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Marketing Research Insights: 22 Visual Displays

bigstockphoto_Shot_Of_A_Cute_But_Grumpy_Chil_5735352I hate bar charts.

Well, maybe “hate” is kinda strong. But you know what I mean.

A market research report that consists of 100 bar charts and pie charts is boring. And while I’d love to think market research has some socially beneficial aspects, curing insomnia is not what I have in mind.

Often, people get stuck in a rut. You get used to asking questions a certain way, you get comfortable with particular scales, and you develop styles—even templates—for reporting research results.

If your audience is falling asleep, or you are just looking for a more compelling way to convey a study’s “so what” results—consider shaking up your visual displays.

Michael Lieberman (@StatMaven for you Twitter folks) and I were talking about the issue of compelling visual displays a few months ago. He and I decided that between the two of us, we could put together some practical, real-world visual displays for market research reporting. Displays that intuitively convey complex ideas. Displays that showcase research actionability. Displays that simply make looking at data a little more interesting.

Thus we created the free eBook, “Marketing Research Insights: 22 Visual Displays.” Available on Scribd (LINK), the book is divided into sections such as Research process, Customer satisfaction, Competitive analysis, Win/Loss research, Brand awareness and more. Each display is accompanied by a very brief description of how it can be used.

Now for all of you Tufte fans: Tufte is great. Gorgeous books. Inspiring concepts. But not all that relevant to most market research projects (oh, the hate mail I will get!). Sorry, but it’s true.

If you have any questions or comments about the eBook, please leave them here, or email us: or

Tip: if you have not read an eBook on Scribd before, I recommend you use the “book” view option. Once in Scribd, in the lower left corner of your window, you will see the words “view mode.”  I suggest you select “book” from the dropdown list. For me, it makes for easier online reading.


Kathryn Korostoff

Kathryn Korostoff is founder and lead instructor at Research Rockstar. Over the past 25 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in magazines. She is also a professor at Boston University, where she teaches grad students how to analyze and report quantitative data.

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