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Recommendations Definition

The section of the final report that suggests the next action steps a client could take, based on the conclusions of the research.

Recommendations are the strategic and tactical suggestions that researchers provide to clients or stakeholders based on the interpretation of collected data. They translate findings into concrete, actionable steps to guide decision-making.

Who relies on recommendations in market research?

Business executives, product managers, marketers, brand strategists, advertisers, innovation teams and customer experience leaders rely on recommendations to shape strategy and drive improvements.

What are the key aspects of recommendations in market research?

• Rooted in data analysis and insight synthesis.
• Specific, relevant and actionable.
• Aligned with business objectives.
• May include short-term actions and long-term strategies.
• Presented clearly in reports or presentations.

Why are recommendations important in market research?

Recommendations connect the dots between consumer insights and business action. They enable stakeholders to confidently move forward with decisions, optimize performance, reduce risk, and stay aligned with customer needs and market trends.

How do market researchers use recommendations?

Researchers develop recommendations after analyzing data and identifying patterns, gaps or opportunities. These are typically shared in executive summaries, strategy sessions or debriefs to guide marketing, product development, customer engagement or operational improvements.