Research Reports vs Insight Briefs: Which One Should I Use?
Written by Dr. Annie Cole, Lead Researcher │5 minute read
You collected the data, you did the market research. Now, it’s time to turn that data into a compelling report, slide deck, or brief that will impress your boss, your client, potential investors, or other important stakeholders.
But which should it be - a full report or a slide deck? What about a white paper, a case study, an infographic - or even a data dashboard with auto-updating KPIs?
Each report type has it’s pros and cons. In this post, we’ll walk through the different report types available and when to leverage them for specific audience use cases.
The goal is to help you choose the right format for your data so your work lands with the people who matter.
We’ll cover:
Research report
Insight brief
One pager
Infographic
Slide deck
Data dashboard
White paper
Case study
Executive memo or email summary
Table of Contents
Research Reports vs Insight Briefs: What is the difference?
Let us start with the two most common report types for a business case: the research report and the insight brief.
Research report
A research report is the complete story of a project. It is the place you document the full context, methods, findings, and recommendations in one artifact.
Use a research report when:
You need to show that your research is credible and defensible
Your boss, donor, or client may ask “how did you get this?”
The work will be referenced in future projects or audits
A strong research report usually includes:
Background and objectives
Research questions or hypotheses
Methodology and sample
Detailed findings (grouped by theme or question)
Evidence: charts, quotes, tables, or statistics
Limitations and caveats
Recommendations and next steps
For a business case, the research report is your master document. It is not always what people read first, but it is what they come back to when they want proof.
Insight brief
An insight brief is the sharp, action focused version of the story. It is written for people who do not have the time or patience to read a full report, but still need to make decisions.
Use an insight brief when:
You want leadership to focus on decisions, not on methodology
Your audience is busy and tends to skim
You are sharing findings in the context of a roadmap, funding, or strategy discussion
A typical insight brief includes:
One paragraph of context for the study
Three to seven core insights, written clearly and plainly
One key data point, visual, or quote for each insight
Concrete implications and recommended actions
For a business case, the insight brief is usually the best starting point. You can attach the research report as an appendix for those who want to go deeper.
Choosing the right format for your business case
There are several additional options beyond the research report and insight brief. Before you decide which to pursue, understand that the ‘right’ report for your situation depends on:
Who needs to see this
How much time they have
What you are asking them to do
Let’s talk through the different report types in more detail.
Research report
Best for
Detailed review with your manager, research team, or technical stakeholders
Situations where methods and caveats matter (policy, compliance, funding decisions)
Length and effort
Often 10 to 40 pages
Highest effort to write and polish
Use this when
You want a single, complete reference for the project
You expect follow up questions such as “who did you talk to” or “how did you calculate this”
You plan to reuse the work for multiple future briefs, decks, or white papers
For your business case, think of the research report as the foundation you build everything else on.
Insight brief
Best for
Senior leaders, donors, and decision makers who want the headlines and the “so what”
Internal stakeholders who trust you on the methods and care most about direction
Length and effort
Usually 2 to 6 pages or the equivalent in slides
Medium effort
Use this when
You are framing a decision such as “fund this,” “prioritize this,” or “approve this change”
You want to keep discussion focused on a small set of key insights and actions
You want something that can be read quickly before a meeting
If you are unsure where to start, write the insight brief first and treat the research report as an attachment or supporting document.
One pager
Best for
Very busy executives
Situations where you need one clear message and one clear ask
Length and effort
Exactly one page
Medium effort, because it forces you to be very selective
Include
One sentence summary of the project or problem
The single most important insight supported by one data point or visual
Two or three short bullets on why it matters
A clear ask (funding, approval, or next step)
Use a one pager when you know you will get one shot and very little time, for example when your boss needs to brief their boss, or when a donor wants a quick overview before a call.
Infographic
Best for
External communication such as donor updates, newsletters, or social posts
Making a handful of key stats and messages memorable
Length and effort
One to three pages or a scrolling graphic
Requires design support but can be reused widely
Include
The most compelling numbers
Simple charts, icons, and short labels
Very little text
If you are making a business case to an internal audience, an infographic works best as a companion piece, not as the only artifact. It is strong for attention and recall but weak for nuance.
