Market research, like financial reports sometimes face the same challenge. They need to get important information across about a specific market, various stakeholders or the way a company is going, so that the audience (or readers) can digest the information and make the most of it.
Listing a series of facts and figures can very quickly become exhausting for the audience, yet market research and financial communications need to fairly describe the reality - and if you are at the receiving end, you certainly want the most comprehensive picture that you can get!
This is why, at Branding Science, we strive to deliver our presentations using different media and engaging methods. Now, I have to apologise here for the misleading title of this blog as it isn't our annual report I would like to share with you, but rather, United Therapeutics' 2010 annual report (PDF).
The author: Axel Rousseau is brand scientist (SRE) at Branding-Science and has been working on international market research and consultancy since 2008.