Are your reports being read, or just glanced at and ignored?
This toolkit, featuring The Focused Reporting Survey and The Reporting Evolution Review, is designed to help you “work backwards” to build reports that not only get read, but also drive action.
Based on the framework outlined in Katie New’s Brighton SEO talk, these resources guide you through a smarter, reverse-engineered approach to reporting. Instead of leading with what you can measure, you will learn to lead with questions and working out what you actually need to know. Use these worksheets to transform your reporting from passive monthly updates into powerful catalysts for action.
Download now and take the first step toward building question-driven, commercially aligned reports that are impossible to ignore.
The Focused Reporting Survey
- What it provides: This survey helps you to identify who needs your reports, and what questions they need answered. From here, the survey will walk you through steps to identify exactly which dimensions and metrics you need to include in your reports, and what context is needed for smart analysis and data-informed action.
- How to use it: Use this survey with anyone you are creating a report for to help you move from presenting reams of data that gets ignored, to answering the questions they actually care about.
The Reporting Evolution Review
- What it provides: A simple feedback system to ensure your reporting remains meaningful over time. It includes a range of mini tests and audits to verify the impact of your reports and to identify ways of evolving them further.
- How to use it: Every 3–6 months, ask the people using your reports to complete this review. It gives you the evidence needed to evolve the report, remove what isn’t working, and add the “missing pieces” that matter now.
This document will help you create reports that actually get read! By aligning your setup with the Focused Reporting Survey and maintaining that alignment with the Reporting Evolution Review, you ensure that your data always leads to understanding and every report leads to a decision.
