After collecting and analyzing data in a marketing-research project, what should the researcher do next?

After collecting and analyzing data in a marketing-research project, making recommendations based on the findings is a critical next step. This action allows the researcher to translate data insights into practical solutions that can inform decision-making. Recommendations provide value to the stakeholders by highlighting actionable steps derived from the research, guiding future strategies, and addressing the initial research objectives.

While presenting data in graphical form could help in effectively communicating the results, the core next step is to interpret the findings into recommendations that can lead to operational or strategic changes. Publishing the findings might be relevant, but typically it follows the formulation of recommendations to ensure that the key insights are accurately conveyed. Starting a new research project would not be logical at this stage, as the focus should be on leveraging the current data to inform future actions.