When it comes to the actual writing of a qualitative report, this is where many analysts start to get stuck. Often, they are too focused on making the presentation of the report pretty and palatable versus getting their thoughts down onto paper (or into the presentation). It can also be that they are bogged down with the details from reviewing the transcripts, guide, and purpose – which leaves them to a state of overwhelm and indecision.
- Gain clarity during the initial Client-call about how long, to what depth, and what format the report is expected in. (You should also determine when the report is due.)
Setting these expectations early will tell you how much time you can expect to spend on the report at the end. (Obviously, it also helps you charge them appropriately.) But realistically, it can also save you from reporting every single detail and focus on the tops of mountains.
That said, even a full in-depth report shouldn’t just be a recap of the qualitative research events (QREs) that took place. If they wanted to know every single detail, they’d have attended or reviewed all of the QREs. Remember, the report is about what happened andwhat it all means. Stick to the key themes and explore those for the Client/End-user to help them make their decisions. - Don’t start with a blank page in whatever reporting format you’re using.
It may seem obvious, but it’s easier to write something if you don’t open a new document with nothing in it. Save yourself the time of staring at a blank page by creating the document ahead of time. I like to do this around the time when things are already flowing with the Moderator guide in place. I can generally choose the layout and format I want to go with, the color scheme I’d like to utilize, and input all of the opening pieces into the document: study purpose, intended outcomes, statement of limitations, and a general flow of my expectation of presentation of findings by using the guide as an outline. - No numbers should appear in the report apart from page numbers.
It’s important to remember that qualitative research is not projectable. You cannot use the votes for a concept or idea to measure the appeal of a concept, idea, product, or service. Qualitative research’s goal is to determine perceptions, opinions, beliefs, and attitudes of Respondents’ about those things. For our reports, we often do a gold, silver, and bronze structure to present what appealed most to Respondents. If something sticks out as a definite not appealing point, we make sure to include that as well.
*I do understand that, sometimes, Clients see numbers and can be insistent about including the tallies of votes when it happens. When this happens, make sure that you have your “Statement of Limitations” at the beginning of the report, as well as in that section of the report.
Report writing can be daunting for some, but it’s important to always remember that you are the expert and trusting your instincts, while utilizing the best practices, can help alleviate some of the pressure. It can also be fun for some (like me), and utilizing the best practices can help you enjoy it even more.
Written by: Brittany Mohammed