Communicating Research Results

Communicating Research Results
Research Methods for Public Administrators Dr. Gail Johnson Dr. G. Johnson,

Transition: Back To The Beginning
Research planning is the funnel into specifics Data collection and number crunching mean working with details Making sense of the data means returning to the beginning—to answer the questions that prompted the study Dr. G. Johnson,

In this phase the key questions for the researchers: What are the answers to the research questions? What are the major messages based on the research results I want to convey? Who is the primary audience? How can I package my research results so it meets the requirements of my audience? Dr. G. Johnson,

“What’s my point?” is the mantra Whatever is not on point gets cut I keep a “parking lot” file for those great findings, brilliant phrases, and blinding insights that do not contribute to my point This feels better than hitting the delete key Dr. G. Johnson,

Conversations with the stakeholders or the boss are useful in clarifying their primary interests and concerns It is often useful to share preliminary findings as part of those conversations Especially if it the data are not what was expected or if the data are more negative than anticipated Dr. G. Johnson,

Consider: The Use of Research Results
Is it intended to Inform interested parties? Prompt action? More research: suggestions based on what you learned and the new questions that need to be addressed New ideas for methodology Program/policy changes: Suggestions based on your study Recommendations Dr. G. Johnson,

Consider Dissemination Strategy
How will you get the information out? Depends on situation Do you intend people to use your research results? Written Report Presentation with sponsor/client Presentation with people in the community Place, time, publicity Press release Web presence Dr. G. Johnson,

Dr. G. Johnson, www.ResearchDemystified.org
Communication Basics The goal is to communicate-- not to impress Make it easy for the reader to get your point Keep your purpose and audience in mind Keep it simple and free from jargon Consider your presentation from your audience’s point of view Dr. G. Johnson,

Communication Basics Synthesis: organize a report around major themes or research questions Not a chronology of who was interviewed Not a presentation of all the survey results Not a listing of what each book or article said The researcher is now telling the story of the data The analysis should reveal specific themes The researchers decide on the major messages they want their audience to understand Dr. G. Johnson,

Communication Basics Provide enough information about the research methods so others can judge its credibility Include all information about methods, data collection, sampling, etc Briefly in body of the report, more detail in an appendix Dr. G. Johnson,

Communication Basics Always state the limitations of the study Every study has limitations Explain trade-offs necessary to conduct the study under the particular constraints in the field, the things that could not have been anticipated or controlled Do it before your critic challenges you on the limitations Conclusions and recommendations should be mindful of those limitations Dr. G. Johnson,

Presenting Results: The Options
Writing Reports for the Public Executive Summary Charts and Tables Presentations Dr. G. Johnson,

Discussion Think of the best report that your have read. What made it the best? Dr. G. Johnson,

Overview: Written Reports
This is a story Set up the tension: research questions, issues, and concerns Provide the clues: findings section Tell them who did it: conclusion Dr. G. Johnson,

Engage reader from the start: what’s the hook? Organize around research questions or themes Place major points up front Report data findings: simple, easy to follow Dr. G. Johnson,

Provide enough information about your research methods so others can judge its credibility Place technical information in an appendix State limitations of study Never make recommendations without evidence Who specifically should do precisely what? Dr. G. Johnson,

Cut draft by 10 percent to sharpen the focus Leave time to revise, revise, revise Have a cold reader and a knowledgeable reader review the draft Consider their comments and revise again Dr. G. Johnson,

The Generic Report Structure
Introduction Purpose Issue, concerns Why is this important Background Context What is Known Dr. G. Johnson,

Methodology Brief in body of report Who, how, how many Details can go in appendix Findings Present data so audience can understand Present data selectively: what’s your point? Dr. G. Johnson,

Conclusions Tie back to your research questions. Recommendations, if any. Make sure you have presented the evidence to support the recommendations. Dr. G. Johnson,

Executive Summary Essential for busy readers Short: 1-4 pages Writing short is harder than writing long! Bottom line focused: major findings and recommendations Present in bullet format Refer them to report or appendix for more detail Ruthless adherence to “What’s my point?” Dr. G. Johnson,

Executive Summary Format
Executive Summary follows report structure: Brief: overview: background and purpose of the study the “hook” Description of major questions, issues Description of research methods Major Findings Major Conclusions Major Recommendations Dr. G. Johnson,

Conveying Numbers Through Charts and Tables
One picture is worth a thousand words. Dr. G. Johnson,

Charts and Tables Purpose to: Describe Explore Tabulate Compare Present data simply and accurately Make data coherent and to the point Dr. G. Johnson,

Charts and Tables Benefits: High Impact Audience acceptance of data Increased memory retention Highlights the message Visually interesting—breaks up text Dr. G. Johnson,

Charts and Tables Charts: Better for presenting the message. Tables: Better for presenting data Dr. G. Johnson,

Chart Terminology Chart Title: What’s the Point? Y Axis label --Percent Key: X Axis Label—Time Periods Source and Date Dr. G. Johnson,

Chart Options Line: trends over time Dr. G. Johnson,

Chart Options Bar chart: percent distribution Dr. G. Johnson,

Chart Options Cluster bar chart: comparing several items Dr. G. Johnson,

Chart Options Combination: lines and bars Dr. G. Johnson,

Chart Options Pie Chart: parts of a whole, slices always add to 100% Dr. G. Johnson,

Effective Charts Easy to read Use upper and lower cases (not ANGRY caps) Only use a few type faces Appropriate for the delivery Avoid busy patterns Use white space Keep the chart simple Dr. G. Johnson,

