client/employer name, your name, date of report

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Client/Employer Name, Your Name, Date of Report

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Page 1: Client/Employer Name, Your Name, Date of Report

Client/Employer Name, Your Name, Date of Report

Page 2: Client/Employer Name, Your Name, Date of Report
Page 3: Client/Employer Name, Your Name, Date of Report

No more than two pages with high-level results

Bullet point format

Page 4: Client/Employer Name, Your Name, Date of Report

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

Page 5: Client/Employer Name, Your Name, Date of Report

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

Page 6: Client/Employer Name, Your Name, Date of Report

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.

Page 7: Client/Employer Name, Your Name, Date of Report

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

Page 8: Client/Employer Name, Your Name, Date of Report

“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.

Page 9: Client/Employer Name, Your Name, Date of Report

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.