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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.