âMost other businesses are very organised and have a thorough understanding of how you present yourself and how you present data, and how important it is, but it struck me that the research industry generally didn't- Martin Lambie-Nairn, Graphic Designer.? To uncover the ground and find the way out, four questions need to be answered:? 1) WHAT are the most common mistakes made by researchers in their reports and offers?? 2) WHY do they do it?? 3) HOW can they change it? (Based on TNS experience)? There are three significant components of the process that aim to change the way we visualise our data: structured code of rules for researchers, determined project management and involvement of the researchers. Finally,? 4) WHERE can they find help? (Tips for researchers).