Delivering the full range of learning from a research initiative is one of the most critical roles a researcher can play. Unfortunately, both written reports and live presentations often fall short in terms of what really counts—influencing client decision-making. Worse, current trends further erode our historical role as the primary source of market intelligence and insight. While there are many reasons for this, solutions to these challenges are readily available. The basic requirement is for researchers to step back and take a good hard look at what clients expect our deliverables to be. In this masterclass, you will be given a new way to approach written and verbal reporting, with an emphasis on identifying and building on a story that resonates with the client, and structuring the entire deliverable around this story.