Most of our impact reports are made of 3-5 chapters, each of which in turn contains 3-5 sections.

The majority of those sections will focus on how our client’s product or service creates a specific benefit for a particular group eg:

• How Google tools help families save time at home
• How AWS allows businesses to scale up and down their computing capacity
• How the flexibility provided by Uber makes it easier drivers to balance earning with their other family responsibilities

Each section in turn tends to follow a follow a variant of the following 4-5 paragraph structure. On average, each section should include 3-6 compelling data points.

| Narrative | • What is the main argument we’re making it? • This is normally about a benefit for a specific group • Think both about the explicit and implicit argument | | --- | --- | | Hook | • Why does this matter - and how do I evidence it? • What problem are we solving?  • Or what opportunity could this address? | | Existing Facts | • Existing polling or modelling based facts we have from the data point list • We ideally need at least 3 of these | | Additional research questions | • What additional cross breaks or pivots will you look at? • Is there any context it would be helpful to read up on? | | Other Material | • Any relevant case studies or programmes to include here? • Could you add a graph or infographic?

• Are there useful open text quotes? |