Abstract:

The paper highlights and discusses successful alternatives to traditional research report writing in order to make qualitative research a better engine for decision-making. Three key factors for developing usable decision-making tools are presented which also serve to improve research ROI. Examples from the client and supplier sides are used for detailing three categories of research output. The categories are ‘Computer-basedTools’, ‘At a Glance Tools’ and ‘Brainstorming and Product Development Tools’. Research design, analysis, and reporting of research should support the work that needs to get started once the research is done. Providing usable decision-making tools as output achieves this goal.