How to write a good qualitative report

All of us have acknowledged that focus group discussion is a helpful tool for data collection. The collected data then will be analyzed for marketing researchers to identify market insights and essential information about product/ service/ market/ industry. Qualitative research gives market researchers in-depth and information to understand consumers. It is synonymous with focus group discussion. In general, a research report will summarize what was said, draw inferences from what was said or not said in discussion. It is essential for a marketing researcher to have qualitative report writing skill to effectively deliver those market insights to marketing strategist.

Conducting a qualitative report requires several skills that are similar to conducting a quantitative report. The report contains data, information, and knowledge gained from qualitative research – focus group discussion and in-depth interviews.

 There are three formats for a good qualitative marketing research report:

• ·         Briefing Report
• ·         Summary report
• ·         Full report of Findings

Briefing Report:

• ·        Bullet points of major findings (answers research objectives)
• ·         One or two pages
• ·         Use the briefing report for quick reporting

Summary report of findings:

• ·         Headlines of findings
• ·         Supported by a handful of relevant word for word quotes
• ·         Includes major theme or big idea
• ·         Includes implications
• ·         Usually three to 10 pages
• ·         Use the summary report for executive reporting

Full reports of findings

This is a formal report and typically includes,

• ·         Title
• ·         Table of contents
• ·         Research objectives
• ·         Research Methods
• ·         Executive Summary
• ·         Detailed Findings by Major Topic: headlines with verbatim quotes
• ·         Implications
• ·         Includes major theme or big idea
• ·         Appendix
• ·         Interview Guide and Screener
• ·         Supporting documents
• ·         Transcripts

Full qualitative marketing research reports consist f 10 to 50 pages sometimes more

How to write qualitative marketing research reports:

• ·   Ask for whom are you writing the report. Are they executives, copywriters, product managers, advertising managers, marketing managers, sales managers, research managers and analysts?
• ·    Decide which report format to use brief, summary or full.. Outline the report using the format
• ·    Write information headlines. Develop information headlines from information labels in analysis.
• ·      Support information headlines with verbatim quotes. They are the evidence that supports information headlines.
• ·    Write headlines about major findings from information headlines. Findings answer the research objectives
• ·      Write major theory or thesis headlines
• ·      Write major implications headlines
• ·      Write a report title. It may be the major theme, or big idea. Treat the title as a headline. The title headline should entice people to read the report.
• Writing tips:
• Write marketing research reports in clear, plain English.

Write in the active voice. Make reports easy to understand. Management is busy. Most are not interested in the language of marketing research.

Write engaging headlines. Keep headlines concise, clear and to the point. Get attention with headlines. Motivate your readers to read on and pay attention.

Use enough evidence to support your headlines, but don’t bury readers with a pile of data, in a full report, se two or three verbatim quotes to support an information headline. Keep quotes to the point.

Deliver your main point, thesis, or punch line in the executive summary, or right at the beginning of the beginning of the report. Executives are busy and want to know how. The rest of your report supports your major thesis.

Write the first draft. Check for factual errors, then edit and rewrite. Edit a second time. Proofread. Read it out loud. Polish your report until you are proud of it

Your product:

Your report is your product. Make it look professional.

Clients often judge moderators by the quality of their marketing research reports. If you are conducting depth telephone interviews, clients do not ee you interview, so they judge you on your report.

Report content is most important, but the appearance of the report influences people’s perceptions and judgement. If you are presenting the report to clients, use a graphic designer to make the report look professional.

When you write reports, do the best you can.

A good report makes you look good. A good report makes your sponsor look good. A good report may get you repeat business. It may get you praise, and even a raise. A report s your product.

Conclusion:

Marketing research reports contains the information and knowledge gained from focus group discussion and in-depth interviews.

It highlights insights and knowledge gained from qualitative research. It is the evidence for your thesis

Use reports for direction and business decisions

AMR Group is an expert in Vietnam and its markets. The team is local but with international training and experience, operating to global standards. AMR Group helps brands bloom in Vietnam through lean, focused & reliable marketing research from VINAMR Marketing Research & Consultants; marketing & brand strategy with AMR. VINAMR Marketing Research & Consultants provide world class lean, focused and reliable research through deep understanding of the brief, international quality field, professional data handling & decision-orientated analysis, action focused recommendation. AMR use insights from VINAMR Marketing Research & Consultants to deliver effective marketing & branding consulting, retail consulting & training, seminar & training: Brand War

Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: focus group tips

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For enquiries, email Mr. Nguyen Thanh Tung (CEO of AMR Group) research@vinamr.com.vn

AMR Group-Helping Brands Bloom in Vietnam

This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any responsibility for the compiled information, or any consequences arising from its use.