Importance of report writing and presentation for 1. market research companies

Market research is an activity that provides a basis and advice for decision-making by collecting, analyzing and interpreting market-related information. Market research can help companies understand market demand, scale, structure, changes, trends, opportunities and threats, evaluate the market performance and competitiveness of their products, services, prices, channels, promotions, brands, etc., and formulate and optimize their market strategies and marketing plans. Market research is the basis and premise of marketing, and it is the key factor to improve the market competitiveness and profitability of enterprises.

A market research company is an institution specializing in market research services, and its core competitiveness lies in its ability to provide high-quality, high-value market research reports. The market research report is the main product and service of the market research company, and it is also an important tool for the market research company to communicate and display with customers.

The market research report should not only reflect the process and results of market research, but also put forward the conclusions and suggestions of market research to help customers solve market problems and achieve market goals. Therefore, market research companies must master the writing and presentation skills of market research reports in order to improve the quality and effectiveness of the reports, enhance customer satisfaction and trust, and enhance the brand image and reputation of market research companies.

The report writing and presentation skills of market research companies include the following aspects:

Determine the purpose and object of the report, clarify the subject and content of the report, and meet the needs and expectations of the customer.

Select the appropriate report structure and format to make the report logical, complete, hierarchical, easy to read and understand.

The use of effective reporting language and expression, so that the language of the report is standardized, the text is refined, the point of view is clear, the argument is sufficient, to avoid ambiguity, repetition, redundancy, ambiguity and so on.

Use a variety of report presentation tools and platforms to make the report diverse in form, with good visual effects, increase the attractiveness and persuasion of the report, and adapt to different presentation methods.

Specific content of report writing and presentation skills for 2. market research companies

(I) determine the purpose and object of the report

The purpose of the market research report is to deliver market research information to customers, answer customer questions, and provide customer suggestions. The target of the market research report is the customer, that is, the client of the market research, usually the decision maker of the enterprise or the head of the relevant department. Before writing a report, a market research company must clarify the purpose and object of the report in order to determine the subject and content of the report and meet the needs and expectations of the customer.

Market research companies can determine the purpose and target of the report through the following steps:

Review the background and objectives of market research, understand the market problems and needs of customers, and clarify the questions to be answered and suggestions to be provided by market research.

Analyze the customer's characteristics and preferences, understand the customer's industry, size, culture, style, knowledge level, decision-making methods, etc., and determine the customer's focus and attention to the report.

Set the purpose and object of the report, clarify the information and value to be conveyed by the report, determine the subject and content of the report, and the length, depth, and breadth of the report.

For example, Shangpu Consulting conducted a market research on smart air purifiers for a home appliance brand. The purpose and object of the report are as follows:

The purpose of the report is to provide customers with the market status and trends of smart air purifiers, analyze the needs, competition, and policies of the target market, and provide references and suggestions for customers to formulate product development and promotion strategies for smart air purifiers.

Target of the report: The customer is a well-known home appliance brand, mainly producing and selling traditional home appliances such as air conditioners, refrigerators, washing machines, etc., and wants to open up the smart home appliance market and enhance brand image and market share. The customer's decision makers are the general manager and the marketing manager. They have a certain understanding of the smart air purifier market, but they lack systematic data and analysis. They need Shangpu Consulting to provide professional market research reports to help them formulate reasonable Market strategy and marketing plan.

(II) selection of appropriate report structure and format

The structure of the market research report refers to the way the report is organized, including the various parts of the report and the order. The format of the market research report refers to the presentation of the report, including the font, font size, color, spacing, alignment, numbering, title, chart, notes, etc. When choosing the structure and format of the report, the market research company should consider the purpose and object of the report, so that the logic of the report is clear, the information is complete, the hierarchy is clear, and it is easy to read and understand.

Market research companies can refer to the following common report structures and formats:

Problem-solution structure: This structure is suitable for situations where the customer has clearly raised a market problem and requires a market research company to provide a solution. A report of this structure usually includes the following parts: summary, introduction, problem analysis, solutions, conclusions and recommendations, appendices, etc. The format of the report of this structure should highlight the relationship between the problem and the solution. You can use lists, tables, graphs, flowcharts, etc. to show the cause, impact, advantages and disadvantages of the solution, implementation steps, etc.

