From the course: Market Research: Qualitative

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Writing the report

Writing the report

From the course: Market Research: Qualitative

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Writing the report

- One of the biggest myths about qualitative research is that it doesn't produce actionable data. I mean really, there is no point in doing research for the sake of research. We conduct studies that learn insights that will help drive business decisions going forward. And that's why it's so important to document your findings in a report and present your recommendations in a seriously actionable way. I've seen so many different types of report formats over the past 15 years that I've been doing this type of research. And a lot of times the report format will depend on a few key things. First, what were the goals of the study? If your goal was to optimize a marketing budget by finding the most effective campaigns for each target persona, that report is going to look a lot different than a report where the goal was to do product research. In that report, you might have recommendations in the form of screen mock-ups. Next,…

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