One way you can make a research report really pop is to carefully select and edit quotes from the people involved in the study. For qualitative research, that means pulling quotes from transcripts of in-depth interviews, focus groups, online bulletin boards, social media, etc. For survey research, it means pulling quotes from open-ended questions that were recorded verbatim.
Editing is key, however. Who wants to read something in the halting, choppy, in-eloquent speech that most of us use in talking? A killer quote is one that is short, direct, pithy, and on point. Achieving this requires a journalistic standard for presenting quotes. What does that mean? Here are some steps: (more…)