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Research report guide: Definition, types, and tips

Last updated

5 March 2024

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From successful product launches or software releases to planning major business decisions, research reports serve many vital functions. They can summarize evidence and deliver insights and recommendations to save companies time and resources. They can reveal the most value-adding actions a company should take.

However, poorly constructed reports can have the opposite effect! Taking the time to learn established research-reporting rules and approaches will equip you with in-demand skills. You’ll be able to capture and communicate information applicable to numerous situations and industries, adding another string to your resume bow.

• What are research reports?

A research report is a collection of contextual data, gathered through organized research, that provides new insights into a particular challenge (which, for this article, is business-related). Research reports are a time-tested method for distilling large amounts of data into a narrow band of focus.

Their effectiveness often hinges on whether the report provides:

Strong, well-researched evidence

Comprehensive analysis

Well-considered conclusions and recommendations

Though the topic possibilities are endless, an effective research report keeps a laser-like focus on the specific questions or objectives the researcher believes are key to achieving success. Many research reports begin as research proposals, which usually include the need for a report to capture the findings of the study and recommend a course of action.

A description of the research method used, e.g., qualitative, quantitative, or other

Statistical analysis

Causal (or explanatory) research (i.e., research identifying relationships between two variables)

Inductive research, also known as ‘theory-building’

Deductive research, such as that used to test theories

Action research, where the research is actively used to drive change

• Importance of a research report

Research reports can unify and direct a company's focus toward the most appropriate strategic action. Of course, spending resources on a report takes up some of the company's human and financial resources. Choosing when a report is called for is a matter of judgment and experience.

Some development models used heavily in the engineering world, such as Waterfall development, are notorious for over-relying on research reports. With Waterfall development, there is a linear progression through each step of a project, and each stage is precisely documented and reported on before moving to the next.

The pace of the business world is faster than the speed at which your authors can produce and disseminate reports. So how do companies strike the right balance between creating and acting on research reports?

The answer lies, again, in the report's defined objectives. By paring down your most pressing interests and those of your stakeholders, your research and reporting skills will be the lenses that keep your company's priorities in constant focus.

Honing your company's primary objectives can save significant amounts of time and align research and reporting efforts with ever-greater precision.

Some examples of well-designed research objectives are:

Proving whether or not a product or service meets customer expectations

Demonstrating the value of a service, product, or business process to your stakeholders and investors

Improving business decision-making when faced with a lack of time or other constraints

Clarifying the relationship between a critical cause and effect for problematic business processes

Prioritizing the development of a backlog of products or product features

Comparing business or production strategies

Evaluating past decisions and predicting future outcomes

• Features of a research report

Research reports generally require a research design phase, where the report author(s) determine the most important elements the report must contain.

Just as there are various kinds of research, there are many types of reports.

Here are the standard elements of almost any research-reporting format:

Report summary. A broad but comprehensive overview of what readers will learn in the full report. Summaries are usually no more than one or two paragraphs and address all key elements of the report. Think of the key takeaways your primary stakeholders will want to know if they don’t have time to read the full document.

Introduction. Include a brief background of the topic, the type of research, and the research sample. Consider the primary goal of the report, who is most affected, and how far along the company is in meeting its objectives.

Methods. A description of how the researcher carried out data collection, analysis, and final interpretations of the data. Include the reasons for choosing a particular method. The methods section should strike a balance between clearly presenting the approach taken to gather data and discussing how it is designed to achieve the report's objectives.

Data analysis. This section contains interpretations that lead readers through the results relevant to the report's thesis. If there were unexpected results, include here a discussion on why that might be. Charts, calculations, statistics, and other supporting information also belong here (or, if lengthy, as an appendix). This should be the most detailed section of the research report, with references for further study. Present the information in a logical order, whether chronologically or in order of importance to the report's objectives.

Conclusion. This should be written with sound reasoning, often containing useful recommendations. The conclusion must be backed by a continuous thread of logic throughout the report.

• How to write a research paper

With a clear outline and robust pool of research, a research paper can start to write itself, but what's a good way to start a research report?

Research report examples are often the quickest way to gain inspiration for your report. Look for the types of research reports most relevant to your industry and consider which makes the most sense for your data and goals.

The research report outline will help you organize the elements of your report. One of the most time-tested report outlines is the IMRaD structure:

Introduction

...and Discussion

Pay close attention to the most well-established research reporting format in your industry, and consider your tone and language from your audience's perspective. Learn the key terms inside and out; incorrect jargon could easily harm the perceived authority of your research paper.

Along with a foundation in high-quality research and razor-sharp analysis, the most effective research reports will also demonstrate well-developed:

Internal logic

Narrative flow

Conclusions and recommendations

Readability, striking a balance between simple phrasing and technical insight

How to gather research data for your report

The validity of research data is critical. Because the research phase usually occurs well before the writing phase, you normally have plenty of time to vet your data.

However, research reports could involve ongoing research, where report authors (sometimes the researchers themselves) write portions of the report alongside ongoing research.

One such research-report example would be an R&D department that knows its primary stakeholders are eager to learn about a lengthy work in progress and any potentially important outcomes.

However you choose to manage the research and reporting, your data must meet robust quality standards before you can rely on it. Vet any research with the following questions in mind:

Does it use statistically valid analysis methods?

Do the researchers clearly explain their research, analysis, and sampling methods?

Did the researchers provide any caveats or advice on how to interpret their data?

Have you gathered the data yourself or were you in close contact with those who did?

Is the source biased?

Usually, flawed research methods become more apparent the further you get through a research report.

It's perfectly natural for good research to raise new questions, but the reader should have no uncertainty about what the data represents. There should be no doubt about matters such as:

Whether the sampling or analysis methods were based on sound and consistent logic

What the research samples are and where they came from

The accuracy of any statistical functions or equations

Validation of testing and measuring processes

When does a report require design validation?

A robust design validation process is often a gold standard in highly technical research reports. Design validation ensures the objects of a study are measured accurately, which lends more weight to your report and makes it valuable to more specialized industries.

Product development and engineering projects are the most common research-report examples that typically involve a design validation process. Depending on the scope and complexity of your research, you might face additional steps to validate your data and research procedures.

If you’re including design validation in the report (or report proposal), explain and justify your data-collection processes. Good design validation builds greater trust in a research report and lends more weight to its conclusions.

Choosing the right analysis method

Just as the quality of your report depends on properly validated research, a useful conclusion requires the most contextually relevant analysis method. This means comparing different statistical methods and choosing the one that makes the most sense for your research.

Most broadly, research analysis comes down to quantitative or qualitative methods (respectively: measurable by a number vs subjectively qualified values). There are also mixed research methods, which bridge the need for merging hard data with qualified assessments and still reach a cohesive set of conclusions.

Some of the most common analysis methods in research reports include:

Significance testing (aka hypothesis analysis), which compares test and control groups to determine how likely the data was the result of random chance.

Regression analysis , to establish relationships between variables, control for extraneous variables , and support correlation analysis.

Correlation analysis (aka bivariate testing), a method to identify and determine the strength of linear relationships between variables. It’s effective for detecting patterns from complex data, but care must be exercised to not confuse correlation with causation.

With any analysis method, it's important to justify which method you chose in the report. You should also provide estimates of the statistical accuracy (e.g., the p-value or confidence level of quantifiable data) of any data analysis.

This requires a commitment to the report's primary aim. For instance, this may be achieving a certain level of customer satisfaction by analyzing the cause and effect of changes to how service is delivered. Even better, use statistical analysis to calculate which change is most positively correlated with improved levels of customer satisfaction.

• Tips for writing research reports

There's endless good advice for writing effective research reports, and it almost all depends on the subjective aims of the people behind the report. Due to the wide variety of research reports, the best tips will be unique to each author's purpose.

Consider the following research report tips in any order, and take note of the ones most relevant to you:

No matter how in depth or detailed your report might be, provide a well-considered, succinct summary. At the very least, give your readers a quick and effective way to get up to speed.

Pare down your target audience (e.g., other researchers, employees, laypersons, etc.), and adjust your voice for their background knowledge and interest levels

For all but the most open-ended research, clarify your objectives, both for yourself and within the report.

Leverage your team members’ talents to fill in any knowledge gaps you might have. Your team is only as good as the sum of its parts.

Justify why your research proposal’s topic will endure long enough to derive value from the finished report.

Consolidate all research and analysis functions onto a single user-friendly platform. There's no reason to settle for less than developer-grade tools suitable for non-developers.

What's the format of a research report?

The research-reporting format is how the report is structured—a framework the authors use to organize their data, conclusions, arguments, and recommendations. The format heavily determines how the report's outline develops, because the format dictates the overall structure and order of information (based on the report's goals and research objectives).

What's the purpose of a research-report outline?

A good report outline gives form and substance to the report's objectives, presenting the results in a readable, engaging way. For any research-report format, the outline should create momentum along a chain of logic that builds up to a conclusion or interpretation.

What's the difference between a research essay and a research report?

There are several key differences between research reports and essays:

Research report:

Ordered into separate sections

More commercial in nature

Often includes infographics

Heavily descriptive

More self-referential

Usually provides recommendations

Research essay

Does not rely on research report formatting

More academically minded

Normally text-only

Less detailed

Omits discussion of methods

Usually non-prescriptive 

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• Research Report: Definition, Types + [Writing Guide]

One of the reasons for carrying out research is to add to the existing body of knowledge. Therefore, when conducting research, you need to document your processes and findings in a research report. 

With a research report, it is easy to outline the findings of your systematic investigation and any gaps needing further inquiry. Knowing how to create a detailed research report will prove useful when you need to conduct research.  

What is a Research Report?

A research report is a well-crafted document that outlines the processes, data, and findings of a systematic investigation. It is an important document that serves as a first-hand account of the research process, and it is typically considered an objective and accurate source of information.

In many ways, a research report can be considered as a summary of the research process that clearly highlights findings, recommendations, and other important details. Reading a well-written research report should provide you with all the information you need about the core areas of the research process.

Features of a Research Report 

So how do you recognize a research report when you see one? Here are some of the basic features that define a research report. 

• It is a detailed presentation of research processes and findings, and it usually includes tables and graphs. 
• It is written in a formal language.
• A research report is usually written in the third person.
• It is informative and based on first-hand verifiable information.
• It is formally structured with headings, sections, and bullet points.
• It always includes recommendations for future actions. 

Types of Research Report 

The research report is classified based on two things; nature of research and target audience.

Nature of Research

• Qualitative Research Report

This is the type of report written for qualitative research . It outlines the methods, processes, and findings of a qualitative method of systematic investigation. In educational research, a qualitative research report provides an opportunity for one to apply his or her knowledge and develop skills in planning and executing qualitative research projects.

A qualitative research report is usually descriptive in nature. Hence, in addition to presenting details of the research process, you must also create a descriptive narrative of the information.

