From Research Findings to Marketing Decisions: A Practical Course
1Summary
A lot of solid research ends up exactly where it started: in a report nobody outside the research team ever reads. The real skill is not running the study — it is turning what you found into something a business can actually act on: a clear link between the original business problem, the research objective, and a result someone can use.
This course focuses on exactly that translation step. Participants learn to review research projects from the end user's perspective, prioritise findings accordingly, and choose the right way to report and present results so they get implemented rather than filed away.
2Objectives and target group
Who should attend?
- Existing and potential staff working in business and marketing research.
- Researchers within institutions, public-service bodies and non-governmental organisations.
- Managers who commission or use marketing-research services.
- Managers and owners of companies who want research to actually shape strategy.
By the end of the course, you will be able to:
- Identify the links between the business problem and the research objectives and results.
- Identify and formulate the key findings in relation to the business and research problem.
- Formulate actionable, implementable recommendations.
- Deliver usable outputs by the end of a research project.
- Write the research report and design and present the key findings in a way that adds value for the end user or client.
- Apply ethical considerations when preparing and reporting research findings.
3Course Content
Module 1: Connecting the Dots, From Business Problem to Research Result
- Linking the original business problem to the research objectives and findings.
Module 2: Finding and Framing the Real Findings
- Identifying and formulating the key findings in relation to the business and research problem.
Module 3: Turning Findings Into Action
- Formulating recommendations that are genuinely actionable.
- Delivering usable outputs by the end of the research project.
Module 4: Reporting and Presenting With Impact
- Writing the research report.
- Designing and presenting findings in a way that adds real value for the end user or client.
Module 5: Doing It Right, Ethics in Research Reporting
- Applying ethical considerations throughout the preparation and reporting of research findings.