[4 – 8 pages]
In this section, you are expected to report and discuss findings from your quantitative and qualitative research.
Results [3 “ 5 pages]: Your results should be organized in accordance with your research questions and/or hypotheses. Results from the survey and interviews should be integrated. In all cases, the following are some of the highlights we wish to see in this section:

Consumer Segments: Who are the consumers that are using the product, brand, or category? What differentiates them from non-consumers? How can they be grouped? (Note: You may incorporate secondary data here, yet the majority of this information should be derived from the survey and interviews).
Consumer Motivations and personality: Why do consumers use the product, brand, or category? What personality factors come into shaping their motivations?
Consumer Perceptions and Attitudes: What are the perceptions of consumers about the product, brand, category? What are their attitudes? How did they form these perceptions and attitudes?
Reference Groups and Sources of Persuasion: What are the most critical references groups to consumers attitude formation and change in relation to the product, brand, or category?

Discussion [1 “ 2 pages]: This section should provide the context and an overview of your findings:

Summary of Results [~1 paragraph]: Provide a highlight of the most intriguing findings of your study from both the survey and interviews.
Marketing and Advertising Implications [1.5 “ 2 pages]: What can marketers and advertisers learn from your findings about the consumers and the particular product, brand, or category? How can these findings shape future marketing and advertising strategies?

Conclusion [½ “ 1 page]: This section should summarize the entire study and highlight the most interesting knowledge gained from it.