• Quantitative Research Report

A quantitative research report is a type of research report that is written for quantitative research. Quantitative research is a type of systematic investigation that pays attention to numerical or statistical values in a bid to find answers to research questions. 

In this type of research report, the researcher presents quantitative data to support the research process and findings. Unlike a qualitative research report that is mainly descriptive, a quantitative research report works with numbers; that is, it is numerical in nature. 

Target Audience

Also, a research report can be said to be technical or popular based on the target audience. If you’re dealing with a general audience, you would need to present a popular research report, and if you’re dealing with a specialized audience, you would submit a technical report. 

• Technical Research Report

A technical research report is a detailed document that you present after carrying out industry-based research. This report is highly specialized because it provides information for a technical audience; that is, individuals with above-average knowledge in the field of study. 

In a technical research report, the researcher is expected to provide specific information about the research process, including statistical analyses and sampling methods. Also, the use of language is highly specialized and filled with jargon. 

Examples of technical research reports include legal and medical research reports. 

• Popular Research Report

A popular research report is one for a general audience; that is, for individuals who do not necessarily have any knowledge in the field of study. A popular research report aims to make information accessible to everyone. 

It is written in very simple language, which makes it easy to understand the findings and recommendations. Examples of popular research reports are the information contained in newspapers and magazines. 

Importance of a Research Report 

• Knowledge Transfer: As already stated above, one of the reasons for carrying out research is to contribute to the existing body of knowledge, and this is made possible with a research report. A research report serves as a means to effectively communicate the findings of a systematic investigation to all and sundry.  
• Identification of Knowledge Gaps: With a research report, you’d be able to identify knowledge gaps for further inquiry. A research report shows what has been done while hinting at other areas needing systematic investigation. 
• In market research, a research report would help you understand the market needs and peculiarities at a glance. 
• A research report allows you to present information in a precise and concise manner. 
• It is time-efficient and practical because, in a research report, you do not have to spend time detailing the findings of your research work in person. You can easily send out the report via email and have stakeholders look at it. 

Guide to Writing a Research Report

A lot of detail goes into writing a research report, and getting familiar with the different requirements would help you create the ideal research report. A research report is usually broken down into multiple sections, which allows for a concise presentation of information.

Structure and Example of a Research Report

This is the title of your systematic investigation. Your title should be concise and point to the aims, objectives, and findings of a research report. 

• Table of Contents

This is like a compass that makes it easier for readers to navigate the research report.

An abstract is an overview that highlights all important aspects of the research including the research method, data collection process, and research findings. Think of an abstract as a summary of your research report that presents pertinent information in a concise manner. 

An abstract is always brief; typically 100-150 words and goes straight to the point. The focus of your research abstract should be the 5Ws and 1H format – What, Where, Why, When, Who and How. 

• Introduction

Here, the researcher highlights the aims and objectives of the systematic investigation as well as the problem which the systematic investigation sets out to solve. When writing the report introduction, it is also essential to indicate whether the purposes of the research were achieved or would require more work.

In the introduction section, the researcher specifies the research problem and also outlines the significance of the systematic investigation. Also, the researcher is expected to outline any jargons and terminologies that are contained in the research.  

• Literature Review

A literature review is a written survey of existing knowledge in the field of study. In other words, it is the section where you provide an overview and analysis of different research works that are relevant to your systematic investigation. 

It highlights existing research knowledge and areas needing further investigation, which your research has sought to fill. At this stage, you can also hint at your research hypothesis and its possible implications for the existing body of knowledge in your field of study. 

• An Account of Investigation

This is a detailed account of the research process, including the methodology, sample, and research subjects. Here, you are expected to provide in-depth information on the research process including the data collection and analysis procedures. 

In a quantitative research report, you’d need to provide information surveys, questionnaires and other quantitative data collection methods used in your research. In a qualitative research report, you are expected to describe the qualitative data collection methods used in your research including interviews and focus groups. 

In this section, you are expected to present the results of the systematic investigation. 

This section further explains the findings of the research, earlier outlined. Here, you are expected to present a justification for each outcome and show whether the results are in line with your hypotheses or if other research studies have come up with similar results.

• Conclusions

This is a summary of all the information in the report. It also outlines the significance of the entire study. 

• References and Appendices

This section contains a list of all the primary and secondary research sources. 

Tips for Writing a Research Report

• Define the Context for the Report

As is obtainable when writing an essay, defining the context for your research report would help you create a detailed yet concise document. This is why you need to create an outline before writing so that you do not miss out on anything. 

• Define your Audience

Writing with your audience in mind is essential as it determines the tone of the report. If you’re writing for a general audience, you would want to present the information in a simple and relatable manner. For a specialized audience, you would need to make use of technical and field-specific terms. 

• Include Significant Findings

The idea of a research report is to present some sort of abridged version of your systematic investigation. In your report, you should exclude irrelevant information while highlighting only important data and findings. 

• Include Illustrations

Your research report should include illustrations and other visual representations of your data. Graphs, pie charts, and relevant images lend additional credibility to your systematic investigation.

• Choose the Right Title

A good research report title is brief, precise, and contains keywords from your research. It should provide a clear idea of your systematic investigation so that readers can grasp the entire focus of your research from the title. 

• Proofread the Report

Before publishing the document, ensure that you give it a second look to authenticate the information. If you can, get someone else to go through the report, too, and you can also run it through proofreading and editing software. 

How to Gather Research Data for Your Report  

• Understand the Problem

Every research aims at solving a specific problem or set of problems, and this should be at the back of your mind when writing your research report. Understanding the problem would help you to filter the information you have and include only important data in your report. 

• Know what your report seeks to achieve

This is somewhat similar to the point above because, in some way, the aim of your research report is intertwined with the objectives of your systematic investigation. Identifying the primary purpose of writing a research report would help you to identify and present the required information accordingly. 

• Identify your audience

Knowing your target audience plays a crucial role in data collection for a research report. If your research report is specifically for an organization, you would want to present industry-specific information or show how the research findings are relevant to the work that the company does. 

• Create Surveys/Questionnaires

A survey is a research method that is used to gather data from a specific group of people through a set of questions. It can be either quantitative or qualitative. 

A survey is usually made up of structured questions, and it can be administered online or offline. However, an online survey is a more effective method of research data collection because it helps you save time and gather data with ease. 

You can seamlessly create an online questionnaire for your research on Formplus . With the multiple sharing options available in the builder, you would be able to administer your survey to respondents in little or no time. 

Formplus also has a report summary too l that you can use to create custom visual reports for your research.

Step-by-step guide on how to create an online questionnaire using Formplus  

• Sign into Formplus

In the Formplus builder, you can easily create different online questionnaires for your research by dragging and dropping preferred fields into your form. To access the Formplus builder, you will need to create an account on Formplus. 

Once you do this, sign in to your account and click on Create new form to begin. 

• Edit Form Title : Click on the field provided to input your form title, for example, “Research Questionnaire.”
• Edit Form : Click on the edit icon to edit the form.
• Add Fields : Drag and drop preferred form fields into your form in the Formplus builder inputs column. There are several field input options for questionnaires in the Formplus builder. 
• Edit fields
• Click on “Save”
• Form Customization: With the form customization options in the form builder, you can easily change the outlook of your form and make it more unique and personalized. Formplus allows you to change your form theme, add background images, and even change the font according to your needs. 
• Multiple Sharing Options: Formplus offers various form-sharing options, which enables you to share your questionnaire with respondents easily. You can use the direct social media sharing buttons to share your form link to your organization’s social media pages.  You can also send out your survey form as email invitations to your research subjects too. If you wish, you can share your form’s QR code or embed it on your organization’s website for easy access. 

Conclusion  

Always remember that a research report is just as important as the actual systematic investigation because it plays a vital role in communicating research findings to everyone else. This is why you must take care to create a concise document summarizing the process of conducting any research. 

In this article, we’ve outlined essential tips to help you create a research report. When writing your report, you should always have the audience at the back of your mind, as this would set the tone for the document. 

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Uncomplicated Reviews of Educational Research Methods

• Writing a Research Report

.pdf version of this page

This review covers the basic elements of a research report. This is a general guide for what you will see in journal articles or dissertations. This format assumes a mixed methods study, but you can leave out either quantitative or qualitative sections if you only used a single methodology.

This review is divided into sections for easy reference. There are five MAJOR parts of a Research Report:

1.    Introduction 2.    Review of Literature 3.    Methods 4.    Results 5.    Discussion

As a general guide, the Introduction, Review of Literature, and Methods should be about 1/3 of your paper, Discussion 1/3, then Results 1/3.

Section 1 : Cover Sheet (APA format cover sheet) optional, if required.

Section 2: Abstract (a basic summary of the report, including sample, treatment, design, results, and implications) (≤ 150 words) optional, if required.

Section 3 : Introduction (1-3 paragraphs) •    Basic introduction •    Supportive statistics (can be from periodicals) •    Statement of Purpose •    Statement of Significance

Section 4 : Research question(s) or hypotheses •    An overall research question (optional) •    A quantitative-based (hypotheses) •    A qualitative-based (research questions) Note: You will generally have more than one, especially if using hypotheses.

Section 5: Review of Literature ▪    Should be organized by subheadings ▪    Should adequately support your study using supporting, related, and/or refuting evidence ▪    Is a synthesis, not a collection of individual summaries

Section 6: Methods ▪    Procedure: Describe data gathering or participant recruitment, including IRB approval ▪    Sample: Describe the sample or dataset, including basic demographics ▪    Setting: Describe the setting, if applicable (generally only in qualitative designs) ▪    Treatment: If applicable, describe, in detail, how you implemented the treatment ▪    Instrument: Describe, in detail, how you implemented the instrument; Describe the reliability and validity associated with the instrument ▪    Data Analysis: Describe type of procedure (t-test, interviews, etc.) and software (if used)

Section 7: Results ▪    Restate Research Question 1 (Quantitative) ▪    Describe results ▪    Restate Research Question 2 (Qualitative) ▪    Describe results

Section 8: Discussion ▪    Restate Overall Research Question ▪    Describe how the results, when taken together, answer the overall question ▪    ***Describe how the results confirm or contrast the literature you reviewed

Section 9: Recommendations (if applicable, generally related to practice)

Section 10: Limitations ▪    Discuss, in several sentences, the limitations of this study. ▪    Research Design (overall, then info about the limitations of each separately) ▪    Sample ▪    Instrument/s ▪    Other limitations

Section 11: Conclusion (A brief closing summary)

Section 12: References (APA format)

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About research rundowns.

Research Rundowns was made possible by support from the Dewar College of Education at Valdosta State University .

