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.
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 Content you might like
CTO in Software, 201 - 500 employees
Without a doubt - Technical Debt! It's a ball and chain that creates an ever increasing drag on any organization, stifles innovation, and prevents transformation.Yes66%
No33%
I'm not sure0%
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We are considering it25%
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Cybersecurity Community Manager in Telecommunication, 10,001+ employees
HI, I manage actually a community of seven hundred active customers at global level.It has taken more than three years to achieve this goal, and now this community is part of the strategy of our company.
So my first ...read more