since it demands higher costs when printing these documents is required. They can also be used as part of the visual design of the reports and be decorative only.
Math graphics. Perhaps they are the most recognized category for most people when it comes to reporting results. A very efficient way to summarize and highlight those data of greatest interest is achieved by representing them through histograms, pie charts, and bars. There is a whole discipline in charge of correctly choosing each type based on the numbers that are counted and what you want to count.
Maps. In Market Research, a lot of georeferenced data is worked on. Territory models or thematic charts can be used not only to summarize a huge amount of data and information, but also to show spatial patterns of great strategic value that would otherwise be difficult to visualize and communicate. Maps are technical documents that must meet a series of requirements to fully fulfill their function, otherwise we will talk about plans or models.
Infographics. There will be situations where there will be a set of results of different natures that would otherwise require a greater extension to be displayed. In these situations, diagrams that consistently integrate images, text, and graphics can be used. Given their complexity, they demand experts in visual communication and graphic design to support analysts in their preparation. They can even be summary reports by themselves that facilitate and save time for their users.
Regardless of the type of resources used, it is essential to have a clear idea of the story you want to tell when creating a results report. It will depend on its intuitive reading and ease of use that all the efforts made in all the previous stages culminate in a final point that translates into informed decisions and a marked reduction in uncertainty for brands and companies.
At Acertiva we understand this fact, for this reason we offer you our more than 20 years of experience studying the markets of the countries that make up LATAM. Get in touch with us today to tell us your requirements and we in turn tell you how together we can write your next success story.
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