Market Research Brief

Market Insight Report Skill

Generate professional consulting-style market insight reports modeled after top-tier consulting firm standards.

Reference Source

• Type: Uploaded PDF artifact
• Artifact type: PDF
• Reference file type: PDF
• Based on: Top-tier consulting firm + market research partner joint report (32 pages)
• Primary language: Chinese (Simplified) with English mixed

Supported Outputs

• PDF (primary, matches reference artifact)
• DOCX (editable version)
• PPTX (presentation version)

Default Output Selection

• If user explicitly requests a format, use that format
• Otherwise, default to PDF for print-ready reports, DOCX for editable drafts

Reference Files

Read these when generating the report:

• references/analysis_framework.md -- Analysis methodology: market sizing, category analysis, channel analysis, consumer behavior, competitive analysis, data-to-insight methodology
• references/chart_creation_guide.md -- Chart rendering specifications: exhibit-to-chart mapping, color palette, 9 chart type specs, technical output requirements. Charts must be rendered as embedded images, not text placeholders or tables.
• references/style_contract.md -- Visual style: typography, colors, layout, chart treatment
• references/structure_contract.md -- Document structure: section hierarchy, content flow, chart numbering
• references/sota_analysis.md -- How contracts were derived from the reference

Report Generation Workflow

Step 1: Understand Requirements

Identify from user query:

• Topic/domain: Which market or industry?
• Time scope: Historical review period + current analysis period
• Data sources: What data should the analysis be based on?
• Target audience: Executives, marketers, investors?
• Key questions: What insights must the report answer?
• Output format: PDF, DOCX, or PPTX?

Step 2: Conduct Analysis

Read references/analysis_framework.md and apply the relevant analytical methods:

• Market sizing: Use top-down + bottom-up cross-validation (Module 1)
• Category analysis: Decompose growth into penetration × frequency × spend; perform volume/price split (Module 2)
• Channel analysis: Track channel share evolution, build migration matrix, compare channel efficiency (Module 3)
• Consumer behavior: Map the purchase journey, segment users, analyze need-states (Module 4)
• Competition: Attribute share shifts, calculate concentration metrics, build competitive radar (Module 5)
• Insight synthesis: Follow the 5-step discovery process; apply "So what?" test to every data point (Module 6)

Every analytical claim in the report must trace back to one of these frameworks.

Step 3: Plan Report Structure

Follow the standard consulting report architecture (see references/structure_contract.md):

1. Cover Page (hero shopping photograph + red title + partner branding)
2. Author Profiles & Acknowledgments (simple text layout, no decorative borders)
3. Table of Contents
4. Executive Summary (1-3 dense pages, key findings only, no charts)
5. "Full Report" photo divider page (large photo + title overlay + intro paragraph)
6. Full Report Body (chapters flow directly without numbered divider pages)
   - Chapter heading in red bold, followed by intro paragraph + analysis with charts
   - Each subsection heading in black bold
7. Strategic Recommendations / Future Outlook
8. Back Cover (minimal with logo + office list + contact info)

Key rules from reference:

• NO numbered section divider pages (like 01, 02, 03)
• NO extra pages (no methodology description page, no appendix)
• Content should be dense -- avoid nearly-empty pages
• NO breadcrumb numbering system (like 1.1, 1.2)

Refer to references/structure_contract.md for full details.

Step 4: Apply Visual Style

Read references/style_contract.md for full details. Key rules:

• Color palette: Deep red (#CC0000) for accents, black for body text, grays for chart secondary data
• Typography: Alibaba PuHuiTi (Chinese), Graphik (English headings), TiemposText (English body)
• Header on every content page: "Partner1 | Partner2" in red + horizontal rule + subtitle centered below
• Footer: Page number centered at bottom
• Charts: Numbered "图X:" with red label, source attribution below each

Step 5: Content Development Rules

Data Presentation

• Always lead with the insight, then support with data
• Include specific percentages, growth rates, and absolute numbers
• State comparison periods explicitly (e.g., "2023 Q1 vs 2022 Q1")
• Reference charts in text using "（见图X）" format

Chart Guidelines

• Charts must be rendered as actual embedded images (PNG, 150+ DPI), NOT text placeholders or table-only substitutes. This is the #1 quality requirement. See references/chart_creation_guide.md for full specs.
• Use red accent (#CC0000) for primary data series, gray for secondary
• Include data labels directly on bars/columns
• Add source citation below every chart: "资料来源：..."
• Place charts near first text reference
• Use sequential numbering: 图1, 图2, 图3...
• Chart titles should be assertions ("短视频占据用户时长38.4%"), not descriptions ("用户时长分布")
• Minimum 1 chart per 2 content pages; ideal is 1-2 charts per page
• 9 supported chart types: bar+growth line (dual-axis), pie/donut, stacked 100% bar with CAGR table, waterfall/bridge, 2×2 mini-chart grid, annotated line chart, horizontal bar (ranking), radar/spider, 4-quadrant scatter
• See references/chart_creation_guide.md for rendering specs, color palette, and exhibit-to-chart mapping

Writing Style

• Flowing consulting narrative — the report reads as connected paragraphs, NOT as bullet lists, data tables, or labeled blocks (INSIGHT/DRIVER/RECOMMENDATION labels are analytical scaffolding, invisible in output)
• Each paragraph follows "assertion → evidence → interpretation → implication" flow in natural prose
• Professional, analytical tone; third-person perspective
• Data-backed assertions only — every claim must pass the "So what?" test (see references/analysis_framework.md Module 6)
• Bold key figures inline ("用户规模达11.16亿"), never list data in isolation
• Compare, don't just state — every number needs a benchmark (YoY, vs consensus, vs peer)
• Clear cause-and-effect explanations woven into narrative, not listed as separate blocks
• Chapters open with a context-setting paragraph framing the core question, close with a bridge paragraph connecting to the next section
• Recommendations written as argued conclusions with specific actions, not bullet-point wishlists
• Growth decomposition (penetration × frequency × spend) should be applied to every category analysis
• See references/structure_contract.md "Consulting Narrative Writing Rules" for paragraph templates, transition patterns, and examples

Content Density

• Pack content densely; avoid leaving nearly-empty pages
• Each page should have substantial text (800-1200 chars) or 1-2 full-size charts
• Highlight paragraphs should combine with nearby content, not waste a whole page

Step 6: Font Handling (CJK-compatible)

• Primary CJK font: Alibaba PuHuiTi (阿里普惠体) -- Light, Regular, Medium, Bold
• English headings: Graphik (Light, Regular, Semibold)
• English body: TiemposText (Regular, RegularItalic)
• If Alibaba PuHuiTi unavailable: Noto Sans SC or Source Han Sans SC as substitute
• If Graphik unavailable: Montserrat or Inter as substitute
• If TiemposText unavailable: Georgia or Noto Serif as substitute
• Use consistent font strategy across all text paths -- do not mix Latin defaults with CJK patches

Output Format Notes

PDF Output

• Preserve exact style contract: photo-based cover, red title text, partner logos
• Running header on all content pages (TOC through report body), absent on cover, author page, and back cover
• CJK font embedding required
• Page numbers start from TOC (page 1)

DOCX Output

• Maintain same section hierarchy and heading styles
• Photo cover page with title text overlaid or below
• Red H1 headings, black H2/H3 headings
• Charts embedded as images or native Office charts
• Include header/footer matching the style contract

PPTX Output

• Convert report to slide format: 1-2 slides per major section
• Cover slide with hero image + title
• Content slides: insight headline + bullet points + key chart
• Maintain red/gray/black color scheme