client/employer name, your name, date of report

Client/Employer Name, Your Name, Date of Report

No more than two pages with high-level results

Bullet point format

Describe the nature of the marketing challenge at issue. Also, briefly discuss why it matters (or should matter) to your client/company.

Discuss the purpose of the research in marketing terms. See McDonald for inspiration.

Succinctly describe what sort of research you did. Be sure to mention number of interviews, length of each, where you did them. Examples:

Management interviews Secondary research Qualitative research

Focus groups One on ones Ethnographies

Quantitative research.

Tell a story. Bring the market segment, and their experiential needs, to life.

“Conclusions” tell us what we should ultimately understand from everything we’ve read. “Recommendations” suggests a series of actionable steps to profitably act on the conclusions.

Info like the sources of information acquired during secondary research, the interview guides you used, and any charts of data that are at a level of granularity that might be interesting to the reader but not necessary for the core story you told.