• Experimental Design
• What is Educational Research?
• Writing Research Questions
• Mixed Methods Research Designs
• Qualitative Coding & Analysis
• Qualitative Research Design
• Correlation
• Effect Size
• Instrument, Validity, Reliability
• Mean & Standard Deviation
• Significance Testing (t-tests)
• Steps 1-4: Finding Research
• Steps 5-6: Analyzing & Organizing
• Steps 7-9: Citing & Writing

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• Academic Skills
• Reading, writing and referencing

Research reports

This resource will help you identify the common elements and basic format of a research report.

Research reports generally follow a similar structure and have common elements, each with a particular purpose. Learn more about each of these elements below.

Common elements of reports

Your title should be brief, topic-specific, and informative, clearly indicating the purpose and scope of your study. Include key words in your title so that search engines can easily access your work. For example:  Measurement of water around Station Pier.

An abstract is a concise summary that helps readers to quickly assess the content and direction of your paper. It should be brief, written in a single paragraph and cover: the scope and purpose of your report; an overview of methodology; a summary of the main findings or results; principal conclusions or significance of the findings; and recommendations made.

The information in the abstract must be presented in the same order as it is in your report. The abstract is usually written last when you have developed your arguments and synthesised the results.

The introduction creates the context for your research. It should provide sufficient background to allow the reader to understand and evaluate your study without needing to refer to previous publications. After reading the introduction your reader should understand exactly what your research is about, what you plan to do, why you are undertaking this research and which methods you have used. Introductions generally include:

• The rationale for the present study. Why are you interested in this topic? Why is this topic worth investigating?
• Key terms and definitions.
• An outline of the research questions and hypotheses; the assumptions or propositions that your research will test.

Not all research reports have a separate literature review section. In shorter research reports, the review is usually part of the Introduction.

A literature review is a critical survey of recent relevant research in a particular field. The review should be a selection of carefully organised, focused and relevant literature that develops a narrative ‘story’ about your topic. Your review should answer key questions about the literature:

• What is the current state of knowledge on the topic?
• What differences in approaches / methodologies are there?
• Where are the strengths and weaknesses of the research?
• What further research is needed? The review may identify a gap in the literature which provides a rationale for your study and supports your research questions and methodology.

The review is not just a summary of all you have read. Rather, it must develop an argument or a point of view that supports your chosen methodology and research questions.

The purpose of this section is to detail how you conducted your research so that others can understand and replicate your approach.

You need to briefly describe the subjects (if appropriate), any equipment or materials used and the approach taken. If the research method or method of data analysis is commonly used within your field of study, then simply reference the procedure. If, however, your methods are new or controversial then you need to describe them in more detail and provide a rationale for your approach. The methodology is written in the past tense and should be as concise as possible.

This section is a concise, factual summary of your findings, listed under headings appropriate to your research questions. It’s common to use tables and graphics. Raw data or details about the method of statistical analysis used should be included in the Appendices.

Present your results in a consistent manner. For example, if you present the first group of results as percentages, it will be confusing for the reader and difficult to make comparisons of data if later results are presented as fractions or as decimal values.

In general, you won’t discuss your results here. Any analysis of your results usually occurs in the Discussion section.

Notes on visual data representation:

• Graphs and tables may be used to reveal trends in your data, but they must be explained and referred to in adjacent accompanying text.
• Figures and tables do not simply repeat information given in the text: they summarise, amplify or complement it.
• Graphs are always referred to as ‘Figures’, and both axes must be clearly labelled.
• Tables must be numbered, and they must be able to stand-alone or make sense without your reader needing to read all of the accompanying text.

The Discussion responds to the hypothesis or research question. This section is where you interpret your results, account for your findings and explain their significance within the context of other research. Consider the adequacy of your sampling techniques, the scope and long-term implications of your study, any problems with data collection or analysis and any assumptions on which your study was based. This is also the place to discuss any disappointing results and address limitations.

Checklist for the discussion

• To what extent was each hypothesis supported?
• To what extent are your findings validated or supported by other research?
• Were there unexpected variables that affected your results?
• On reflection, was your research method appropriate?
• Can you account for any differences between your results and other studies?

Conclusions in research reports are generally fairly short and should follow on naturally from points raised in the Discussion. In this section you should discuss the significance of your findings. To what extent and in what ways are your findings useful or conclusive? Is further research required? If so, based on your research experience, what suggestions could you make about improvements to the scope or methodology of future studies?

Also, consider the practical implications of your results and any recommendations you could make. For example, if your research is on reading strategies in the primary school classroom, what are the implications of your results for the classroom teacher? What recommendations could you make for teachers?

A Reference List contains all the resources you have cited in your work, while a Bibliography is a wider list containing all the resources you have consulted (but not necessarily cited) in the preparation of your work. It is important to check which of these is required, and the preferred format, style of references and presentation requirements of your own department.

Appendices (singular ‘Appendix’) provide supporting material to your project. Examples of such materials include:

• Relevant letters to participants and organisations (e.g. regarding the ethics or conduct of the project).
• Background reports.
• Detailed calculations.

Different types of data are presented in separate appendices. Each appendix must be titled, labelled with a number or letter, and referred to in the body of the report.

Appendices are placed at the end of a report, and the contents are generally not included in the word count.

Fi nal ti p

While there are many common elements to research reports, it’s always best to double check the exact requirements for your task. You may find that you don’t need some sections, can combine others or have specific requirements about referencing, formatting or word limits.

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Section 1- Evidence-based practice (EBP)

Chapter 6: Components of a Research Report

Components of a research report.

Partido, B.B.

Elements of  research report

The research report contains four main areas:

• Introduction – What is the issue? What is known? What is not known? What are you trying to find out? This sections ends with the purpose and specific aims of the study.
• Methods – The recipe for the study. If someone wanted to perform the same study, what information would they need? How will you answer your research question? This part usually contains subheadings: Participants, Instruments, Procedures, Data Analysis,
• Results – What was found? This is organized by specific aims and provides the results of the statistical analysis.
• Discussion – How do the results fit in with the existing  literature? What were the limitations and areas of future research?

Formalized Curiosity for Knowledge and Innovation Copyright © by partido1. All Rights Reserved.

• Research Report
• Post last modified: 11 January 2022
• Reading time: 25 mins read
• Post category: Research Methodology

What is Research Report?

Research reporting is the oral or written presentation of the findings in such detail and form as to be readily understood and assessed by the society, economy or particularly by the researchers.

As earlier said that it is the final stage of the research process and its purpose is to convey to interested persons the whole result of the study. Report writing is common to both academic and managerial situations. In academics, a research report is prepared for comprehensive and application-oriented learning. In businesses or organisations, reports are used for the basis of decision making.

Table of Content

• 1 What is Research Report?
• 2 Research Report Definition
• 3.1 Preliminary Part
• 3.2 Introduction of the Report
• 3.3 Review of Literature
• 3.4 The Research Methodology
• 3.5 Results
• 3.6 Concluding Remarks
• 3.7 Bibliography
• 4 Significance of Report Writing
• 5 Qualities of Good Report
• 6.1 Analysis of the subject matter
• 6.2 Research outline
• 6.3 Preparation of rough draft
• 6.4 Rewriting and polishing
• 6.5 Writing the final draft
• 7 Precautions for Writing Research Reports
• 8.1.1 Technical Report
• 8.1.2 Popular Report
• 8.2.1 Written Report
• 8.2.2 Oral Report

Research Report Definition

According to C. A. Brown , “A report is a communication from someone who has information to someone who wants to use that information.”

According to Goode and Hatt , “The preparation of report is the final stage of research, and it’s purpose is to convey to the interested persons the whole result of the study, in sufficient detail and so arranged as to enable each reader to comprehend the data and to determine for himself the validity of the conclusions.”

It is clear from the above definitions of a research report, it is a brief account of the problem of investigation, the justification of its selection and the procedure of analysis and interpretation. It is only a summary of the entire research proceedings.

In other words, it can be defined as written documents, which presents information in a specialized and concise manner.

Contents of Research Report

Although no hard and fast rules can be laid down, the report must contain the following points.

• Acknowledgement
• Table of contents
• List of tables
• List of graphs
• Introduction
• Background of the research study
• Statement of the problem
• Brief outline of the chapters
• Books review
• Review of articles published in books, journals, periodicals, etc
• Review of articles published in leading newspapers
• Working papers / discusssion paper / study reports
• Articles on authorised websites
• A broad conclusion and indications for further research
• The theoretical framework (variables)
• Model / hypothesis
• Instruments for data collection
• Data collection
• Pilot study
• Processing of data
• Hypothesis / model testing
• Data analysis and interpretation
• Tables and figures
• Conclusions
• Shortcomings
• Suggestions to the problems
• Direction for further research

Preliminary Part

The preliminary part may have seven major components – cover, title, preface, acknowledgement, table of contents, list of tables, list of graphs. Long reports presented in book form have a cover made up of a card sheet. The cover contains title of the research report, the authority to whom the report is submitted, name of the author, etc.

The preface introduces the report to the readers. It gives a very brief introduction of the report. In the acknowledgements author mention names of persons and organisations that have extended co-operation and helped in the various stages of research. Table of contents is essential. It gives the title and page number of each chapter.

Introduction of the Report

The introduction of the research report should clearly and logically bring out the background of the problem addressed in the research. The purpose of the introduction is to introduce the research project to the readers. A clear statement of the problem with specific questions to be answered is presented in the introduction. It contains a brief outline of the chapters.

Review of Literature

The third section reviews the important literature related to the study. A comprehensive review of the research literature referred to must be made. Previous research studies and the important writings in the area under study should be reviewed. Review of literature is helpful to provide a background for the development of the present study.

The researcher may review concerned books, articles published in edited books, journals and periodicals. Researcher may also take review of articles published in leading newspapers. A researcher should study working papers/discussion papers/study reports. It is essential for a broad conclusion and indications for further research.

The Research Methodology

Research methodology is an integral part of the research. It should clearly indicate the universe and the selection of samples, techniques of data collection, analysis and interpretation, statistical techniques, etc.

Results contain pilot study, processing of data, hypothesis/model testing, data analysis and interpretation, tables and figures, etc. This is the heart of the research report. If a pilot study is planned to be used, it’s purpose should be given in the research methodology.

The collected data and the information should be edited, coded, tabulated and analysed with a view to arriving at a valid and authentic conclusion. Tables and figures are used to clarify the significant relationship. The results obtained through tables, graphs should be critically interpreted.

Concluding Remarks

The concluding remarks should discuss the results obtained in the earlier sections, as well as their usefulness and implications. It contains findings, conclusions, shortcomings, suggestions to the problem and direction for future research. Findings are statements of factual information based upon the data analysis.

Conclusions must clearly explain whether the hypothesis have been established and rejected. This part requires great expertise and preciseness. A report should also refer to the limitations of the applicability of the research inferences. It is essential to suggest the theoretical, practical and policy implications of the research. The suggestions should be supported by scientific and logical arguments. The future direction of research based on the work completed should also be outlined.

