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Bakers Dozen 13 tips for cooking up tasty reports Liz Van
Patten QRCA Annual Conference October 2012
Recipe Framing Storytelling Crafting insights Making it
accessible
1. Understand clients objectives and choices Plan to answer the
objectives Consider the available options
2. Get agreement on reporting methods How will report be used?
What format(s) is best solution?
Report or Presentation? Teleprompter 50 75 words/page Poor
compromise Too often the default Document 75+ words on page
Preparation Discussion Presentation Minimal words Key take-aways
Images for impact
3. Create a template from project objectives Build a structure
for the report Start with issues in the guide
Useful reports are information pyramids Insights Headlines
Findings
Information structured for reader segments Scan Read Study
4. Start writing before fieldwork begins Write objectives and
method in advance Gives stronger focus during interviewing
5. Get a head start with debriefs Listen to clients Start
process of report writing Keeps everyone on the same page
Analysis Story 6. Tell a compelling story StoryData Data
Data
One- third pie Two- thirds pie Three- thirds pie No- thirds pie
Stories make sense of the data
7. Select findings that support your story Focus on the
objectives Resist including everything Avoid tangents
8. Add value with analysis Incorporate your own unique
insights
9. Make information easy to access Write headlines not labels
Scan in ten minutes
10. Craft insights that lead to action Write action-oriented
insights Use verbs
What is an insight anyway? Below the surface Not common
knowledge Leads to new opportunities
11. Visualize your insights Look for metaphors and visuals
Makes it more memorable
Three communication need states Not mutually exclusive Varied
requirements for each Multi- tasking Single- tasking On-the-
road
12. Use visual emphasis to highlight insights Bold fonts*
Colored fonts Call-outs Colored boxes *avoid all caps or
underscored
Highlight key take-aways Make them easy to find 13. Highlight
findings that support insights
Source: Tapping Encore Talent MetLife/Civic Ventures
Survey
Emphasize headlines to guide readers Source: Tapping Encore
Talent MetLife/Civic Ventures Survey
Headlines become useful Table of Contents Source: Tapping
Encore Talent MetLife/Civic Ventures Survey
Recipe for better reports Understand client needs Get a head
start Write from the objectives Think like a mystery writer Craft
insights Make information accessible