Reports people read

Notes on finding the business case in the data

These notes are about finding the business case in the data, and turning it into a report people will read.

They draw on what twenty years in journalism taught me about finding what matters in complex material and keeping a busy senior-level reader reading to the end.

I’m Sara Edlington, a research and analysis writer for B2B technology, specialising in cyber security.

Connect with me on LinkedIn.

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The Posts

How to find the right source for your report’s case study

BySara Edlington General 10 July 2026
A client once joked to me: “Creating case studies would be so much easier if we didn’t have to find the right sources.” We all know that feeling. It can seem like a daunting process; not to worry…
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Lost in translation: turning tech-speak into business value for your reports

BySara Edlington Advice,General 3 July 2026
Subject matter experts are a great source for your reports; whether they’re your own or outside experts, they can add ‘weight’ to what you’re saying. The knack is finding what matters in amongst the…
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What to do when a report interview falls short

BySara Edlington General 25 June 2026
You know that sinking feeling you get when you read through an interview transcript and think: “Oh dear.” Or maybe something a bit stronger. There can be any number of reasons why you didn’t get…
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How to create case studies for your reports

BySara Edlington Case Study,General 8 June 2026
A case study can help you show your readers how your report’s findings work in real life. They can be a one- or two-page addition to it. Or they can be short, 100- 200 words, as a sidebar. Either…
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Five signs your report is too technical for business readers (even if it doesn’t look like it)

BySara Edlington Advice 5 November 2025
When you’ve checked your report for acronyms, jargon and the other usual tech-suspects, it can seem like it’s ready to go. However, there are other, more subtle ways it can be too technical. Here are…
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