Bibliography

The bibliography is an alphabetic list of books, journal articles, reports, etc, published or unpublished, read, referred to, examined by the researcher in preparing the report. The bibliography should follow standard formats for books, journal articles, research reports.

The end of the research report may consist of appendices, listed in respect of all technical data. Appendices are for the purpose of providing detailed data or information that would be too cumbersome within the main body of the research report.

Significance of Report Writing

Report writing is an important communication medium in organisations. The most crucial findings might have come out through a research report. Report is common to academics and managers also. Reports are used for comprehensive and application oriented learning in academics. In organisations, reports are used for the basis of decision making. The importance of report writing can be discussed as under.

Through research reports, a manager or an executive can quickly get an idea of a current scenario which improves his information base for making sound decisions affecting future operations of the company or enterprise. The research report acts as a means of communication of various research findings to the interested parties, organisations and general public.

Good report writing play, a significant role of conveying unknown facts about the phenomenon to the concerned parties. This may provide new insights and new opportunities to the people. Research report plays a key role in making effective decisions in marketing, production, banking, materials, human resource development and government also. Good report writing is used for economic planning and optimum utilisation of resources for the development of a nation.

Report writing facilitates the validation of generalisation. A research report is an end product of research. As earlier said that report writing provides useful information in arriving at rational decisions that may reform the business and society. The findings, conclusions, suggestions and recommendations are useful to academicians, scholars and policymakers. Report writing provides reference material for further research in the same or similar areas of research to the concerned parties.

While preparing a research report, a researcher should take some proper precautions. Report writing should be simple, lucid and systematic. Report writing should be written speedily without interrupting the continuity of thought. The report writing should sustain the interest of readers.

Qualities of Good Report

Report writing is a highly skilled job. It is a process of analysing, understanding and consolidating the findings and projecting a meaningful view of the phenomenon studied. A good report writing is essential for effective communication.

Following are the essential qualities of good report:

• A research report is essentially a scientific documentation. It should have a suggestive title, headings and sub-headings, paragraphs arranged in a logical sequence.
• Good research report should include everything that is relevant and exclude everything that is irrelevant. It means that it should contain the facts rather than opinion.
• The language of the report should be simple and unambiguous. It means that it should be free from biases of the researchers derived from the past experience. Confusion, pretentiousness and pomposity should be carefully guarded against. It means that the language of the report should be simple, employing appropriate words, idioms and expressions.
• The report must be free from grammatical mistakes. It must be grammatically accurate. Faulty construction of sentences makes the meaning of the narrative obscure and ambiguous.
• The report has to take into consideration two facts. Firstly, for whom the report is meant and secondly, what is his level of knowledge. The report has to look to the subject matter of the report and the fact as to the level of knowledge of the person for whom it is meant. Because all reports are not meant for research scholars.

Steps in Writing Research Report

Report writing is a time consuming and expensive exercise. Therefore, reports have to be very sharply focused in purpose content and readership. There is no single universally acceptable method of writing a research report.

Following are the general steps in writing a research report:

Analysis of the subject matter

Research outline, preparation of rough draft, rewriting and polishing, writing the final draft.

This is the first and important step in writing a research report. It is concerned with the development of a subject. Subject matter should be written in a clear, logical and concise manner. The style adopted should be open, straightforward and dignified and folk style language should be avoided.

The data, the reliability and validity of the results of the statistical analysis should be in the form of tables, figures and equations. All redundancy in the data or results presented should be eliminated.

The research outline is an organisational framework prepared by the researcher well in advance. It is an aid to logical organisation of material and a reminder of the points to be stressed in the report. In the process of writing, if need be, outline may be revised accordingly.

Time and place of the study, scope and limitations of the study, study design, summary of pilot study, methods of data collection, analysis interpretation, etc., may be included in a research outline.

Having prepared the primary and secondary data, the researcher has to prepare a rough draft. While preparing the rough draft, the researcher should keep the objectives of the research in mind, and focus on one objective at a time. The researcher should make a checklist of the important points that are necessary to be covered in the manuscript. A researcher should use dictionary and relevant reference materials as and when required.

This is an important step in writing a research report. It takes more time than a rough draft. While rewriting and polishing, a researcher should check the report for weakness in logical development or presentation. He should take breaks in between rewriting and polishing since this gives the time to incubate the ideas.

The last and important step is writing the final draft. The language of the report should be simple, employing appropriate words and expressions and should avoid vague expressions such as ‘it seems’ and ‘there may be’ etc.

It should not used personal pronouns, such as I, We, My, Us, etc and should substitute these by such expressions as a researcher, investigator, etc. Before the final drafting of the report, it is advisable that the researcher should prepare a first draft for critical considerations and possible improvements. It will be helpful in writing the final draft. Finally, the report should be logically outlined with the future directions of the research based on the work completed.

Precautions for Writing Research Reports

A research report is a means of conveying the research study to a specific target audience. The following precautions should be taken while preparing a research report:

• Its hould belong enough to cover the subject and short enough to preserve interest.
• It should not be dull and complicated.
• It should be simple, without the usage of abstract terms and technical jargons.
• It should offer ready availability of findings with the help of charts, tables and graphs, as readers prefer quick knowledge of main findings.
• The layout of the report should be in accordance with the objectives of the research study.
• There should be no grammatical errors and writing should adhere to the techniques of report writing in case of quotations, footnotes and documentations.
• It should be original, intellectual and contribute to the solution of a problem or add knowledge to the concerned field.
• Appendices should been listed with respect to all the technical data in the report.
• It should be attractive, neat and clean, whether handwritten or typed.
• The report writer should refrain from confusing the possessive form of the word ‘it’ is with ‘it’s.’ The accurate possessive form of ‘it is’ is ‘its.’ The use of ‘it’s’ is the contractive form of ‘it is.
• A report should not have contractions. Examples are ‘didn’t’ or ‘it’s.’ In report writing, it is best to use the non-contractive form. Therefore, the examples would be replaced by ‘did not’ and ‘it is.’ Using ‘Figure’ instead of ‘Fig.’ and ‘Table’ instead of ‘Tab.’ will spare the reader of having to translate the abbreviations, while reading. If abbreviations are used, use them consistently throughout the report. For example, do not switch among ‘versus,’ and ‘vs’.
• It is advisable to avoid using the word ‘very’ and other such words that try to embellish a description. They do not add any extra meaning and, therefore, should be dropped.
• Repetition hampers lucidity. Report writers must avoid repeating the same word more than once within a sentence.
• When you use the word ‘this’ or ‘these’ make sure you indicate to what you are referring. This reduces the ambiguity in your writing and helps to tie sentences together.
• Do not use the word ‘they’ to refer to a singular person. You can either rewrite the sentence to avoid needing such a reference or use the singular ‘he or she.’

Types of Research Report

Research reports are designed in order to convey and record the information that will be of practical use to the reader. It is organized into distinct units of specific and highly visible information. The kind of audience addressed in the research report decides the type of report.

Research reports can be categorized on the following basis:

Classification on the Basis of Information

Classification on the basis of representation.

Following are the ways through which the results of the research report can be presented on the basis of information contained:

Technical Report

A technical report is written for other researchers. In writing the technical reports, the importance is mainly given to the methods that have been used to collect the information and data, the presumptions that are made and finally, the various presentation techniques that are used to present the findings and data.

Following are main features of a technical report:

• Summary: It covers a brief analysis of the findings of the research in a very few pages. 
• Nature: It contains the reasons for which the research is undertaken, the analysis and the data that is required in order to prepare a report. 
• Methods employed: It contains a description of the methods that were employed in order to collect the data. 
• Data: It covers a brief analysis of the various sources from which the data has been collected with their features and drawbacks 
• Analysis of data and presentation of the findings: It contains the various forms through which the data that has been analysed can be presented. 
• Conclusions: It contains a brief explanation of findings of the research. 
• Bibliography: It contains a detailed analysis of the various bibliographies that have been used in order to conduct a research. 
• Technical appendices: It contains the appendices for the technical matters and for questionnaires and mathematical derivations. 
• Index: The index of the technical report must be provided at the end of the report.

Popular Report

A popular report is formulated when there is a need to draw conclusions of the findings of the research report. One of the main points of consideration that should be kept in mind while formulating a research report is that it must be simple and attractive. It must be written in a very simple manner that is understandable to all. It must also be made attractive by using large prints, various sub-headings and by giving cartoons occasionally.

Following are the main points that must be kept in mind while preparing a popular report:

• Findings and their implications : While preparing a popular report, main importance is given to the findings of the information and the conclusions that can be drawn out of these findings.
• Recommendations for action : If there are any deviations in the report then recommendations are made for taking corrective action in order to rectify the errors.
• Objective of the study : In a popular report, the specific objective for which the research has been undertaken is presented.
• Methods employed : The report must contain the various methods that has been employed in order to conduct a research.
• Results : The results of the research findings must be presented in a suitable and appropriate manner by taking the help of charts and diagrams.
• Technical appendices : The report must contain an in-depth information used to collect the data in the form of appendices.

Following are the ways through which the results of the research report can be presented on the basis of representation:

• Writtenreport
• Oral report

Written Report

A written report plays a vital role in every business operation. The manner in which an organization writes business letters and business reports creates an impression of its standard. Therefore, the organization should emphasize on the improvement of the writing skills of the employees in order to maintain effective relations with their customers.

Writing effective written reports requires a lot of hard work. Therefore, before you begin writing, it is important to know the objective, i.e., the purpose of writing, collection and organization of required data.

Oral Report

At times, oral presentation of the results that are drawn out of research is considered effective, particularly in cases where policy recommendations are to be made. This approach proves beneficial because it provides a medium of interaction between a listener and a speaker. This leads to a better understanding of the findings and their implications.

However, the main drawback of oral presentation is the lack of any permanent records related to the research. Oral presentation of the report is also effective when it is supported with various visual devices, such as slides, wall charts and whiteboards that help in better understanding of the research reports.

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Writing up a Research Report

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• Michael Blankenagel 3  

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A research report is one big argument how and why you came up with your conclusions. To make it a convincing argument, a typical guiding structure has developed. In the different chapters, distinct issues need to be addressed to explain to the reader why your conclusions are valid. The governing principle for writing the report is full disclosure: to explain everything and ensure replicability by another researcher.

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Field, A. (2016). An adventure in statistics. The reality enigma . SAGE.

Field, A. (2020). Discovering statistics using IBM SPSS statistics (5th ed.). SAGE.

Früh, M., Keimer, I., & Blankenagel, M. (2019). The impact of Balanced Scorecard excellence on shareholder returns. IFZ Working Paper No. 0003/2019. Retrieved June 09, 2021, from https://zenodo.org/record/2571603#.YMDUafkzZaQ .

