What do you like / not like in executive summaries of marketing research reports? They've changed a lot over the years, and I'm curious which you prefer: 1) A few bullet points about relevant findings. About one page of reading. 2) A formal executive summary that serves as a stand-alone document that weaves the data into a story. This also would contain brief info on methodology. Typically about 3 pages of reading. 3) A summary that contains a combination of text and charts with statistical information. 

Preference is 1, but with a brief one-to-two sentence summary that explains why it is important to read. Far too often people don't have time to read long summaries that are just as long as the report itself and you read people saying TLDR. Take this to heart, people won't read your research if you don't explain why it is important.

I find option 2 provides context with what the data is telling us painting a story we can learn from. Option 1 is a great option as well as it provides just enough information in a quick digestible manor 

The ideal executive summary for a marketing research report combines the two approaches you mentioned. It should be short and to the point but also tell a story that is easy to follow and understand.

Here are some of the things I like to see in an executive summary:

A clear and concise overview of the research problem and objectives. A summary of the key findings, including any trends or insights. Recommendations for how the findings can be used to improve marketing strategy. A call to action for the reader.

I don't like to see short or technical executive summaries. They should be easy to read and understand for anyone who is not a marketing expert.

Brief summaries with comprehensive and clear charts are the way to go.

In this day and age, bullet points are the way to go. This format provides a concise and straightforward overview of the relevant findings. It's quick to read and easy to grasp the key takeaways.