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. 

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Marketing Manager in Consumer Goods, 10,001+ employees
A summary that contains a combination of text and charts with statistical information is the most helpful for me. However, reading a formal executive summary that serves as a stand-alone story is more enjoyable to read and comprehend. Option 3 because it is quicker to sift through. 
Marketing Analyst in IT Services, 201 - 500 employees
The choice between the three options you've presented often depends on the audience, the nature of the research, and the intended purpose of the executive summary.
I go with Combination of Text and Charts with Statistical Information because this format offers a visual representation of the data alongside concise textual explanations. It caters to different learning preferences and helps make complex information more digestible.
Director of Marketing in Education, 201 - 500 employees
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. 
VP of Marketing and Retail in Energy and Utilities, 1,001 - 5,000 employees
Brief summaries with comprehensive and clear charts are the way to go.
VP of Marketing in IT Services, 51 - 200 employees
A summary that contains a combination of text and charts with statistical information.
Longer option might not get the needed attention, while a short well crafted summary might build the interest to learn more and read longer/more thorough docs.
VP - Home & Digital Entertainment in Telecommunication, 5,001 - 10,000 employees
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.

Director Digital Performance & SEO in Banking, 10,001+ employees
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 

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