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- Full reports
Sometimes you need a full report. You may want to distribute it to a
large group of people, or perhaps the report will be published and widely
disseminated. Your marketing or market-research manager may intend to
use the detailed results for a variety of purposes. A full report typically
includes:
- executive summary, including recommendations;
- methodology;
- detailed findings, including graphs, tables and written interpretation;
- in the case of quantitative research, detailed findings from any
analyses;
- in the case of qualitative research, verbatim quotes;
- appendices, including research instruments and detailed tabular
data (if required).
- Strategic reports
If you are planning to use the research results as part of new product
development, marketing, communications or corporate strategy, you may
not need or want the detailed findings. Instead, you’re looking
for the big picture, as well as a set of useful recommendations. A strategic
report typically includes:
- executive summary, including recommendations;
- graphs, tables and written interpretation of the most important
and relevant findings.
- Strategic presentations
Sometimes you don’t need a report. This would typically be the
case in crisis-management research, but it is also common in other situations
where quick decisions must be made. A strategic memorandum may be all
you require. Alternatively, a senior member of the research team may
participate in a roundtable discussion where the results and their implications
are discussed. Or a more formal presentation may be required —
for example, to the Board of Directors.
- Other
At The Strategic Counsel, there is no single template for our
deliverables. The important thing is to understand your objectives and
needs, and tailor our deliverables to meet them.
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