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Posted by Lindsey Colella on April 25, 2012
The analogy I always use to talk about qualitative research is that it’s the illustration to the quantitative story. What my own analogy assumes is that qualitative data on its own is an illustration. However, it’s really up to the analyst to bring this data to life.
Creating a visual story to display your qualitative data is an equally important part of the research process as the analysis phase, and something that is often rushed and not executed well. In my last blog post, I highlighted the fact that qualitative research is not just “quotes on a page.” You are doing yourself and your respondents a disservice if you rely solely on quotes and text to tell your story. Here are my tips to create an engaging report:
A favorite example of mine that incorporates all of my tips above is the Microsoft Advertising report called “Meet The Screens.” Great use of quantitative and qualitative data, imagery, infographics, color, and formatting.
How do you bring a qualitative story to life? I’d love to hear about any tools you use to help with analysis and report creation. For example, where do you get your images? Have you ever tried a different presentation format?
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