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Hunziker, S., Blankenagel, M. (2021). Writing up a Research Report. In: Research Design in Business and Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-34357-6_4

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Home Market Research

What is Research: Definition, Methods, Types & Examples

The search for knowledge is closely linked to the object of study; that is, to the reconstruction of the facts that will provide an explanation to an observed event and that at first sight can be considered as a problem. It is very human to seek answers and satisfy our curiosity. Let’s talk about research.

Content Index

What is Research?

What are the characteristics of research.

• Comparative analysis chart

Qualitative methods

Quantitative methods, 8 tips for conducting accurate research.

Research is the careful consideration of study regarding a particular concern or research problem using scientific methods. According to the American sociologist Earl Robert Babbie, “research is a systematic inquiry to describe, explain, predict, and control the observed phenomenon. It involves inductive and deductive methods.”

Inductive methods analyze an observed event, while deductive methods verify the observed event. Inductive approaches are associated with qualitative research , and deductive methods are more commonly associated with quantitative analysis .

Research is conducted with a purpose to:

• Identify potential and new customers
• Understand existing customers
• Set pragmatic goals
• Develop productive market strategies
• Address business challenges
• Put together a business expansion plan
• Identify new business opportunities
• Good research follows a systematic approach to capture accurate data. Researchers need to practice ethics and a code of conduct while making observations or drawing conclusions.
• The analysis is based on logical reasoning and involves both inductive and deductive methods.
• Real-time data and knowledge is derived from actual observations in natural settings.
• There is an in-depth analysis of all data collected so that there are no anomalies associated with it.
• It creates a path for generating new questions. Existing data helps create more research opportunities.
• It is analytical and uses all the available data so that there is no ambiguity in inference.
• Accuracy is one of the most critical aspects of research. The information must be accurate and correct. For example, laboratories provide a controlled environment to collect data. Accuracy is measured in the instruments used, the calibrations of instruments or tools, and the experiment’s final result.

What is the purpose of research?

There are three main purposes:

• Exploratory: As the name suggests, researchers conduct exploratory studies to explore a group of questions. The answers and analytics may not offer a conclusion to the perceived problem. It is undertaken to handle new problem areas that haven’t been explored before. This exploratory data analysis process lays the foundation for more conclusive data collection and analysis.

LEARN ABOUT: Descriptive Analysis

• Descriptive: It focuses on expanding knowledge on current issues through a process of data collection. Descriptive research describe the behavior of a sample population. Only one variable is required to conduct the study. The three primary purposes of descriptive studies are describing, explaining, and validating the findings. For example, a study conducted to know if top-level management leaders in the 21st century possess the moral right to receive a considerable sum of money from the company profit.

LEARN ABOUT: Best Data Collection Tools

• Explanatory: Causal research or explanatory research is conducted to understand the impact of specific changes in existing standard procedures. Running experiments is the most popular form. For example, a study that is conducted to understand the effect of rebranding on customer loyalty.

Here is a comparative analysis chart for a better understanding:

It begins by asking the right questions and choosing an appropriate method to investigate the problem. After collecting answers to your questions, you can analyze the findings or observations to draw reasonable conclusions.

When it comes to customers and market studies, the more thorough your questions, the better the analysis. You get essential insights into brand perception and product needs by thoroughly collecting customer data through surveys and questionnaires . You can use this data to make smart decisions about your marketing strategies to position your business effectively.

To make sense of your study and get insights faster, it helps to use a research repository as a single source of truth in your organization and manage your research data in one centralized data repository .

Types of research methods and Examples

Research methods are broadly classified as Qualitative and Quantitative .

Both methods have distinctive properties and data collection methods .

Qualitative research is a method that collects data using conversational methods, usually open-ended questions . The responses collected are essentially non-numerical. This method helps a researcher understand what participants think and why they think in a particular way.

Types of qualitative methods include:

• One-to-one Interview
• Focus Groups
• Ethnographic studies
• Text Analysis

Quantitative methods deal with numbers and measurable forms . It uses a systematic way of investigating events or data. It answers questions to justify relationships with measurable variables to either explain, predict, or control a phenomenon.

Types of quantitative methods include:

• Survey research
• Descriptive research
• Correlational research

LEARN MORE: Descriptive Research vs Correlational Research

Remember, it is only valuable and useful when it is valid, accurate, and reliable. Incorrect results can lead to customer churn and a decrease in sales.

It is essential to ensure that your data is:

• Valid – founded, logical, rigorous, and impartial.
• Accurate – free of errors and including required details.
• Reliable – other people who investigate in the same way can produce similar results.
• Timely – current and collected within an appropriate time frame.
• Complete – includes all the data you need to support your business decisions.

Gather insights

• Identify the main trends and issues, opportunities, and problems you observe. Write a sentence describing each one.
• Keep track of the frequency with which each of the main findings appears.
• Make a list of your findings from the most common to the least common.
• Evaluate a list of the strengths, weaknesses, opportunities, and threats identified in a SWOT analysis .
• Prepare conclusions and recommendations about your study.
• Act on your strategies
• Look for gaps in the information, and consider doing additional inquiry if necessary
• Plan to review the results and consider efficient methods to analyze and interpret results.

Review your goals before making any conclusions about your study. Remember how the process you have completed and the data you have gathered help answer your questions. Ask yourself if what your analysis revealed facilitates the identification of your conclusions and recommendations.

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• Starting the research process
• How to Write a Research Proposal | Examples & Templates

How to Write a Research Proposal | Examples & Templates

Published on October 12, 2022 by Shona McCombes and Tegan George. Revised on November 21, 2023.

A research proposal describes what you will investigate, why it’s important, and how you will conduct your research.

The format of a research proposal varies between fields, but most proposals will contain at least these elements:

Introduction

Literature review.

• Research design

Reference list

While the sections may vary, the overall objective is always the same. A research proposal serves as a blueprint and guide for your research plan, helping you get organized and feel confident in the path forward you choose to take.

Table of contents

Research proposal purpose, research proposal examples, research design and methods, contribution to knowledge, research schedule, other interesting articles, frequently asked questions about research proposals.

Academics often have to write research proposals to get funding for their projects. As a student, you might have to write a research proposal as part of a grad school application , or prior to starting your thesis or dissertation .

In addition to helping you figure out what your research can look like, a proposal can also serve to demonstrate why your project is worth pursuing to a funder, educational institution, or supervisor.

Research proposal length

The length of a research proposal can vary quite a bit. A bachelor’s or master’s thesis proposal can be just a few pages, while proposals for PhD dissertations or research funding are usually much longer and more detailed. Your supervisor can help you determine the best length for your work.

One trick to get started is to think of your proposal’s structure as a shorter version of your thesis or dissertation , only without the results , conclusion and discussion sections.

Download our research proposal template

Prevent plagiarism. Run a free check.

Writing a research proposal can be quite challenging, but a good starting point could be to look at some examples. We’ve included a few for you below.

• Example research proposal #1: “A Conceptual Framework for Scheduling Constraint Management”
• Example research proposal #2: “Medical Students as Mediators of Change in Tobacco Use”

Like your dissertation or thesis, the proposal will usually have a title page that includes:

• The proposed title of your project
• Your supervisor’s name
• Your institution and department

The first part of your proposal is the initial pitch for your project. Make sure it succinctly explains what you want to do and why.

Your introduction should:

• Introduce your topic
• Give necessary background and context
• Outline your  problem statement  and research questions

To guide your introduction , include information about:

• Who could have an interest in the topic (e.g., scientists, policymakers)
• How much is already known about the topic
• What is missing from this current knowledge
• What new insights your research will contribute
• Why you believe this research is worth doing

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As you get started, it’s important to demonstrate that you’re familiar with the most important research on your topic. A strong literature review  shows your reader that your project has a solid foundation in existing knowledge or theory. It also shows that you’re not simply repeating what other people have already done or said, but rather using existing research as a jumping-off point for your own.

In this section, share exactly how your project will contribute to ongoing conversations in the field by:

• Comparing and contrasting the main theories, methods, and debates
• Examining the strengths and weaknesses of different approaches
• Explaining how will you build on, challenge, or synthesize prior scholarship

Following the literature review, restate your main  objectives . This brings the focus back to your own project. Next, your research design or methodology section will describe your overall approach, and the practical steps you will take to answer your research questions.

To finish your proposal on a strong note, explore the potential implications of your research for your field. Emphasize again what you aim to contribute and why it matters.

For example, your results might have implications for:

• Improving best practices
• Informing policymaking decisions
• Strengthening a theory or model
• Challenging popular or scientific beliefs
• Creating a basis for future research

Last but not least, your research proposal must include correct citations for every source you have used, compiled in a reference list . To create citations quickly and easily, you can use our free APA citation generator .

Some institutions or funders require a detailed timeline of the project, asking you to forecast what you will do at each stage and how long it may take. While not always required, be sure to check the requirements of your project.

Here’s an example schedule to help you get started. You can also download a template at the button below.

Download our research schedule template

If you are applying for research funding, chances are you will have to include a detailed budget. This shows your estimates of how much each part of your project will cost.

Make sure to check what type of costs the funding body will agree to cover. For each item, include:

• Cost : exactly how much money do you need?
• Justification : why is this cost necessary to complete the research?
• Source : how did you calculate the amount?

To determine your budget, think about:

• Travel costs : do you need to go somewhere to collect your data? How will you get there, and how much time will you need? What will you do there (e.g., interviews, archival research)?
• Materials : do you need access to any tools or technologies?
• Help : do you need to hire any research assistants for the project? What will they do, and how much will you pay them?

If you want to know more about the research process , methodology , research bias , or statistics , make sure to check out some of our other articles with explanations and examples.

Methodology

• Sampling methods
• Simple random sampling
• Stratified sampling
• Cluster sampling
• Likert scales
• Reproducibility

 Statistics

• Null hypothesis
• Statistical power
• Probability distribution
• Effect size
• Poisson distribution

Research bias

• Optimism bias
• Cognitive bias
• Implicit bias
• Hawthorne effect
• Anchoring bias
• Explicit bias

Once you’ve decided on your research objectives , you need to explain them in your paper, at the end of your problem statement .

Keep your research objectives clear and concise, and use appropriate verbs to accurately convey the work that you will carry out for each one.

I will compare …

A research aim is a broad statement indicating the general purpose of your research project. It should appear in your introduction at the end of your problem statement , before your research objectives.

Research objectives are more specific than your research aim. They indicate the specific ways you’ll address the overarching aim.

A PhD, which is short for philosophiae doctor (doctor of philosophy in Latin), is the highest university degree that can be obtained. In a PhD, students spend 3–5 years writing a dissertation , which aims to make a significant, original contribution to current knowledge.