Opportunity-Strategy structure: This structure is suitable for situations where customers want to find and take advantage of market opportunities and need strategic advice from market research companies. A report of this structure usually includes the following sections: summary, introduction, market analysis, opportunity assessment, strategic recommendations, conclusions and recommendations, appendices, etc. The format of the report of this structure should highlight the matching degree of opportunities and strategies, and you can use matrices, radar charts, Boston matrices, etc. to show the attractiveness of the market, competitiveness, size of opportunities, priorities, feasibility of strategies, effectiveness, etc.

Evaluation-improvement structure: This structure is suitable for situations where customers want to evaluate and improve their market performance and need market research companies to provide improvement suggestions. The report of this structure usually includes the following parts: summary, introduction, market evaluation, improvement direction, improvement suggestions, conclusions and suggestions, appendices, etc. The format of the report of this structure should highlight the comparison of evaluation and improvement, and you can use bar charts, line charts, pie charts, etc. to show the customer's market performance, goals, gaps, improvement effects, etc.

For example, the market research report on smart air purifiers written by Champ Consulting for a home appliance brand adopts an opportunity-strategy structure, and the structure and format of the report are as follows:

[Description]: Briefly introduce the background, purpose, method, main findings, conclusions and recommendations of the report, highlight the market opportunities and strategic recommendations of smart air purifiers, and use bold words and lists to emphasize the key points.

Introduction: Details the background, purpose, scope, methodology, data sources, limitations, etc. of the report, explains the value and significance of the report, and uses titles and numbers to divide the subsections.

Market analysis: Analyze the market status and trends of smart air purifiers, including market demand, market size, market structure, market changes, market drivers, market obstacles, etc., using charts and notes to present data and analysis.

Opportunity assessment: Assess the market opportunities of smart air purifiers, including market attractiveness, market competitiveness, market potential, market risks, etc., and use matrices and radar charts to show the size, priority and difficulty of the opportunities.

Strategy suggestion: Put forward the product development and promotion strategy of intelligent air purifier, including product positioning, product characteristics, product price, product channel, product promotion, product brand, etc., and use Boston matrix and flow chart to show the feasibility and effect of the strategy.

Conclusions and recommendations: Summarize the main findings and conclusions of the report, and present the report's core recommendations and action plan, using bold text and lists to emphasize key points.

Appendix: Provides supplementary information to the report, including data sources, data methods, data tables, data charts, data interpretation, etc., using headings and numbers to divide subsections.

(III) use of effective reporting language and expressions

The language of the market research report refers to the text of the report, including the vocabulary, sentences, paragraphs, etc. The expression of market research report refers to the text form of the report, including the tone, style and attitude of the report. When using the language and expression of the report, the market research company should consider the purpose and object of the report, so that the language of the report is standardized, the text is refined, the point of view is clear, the argument is sufficient, and avoid ambiguity, repetition, redundancy, ambiguity, etc.

Market research companies can refer to the following principles to use the language and expression of the report:

Use professional market research terminology, avoid uncommon words or abbreviations, and if unusual words or abbreviations are used, give explanations or notes in the report.

Use simple sentence structures and avoid complex clauses or compound sentences. If complex sentence structures are used, punctuation marks such as commas or semicolons should be given in the report to facilitate reading and understanding.

Use clear paragraph structure, avoid using too long or too short paragraphs, if you use too long or too short paragraphs, to give line breaks or blank lines and other separator symbols in the report, in order to distinguish and summarize.

Use objective tone and style, avoid the use of subjective emotion or evaluation, if the use of subjective emotion or evaluation, to give data or evidence and other support in the report, in order to persuade and convince.

Use a positive attitude and confidence, avoid the use of negative doubt or negation, if the use of negative doubt or negation, to give reasons or suggestions and other improvements in the report, in order to encourage and improve.

For example, the market research report on smart air purifiers written by Champ Consulting for a home appliance brand uses the following language and expressions:

Use professional market research terms, such as: market demand, market size, market structure, market changes, market drivers, market obstacles, market attractiveness, market competitiveness, market potential, market risk, product positioning, product characteristics, product prices, product channels, product promotions, product brands, etc.

Use simple sentence structures, for example: according to our market research, the market demand for smart air purifiers presents the following characteristics:(1) with the aggravation of air pollution, consumers' attention and requirements for air quality continue to increase;(2) with the popularization of smart home, consumers' awareness and acceptance of smart products continue to improve;(3) with the improvement of consumers' income level and quality of life, consumers' requirements for the function and performance of air purifiers are constantly increasing.

