Before & After: What a Real Introduction Looks Like
"ZARA is a global fashion brand owned by Inditex. In this essay, I will examine ZARA's business strategy and to what extent it contributes to its market dominance. I will use Porter's Five Forces, Value Chain Analysis, and financial ratio analysis."
"In 1940, rationing boards across wartime Europe dictated what civilians could wear. Fabric was scarce, colours were drab, and fashion effectively ceased to exist. Eighty years later, a single company ships over 450 million garments per year, turning a runway trend into a store product in as few as two weeks."
Same topic. Same research question. One reads like a school assignment. The other reads like research. This module teaches you how to write the second one — every time.
Four Hook Types
The Storytelling Hook
Paint a scene or narrative that naturally leads to the RQ. Works best for: Business, Psychology, History, Economics.
The Contradiction Hook
"It's widely assumed that X, but recent studies show..." Opens with a common belief and immediately counters it. Works best for: Sciences, Economics, Mathematics.
The Stakes Hook
Opens by explaining why your topic matters right now — what's at risk, what's changing. Works best for: Environmental Science, Global Politics, Biology.
The Gap Hook
Shows what research exists and what's missing. Positions your EE as filling a genuine gap. Works best for: Psychology, History, English Literature.
Writing Your Conclusion
Conclusion Framework
Direct Answer + Key Evidence + Limitations + Future Research
Your conclusion should directly answer your RQ — clearly and definitively. Don't hedge or be vague. State what you found.
Note
The most common mistake is restating your introduction. Your conclusion should synthesise, not repeat. It should feel like the destination your entire essay has been building toward.
Tip
If someone read only your introduction and conclusion, they should understand the full arc of your essay. Test this with a friend — give them just those two sections and see if they follow your argument.
Key Takeaways
- Choose a hook type that matches your subject and topic
- Your introduction should make the examiner think "I want to see what they found"
- The conclusion directly answers your RQ — no hedging
- Conclusion = direct answer + evidence + limitations + future research