Findings report
The deliverable that answers the study's decision with findings, each backed by quotes and the profile of the person who said them.
Why does it matter for a brand?
It is what remains when the study ends and what reaches the people deciding, often someone who attended no session at all. If the report only summarizes opinions, the decision rests on trust in whoever wrote it. If every finding carries its evidence, anyone can check it before approving an investment.
How does WAV handle it?
Every finding carries its literal quote, the speaker's profile and the exact minute. The report arrives on the web and as a PDF, in Spanish and English, together with a deck for the board, the 360 video of each session with English subtitles and an action tracker. See the deliverables.
What should you ask before a study?
- Does each finding carry the quote that backs it and the minute it was said?
- Can someone who missed the session check each finding?
- Does the report say what to do with each finding?
This term is part of the qualitative research glossary, which defines the fifteen terms that come up in any study; it is most closely related to insight, verbatim and verified quote. To see it applied, browse the sample report, built from a fictional study: it is the same format a client receives.