Use a clear paragraph structure, for example: This section will analyze the market opportunities for smart air purifiers, including four aspects: market attractiveness, market competitiveness, market potential, and market risk.

Market attractiveness: Market attractiveness refers to the market size, growth rate, profit margin and other indicators, reflecting the market's development prospects and profitability. According to our market research, the market attractiveness of smart air purifiers is as follows:

Use objective tone and style, for example: From the above data, it can be seen that the market demand for smart air purifiers shows a trend of continuous growth, and the market size, growth rate, profit margin and other indicators are higher than traditional air purifiers, indicating that smart air Purifiers have high market attractiveness and are a promising market.

Use a positive attitude and confidence, for example: We believe that customers, as a well-known home appliance brand, have rich experience and resources in product development and marketing. If they can seize the market opportunities of smart air purifiers and formulate appropriate market strategies, they are expected to gain advantages and success in the smart air purifier market.

(IV) leverage multiple report presentation tools and platforms

The presentation of a market research report refers to the way the report is presented, including the form, medium, and occasion of the report. When using the presentation of the report, the market research company should consider the purpose and object of the report, make the report in various forms, have good visual effects, increase the attractiveness and persuasiveness of the report, and adapt to different on-site combinations and methods.

Market research companies can use the following common report presentation tools and platforms:

Text report: Text report is the most basic report presentation tool, usually in the form of electronic documents or paper documents, can contain text, charts, pictures and other elements, suitable for customers need to read and save in detail. The advantages of text reports are complete content, rich information, easy access and reference, the disadvantage is a single form, general visual effects, not easy to attract attention and trigger discussion.

Slide report: Slide report is the most commonly used report presentation tool, usually in the form of electronic slides or projectors, can contain text, charts, pictures, audio, video and other elements, suitable for customers need oral presentation and communication. The advantages of slide reports are variety of forms, good visual effects, and easy to attract attention.

Practical effects of report writing and presentation skills in 3. market research companies

Taking Shangpu Consulting as an example, this paper introduces the report writing and presentation skills of market research companies, including determining the purpose and object of the report, selecting the appropriate report structure and format, using effective report language and expression, and using a variety of report presentation tools and platforms. This paper also combines the specific cases of Shangpu consulting service customers to show the application and effect of the market research company's report writing and presentation skills in practice, which provides reference and reference for the market research company's report writing and presentation.

The market research report of intelligent air purifier written by Shangpu Consulting for a home appliance brand is a typical example of market research report, which reflects the level and effect of report writing and presentation skills of market research companies. The main features and advantages of the report are as follows:

The purpose and object of the report is clear, in line with the needs and expectations of customers, to provide customers with valuable market information and strategic recommendations.

The structure and format of the report are appropriate so that the report is logically clear, informative, hierarchical and easy to read and understand.

The language and expression of the report are effective, so that the language of the report is standardized, the text is refined, the point of view is clear, the argument is sufficient, to avoid ambiguity, repetition, redundancy, ambiguity and so on.

The presentation tools and platforms of the report are diverse, so that the report has a variety of forms, good visual effects, increase the attractiveness and persuasion of the report, and adapt to different presentation methods.

The writing and presentation skills of the report not only improve the quality and effectiveness of the report, but also enhance customer satisfaction and trust, and enhance the brand image and reputation of Champ Consulting. Customer feedback for the report is as follows:

The customer expressed great satisfaction with the content and format of the report, believing that the report was comprehensive, professional and in-depth, providing customers with a lot of useful market insights and strategic suggestions, helping customers solve market problems and achieve market goals.

The customer expressed great appreciation for the presentation and communication of the report, believing that the report is vivid, interesting and creative, providing customers with a variety of ways of presentation and communication, allowing customers to feel the process and results of market research, and increasing customer participation and experience.

The customer is very grateful for the service of Shangpu Consulting. He believes that Shangpu Consulting is a professional, efficient and caring market research company, which provides customers with high-quality market research services, establishes a good cooperative relationship with customers, and creates for customers. Value and benefits.

To sum up, the report writing and presentation skills of market research companies are one of the core competitiveness of market research companies and one of the important service qualities of market research companies. Market research companies should continue to learn and improve report writing and presentation skills to meet customer needs and expectations, provide high-quality, high-value market research reports, win customer trust and praise, and enhance the brand image and reputation of market research companies.