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

Thank you! Liz Van Patten 631-283-7842 Lvanpatten@aol.com