Richard A. Krueger

• Use a communications strategy
  Rather than thinking of “a report”, think of what type of communication strategy is needed. A variety of reports might be used to keep people informed. Consider: e-mail messages, postcards, phone calls, bulleted summaries, selected quotes, moderator comments, mid-project or final project reports, personal visits by members of the research team, etc.
• Use an appropriate reporting style that the client finds helpful and meets expectations
  Ask users what kind of report would be helpful to them. What information are they looking for? What are the expectations and traditions of reports within the organization?
• Strive for enlightenment
  Reports should raise the level of understanding of the client. The purpose is more to enlighten and convey new insights as opposed to repeating common knowledge which is already known by the sponsor of the study.
• Make points memorable
  Help client remember the key points by limited the number of points you highlight. Too many points diminish overall impact. Begin with most important points and follow with lesser important points.
• Use narrative or bulleted format
  Written reports can follow either a narrative format or a bulleted format. Don’t surprise the client with a format different from what was expected.
• Give thought to the oral report
  Oral reports should be brief, clear and concise. In addition, oral reports should allow opportunity for questions, indicate why the study is important and why the findings are meaningful, begin with the most important findings, and engage the listener in an active manner.

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