• 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