A PhD is intended to prepare students for a career as a researcher, whether that be in academia, the public sector, or the private sector.

A master’s is a 1- or 2-year graduate degree that can prepare you for a variety of careers.

All master’s involve graduate-level coursework. Some are research-intensive and intend to prepare students for further study in a PhD; these usually require their students to write a master’s thesis . Others focus on professional training for a specific career.

Critical thinking refers to the ability to evaluate information and to be aware of biases or assumptions, including your own.

Like information literacy , it involves evaluating arguments, identifying and solving problems in an objective and systematic way, and clearly communicating your ideas.

The best way to remember the difference between a research plan and a research proposal is that they have fundamentally different audiences. A research plan helps you, the researcher, organize your thoughts. On the other hand, a dissertation proposal or research proposal aims to convince others (e.g., a supervisor, a funding body, or a dissertation committee) that your research topic is relevant and worthy of being conducted.

Cite this Scribbr article

If you want to cite this source, you can copy and paste the citation or click the “Cite this Scribbr article” button to automatically add the citation to our free Citation Generator.

McCombes, S. & George, T. (2023, November 21). How to Write a Research Proposal | Examples & Templates. Scribbr. Retrieved June 21, 2024, from https://www.scribbr.com/research-process/research-proposal/

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What Is a Research Report?

Understanding research reports, financial analyst research reports, research report impact, conflicts of interest.

• Fundamental Analysis

What Is a Research Report? How They're Produced and Impact

James Chen, CMT is an expert trader, investment adviser, and global market strategist.

A research report is a document prepared by an analyst or strategist who is a part of the investment research team in a stock brokerage or investment bank . A research report may focus on a specific stock or industry sector, a currency, commodity or fixed-income instrument, or on a geographic region or country. Research reports generally, but not always, have actionable recommendations such as investment ideas that investors can act upon.

Research reports are produced by a variety of sources, ranging from market research firms to in-house departments at large organizations. When applied to the investment industry, the term usually refers to sell-side research, or investment research produced by brokerage houses.

Such research is disseminated to the institutional and retail clients of the brokerage that produces it. Research produced by the buy-side, which includes pension funds, mutual funds, and portfolio managers , is usually for internal use only and is not distributed to external parties.

Financial analysts may produce research reports for the purpose of supporting a particular recommendation, such as whether to buy or sell a particular security or whether a client should consider a particular financial product. For example, an analyst may create a report in regards to a new offering being proposed by a company. The report could include relevant metrics regarding the company itself, such as the number of years they have been in operation as well as the names of key stakeholders , along with statistics regarding the current state of the market in which the company participates. Information regarding overall profitability and the intended use of the funds can also be included.

Enthusiasts of the Efficient Market Hypothesis (EMH) might insist that the value of professional analysts' research reports is suspect and that investors likely place too much confidence in the conclusions such analysts make. While a definitive conclusion about this topic is difficult to make because comparisons are not exact, some research papers do exist which claim empirical evidence supporting the value of such reports.

One such paper studied the market for India-based investments and analysts who cover them. The paper was published in the March 2014 edition of the International Research Journal of Business and Management. Its authors concluded that analyst recommendations do have an impact and are beneficial to investors at least in short-term decisions.

While some analysts are functionally unaffiliated, others may be directly or indirectly affiliated with the companies for which they produce reports. Unaffiliated analysts traditionally perform independent research to determine an appropriate recommendation and may have a limited concern regarding the outcome.

Affiliated analysts may feel best served by ensuring any research reports portray clients in a favorable light. Additionally, if an analyst is also an investor in the company on which the report is based, he may have a personal incentive to avoid topics that may result in a lowered valuation of the securities in which he has invested.

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Misleading GOP videos of Biden are going viral. The fact-checks have trouble keeping up.

More Americans may think President Joe Biden tried to sit on a nonexistent chair the other day than know the boring truth that there was, in fact, a chair .

The chair-that-was-there was just one of many quick video clips the conservative media ecosystem willed into virality over the past two weeks, leaving fact-checkers and Biden’s team with little chance to catch up.

The Republican National Committee, major conservative media outlets and right-wing influencers have succeeded in blasting out videos that they claim show “proof” of Biden’s  wandering off ,  freezing up or even  filling his pants  with a substance commonly represented by a brown swirl emoji.

Independent fact-checkers and the Biden campaign have pointed out that the videos, while they are un-doctored by artificial intelligence, tend to crumble under even basic scrutiny, such as when the moments are viewed in context or from wider camera angles . 

“Fresh off being fact checked by at least 6 mainstream outlets for lying about President Biden with cheap fakes, Rupert Murdoch’s sad little super PAC, the New York Post, is back to disrespecting its readers and itself once again,” White House spokesperson Andrew Bates said in a statement in reference to a video of Biden at a fundraiser with former President Barack Obama over the weekend that landed on t he cover of the Post, a conservative tabloid.

While "deepfakes" are misleading audio, video or images that are created or edited with artificial intelligence technology, a "cheap fake," according to researchers Britt Paris and Joan Donovan, is a " manipulation created with cheaper, more accessible software (or, none at all). Cheap fakes can be rendered through Photoshop, lookalikes, re-contextualizing footage, speeding, or slowing."

Still, even if they are deceptive, the videos nonetheless play into voters’ existing concerns about Biden’s age and are tailor-made for internet virality, meaning busy voters may be more likely to encounter the brief incendiary clips than the more rigorous fact-checks that chase them.

“The lie is sprinting the 100-meter dash and the fact-check is taking a stroll on the beach. So it’s never going to catch up. And it’s never going to have the same reach,” said Eric Schultz, a Democratic strategist and Obama spokesperson who on Sunday publicly called out the Post’s characterization of the fundraiser as false.

Last week, Republicans pushed a video of Biden in Europe attending the Group of Seven summit in which he allegedly “wandered off” in a confused haze before Italy’s prime minister pulled him back. Uncut video and shots from wider angles showed Biden was greeting a parachutist who had just landed as part of the ceremony.

The controversy generated by the video grew so large that British Prime Minister Rishi Sunak was asked to give his eyewitness account of the moment.

“They had all landed, and he was being very polite. And he just went over to kind of talk to all of them individually,” Sunak told reporters .

Before that, the RNC’s opposition research account suggested Biden was having a medical incident because he was not dancing at a Juneteenth event, though Biden has long said he is not much of a dancer and barely danced at his inaugural ball in 2021.

At the fundraiser in Los Angeles, Biden and Obama were waving to supporters after having received a standing ovation when Biden stared into the audience for a moment before the more punctual Obama signaled it was time to leave the stage. Several people at the event said they did not recognize the New York Post’s interpretation that Biden appeared to "freeze up."

'A pattern of behavior'

Republicans are unapologetic about the individual videos — despite the fact-checks from mainstream media they distrust.

“It’s a pattern of behavior. It’s not like it’s one instance,” Trump campaign spokeswoman Karoline Leavitt said in an interview. “It’s not like we’re making these videos. This is Joe Biden in real time. We’re just putting it out there for the world to see.”

Asked about the clipped video that Republicans said showed Biden trying to sit in a chair that did not exist (in fact, it was just hidden from view by the camera angle), Leavitt said, “The videos speak for themselves.”

“It’s outrageous that the words ‘cheap fake’ [are] even being used," she said. "There’s nothing cheap or fake about these videos. They are real clips of Joe Biden acting bizarrely.

“The Biden campaign’s entire strategy is to convince people not to believe their own eyes,” she added.

The spread of the videos underscores what academics say could be a particularly tumultuous election cycle . Many major social media platforms have rolled back the few checks and balances on the spread of false or misleading information under pressure from Republicans . Meanwhile, the power and reach of just a handful of accounts on X can spread talking points to millions of people that is then picked up by more mainstream conservative media. 

Taking liberties with video editing — or simply misrepresenting what is happening in a video — is nothing new. But former President Donald Trump’s takeover of the Republican Party has pushed the party further across the hazy divide between spin and mendacity, while technology has allowed for clips to be cut and broadcast constantly.

Reaching voters who do not consume much political news is a challenge in the best of cases, and it is made even harder when organizations try to reach the same voters a second time to try to change their views about a stray piece of political content they previously encountered.

Conservative media outlets disseminating such clips include not only famously ideological ones, like Fox News , but also the vast network of local TV news stations owned by Sinclair Broadcasting, dozens of which re-packaged identical versions of the same headline about Biden’s appearing to freeze. 

Few in conservative media have offered any resistance to the onslaught of videos. Howard Kurtz, a Fox News host and media journalist, is one of the few notable outliers , having called out the New York Post and fellow host Sean Hannity for their coverage of the G7 video.

And internet platforms’ algorithms and their users’ organic behavior tend to reward the surprising and controversial while ignoring the mundane. 

'We can't stop them from doing this'

Democrats’ strategy for dealing with the videos is twofold, according to multiple people familiar with the thinking of the Biden campaign, the White House and allied outside groups.

First, they will try to contain them to the conservative media ecosystem and extremely online spaces of political discourse like X, hoping to prevent them from breaking through into the mainstream as much as possible. 

By being aggressive in fact-checking, quickly posting fuller video clips with appropriate context and calling out media outlets that report on them, the White House and the Biden campaign hope to stop them from spreading too far.

“We can’t stop them from doing this. What we can do is fight like hell to get fact-checks and to spread those fact-checks,” said a Biden campaign official who requested anonymity to speak candidly about strategy. “Does it potentially permeate out to independent voters? Yes, and that’s what we’re guarding against and fighting against.”

Second, Democrats are stepping up their own attacks on Trump online, aggressively posting their own made-to-go-viral videos of Trump’s verbal cul-de-sacs, curious tangents and awkward actions.

They include highlighting what they say are Trump’s senior moments, such as one at a rally Saturday night when he said Biden “should have to take a cognitive test” — only to moments later flub the name of the doctor who administered a similar test to him.

Much of it has come from Biden HQ, an account the Biden campaign’s research and rapid-response teams use to blast Trump. For instance, in one clip from the same event , Trump promised to take questions after his speech — “This is different than Joe Biden. He doesn’t take any questions” — but instead left the stage without taking any questions.

Schultz said: “Both candidates are old, but one is coherent and has cogent thoughts. So to the extent that that breaks through, then I think we’ll be OK come November.”

Trump’s campaign has also complained about the Biden campaign’s deceptively portraying videos of its own in the past. That included when Trump told autoworkers there would be a “ bloodbath ” if he is not elected. Trump’s campaign said that the term specifically referred to the auto industry and that Democrats intentionally mischaracterized it by making it appear that Trump was inciting violence.

Still, Democrats up to and including Biden himself — hardly a digital native — seem to understand the challenge of suppressing viral videos that many Americans want to believe.

