Report Writing

Overview

Report writing transforms research findings into clear, actionable documents for decision-makers. This skill covers best practices for structuring, writing, and visualizing market research outputs.

Report Types

Executive Brief (1-2 pages)

• Key findings only
• Single recommendation
• For: C-suite, board
• Time to read: 5 minutes

Research Summary (3-5 pages)

• Main findings with evidence
• Multiple recommendations
• For: VPs, directors
• Time to read: 15 minutes

Full Report (10-30 pages)

• Comprehensive analysis
• Detailed methodology
• For: Analysts, implementers
• Time to read: 30-60 minutes

Appendix/Data Pack

• Supporting data
• Detailed tables
• For: Deep dives
• Reference as needed

Document Structure

Executive Summary (Always First)

Length: 1 paragraph to 1 page
Content:

1. Context (1 sentence)
2. Key findings (3-5 bullets)
3. Primary recommendation
4. Critical risk or caveat

Example:

We analyzed the AI code assistant market to evaluate entry opportunity. Key findings: (1) Market growing 45% annually to $15B by 2027; (2) Top 3 players hold 60% share with consolidation expected; (3) Enterprise segment underserved; (4) Regulatory uncertainty emerging. Recommendation: Pursue enterprise segment with compliance-focused positioning. Risk: AI regulation may increase development costs 20-40%.

Body Sections

Market Overview

• What: Define the market
• Why: Why this matters now
• How big: Size and growth

Analysis Sections

• Follow logical flow
• Lead with insights, support with data
• Use headers for scannability
• Include trend indicators (INC/DEC/CONST)

Recommendations

• Numbered, prioritized
• Each has: What, Why, How, Risk
• Actionable and specific

Appendix

• Methodology notes
• Data sources
• Detailed tables
• Additional analysis

Writing Principles

Clarity First

Do: Lead with the insight

Market consolidation is accelerating, with top 3 players' share growing from 45% to 60% in 18 months.

Don't: Bury the insight

According to our research, when we looked at market share data over the past 18 months, we found that the leading companies have been growing.

Pyramid Structure

1. Start with conclusion
2. Support with key points
3. Provide details as needed

Each paragraph:

• Topic sentence (the point)
• Supporting evidence
• Implication/so what

Active Voice

Do: "Competitors reduced prices 20%"
Don't: "Prices were reduced by competitors by 20%"

Quantify Claims

Do: "Revenue grew 45% YoY to $2.3B"
Don't: "Revenue grew significantly"

Hedge Appropriately

• "Data suggests..." (uncertain)
• "Evidence indicates..." (moderate confidence)
• "Analysis confirms..." (high confidence)

Visualization Guidelines

When to Use Charts

Data Type	Best Visualization
Comparison	Bar chart
Trend over time	Line chart
Composition	Pie chart (≤6 slices)
Relationship	Scatter plot
Distribution	Histogram
Process/Flow	Flowchart
Positioning	Quadrant/matrix
Scenarios	State diagram

Mermaid Diagram Types

Quadrant Chart - Positioning

quadrantChart
    title Market Positioning
    x-axis Low Price --> High Price
    y-axis Low Features --> High Features
    quadrant-1 Premium
    quadrant-2 Leaders
    quadrant-3 Budget
    quadrant-4 Value

State Diagram - Scenarios

stateDiagram-v2
    [*] --> Current
    Current --> Growth
    Current --> Decline

Pie Chart - Share

pie title Market Share
    "Leader" : 40
    "Challenger" : 30
    "Others" : 30

Table Best Practices

• Left-align text, right-align numbers
• Include units in headers
• Use consistent decimal places
• Highlight key rows/values
• Keep to essential columns

Audience Tailoring

For Executives

• Bottom-line first
• Minimal jargon
• Focus on decisions
• Include recommendations
• 1-page max per topic

For Technical Audiences

• Include methodology
• Show data sources
• Explain assumptions
• Provide detail levels

For Investors

• Lead with opportunity size
• Highlight competitive advantage
• Address risks prominently
• Include financial metrics

For Product Teams

• Focus on customer insights
• Include competitive features
• Provide prioritization guidance
• Connect to roadmap

Quality Checklist

Before finalizing:

Content

• Executive summary captures all key points
• Claims supported by evidence
• Sources cited appropriately
• Recommendations are actionable
• Risks addressed

Structure

• Logical flow
• Consistent heading hierarchy
• Appropriate section lengths
• Appendix for detail overflow

Clarity

• Active voice used
• Jargon minimized or explained
• Numbers formatted consistently
• Visuals have titles and labels

Formatting

• Consistent styling
• Tables render correctly
• Diagrams are clear
• Page breaks sensible

Output Formats

Markdown

• Universal compatibility
• Version control friendly
• Easy to convert
• Mermaid diagrams embedded

HTML

• Styled presentation
• Print-ready
• Interactive potential
• Rendered diagrams

PDF

• Final distribution
• Locked formatting
• Professional appearance

Common Mistakes

• Starting with methodology (put in appendix)
• Too much hedge language (undermines confidence)
• Orphan findings (every finding needs "so what")
• Wall of text (use bullets, tables, visuals)
• Missing recommendations (analysis without action)

Additional Resources

For detailed templates, see:

• templates/report-template.md - Full report template with variables
• templates/executive-brief.md - Executive brief template
• references/report-templates.md - Format templates
• references/visualization-guide.md - Chart selection
• examples/executive-brief.md - Sample brief
• examples/full-report.md - Sample full report