In market research, one surprisingly simple yet frequently overlooked way to elevate our work is through the use of descriptive slide titles. While it may seem like a minor detail, the way slide titles are framed can dramatically enhance the clarity, quality, and confidence of the reports we deliver to stakeholders. Descriptive titles aren’t just slide decorations—they’re the opening riffs to a hit song, setting the tone for insights that resonate long after the report is closed.
Check out our 60-second video here.
Why Descriptive Titles Matter
Slide titles are more than labels; they can aid comprehension and even the recall of our most important takeaways. Titles like "Customer Satisfaction Survey Results" or "Regional Sales Trends" serve as functional labels, but they miss the chance to tell the story the data holds. In contrast, descriptive titles like "75% of Customers Recommend Product X" or "Northwest Region Outpaces National Loyalty by 15%" act as guideposts, pulling readers directly to the insight.
Why does this matter? Today’s stakeholders are busy and often skim reports rather than read them in detail. Descriptive titles, done well, make readers’ jobs easier—and make our work more actionable and valuable. After all, the most important results shouldn’t be buried—bring them front and center.
Let’s take a look at a few before and after slide title examples:
Example 1: Customer Satisfaction Survey for a TV Brand
- Before: "Customer Satisfaction Survey Results"
- After: "Picture Quality Rated Excellent by 85% of Buyers, Outpacing Competitors"
Example 2: Pricing Study for Luxury Fountain Pens
- Before: "Luxury Pen Gift Pricing"
- After: "Luxury Pen Buyers See $250 as the Sweet Spot for Gifting"
Example 3: Brand Perceptions Study for a Health Insurance Brand
- Before: "Brand Perceptions by Household Size"
- After: "Larger Households More likely than Others to Perceive (Brand X) as Trustworthy”
Practical Benefits for Our Clients, & Ourselves
Descriptive slide titles aren’t a superficial choice for market researchers; they demonstrate skill, sharpen thinking, and strengthen the credibility of our work. Reports with descriptive titles are easier to read and more engaging. And when key results are clear, decisions are faster—and our work becomes more indispensable.
A Commitment to Quality
Market research reports are more than collections of data—they’re stories designed to drive action. Thoughtful, descriptive slide titles showcase mastery of the craft, helping stakeholders quickly grasp key insights. These small but impactful details build trust in our expertise and strengthen confidence in our critical thinking.
