Analysis

Even (and especially) for final analysis documentation you will have to write an executive summary with key findings and strategic recommendations. Research – figures, data, facts – is only base material. Insights resulting from this ground work and the wording in this summary are already the foundation for your strategy. And that is why this

Write short summaries repeatedly: formulate figures, data and facts into sentences and use them to form short interpretative concept paragraphs. A vivid description of your research is already half the battle when it comes to strategy and marketing communication. And remember: every decision-maker will be grateful for a researcher who works visually.

Define the content setting: Research all fundamental aspects of the brand, product and market and create a matrix. The values in the matrix indicate which aspects correlate with how many others. The more, the better and more important. Analyse key findings, research any related sub-topics or topics that arise.

Plan and approach analysis like a creative campaign or film project: using a storyboard. Chapters are subject areas, figures, data and facts are the scenes. Correlations – especially the unexpected ones – are the further spice and course of dramaturgy. Formulate this dramaturgy and draw linguistic images. This form of presentation is the perfect basis