Project Deliverables That Spur Implementation: Is Your Research Supplier Providing Actionable Information?

This month's feature looks at how research findings can be organized and presented to facilitate the research sponsor's understanding and utility.

After the data has been collected and findings are analyzed, a research supplier must weave everything together into a cohesive report. This final deliverable should clearly communicate recommendations that will help achieve your business objectives. How can your supplier optimize their reporting so you'll use this investment to make better business decisions?

The first step for ensuring that recommendations are implemented occurs before the project even gets underway. Everyone involved should agree on the research objectives and demonstrate a commitment to action upon receiving the results. Understanding the sponsor's information needs and business climate will foster this outcome.

In addition, your research partner should determine how you'd like the final report organized. It's advisable to address format preferences during the proposal stage of a project. Planning upfront will ensure that you get what you want the first time. This is also the time to determine if a presentation should be developed for the research and/or brand teams and if the research supplier must be represented at the meeting.

• A brief but comprehensive executive summary
• Detailed statistical data and cross-tabulations
• Verbatims
• Meaningful statistical analysis
• Colorful charts and spreadsheets that communicate data with clarity
• Clearly defined conclusions and recommendations tied back to project objectives
• Dynamic presentations focused on the appropriate audience

When it comes to delivering the final report, your research supplier can offer assistance in educating your brand team on the methodology used and the data’s implications. Their active participation can ensure proper interpretation of the data and serve as a buffer if the study reveals disappointing news. They can also detail the ramifications of follow-on research options and/or consultation services to monitor the impact of implementing proposed actions.

Reference: Abstract: How to Make Research More Actionable, by Diane Schmalensee and A. Dawn Lesh. "Winter1998/Spring 1999 of Marketing Research," Vol. 10, AMA.