In all the years I spent in marketing research both as a client and as a research executive I have learned that presenting research is more of an art and is more complicated than it seems.
I have been in sessions, where client completely negates the data. And on the other hand some clients have been eager to know recommendations. In either case, the client has to be entertained in a certain way. I am suggesting a matrix in the light of my experience; hope it adds value to your daily jobs. I suggest that one should try to read the client before presenting the data, try to predict his reaction and than draft the presentation.