4 MKTG 442 - Weeks 2–4: Research Findings & Marketing Actions

What is an insight?

A meaningful reason behind consumer behavior.

Finding vs insight?

Finding = what happened; insight = why it matters.

Finding vs marketing action?

Finding = evidence; action = what brand should do.

What is a key learning in research?

Evidence-based takeaway from findings.

What is an implication?

What a finding means for the brand/decision.

What is an action item?

Specific recommendation based on a finding.

Give a finding-to-action example.

Coupons drive trial -> continue targeted coupons.

What is a topline report?

Quick summary of key research learnings.

What follows a topline report?

Detailed/comprehensive research report.

What is a research topline?

Brief key findings and implications after fieldwork.

What is a comprehensive research report?

Detailed findings, analysis, and recommendations.