“The truth is that the way in which we communicate with people these days, there’s very little — there’s so much opportunity to just lie,” Biden said at the fundraiser in Los Angeles. "So much of it on the internet is absolutely a flat-out lie.”

First lady Jill Biden took on the issue of Biden’s age head-on Saturday at an event for seniors in Phoenix: "Joe and the other guy are essentially the same age, so let’s not be fooled."

According to polls, voters so far do not agree with her. And some Democrats seem to be constantly bracing for some major, unedited moment when Biden shows his age.

NBC News ’ national poll in late January found three-quarters of voters, including many Democrats, saying they had major or minor concerns about Biden’s physical and mental health.

Alex Seitz-Wald is a senior politics reporter for NBC News.

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• Gun Violence Widely Viewed as a Major – and Growing – National Problem

U.S. public evenly split on whether gun ownership does more to increase or decrease safety

Table of contents.

• Majority of Americans say gun laws should be stricter
• Views of gun policies among gun owners, non-owners
• Acknowledgments
• Methodology

Pew Research Center conducted this study to better understand Americans’ views of gun policy. For this analysis, we surveyed 5,115 adults from June 5-11, 2023. Everyone who took part in this survey is a member of the Center’s American Trends Panel (ATP), an online survey panel that is recruited through national, random sampling of residential addresses. This way nearly all U.S. adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race, ethnicity, partisan affiliation, education and other categories. Read more about the ATP’s methodology .

Here are the questions used for the report and its methodology .

With total gun-related deaths reaching new highs in recent years, growing shares of Americans view both gun violence and violent crime as very big national problems.

Looking ahead, twice as many Americans expect the level of gun violence to increase rather than stay about the same over the next five years (62% vs. 31%). Just 7% say it will decrease.

The question of whether gun ownership does more to increase or decrease safety evenly divides Americans: 49% say it increases safety by allowing law-abiding citizens to protect themselves; an identical share says it reduces safety by giving too many people access to firearms and increasing misuse.

The new survey, conducted June 5-11, 2023, among 5,115 members of Pew Research Center’s nationally representative American Trends Panel, also finds:

• A majority of Americans (58%) say gun laws in the country should be stricter; 26% say they are about right, while just 15% say they should be less strict. Support for stricter gun laws has ticked up since 2021 and is at about the same level as in 2019.
• Large majorities favor preventing mentally ill people from buying guns (88%) and increasing the minimum age for buying guns to 21 years old (79%).
• Other gun policy proposals, including banning high-capacity magazines (66%) and banning assault-style weapons (64%), continue to draw majority support.

Large divides by party, community type in views of impact of gun ownership on safety

Gun policy continues to be one of the most polarizing issues in American politics. Republicans and Democrats are sharply divided over the impact of gun ownership on public safety: 79% of Republicans and independents who lean toward the Republican Party say that gun ownership increases safety, while a nearly identical share of Democrats and Democratic leaners (78%) say it decreases safety.

Views of gun ownership are also closely tied to where one lives, with those who say they live in rural areas about twice as likely as those who live in urban areas to say that gun ownership increases safety (65% vs. 34%). And those who personally own guns are nearly twice as likely as non-owners to say this (71% vs. 37%).

Overall, 32% of Americans report owning a gun.

Gun violence and violent crime increasingly viewed as major problems

While there are wide partisan gaps in views of the impact of gun ownership and in views of many gun policies, Republicans and Democrats also differ over whether gun violence is a major problem for the country. About twice as many Democrats as Republicans say it is “a very big” national problem (81% vs. 38%).

Over the past year, however, there have been 11 percentage point increases in the shares of both parties saying it is a very big problem.

Views of whether violent crime is a major problem have tended to be less partisan. And growing shares in both parties also view crime as a very big problem.

Since last year, the share of Republicans who say violent crime is a major problem has slightly increased from 60% to 64%. There has been a comparable shift among Democrats, from 47% to 52%.

Both violent crime and gun violence rank high on the public’s list of top national problems. Refer to our recent report for more.

CORRECTION (June 28, 2023): In the chart “Growing shares of Americans say gun violence, violent crime are ‘very big’ national problems,” a previous version of the chart omitted a July 2021 data point of the shares saying violent crime was a very big problem for the country. The chart has now been updated to include the following: 61% of Americans (including 67% of Republicans and 55% of Democrats) said violent crime was a very big problem for the country in July 2021.

The following sentence was also updated to reflect the above additions: “Since last year, the share of Republicans who say violent crime is a major problem has slightly increased from 60% to 64%. There has been a comparable shift among Democrats, from 47% to 52%.”

Views of gun policies

There continues to be wide public support for various specific gun policy proposals. For example, 88% of Americans favor preventing people with mental illnesses from purchasing guns, including 72% who strongly favor this.

This is the only policy proposal among eight asked about in the survey which draws overwhelming bipartisan support (89% of Democrats, 88% of Republicans).

While opinions about most gun policies have not changed much in recent years, an increasing share of the public favors allowing teachers and school officials to arm themselves.

Half of adults now favor allowing teachers and other school officials to carry guns in K-12 schools, up from 43% two years ago.

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State of the Consumer 2024: What’s now and what’s next

If you think you know consumer behavior, think again. Middle-income consumers are feeling the squeeze and worrying about inflation but aren’t holding back on splurges. Rather than sticking to tight budgets in retirement, aging consumers are splurging too. Speaking of older shoppers, it turns out that the brand loyalty they’ve long been known for is a thing of the past. And young consumers in Asia and the Middle East are more likely than those in Western markets to switch to higher-priced brands.

These are just some of the large-scale shifts taking place in the global consumer landscape. Consumers have continued to defy expectations and behave in atypical ways , keeping consumer goods manufacturers and retailers on their toes. More than ever, companies that cultivate a detailed, up-to-date understanding of today’s and tomorrow’s consumers—who they are, what they want, and where and how they shop—will be best positioned to succeed.

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Join us for a discussion of our report, Rescuing the decade: A dual agenda for the consumer goods industry , on June 26 at 10:00 a.m. ET | 4:00 p.m. CET.

In this article, we draw on our ConsumerWise  research to delve into nine trends shaping the global consumer sector and four imperatives to help consumer businesses move from “now” to “next.”

Nine trends defining the global consumer market

To forecast where the global consumer landscape is heading, we surveyed more than 15,000 consumers in 18 markets that together make up 90 percent of global GDP. Their answers revealed surprising nuances about demographic groups, seemingly contradictory consumer behaviors, and categories poised for growth.

Who is the future consumer?

Consumers no longer fit into traditional archetypes. Some of the most influential consumers of tomorrow are currently underserved.

1. Young people in emerging markets. By 2030, 75 percent of consumers in emerging markets will be between the ages of 15 and 34. Our data indicates these consumers may be optimistic about the economy and willing to spend.

Among this group, young consumers aged 18 to 24 in Asian and Middle Eastern nations, such as India and Saudi Arabia, will be particularly important to consumer businesses, given their pent-up demand and willingness to spend. These consumers indicate a strong desire to spend on premium products, so much so that they are up to two times more likely to trade up—meaning opt for higher-priced brands and retailers—than young consumers in advanced economies. They are also up to three times more optimistic about their respective economies (Exhibit 1). This optimism could translate into higher levels of future consumption. It’s worth noting that young consumers in Latin America are actually less likely to trade up than young consumers in other emerging economies.

2. Retired and ready to spend. Longer life expectancies and declining birth rates, particularly in advanced economies, are pushing the global population of people older than 65 to increase at a quicker rate than the population of people younger than that age. 1 “Ageing,” United Nations, accessed May 29, 2024. Yet for all the data relating to aging populations, older consumers are often misunderstood.

Despite the financial constraints that may accompany retirement, aging consumers across all income levels are willing to spend on discretionary items. In experiential categories such as travel, older consumers’ intent to splurge is even higher than that of millennials, who have historically been big travel spenders. High-income baby boomer and Silent Generation consumers (those whose household incomes exceed $100,000) are a sizable cohort in the United States, making up 30 percent of the market—and they’re more likely to spend on discretionary purchases, such as home improvement and gardening, compared with lower-income consumers their age.

In emerging markets, it’s not just younger consumers who are ready to spend but their parents, too. Wealthy aging consumers in emerging markets are more optimistic, expect to spend more on discretionary items, and plan on treating themselves more than wealthy aging consumers in advanced markets. In one of the starkest examples, 42 percent of wealthy aging consumers in emerging markets 2 Forty-two percent of consumers in Brazil, China, India, Mexico, and Saudi Arabia. said they expect to spend more on entertainment, compared with 7 percent of comparable consumers in Europe 3 Throughout this article, we will refer to “Europe” to indicate France, Germany, Italy, Spain, and the United Kingdom. and 11 percent in the United States. We see a similar willingness to spend in categories such as home improvement, airline flights, and hotel stays. Consumer businesses that market exclusively to younger consumers are thus missing out; they ignore wealthy aging consumers at their own risk.

3. The squeezed-but-splurging middle. We expect that cost-of-living increases in advanced economies will continue to put pressure on middle-income consumers. While conventional wisdom would suggest that these consumers will clamp down on discretionary spending as a result, our data reveals something different: instead, middle-income consumers in Europe and the United States say they plan to splurge on discretionary items at a rate that is comparable with that of high-income consumers.

This intent to splurge appears across various categories, including experience-based categories such as travel and dining out, as well as groceries and discretionary goods. Middle-income consumers might typically be expected to delay purchases during economically challenging times, but our research shows that they’re only slightly more inclined to delay purchases than wealthier consumers. They’re also not much more likely to trade down than higher-income consumers.

What will consumers want?

What consumers want is changing too. Weakened brand loyalty, affordability over sustainability, and heightened interest in wellness products and services reflect the preferences and priorities of consumers across ages and geographies.

4. Brand exploration. When they couldn’t find exactly what they needed because of pandemic-era supply chain disruptions, roughly half of consumers  switched products or brands. That behavioral change has proved quite sticky: consumers continue to be open to exploring alternatives, and brand loyalty is fading across demographic groups.

In advanced markets, over a third of consumers have tried different brands, and approximately 40 percent have switched retailers in search of better prices and discounts (Exhibit 2). Inflation and economic uncertainty are almost certainly inducing this behavior.

This weakening of brand loyalty is not limited to a specific age group. In the past, older consumers remained consistently loyal to their preferred brands, but today, they’re just as likely to embrace new brands and retailers. In Europe and the United States, Gen Zers and millennials are only slightly more likely than older consumers to trade down to lower-priced brands and retailers.

One beneficiary of this rampant downtrading is private labels. Thirty-six percent of consumers plan to purchase private-label products more frequently, and 60 percent believe private brands offer equal or better quality.

5. Sustainability: Value upstages values. In recent years, young consumers in our survey data said they prioritized sustainability considerations when making purchases. It wasn’t all talk: in the United States, sales of products with sustainability-related claims  outpaced sales of products without such claims.

