Communicating Insights

"The importance of effectively communicating insights from a marketing research project cannot be overemphasized. Quite simply, no matter how competently a research project has been conducted—from the problem definition stage to the data analysis stage—if the results are not used, the project is a failure. A researcher’s work is ultimately judged on its ability to inspire action.

This chapter begins by introducing important characteristics of the effective communication of marketing research findings. Then, multiple methods are described that can be used to communicate results, including videos, infographics, and immersion techniques. Next, we will focus on developing traditional written and oral reports as a medium for describing best practices in the industry. We then discuss data visualization tools and dashboards, and the complementary role they serve with marketing research projects for delivering insights. To conclude the chapter, we will reiterate the importance of disseminating insights throughout an organization." (Burns et al., 2020)

Burns, A., Veeck, A., & Bush, R. (2020). Marketing research (9th ed.). Pearson.