# Market Research Report Template

Free editable template from ML Clever:
https://www.mlclever.com/blog/market-research-report-example

Instructions: Replace the bracketed fields with your research. Delete these
instructions before sharing. Keep unknowns labeled; do not fill gaps with
invented findings. Add source IDs to claims and retain the original sources.
You may adapt this template for your own or client reports.

Report title: [Title]
Prepared by: [Name/team]
Prepared for: [Reader/decision-maker]
Report date: [Date]
Research period: [Start/end dates]
Decision deadline: [Date]

## 1. Executive summary

**Decision:** [The specific question this report supports.]

**Key findings:**
- [Finding and source ID]
- [Finding and source ID]
- [Finding and source ID]

**Recommendation:** [Proposed action and why the evidence supports it.]

**Main uncertainty:** [What could change the recommendation.]

**Next decision:** [Owner, date, and evidence needed.]

## 2. Scope and methodology

- Product/service: [Definition]
- Target customer and buyer: [Segment and role]
- Geography: [Boundaries]
- Research period: [Dates covered]
- Outside scope: [Exclusions]
- Primary research: [Method, sample size, recruitment, dates]
- Secondary research: [Sources, publication dates, periods covered]
- Limitations: [Sampling bias, missing evidence, stale data, definitions]

## 3. Customer findings

| Observed finding | Source ID / location | Interpretation | Next check |
| --- | --- | --- | --- |
| [Observation] | [Source/page/section] | [What it may mean] | [Validation step] |

Buyer: [Who approves or pays]
User: [Who uses the product/service]
Current alternative: [What they do today]
Switching constraint: [What prevents change]

Do not treat a small interview sample as representative market statistics.

## 4. Market opportunity and assumptions

**Market definition:** [Product scope, geography, customer criteria, period]

| Input | Value and unit | Source ID | Status: verified / assumed / unknown |
| --- | --- | --- | --- |
| Eligible accounts | [Count; firm vs. establishment] | [Source] | [Status] |
| Annual revenue per account | [Currency/year] | [Source] | [Status] |
| Planned paying accounts | [Count and timeframe] | [Source or rationale] | [Status] |

**Opportunity calculation:**
[Eligible accounts] × [annual revenue per account] = [annual revenue pool]

**Separate sales scenario:**
[Planned paying accounts] × [annual revenue per account] = [annualized revenue]

**Sensitivity:** [How a lower/higher input changes the result]

**Caveats:** [Coverage, adoption, price, acquisition capacity, churn, timing]

An opportunity calculation is not a sales forecast. Do not combine market
estimates with incompatible definitions, currencies, or reference years.

## 5. Competitive alternatives

Include the status quo and indirect substitutes, as well as direct vendors.

| Alternative / plan | Buyer appeal | Price and date checked | Evidence URL / ID | Gap to verify |
| --- | --- | --- | --- | --- |
| [Alternative] | [Reason to choose it] | [Price/unit/date or unknown] | [Source] | [Question] |

Distinguish vendor claims from tested behavior. A feature not mentioned on
a public page may still be available.

## 6. Recommendations and decision criteria

**Proposed action:** [Specific next step]
**Evidence supporting it:** [Findings and source IDs]
**Assumptions it depends on:** [Explicit assumptions]
**Owner:** [Accountable person/role]
**Time and resources:** [Scope, duration, budget]

| Success measure | Baseline | Target | Measurement method | Decision date |
| --- | --- | --- | --- | --- |
| [Measure] | [Current state] | [Target and rationale] | [Method] | [Date] |

Proceed if: [Evidence threshold]
Revise if: [Evidence threshold]
Stop if: [Evidence threshold]

Label proposed internal targets; do not present them as industry benchmarks.

## 7. Sources and limitations

| Source ID | Title / owner | URL or file + page/section | Published / accessed | Period and population covered | Limitation |
| --- | --- | --- | --- | --- | --- |
| [ID] | [Title/owner] | [Location] | [Dates] | [Scope] | [Caveat] |

Unanswered questions:
1. [Question that could change the decision]
2. [Question that could change the decision]
3. [Question that could change the decision]

## Appendix

[Detailed calculations, interview notes, survey questions, comparison sheets]

## Final review

- [ ] The executive summary states the decision and recommendation.
- [ ] Factual claims link to identifiable sources.
- [ ] Scope, dates, units, and arithmetic have been checked.
- [ ] Assumptions and unknowns are clearly labeled.
- [ ] Interview quotes match the records and are authorized for use.
- [ ] No private information is included unnecessarily.
- [ ] Recommendations follow from findings.
- [ ] An owner, measurement plan, and decision date are assigned.
- [ ] Tables, links, and page breaks are readable in the final output.