Why don’t you do topline reports?

I don’t write topline reports because I believe qualitative research requires analysis and thinking – listening to the interviews several times, bringing in information from outside sources to inform the analysis – all of which take time. Not a lot, but more than 24 hours.

All anyone can provide immediately after the research are observations, potential findings and potential conclusions. And they may turn out to be correct. But they may not be. And those immediate reactions seldom have the depth that comes with time and analysis.

So yes, I’ll happily do a debrief call or meeting right after the research. And I’ll review the topline report you write, if you want me to. But I won’t put my name on a presentation or report unless it’s well thought out and thoroughly analyzed. Which, by the way, I usually complete in under a week.


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