While young consumers still say they care about sustainability, they are now making clear trade-offs in the face of economic uncertainty and inflation. In Europe and the United States, fewer Gen Zers and millennials ranked sustainability claims as an important purchasing factor at the beginning of 2024 than in 2023 (Exhibit 3).

Younger consumers aren’t just deprioritizing sustainability in their purchase decisions; they’ve also become less willing to pay a premium for sustainable products. In Europe and the United States, the percentage of young consumers willing to pay a premium for products with sustainability claims declined by up to four percentage points across product categories. Among these consumers, only a very small percentage were willing to pay a premium for personal care and apparel products with sustainability claims.

6. The worldwide wellness wave. We estimate the global wellness market to be worth more than $1.8 trillion , growing 5 to 10 percent annually. 4 “ The trends defining the $1.8 trillion global wellness market in 2024 ,” McKinsey, January 16, 2024. In advanced economies, health and wellness products and services have been in high demand over the past several years. Today, these categories are also growing quickly in emerging markets, and in some cases, growth in intent to spend on health and wellness products in emerging markets is outpacing growth in advanced markets.

In emerging markets such as China, India, and the Middle East, the percentage of consumers who intend to increase their spending on wellness products and services is two to three times higher than in advanced markets such as Canada and the United States (Exhibit 4).

It’s not only Gen Zers and millennials who are propelling growth in this space, but also Gen Xers and baby boomers. To be sure, regional variations appear. According to our research, for example, 63 percent of baby boomers in China intend to spend more on fitness in the near future, while only 4 percent of the same cohort in India plan to do so.

Weight management products and services, in particular, could help induce growth in the wellness sector over the next several years.

By 2035, just over half of the world’s population is projected to be overweight or obese. At the same time, the availability of weight management drugs is expected to grow as more health plans approve coverage, doctors are able to prescribe them for more uses, and doses are made available in pill form. Adoption of these drugs, compared with other weight management solutions (such as dieting or exercise), will depend on cultural norms and beliefs, too. Less than 30 percent of Chinese and UK consumers consider weight loss drugs to be very effective . 5 “ The trends defining the $1.8 trillion global wellness market in 2024 ,” McKinsey, January 16, 2024.

7. Wellness for women. Investments in women’s wellness are also growing . Consumers in both advanced and emerging markets are indicating a greater interest in spending on women’s wellness products and services, as well as on adjacent personal-care categories. We estimate that closing the women’s health gap could be worth $1 trillion annually  by 2040. 6 Kweilin Ellingrud, Lucy Pérez, Anouk Petersen, and Valentina Sartori, Closing the women’s health gap: A $1 trillion opportunity to improve lives and economies , McKinsey Health Institute, January 17, 2024.

A higher percentage of women in emerging markets (48 percent), in fact, indicate an intent to splurge on beauty and personal-care products and fitness, compared with women in advanced markets (27 percent). And young women are especially interested in wellness: Gen Z women across both emerging and advanced markets said they expect to spend more on personal-care goods and services, compared with Gen Xers and baby boomers. As innovation in women’s health continues to push the sector forward, we expect spending to increase as well.

Where will consumers shop?

Knowing what consumers want means little if businesses do not meet consumers where they are. Global migration patterns—both to and from major urban hubs—are changing where consumers spend their time and money in the physical world, while growth in social commerce accounts for new movement in the digital world.

8. The new urban hot spots. In both advanced and emerging markets, people are moving to seek out new opportunities and a better quality of life. In advanced markets like the United States, consumers are moving away from larger cities in the Pacific Northwest and the Northeast to “secondary cities,” or those with populations between 50,000 and 500,000 people. Two-thirds of the fastest-growing US cities are in the South and West. In these cities, the cost of living is lower than in larger cities, and remote work opportunities are plentiful. Millennials, Gen Xers, and boomers are propelling this trend.

Just because US consumers are moving to scaled-down versions of metropolises does not mean they are curtailing their spending: just as many consumers in secondary cities say they plan to splurge as do consumers in the largest American cities. Meanwhile, 1.3 times more consumers in secondary cities say they plan to splurge, compared with US consumers in rural areas.

Emerging markets will continue to see urban-population growth in both megacities and secondary cities as consumers move in search of better economic opportunities and improved well-being. By 2035, for example, 43 percent of the Indian population may reside in urban areas, up from 35 percent in 2018. In China, the percentage of middle-class households is expected to increase in both tier-one and tier-two cities as well as in tier-three and tier-four cities by 2030. And by 2040, there will be 537 million people in African urban centers, making the African urban population the largest in the world.

9. Social commerce takes flight. For several years, China has led the world in the adoption of social commerce, in which consumers browse and buy directly through social media and content creation platforms. Today, social-commerce markets in both China and India continue to mature, while those in other emerging-market countries—such as Brazil, Saudi Arabia, and the United Arab Emirates—are close behind (Exhibit 5). Consumers in these countries consistently spend more on purchases made through social media platforms, compared with consumers in Europe and the United States.

Attempts to grow the social-commerce market  in the West have had limited success. Companies simply may have been too early to embrace this opportunity. We expect social commerce in the United States to expand to $145 billion by 2027, up from $67 billion today. 7 “ Social commerce: The future of how consumers interact with brands ,” McKinsey, October 19, 2022. Gen Zers and millennials are propelling this growth: they make purchases on social media four times more often than older generations do. More than a third of Gen Z and millennial survey respondents said they had made a purchase on social media in the prior three months.

Four imperatives to win the consumer of the future

In light of these nine forward-looking themes, what should consumer companies do? The most successful ones will be those that act on four imperatives:

Build microtargeting capabilities

About quantumblack, ai by mckinsey.

QuantumBlack, McKinsey’s AI arm, helps companies transform using the power of technology, technical expertise, and industry experts. With thousands of practitioners at QuantumBlack (data engineers, data scientists, product managers, designers, and software engineers) and McKinsey (industry and domain experts), we are working to solve the world’s most important AI challenges. QuantumBlack Labs is our center of technology development and client innovation, which has been driving cutting-edge advancements and developments in AI through locations across the globe.

Rather than putting consumers in predefined—and often outdated—boxes, companies should focus on microtargeting to build a richer understanding of consumer preferences. This involves taking a “smart reach” approach , whereby consumer businesses use their consumer data to target specific microsegments of consumers who may demonstrate particular shopping behaviors or preferences. Generative AI can help consumer businesses reach these microsegments  at scale by increasing creative output and automating marketing outreach. Through microtargeting, companies can engage high-potential consumer groups—for example, younger people in emerging markets or wealthy aging individuals—and provide personalized experiences that build brand love and loyalty and propel future purchases.

Invest in wellness

A rise in both consumer interest and purchasing power presents tremendous opportunities in the $1.8 trillion global-consumer-wellness space. Consumer goods leaders have a chance to reevaluate their product development road maps and consider whether they have more opportunities to introduce personalized-wellness products to priority consumer groups. Consumers across the globe want data- and science-backed health and wellness solutions. Best-in-class companies should evaluate opportunities to lean into these offerings and other wellness growth areas (such as women’s health and healthy aging).

Propel the social–digital experience

Companies should take steps to engage with consumers on social media and other digital platforms. This involves identifying the right channels and platforms, creating attractive content, and tailoring strategies to meet evolving consumer needs. This is especially important as industry lines blur (for example, as consumer companies enter the healthcare space and vice versa) and as ecosystems (networks or partnerships that cut across different industries)  become more important.

We see innovative, international companies testing new approaches to social commerce to connect with consumers on a local level. Some are mobilizing local key opinion leaders to precisely target consumers and create viral digital campaigns that resonate with them. Social media and private chats through platforms such as WeChat help to continually engage consumers.

Offer premium products where they matter

Offering premium products in relevant categories can help improve brand loyalty. Consumer brands should identify which categories are ripe for this, such as experiential travel—where splurge activity is common even across middle-income and aging consumers. Conversely, some categories are more suitable for value plays based on trade-down behavior or frequent brand exploration. Integrating loyalty and pricing strategies , instituting pricing tiers, and tailoring product assortments at the local and channel levels are ways that consumer businesses can provide value to consumers, while also managing economic pressures.

In this consumer landscape—one in which standards, complexity, and stakes are all higher—leaders should understand the new nuances that define who the “next” shoppers are, what they care about, and how they shop. These insights, which should then inform strategic category and channel investments, can lead to long-term, profitable growth and sustained competitive advantage.

The authors wish to thank Cait Pearson, Heather Gouinlock, and Keir Sullivan for their contributions to this article.

This article was edited by Alexandra Mondalek, an editor in the New York office.

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Build a Corporate Culture That Works

There’s a widespread understanding that managing corporate culture is key to business success. Yet few companies articulate their culture in such a way that the words become an organizational reality that molds employee behavior as intended.

All too often a culture is described as a set of anodyne norms, principles, or values, which do not offer decision-makers guidance on how to make difficult choices when faced with conflicting but equally defensible courses of action.

The trick to making a desired culture come alive is to debate and articulate it using dilemmas. If you identify the tough dilemmas your employees routinely face and clearly state how they should be resolved—“In this company, when we come across this dilemma, we turn left”—then your desired culture will take root and influence the behavior of the team.

To develop a culture that works, follow six rules: Ground your culture in the dilemmas you are likely to confront, dilemma-test your values, communicate your values in colorful terms, hire people who fit, let culture drive strategy, and know when to pull back from a value statement.

Start by thinking about the dilemmas your people will face.

Idea in Brief

The problem.

There’s a widespread understanding that managing corporate culture is key to business success. Yet few companies articulate their corporate culture in such a way that the words become an organizational reality that molds employee behavior as intended.

What Usually Happens

How to fix it.

Follow six rules: Ground your culture in the dilemmas you are likely to confront, dilemma-test your values, communicate your values in colorful terms, hire people who fit, let culture drive strategy, and know when to pull back from a value.

At the beginning of my career, I worked for the health-care-software specialist HBOC. One day, a woman from human resources came into the cafeteria with a roll of tape and began sticking posters on the walls. They proclaimed in royal blue the company’s values: “Transparency, Respect, Integrity, Honesty.” The next day we received wallet-sized plastic cards with the same words and were asked to memorize them so that we could incorporate them into our actions. The following year, when management was indicted on 17 counts of conspiracy and fraud, we learned what the company’s values really were.

• EM Erin Meyer is a professor at INSEAD, where she directs the executive education program Leading Across Borders and Cultures. She is the author of The Culture Map: Breaking Through the Invisible Boundaries of Global Business (PublicAffairs, 2014) and coauthor (with Reed Hastings) of No Rules Rules: Netflix and the Culture of Reinvention (Penguin, 2020). ErinMeyerINSEAD

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