Slide deck
Best for
Live presentations to your boss, donors, or a leadership team
Workshops and decision sessions
Length and effort
Often 10 to 30 slides
Medium effort, especially if you build from your insight brief
Include
A short introduction and objectives
A few slides on method for context
Key insights grouped by theme
Visuals and quotes to bring the data alive
Slides that clearly spell out options and recommendations
Decks are your best format when you want discussion. They let you control the story while still leaving room for questions and pushback.
Data dashboard
Best for
Ongoing monitoring of performance or key metrics
Leaders who want to track progress over time
Length and effort
No fixed length
High initial setup effort, lower ongoing effort once built
Include
Key performance indicators relevant to your business case
Filters and segments that matter to your stakeholders
Trend lines and comparisons
A dashboard is rarely your primary business case format, but it is powerful backup. It answers follow up questions like “how is this trending now” or “what does this look like by segment.”
White paper
Best for
Thought leadership and external persuasion in B2B or policy settings
Large strategic investments or new approaches you want to advocate for
Length and effort
Usually 6 to 20 pages
High effort, combining research with argument
Include
Background on the issue or opportunity
Summary of relevant research, including your own
Clear framing of options and tradeoffs
A recommended path, supported by evidence
If you are advocating for a new initiative with external stakeholders, a white paper can extend your research into a stronger, more persuasive business case.
Case study
Best for
Showing how your solution or approach worked in a real situation
Convincing donors, customers, or internal skeptics with concrete proof
Length and effort
One to six pages
Medium effort
Include
Who the partner or project was
What problem they had
What you did
Before and after results, including qualitative quotes
Case studies turn your data into a story that feels real and relatable. When paired with a research report or insight brief, they can make your business case much more persuasive.
Executive memo or email summary
Best for
Leaders who will not open attachments but will read a short email
Follow ups after a presentation or meeting
Length and effort
Half a page to one page
Low effort
Include
One sentence that says what you found
Three to five bullets that highlight the most important insights and implications
Any decisions needed and by when
How to choose the right report for your situation
If you are writing up a business case and unsure how to present your data, here is a simple way to decide:
Start with your audience
Ask:
Who has to say yes?
How much time do they really have?
Will they care more about the story, the numbers, or the method?
Decide what you need them to do
Are you asking them to:
Approve budget or headcount
Greenlight a new program or product
Renew or increase funding
Choose a primary format and one or two support formats
For example:
Boss who cares about detail and risk: research report plus insight brief plus short deck
Donor or executive committee: insight brief plus slide deck plus one pager
External thought leadership: white paper plus case study plus infographic
Build from the center out
Start with your analysis and key insights
Draft the insight brief first
Use that to power your deck, one pager, and email summary
Complete the full research report as the documented source of truth
This way, you are not writing five different things from scratch. You are tailoring the same core story to different formats that match how your stakeholders think and decide.
Best Report Formats For Different Scenarios
You do not need the same kind of deliverable for every audience. Here is a quick guide to “best fit” formats for different scenarios and audiences.
1. Board meeting (internal governance)
Best formats
Insight brief (as pre‑read)
Slide deck (for the live meeting)
Research report (as backup in the folder)
Why
Board members need to understand the key insights, risks, and decisions, but most will not read a long report in advance. A concise insight brief plus a clear deck keeps discussion focused while the full report is there if questions get deep.
2. Pitching to potential funders or donors
Best formats
One pager (problem, solution, proof, ask)
Case study (real example of impact or ROI)
Infographic (key stats and impact at a glance)
Why
Funders and donors want to see that your work is grounded in real data and outcomes, but they often start with a quick scan. A strong one pager and case study backed by your underlying research lets them see both the headline and the proof without overwhelming them.
3. Reporting on a complex research study
Best formats
Full research report (primary artifact)
Insight brief (for decision makers)
Slide deck (for workshops and Q&A)
Why
Complex studies usually involve nuanced methods, multiple data sources, and a high level of scrutiny. You need the full report documented, but most decisions will be driven from the insight brief and the deck.
