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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.

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 Goodsa year ago

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 Servicesa year ago

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 Educationa year ago

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.

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VP of Marketing and Retail Sales in Energy and Utilitiesa year ago

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

VP - Home & Digital Entertainment in Telecommunicationa year ago

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.

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