Know-How Exchange : Research/Metrics

Do make sure you understand the objective and the expected use of results.

Do explain the methodology and limitations of the questionnaire or discussion guide, so the reader doesn't over-rely on results that are not technically supported by the research.

Do have the report reviewed by the professional who conducted the research to be sure your conclusions are technically consistent with the findings.

Then just follow good report-writing format, with an executive summary, background, findings, conclusions and indicated actions.

To add real value, include relevant information that does not come just from the research itself, but from other sources that relate to the marketing or competitive situation. Put yourself in the place of the target audience (the folks you expect to read your report) and address the questions that are on their minds.

That's the short course. Hope it helps.