The most challenging evaluation report I’ve written consisted of 17 PowerPoint slides. The slides didn’t pull the most salient findings from a larger report; the slides were the report! I remember how difficult it was to start out with the idea of writing less from qualitative data. While I had to present major trends, I feared the format might rob the data of its nuance (17 PowerPoint slides obviously require brevity). The process was challenging and at times frustrating, but in the end I felt extremely gratified. Not only was the report thorough, it was exactly what the client wanted, and it was usable.
As evaluators, we toe the line between social science research, application and usability. As researchers, we must analyze and present the data as they appear. Sometimes, especially in the case of qualitative reports, this can lead to an overwhelming amount of dense narrative. This acceptable reporting style in evaluation practice is our default. Given the number of reports we write each year, having guidelines is efficient and freeing. We can focus on the analysis, giving us plenty of time to get to know and understand the data, to tease out the wonderful complexity that comes from open-ended interviews. As researchers, the presentation takes a backseat to analysis and digging into data.
However most of the time we are writing a report that will be shared with other researchers; it is a document that will be read by users—museum staff who may share the findings with other staff or the board. Overwhelming amounts of dense narrative may not be useful; not because our audience can’t understand it, but because often the meaning is packed and needs to be untangled. I would guess what clients want and need is something they can refer to repeatedly, something they can look at to remind themselves, “Visitors aren’t interested in reading long labels,” or “Visitors enjoy interactive exhibits.” As researchers, presentation may be secondary, but as evaluators, presentation must be a primary consideration.
As my experience with the PowerPoint report (and many other reports since then) taught me, it can be tough to stray from a well-intentioned template. A shorter report or a more visual report doesn’t take less time to analyze or less time to write. In fact, writing a short report takes more time because I have to eliminate the dense narrative and find the essence, as I might with a long report. I also have to change the way I think about presentation. I have to think about presentation!
At RK&A, we like to look at our report template to see what we can do to improve it – new ways to highlight key findings or call out visitor quotations. Not all of our ideas work out in the long run, but it is good to think about different ways to present information. At the end of the day, though, what our report looks like for any given project comes from a client’s needs—and not from professional standards. And I learned that when I wrote those 17 PowerPoint slides!