Communicating the Results

Abstract

Communicating results is a critical step in a market research project. This includes giving clear answers to the research questions and recommending a course of action, where appropriate. The importance of communicating marketing research results should not be underestimated. Even if the research has been carefully conducted, spending too little time and energy on communication makes it difficult for clients to understand the implications of the results and to appreciate the study’s quality. To communicate the findings effectively, these need to be comprehensible to clients who may know little about market research and who may even be unfamiliar with the specific market research project. Hence, the communication must provide a clear picture of the whole project and should be relevant for the audience.

Learning Objectives

After reading this chapter you should understand:

– Why communicating the results is a crucial element of every market research study.

– Which elements should be included in a written research report and how these elements can be structured.

– How to communicate the findings in an oral presentation.

– Ethical issues regarding the communication of the report findings to the client.