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Why Won’t They Read the @#%! Research Report?!

You’ve just spent weeks, maybe months, executing a great primary market research project. You created a final report that just sings (insert angel chorus sounds here). It’s full of insights and fresh perspectives that could save or make real money for your organization.

Any nobody is reading it.

Ouch.

Why not? Is the issue motivation? Is it just too hard for your audience to prioritize taking the time to read the report?

Or is it skill? Are they uncomfortable reading market research data? Or unsure how to tackle a report efficiently?

In my experience, a little training can go a long way in these situations. So I created a free tutorial, “10 Tips for Reading Market Research Reports.” A 10 minute edition is on YouTube, and the full, 23 minute version can be downloaded as a Flash file from the Research Rockstar store. Did I mention that it is free?

Please send these links to any colleagues you have who may be dragging their feet. With these 10 tips, they’ll learn great tactics for reading a market research report so that they can get what they need from it,  easily and efficiently.

Link to YouTube edition.

Link to Flash version download.

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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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