9 Reporting the findings
The medium is the message.
Understanding Media: The Extensions of Man, 1964
There are so many media to choose from to communicate your findings from a study. You may have a hard time choosing which one is best. Yet each one, as Marshall McLuhan reminds us, makes a unique impact on the message.
For many, testing is the fun part. The reporting part is hard, not terribly exciting (to most), but essential for communicating what you learned, what the findings mean, and what should be done about them. If you choose the right medium and craft the message well, your chances of seeing the recommendations put into action increase dramatically.
This chapter looks at how to get started by following Aristotle’s ...