4. Internal roadmap or strategy planning (product or program teams)
Best formats
Insight brief (top insights and implications)
Slide deck (to facilitate prioritization discussions)
Data dashboard (to monitor metrics between research cycles)
Why
Product and program teams need clear links between insights and action. They benefit from seeing a few strong insights, how they map to goals, and live metrics to check progress over time.
5. Nonprofit impact reporting (for stakeholders and community)
Best formats
Annual or semi‑annual impact report (short research‑style report)
Infographic (for newsletters and social media)
Case studies (stories of individuals or communities)
Why
Nonprofit stakeholders care about both numbers and human stories. A concise impact report supported by infographics and case studies lets you show breadth and depth without a heavy academic research report.
6. Small business performance review (owner and team)
Best formats
Insight brief or summary report (key metrics and what they mean)
Data dashboard (for ongoing tracking)
Slide deck (for team meetings or planning days)
Why
Owners and small teams need to quickly see what is working, what is not, and where to focus. A tight summary and a dashboard are often more useful than a long report, with a deck to align everyone around priorities.
7. Life coach, consultant, or solo practitioner showing client results
Best formats
Case study (before and after, with quotes and measurable changes)
One pager (overview of your method and outcomes)
Infographic (aggregate stats from multiple clients)
Why
Clients and prospective clients want to know “does this work” and “what might this look like for me.” Short, story driven formats backed by simple numbers are more persuasive than long technical reports in this context.
8. Policy or advocacy work (influencing decision makers)
Best formats
White paper (synthesizing research and recommending a position)
Policy brief (short, action oriented summary for policymakers)
Slide deck (for briefings and hearings)
Why
Policy audiences need a combination of depth and clarity. A white paper holds the argument and evidence, while a brief and deck make it easier for busy policymakers to see what you are asking them to do and why.
9. Internal change management (rolling out a new process or initiative)
Best formats
Insight brief (why the change is needed, what research showed)
Slide deck (for town halls or team meetings)
Executive memo or email summary (from leadership)
Why
When you are asking people to change how they work, they need a clear story: what you learned, why the change matters, and what will happen next. Short, narrative formats with room for questions are usually more effective than heavy reports.
10. Marketing or sales (turning research into content and collateral)
Best formats
Case studies (client or user success stories)
Infographics (key research stats that support your message)
White paper or thought leadership report (for deeper prospects)
Why
Marketing and sales teams use research to build credibility and trust. They need assets they can share easily with prospects and partners, not full internal research reports. Case studies and infographics get shared, while a more detailed white paper is there for prospects who want to go deeper.
Pros and Cons of Each Report Type
Research report
Pros
Most complete and rigorous documentation of a study.
Builds credibility when methods and limitations matter.
Reusable source for future briefs, decks, and content.
Cons
Time‑intensive to produce well.
Many stakeholders will not read it end to end.
Easy to bury the signal in too much detail.
Insight brief
Pros
Easy for busy decision makers to read and act on.
Keeps discussion focused on a few high‑value insights.
Faster to produce once analysis is done.
Cons
Can feel “light” if someone wants methodological detail.
Requires sharp synthesis skills.
Risk of oversimplifying nuanced findings.
One pager
Pros
Forces extreme clarity about the main point and ask.
Perfect as a leave‑behind or forwardable summary.
Quick to update as new data comes in.
Cons
Very limited space for context or nuance.
Not suitable for complex or controversial topics on its own.
Can be misread if shared without access to deeper detail.
Infographic
Pros
Highly shareable and visually engaging.
Great for external audiences and quick scans.
Makes key numbers and messages memorable.
Cons
Not good for complex arguments or caveats.
Requires design effort.
Can be perceived as “marketing” rather than evidence if not anchored in a fuller report.
Slide deck
Pros
Ideal for live discussions, workshops, and Q&A.
Lets you control pacing and emphasis.
Easy to mix visuals, quotes, and data.
Cons
Can become long and cluttered if not well curated.
Often loses impact when emailed without narration.
Requires facilitation skills to land well.
Data dashboard
Pros
Great for ongoing monitoring and self‑serve questions.
Updates automatically when connected to live data.
Helps spot trends and anomalies quickly.
