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On Demand

Designing Reports to Engage – not overwhelm – the Senses

Total Credits: .5 Advance Credits

Average Rating:
Analysis & Reporting
Maria Virobik
15 Minutes
Audio and Video
Original Program Date:
Mar 24, 2023


To ensure that qualitative findings aren't lost (or forgotten) in translation, researchers need to communicate insights in manageable, digestible formats that tell the story without overwhelming the reader or losing them in the details. Understanding how human physiology and psychology influence how information is read, understood and retained will enable researchers to design human-centered reports that will appeal to – not assault – the senses.



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Maria Virobik began her career in advertising account management, but quickly came to her senses and has been working as a qualitative research consultant since 1997. She provides qualitative analysis and writing services as well as moral support to independent moderators and market researchers working in a broad range of categories. She joined QRCA in 2018 and is co-founder and chair of the Reporting & Analysis SIG. Originally hailing from Southern California, she and her husband now live in Santa Fe, NM with their marginally obedient French Bulldog, Ruby.