Research Topics:

The Business of Research

Content Type:

Glossary

Executive Summary Definition

The portion of a research report that explains why the research was done, what was found and what those findings mean, and what action, if any, management should undertake. See also conclusion.

An executive summary in marketing research is a concise overview of key findings, insights and recommendations derived from a comprehensive marketing research project. The summary explains why the research was done, what was discovered, what it means and whether management should act on the findings. It serves as a gateway to the entire research report by condensing complex data, analysis and insights into a digestible form that enables decision makers to understand the research's implications. Simply put, it highlights the main points of the research and provides a condensed view of the entire research report.

Who relies on an executive summary?

Executives, marketing managers and professionals, product development teams and decision makers typically are the main consumers of executive summaries because they seek a quick review of research and actionable items without delving into the full details of the report.

Why should I care about an executive summary?

Executive summaries are designed to furnish outcomes of a marketing research study in a time-efficient way. Professionals can make decisions without having to read through the entire, and many times, lengthy research report. The summary offers key insights and recommendations that impact marketing strategies and business decisions.