Organizations invest a lot of time and money in conducting market research. Objectives are outlined, questionnaires are developed, and data are collected, processed, and analyzed. However, when it comes time to presenting insights, research reports often fall short. Poor reporting can cast doubt on the entire process and diminish executive confidence in the insights gathered. While there is no single “best” way to prepare a report, there are pitfalls to avoid and principles to follow.

Earlier we had made you aware of the pitfalls of “no story“, “information overload“, and how you can avoid these mistakes. Presented below is the third common mistake researchers make in reporting insights – and how you can avoid it.

Third Common Mistake: “Not User Friendly”.

Many researchers fail to take into account their audience and other circumstances they face. As a result, their reports may be too long (or too short), too technical (or not technical enough), or otherwise not appropriate.

Solution: Planning and attention to detail are vital to reporting, as with all other aspects of a research project. Before starting your report, try to find out the size, level, and expertise of your audience. Try to also find out how much they already know about your project, how much detail they’re likely to want, and whether they’re likely to prefer info-graphics over charts or tables. This knowledge can help you optimize your deliverable(s).

Example: A client wanted us to present findings (such as those presented in the “Before” slide below) in a format that could be easily understood by an audience comprised largely of non-researchers. As shown in the “After” slide, the use of engaging info-graphics accomplished this objective.

Gold Research Inc. has extensive experience in journey mapping, path-to-purchase research, deploying customer intercepts and mobile surveys for concept testing, marketing testing, satisfaction research, shopper insights, and mystery shopping. We can also act as an extension of your research team in helping with data processing, analysis, report development, and survey programming. Contact us at 1-800-549-7170 or send us an email for a free 30-minute consultation on this topic.