Cons
Shows “what” more than “why.”
Easy to overwhelm people with options and filters.
Needs upfront setup and maintenance.
White paper
Pros
Strong for thought leadership and complex business cases.
Combines research with structured argument.
Useful for external stakeholders who want depth.
Cons
High effort to research, write, and review.
Not ideal for quick internal decisions.
Can feel dense if not tightly edited.
Case study
Pros
Makes impact and results concrete and relatable.
Very useful in sales, fundraising, and stakeholder updates.
Easy to repurpose across channels.
Cons
Focuses on one example, not the full pattern.
Can be dismissed as “anecdotal” if not paired with broader data.
Requires cooperation and approvals from featured clients or partners.
Executive memo or email summary
Pros
Quick to write and quick to read.
Meets leaders where they are (in their inbox).
Keeps key insights and decisions from fading after a meeting.
Cons
Limited space for support or nuance.
Easy to forward without full context.
Not a substitute for deeper documentation when stakes are high.
The best reports
meet the audience exactly where they’re at (knowledge level, needs, and time capacity).
Frequently Asked Questions
-
Use an insight brief when your audience is busy and primarily needs to know what you learned and what to do next, such as executives, donors, or decision makers. Use a full research report when methods, caveats, and detailed findings matter, or when you need a long term reference for future projects.
-
For most leadership teams, the best combination is an insight brief as a pre read plus a short slide deck for discussion. The insight brief gives them a clear, skimmable summary, while the slide deck lets you walk them through the story and answer questions. You can attach the full research report for anyone who wants to see the details.
-
Choose a one pager when you need one clear message and one clear ask, such as a quick funding or approval request. Choose a case study when you want to show how your work played out in a real situation with before and after results. Choose an infographic when you want to share key stats and messages in a highly visual way for external audiences, newsletters, or social channels.
-
The best format for ongoing data is usually a data dashboard that shows key metrics, trends, and segments in real time. You can pair the dashboard with periodic insight briefs that interpret what is changing and why, and what actions you recommend based on those patterns.
-
A research report is often 10 to 40 pages because it includes full context, methodology, detailed findings, and appendices. An insight brief is usually 2 to 6 pages and focuses on the top insights, a few key visuals, and clear recommendations that busy stakeholders can absorb quickly.
Key tips for choosing the right report format
Start with your audience and decision
Ask who needs to read this and what you want them to decide or approve.
Let that drive the depth and format instead of defaulting to “a big report.”
Use research reports as your source of truth
Create a full research report when methods, caveats, and detailed findings matter.
Treat it as the master document you can reuse for other formats.
Rely on insight briefs to drive decisions
For busy leaders, donors, or clients, use a 2–6 page insight brief that focuses on what you learned and what to do next.
Keep methods to a short overview and put your energy into clear insights and recommendations.
Match formats to scenarios
Board or leadership meetings: insight brief plus slide deck, with the full report in the background.
Funders and donors: one pager, case study, and infographic built from your research.
Complex or foundational studies: full research report plus insight brief plus deck.
Ongoing performance: data dashboard plus periodic insight summaries.
Combine formats instead of overusing one
You rarely need just one deliverable.
A smart mix (for example, report + brief + deck, or case study + infographic + one pager) lets each audience engage at the depth they have time for.
Build once, reuse many times
Do the hard work of analysis once, then spin it into the formats your boss, donors, board, or clients actually use.
That is how you get more influence from the same research, without burning yourself out.
How Praxia Insights can support your reporting
If you are sitting on a pile of data and stakeholder expectations, the hardest part is often translating that into clear, tailored reports that people actually read and act on. That is exactly where we can step in.
At Praxia Insights, we can:
Work from your existing data or run new analysis to pull out the most important insights.
Create a full research report that documents your methods, findings, and limitations clearly.
Turn those findings into:
Insight briefs for executives, boards, or funders
One pagers and case studies for pitches and donor conversations
Infographics and summary visuals for newsletters and social media
Slide decks for live presentations and workshops
Simple dashboards where ongoing metrics make sense
We’re ready to help you design a beautifully branded report that build credibility, trust, and buy-in with your holders.
