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The Hole, Not The Drill: Why reporting should focus on the solution (and not the story!)
Davina Stanley (Clarity Thought Partners), Mike Sherman (Marketing, Customer Insight and CRM/Big Consumer Data Expert)
In this presentation Mike, with Davina, discusses the need for market researchers to improve their reporting and an approach for doing so.
He begins within findings from a recent survey that contrasts the large gap in report satisfaction between the end users of reports and the report creators.
Mike then goes on to share an answer-oriented approach to reporting that delivers concise and clear elevator pitches, executive summaries and 15-20 page reports.
He then discusses how this differs from storytelling.
