What are the essential elements of a marketing research report’s executive summary?
May 14th, 2010 | 
Author: One of the most important sections of a marketing research report is the executive summary. It may be the only part that decision makers read.
One of the most important sections of a marketing research report is the executive summary. It may be the only part that decision makers read.
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Background
- Paragraph about the client and what is the objective of the research
Research methodology
- Paragraph for how has been gathered the info. Is it just secondary info, or random sample interview, or something else.
Findings
- Two or three paragraphs on results in terms of numbers and %s plus some revealing or surprising outcomes.
Recommendations (optional)
- Upon the fidings, what further steps are recommended
Typically, an Exec Summary contains:
-Overview or objective of research (a summary of why you’re doing the research)
-Top level finding, summarized as it relates to the objective
-Summary of major, relevant findings
-Recommendations, based on findings and core objectives
-Next steps…what the recommendation is for next steps or action plans.
The follow up would be the ‘deeper dive’, that covers findings in greater detail for those who want more meat.
Hope this helps!!