How to Evaluate Market Research Reports

Research as a Promotional Tool

While most people do not equate a research report with promotion, the fact is many companies are discovering that such reports can also function as a major promotional tool.  The practice of distributing a company-produced research report (CPRR) to potential customers and the news media has been used for a number of years in scientific and technology industries but in recent years the practice has expanded into many other fields, particularly among firms involved in consulting, healthcare and financial industries. 

In the past CPRRs have served as background supporting materials to help establish credibility for a company’s products and services.  Today companies are placing research reports at the front of their promotional activity.  The release of a CPRR is often supported with a promotional press release highlighting key findings and encouraging anyone interested to visit the company’s website to see the full report, though access may require the completion of a form containing contact information that can later be used by the company for follow-up purposes (e.g., used to generate sales leads).

While the type of research used to prepare a CPRR can include various techniques such as experimentation, personal observation or website visitor tracking, the majority of reports present the results of survey research (i.e., people completing questionnaires).  Reports are presented in formats such as white papers, slide presentations, webinars and flash graphics presentations.  Such reports often provide readers with information related to product features and benefits, comparisons with competitor’s offerings and target market perceptions.  These reports are produced using high quality graphs and charts backed up by carefully created narratives that proudly emphasize the company’s strengths.  While many companies claim the research supports their products, many of these claims may in fact be more fluff than substance since they are not grounded in good research methods.