From Findings to Recommendations

A finding describes what the research shows. A recommendation proposes what to do in response. The connection between them should be visible.

Begin with the business decision. Identify the findings most relevant to it, assess their strength, and consider alternative explanations. Then compare possible actions against business constraints and likely trade-offs.

A practical recommendation states the proposed action, the evidence supporting it, the assumptions involved, and what further information may be needed.

Research reduces uncertainty; it does not remove every uncertainty. Clear reporting helps decision-makers see both the opportunity and the limits of the evidence.