Effective Charts Keep scales honest Use title to convey message Provide sufficient data with the chart so the message is there Identify source of data Put supporting data in an appendix Dr. G. Johnson,

Judicious Use of Charts: Too Much?
Dr. G. Johnson,

Effective Tables Simple and accurate Clearly label rows and columns No abbreviations Show percents Round to nearest whole numbers when showing percentages and $money Show total numbers (basis of the percents) Identify the source of the data Dr. G. Johnson,

Table Title With A Message
Column Title (N= 300) (N=360) Row Title 50% 40% 55% 60% Total 100% Dr. G. Johnson,

Discussion Think of the best presentation you have ever heard. What was that presentation about? What made it the best? Dr. G. Johnson,

Oral Presentations Prepare: Who is your audience? What do you want them to remember? How much time will you have? What’s the delivery resources available? What few handouts, if any? Rehearse, time, get feedback, Dr. G. Johnson,

Oral Presentations Organize: Tell them what you will tell them Tell them Tell them what you told them Avoid complex language, detailed data If possible, keep interactive Be prepared for questions Dr. G. Johnson,

Avoid Death By Powerpoint
Use only as many slides as is necessary—key them to major points Simple and clear, big font, few points per slide Keep bells and whistles to a minimum: too distracting Don’t read from powerpoints Use as a tool to prepare the presentation Use as an outline when giving the presentation Dr. G. Johnson,

Other Presentation Options
Poster Board Useful when you are at a conference or group event It is like a visual executive summary Want to attract people, needs to be simple but clearly present the message Dr. G. Johnson,

Other Presentation Options
Media: press releases This are short, one page “Think Smart just released a community assessment that found…..” “For more info, contact…..” Web presence Websites Blogs Dr. G. Johnson,

Final Words About Recommendations
Only when you feel your research is solid and the evidence is strong All research is flawed and there are always limitations “Strong” is a often judgment call Those who like the results will be more willing to not ask tough questions Those who do not like the results are likely to impugn the data and the methods, and maybe even question the honesty of the researcher Dr. G. Johnson,

Weasel words are useful if the study results are not definitive: It appears that… The results suggest that… Policy makers might want to consider… What else? Dr. G. Johnson,

Recommendations: specific and precise Specifically who should do exactly what “There ought to be a law” type of general prescriptions are often not useful Should be tied to the research rather than opinion But if it is opinion, it should be stated as such Are the recommendation doable? Practical? Costly? Be aware of the counter arguments and take into account when framing the recommendations Dr. G. Johnson,

Final Words About Writing
Everyone has their own process Some like outlines Some like to organize their thoughts using 3x5 cards Some like to do mindmaps Some like to write their first draft in a stream of consciousness Find what works best for you Dr. G. Johnson,

Final Words About Writing
Just do it! Set up a specific time and write It does not have to be good It just has to get out of one’s head Then it can be changed and polished It is not possible to write well if you have an active critic in your head—so turn it off. The critic will get its turn once there is a solid draft Dr. G. Johnson,

Final Words: Ownership
If you work in an organization, you do not own the material Others will want to edit and make changes One challenge is to discern the defensiveness that is related to the integrity of the work and the defensiveness that is related to one’s ego There are many ways the same information can be conveyed—it is a style preference It is not personal Dr. G. Johnson,

Final Words: Ownership
The second challenge is overcoming the fear that protecting the integrity of the work will be career limiting It may be that your boss does not understand that criticism that those changes will create Your job is to explain the likely scenario and suggest some options that may meet boss’s concerns without damaging the integrity Sometimes changing a few words can dramatically alter the tone and meaning but still be an honest presentation of the data—and that will solve the problem Dr. G. Johnson,

Final Words: Presenting Unwelcome Information
It would be nice if researchers always discovered programs that work, highly motivated employees, and satisfied citizens But it does not work that way When the message, after careful analysis and review, is negative, the researchers should be prepared for attacks on the methodology. Really, there was a case where someone attacked the 59% response rate as being too good as proof there was something wrong with the study results Dr. G. Johnson,

Presenting Unwelcome Information
Sometimes it helps to meet with the stakeholders to share the results and get their perspectives Sometimes they will bring forth new data that shed light on the situation Sometimes they are aware of the situation and have some possible remedies to be considered Dr. G. Johnson,

Begin with the assets It is easier to hear the concerns and issues that follow Focus on major problems for which there might be remedies Word choice matters Saying a program failed and implying the managers are inept is not a winning strategy Better to say “the program encountered some challenges that limited success” “Things are working but improvements are needed” Dr. G. Johnson,

But this is a difficult situation Finding the balance between protecting the integrity of the data and the truthfulness of the negative findings while being sensitive to the issues and concerns of the officials is not easy Consulting other professional about how to handle this situation may be warranted Dr. G. Johnson,

Takeaway Lessons For many, telling the story is the payoff Several challenges Making the story simple and clear even if the research methods are complex Finding the balance between too much and too little information Ensuring that bias does not creep in at the end—in drawing conclusions or making recommendations Conveying unwelcome information in a way that can be heard and used Dr. G. Johnson,

Takeaway Lessons The final product, be it a report or an oral presentation, should have enough information about the research methods for a sophisticated reader to decide its credibility. Dr. G. Johnson,

Creative Commons This powerpoint is meant to be used and shared with attribution Please provide feedback If you make changes, please share freely and send me a copy of changes: Visit for more information Dr. G. Johnson,

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