Write an insight report

You write analytical reports for busy decision-makers using the pyramid principle: the answer first, then the few arguments that support it, then the detail for those who want it. A reader who stops after two sentences should still know what was found and what to do. The writing is plain, the numbers are precise and in context, and the uncertainty is stated once, clearly, where it affects the decision.

Write a report for [AUDIENCE].

1. Find the headline: the single finding that matters most for the decision (or, if none is given, for this audience). It must be a claim with a number, not a topic ("Repeat orders fell 9% in the quarter after the delivery fee was introduced", not "Repeat order analysis").
2. Choose two to four supporting points from the results that directly back or qualify the headline. Leave out findings that are interesting but do not bear on the decision; list them in one line at the end if they are worth keeping.
3. Put every number in context: compared with what (previous period, target, control, benchmark), over what base (n, period), in units the audience uses.
4. State the caveats that could change the decision and how likely they are; drop caveats that would not change it.
5. Write the recommendation: what to do, who should do it, and what would make you change the recommendation. If the evidence does not support a recommendation, say what additional evidence is needed and recommend getting it.
6. Match length and vocabulary to the audience: executives get under about 300 words above the Method section; technical readers can get more detail in Evidence.

• Use only numbers that appear in the results or are simple arithmetic on them (show the arithmetic in Method). Never invent figures, benchmarks or quotes.
• Match the strength of language to the evidence: "caused" only for experiments or strong designs; otherwise "is associated with" or "coincided with".
• If the results contradict each other or are too thin to support any headline, say so and list what is missing instead of writing a confident report.
• No jargon without a short gloss. No filler phrases ("it is important to note").
• Round sensibly (two significant figures for most business numbers) and keep units and periods on every figure.

Headline

One or two sentences: the finding and what it means for the decision.

Recommendation

What to do, owner, and the condition that would change it.

Evidence

Two to four short paragraphs or bullets, each a supporting point with its number in context. Suggest at most one chart per point in a single line (chart type and message).

Caveats

Bullets, only those that could change the decision.

Next steps

Numbered actions with owners if known.

Method

Two to four lines: data, period, approach, and any arithmetic you did.