Be honest: is it time to amp up the impact of your quantitative market research reports?
If so, we have the cure.
Boring reports are often caused by weak synthesis. Boring reports tend to be glorified lists of single data points, filled with dull statements like, “25% of people reported X, and 35% reported Y.” Or how about, “3 out of 5 customers prefer A, and 2 out of 5 prefer B.” Boring. But boring reports are fast to write, and given the time pressure most researchers are under these days, it’s an understandable conundrum.
So, what’s the cure? In our training courses, we teach the use of structured analysis to reveal rich, insight-inspiring results. Structured analysis approaches (there are several) give the researcher objective ways to identify themes and patterns across multiple variables using the data they have. It starts with using your existing data analysis (descriptives, crosstabs, etc.), and using frameworks to generate higher-level synthesis. Better still: structured analysis approaches also help the researcher to be objective and thorough in their interpretation of data output. A structured analysis imposes rigor into the analysis process, so that the researcher sees what is there—not just what they are looking for.
So, what is an example of structured analysis? One example is a SWOT analysis. Yup, good old business school Strengths Weaknesses Opportunities and Threats. A SWOT analysis can be applied to any topic. Market segmentation? I might set up my SWOT to analyze a brand’s position with the most attractive segments. Product concept testing? I might craft multiple SWOT analyses to evaluate the short-list of optimized product concepts. Customer satisfaction research? You get the point. The beauty of a SWOT analysis is that it’s a simple but powerful structure for weaving together multiple data points into more strategic categories of results—which is a key step in uncovering high-impact “aha” findings.
For New Market Researchers or Experienced Ones
Researchers new to report writing will find that a structured analysis approach gives them a clear, reliable path to digest their data and precisely address project objectives.
Experienced market researchers will find that a structured analysis approach can amp up their key findings and perhaps even speed up their process.
Writing clear concise, powerful quantitative market research reports is hard. Especially these days when we are expected to write them in record time! But a structured analysis approach can reduce your stress while increasing the “aha” content.
Sign Up Today for Our Next Quantitative Research Reports Course
Writing Quantitative Research Reports is a 4-week course, meeting once weekly for 4 consecutive Thursdays, 1:00-2:30, starting September 21st, 2017. Join instructor Kathryn Korostoff to explore the process of writing professional reports from start-to-finish, with a strong focus on how to make sure analysis is thorough and objective. Haven’t met Kathryn before? Check out one of her YouTube videos here.