Forms of data and research content delivery
Techniques and Tools in Marketing Research
There are many ways to transmit data and information obtained during research. From a practical standpoint, the form of research summary delivery depends on the type of data, their interpretation, and their intended use and presentation.
Managerial summary is a concise and simplified overview of the main observations and conclusions of the study. It typically does not exceed three pages or slides. The practical nature of such a summary is expressed through recommendations formulated as bullet points. It can stand alone or be part of a broader analysis.
Dashboard is a method of presenting gathered data using a virtual board where key indicators, including those related to the progress of the research, are visualized. It provides current information without conclusions or recommendations.
Elevator pitch, also known as elevator speech or elevator statement, is a brief presentation of key information about a product or brand. It enhances communication during the research design phase and can also be used as an introduction during the presentation of research results, especially when conclusions and recommendations need to be succinctly delivered. Its aim is to outline the main thesis and key conclusions, separating them from supporting observations.
Debriefing is a summary form of qualitative research observations presented "on the fly". It involves initial researcher insights, impressions, and conclusions, which will be further developed in subsequent data analysis phases. It is also used as an ad hoc inference when detailed results require more time, but immediate recommendations are needed, such as for planned marketing communications.
Topline is a brief written summary of initial key findings from the study. It precedes the detailed report but does not replace it. Its drawback is that during analysis, it may overlook complexities, or the data analysis may not confirm anticipated relationships.
Documentary report is the final compilation detailing the study's objectives, research methodology, techniques, and most importantly, a detailed analysis of the acquired data. The documentary report takes the form of a classic textual document with numerous charts, tables, conclusions, and recommendations at the end.
Multimedia presentation report is a final presentation similar in content scope to the documentary report. The primary difference lies in how data, information, conclusions, and recommendations are presented in a format suitable for public delivery, such as through slides.
Raw data is presented when research analysis is limited to selected aspects. However, without specialized analytical tools and appropriate research methodology, such data may be unintelligible to the average audience.
Infographic is an advanced form of presenting analyzed data along with conclusions and recommendations. This creative form emphasizes key findings, highlights crucial observations, and formulates recommendations in a bold yet clear manner. It captures audience attention, being attractive and impactful, but it is also the most labor-intensive, requiring creativity and graphic design talent.
Workshop is a method of delivering complex content interactively, engagingly, and memorably. It is used when research conclusions and recommendations are to be implemented by practitioners who do not routinely engage in deep data analysis. The workshop facilitates relatively quick comprehension of complex content without the need for lengthy theoretical preparation. Participants explore and test possible applications of the conveyed content themselves.
See: Techniques and Tools in Marketing Research
-The form of delivering research content and results depends on agreements with the Client. Due to the expected pace of data acquisition and the time-consuming nature of report development, multimedia reports are typically chosen. The research Client receives clearly prepared results with conclusions and recommendations in a universally applicable format for further work in various corporate teams. This applies to both quantitative and qualitative research. - explains Dr. Sebastian Musioł - methodology expert at the Research and Development Center Biostat.
There are many ways to transmit data and information obtained during research. From a practical standpoint, the form of research summary delivery depends on the type of data, their interpretation, and their intended use and presentation.
Research results are prepared in written, graphical, or multimedia form. Depending on the need, they can be presented in full – with conclusions and recommendations, or in a concise oral report.
Initial observations can be presented before completing the research in the form of toplines or debriefings. However, it should be noted that these are preliminary actions that do not capture all significant elements of the study.
