The Research Playbook

Research dissemination provides an audience with results through reports and presentations designed to help clients assimilate the information as quickly as possible. Graphical formats are emphasized over tabular data and an executive summary is nearly always provided. 

However, that is often not enough. Dissemination does not guarantee assimilation and is far removed from action.  Remember the purpose of market research is to solve a business problem or provide direction for business initiatives. Simply dropping off the report on the (internal or external) client’s desk does not fulfill that mission.

The research stakeholders will only gain value from the research if they use it and to use it they need to see its relevance to the decisions they make (hence, at a minimum, the need for an executive summary). 

The next question is how far should you go? Do you present only results? Should you make inferences and provide implications from the research? What about providing conclusions?

Finally, should you be so bold as to make recommendations? Are the data compelling enough and do you know the business of the executives’ you are presenting to well enough to recommend what the company should do?

These are judgment calls you’ll be faced with, but the one sure thing is you will be better armed to bring insights to your client (whether external or internal) if you implement ideas and lessons discussed throughout this blog. Moreover, you can increase your knowledge by using AtHeath’s Resource Center content and the services offered.  www.atheath.com

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