Comunicar los RESULTADOS de un ESTUDIO de MERCADO: INFORME y PRESENTACION | Lorena Ronda

How to Present a Market Research Report

Importance of Presentation in Market Research

• The final step in the market research course focuses on how to present findings effectively, both internally and externally.

• Researchers must analyze and communicate results responsibly, emphasizing relevant insights that can enhance business operations.

Structure of the Report

• The presentation consists of two main components: a written report and an oral presentation.

• The report is divided into three parts: project introduction, core content with data analysis, and appendices for supplementary information.

Project Introduction

• This section outlines who commissioned the study, its objectives, and the approach taken.

• It includes essential documents like the commissioning letter detailing requirements and objectives.

Content Organization

• The report should have a clear index listing all sections, subsections, tables, figures, and appendices for easy navigation.

• Each table or figure must be numbered and titled appropriately to facilitate referencing within the text.

Executive Summary

• An executive summary provides a concise overview of the project’s purpose, methodology (qualitative followed by quantitative), key findings, and conclusions.

• Typically one page long, it serves as an introduction to what readers will find in detail throughout the report.

Detailed Findings

• The content section begins with identifying problems such as declining sales over five years.

Analysis of Market Problematic and Methodology

Introduction to the Study

• The study aims to analyze the causes of a specific market problem, presenting it within a broader context.

• Consumer surveys from a year and a half ago indicate significant concern among consumers regarding certain aspects, potentially contributing to the identified issues.

Contextualizing the Problem

• Secondary information sources include online reviews and consumer feedback on social media, which help contextualize both the company's situation and that of its competitors.

• A qualitative study will be conducted involving targeted consumer interviews and questionnaires based on previous customer concerns highlighted in earlier studies.

Defining Methodology

• The methodology will first present the problem's context before defining how data collection will occur, emphasizing that problems can also represent opportunities.

• Notably, there is an emerging trend towards electric scooters; BMW currently lacks such products but may need to consider this market shift.

Sampling Strategy

• The sampling strategy must clearly define who will participate in interviews or experiments, justifying choices made about demographic selections (e.g., ages 18–24).

• It’s essential to explain why certain methods (interviews, focus groups, phone questionnaires) were chosen for data collection.

Data Analysis and Results Presentation

• After data collection, statistical techniques used for analysis must be specified along with their rationale.

• Results should be presented objectively with clear numerical evidence showing changes in consumer agreement levels over time.

Addressing Limitations

• Every study has limitations; acknowledging these is crucial. Potential shortcomings might include poorly phrased questions or missing demographic groups.

• Future studies should consider these limitations for improvement; unrealistic expectations of perfection are not feasible in research.

Conclusions and Recommendations

• Finally, conclusions drawn from results should guide recommendations for decision-makers regarding product development or market strategies.

Market Study Report Guidelines

Structure of the Report

• The report will include objective interpretations in results and subjective contributions in conclusions and recommendations, along with annexes for relevant information.

• Interviews, images from experiments, and statistical data will be summarized within the study body while complete details will be provided in annexes for further reading.

Writing Tips for Market Reports

• Always consider that the reader wants to apply the advice given; present it in a way that shows its relevance to improving their business.

• Focus on providing actionable insights that address current opportunities or issues relevant to the business context.

Clarity and Objectivity

• Use clear language appropriate for the audience; avoid overly technical jargon unless explained clearly (e.g., p-value).

• Maintain objectivity by presenting results as they are found; if no differences are observed between groups, this must be reported honestly.

Consistency with Objectives

• Ensure that all objectives set at the beginning of the study are addressed at the end; discrepancies may lead to questions about report validity.

• Reiterate objectives throughout the report to confirm alignment between initial goals and final findings.

Presentation Quality

• The report should be visually appealing with an organized layout, using legible typography and appropriate spacing.

• Graphical elements like tables should be well-designed, avoiding direct copies from software outputs; they should match corporate colors where applicable.

Importance of Aesthetic Appeal

• Aesthetics matter significantly in marketing reports; poorly organized or unattractive presentations can detract from credibility.

• Ensure all visual elements are coherent and enhance understanding rather than confuse readers.

Presentation Delivery

Presentation Tips for Effective Communication

Importance of Slide Design

• Presenters should keep slides light and focused, including only essential information such as key figures, words, or tables. Extensive details can be referenced in the report instead.

• Encourage the audience to refer to specific pages in their reports for detailed data rather than cluttering slides with redundant information.

Visual Content Strategy

• Use impactful visuals that reinforce the message; avoid irrelevant images or complex formulas that do not contribute to understanding results.

• Ensure all images used are relevant and high-quality, directly supporting the narrative without unnecessary filler content.

Directing Audience Attention

• Highlight critical points during the presentation by guiding the audience on where to focus their attention, especially when discussing significant differences between groups.

• Clearly communicate which results are most important to prevent confusion during lengthy presentations filled with data.

Professional Appearance and Consistency

• Dress appropriately for the audience and context; formal attire may be necessary depending on the company being presented to.

• Maintain visual consistency between slides and written reports through cohesive themes, colors, and typography using templates like those from Canva.

Engaging with the Audience

• Be prepared for interaction during presentations; ask questions that invite participation or feedback from the audience.