Reporting for Different Audiences

Different Audiences, Different Reports

In the previous lesson, we explored finding insights, not just numbers. Now let’s build on that foundation. The same analysis needs different presentations for different audiences.

What an executive needs: “What’s the answer? What should we do?” What a peer needs: “What did you find? How confident are you?” What a technical audience needs: “How did you do this? Can I reproduce it?”

Serving the wrong report to the wrong audience wastes everyone’s time.

The Pyramid Principle

Structure reports top-down, not bottom-up.

Bottom-up (traditional, inefficient):

1. Here’s all the data we collected…
2. Here’s the methodology we used…
3. Here are the findings in detail…
4. And therefore, the conclusion is…

Top-down (pyramid, efficient):

1. Here’s the answer/recommendation
2. Here’s why (3-4 supporting points)
3. Here’s the evidence for each point
4. Here’s the detailed methodology (appendix)

Readers can stop at their level of interest. Executives stop after point 1. Managers read through point 3. Analysts read everything.

Audience-Specific Reports

Executive Report

What they want:

• What’s the answer?
• What should we do?
• What’s the risk if we’re wrong?

Structure:

EXECUTIVE SUMMARY (1 page max)
├── Key finding (2-3 sentences)
├── Recommendation (clear action)
├── Expected impact (quantified)
└── Key risks

SUPPORTING EVIDENCE (if they keep reading)
├── 3-4 key charts with insights
├── Brief explanation of drivers
└── Alternative options considered

APPENDIX (for delegation)
├── Methodology
├── Data sources
└── Detailed analysis

Tips:

• Lead with the answer
• Quantify impact
• One page summary, ideally
• Make the decision easy

Peer/Manager Report

What they want:

• What did you find?
• How confident should we be?
• What are the implications for our area?

Structure:

SUMMARY
├── Question addressed
├── Key findings
└── Implications

ANALYSIS
├── Approach taken
├── Main findings with visualizations
├── Patterns and exceptions
└── Confidence level and caveats

RECOMMENDATIONS
├── Suggested actions
├── Alternatives considered
└── Next steps

METHODOLOGY
├── Data sources
├── Analysis approach
└── Limitations

Tips:

• More detail than executive report
• Explain your reasoning
• Acknowledge limitations
• Include methodology for credibility

Technical Report

What they want:

• How exactly was this done?
• Can I reproduce or extend this?
• What are the technical limitations?

Structure:

OVERVIEW
├── Objective
├── Summary of approach
└── Key results

METHODOLOGY
├── Data sources and collection
├── Data cleaning and transformation
├── Analysis techniques used
└── Tools and code used

DETAILED RESULTS
├── Full findings with all visualizations
├── Statistical tests and significance
├── Edge cases and exceptions
└── Sensitivity analysis

REPRODUCIBILITY
├── Code/queries (or location)
├── Environment requirements
└── Known limitations

RAW DATA
├── Data dictionary
├── Sample data or access instructions
└── Version information

Tips:

• Full methodological transparency
• Include code or queries
• Document assumptions
• Enable reproduction

AI-Assisted Report Generation

Use AI to draft and structure reports:

I've completed an analysis on [topic] for [audience].

**Quick check:** Before moving on, can you recall the key concept we just covered? Try to explain it in your own words before continuing.


Key findings:
- [Finding 1]
- [Finding 2]
- [Finding 3]

Recommendation: [What you suggest]

Please help me draft an executive summary that:
1. Leads with the answer
2. Quantifies the impact
3. States the recommendation clearly
4. Acknowledges key risks
5. Fits on one page

For longer reports:

Structure a full analysis report with these findings:
[Your findings]

Audience: [Executive/Manager/Technical]
Goal: [What decision this supports]

Create an outline with section headings and key points for each section.

Visualization in Reports

Different audiences need different viz approaches:

Executive chart rule: If they need to study it to understand it, simplify it.

Common Reporting Mistakes

Mistake: Starting with Methodology

Nobody cares how you did it until they care about the results. Lead with findings.

Mistake: Too Many Charts

Every chart should earn its place. If it doesn’t directly support a key point, cut it.

Mistake: Burying the Recommendation

Don’t make readers hunt for what you think they should do. State it clearly, early.

Mistake: Missing the “So What?”

Every finding should connect to business impact. Numbers alone don’t motivate action.

Mistake: One Report for All Audiences

An executive report is different from a technical report. Tailor to audience.

Exercise: Structure a Report

You’ve analyzed customer churn data. Key findings:

1. Churn increased from 5% to 8% in Q3
2. 80% of churned customers cited price as a factor
3. Enterprise segment churn is stable; SMB segment is spiking
4. Competitors have lowered prices by 10-15%

Structure this into a one-page executive summary.

Key Takeaways

• Different audiences need different reports—structure for who’s reading
• Use the pyramid principle: answer first, supporting evidence second, details third
• Executive reports: one page, clear recommendation, quantified impact
• Peer reports: more detail, explain reasoning, acknowledge limitations
• Technical reports: full methodology, reproducibility, documentation
• Every finding needs a “so what?"—connect to business impact
• Use AI to help draft and structure reports for different audiences

Next: building repeatable analysis workflows you can use again and again.

Up next: In the next lesson, we’ll dive into Building Repeatable Analysis.