When it comes to qualitative research, the volume of output makes it easy for reports to become little more than long-winded compilations of verbatim text. To rise above this, a qualitative report must capture the voice of the consumer and also present the reader with something that is distilled and actionable. As researchers, it is our job to extract the necessary information and communicate it succinctly.
The December issue of Quirks features an article from our own Chelsea Gibbons, research strategist, in which she shares how to think critically about the report and make it a tool that breaks through the clutter. In the article, she discusses how to combine compelling visuals and defined outcomes to drive engagement with the data and foster more in-depth understanding.
Want to learn more? You can read the full article here: Tips for Creating Research Reports that Capture and Hold Attention