Once a SWOT analysis has been conducted, the very next issue that arises is how to present SWOT analysis results. No analysis or research is productive until its findings or results are well presented. How the results will be interpreted will depend significantly on the style and the language used for presenting them. Although putting up the results of a SWOT analysis into a SWOT matrix is the most popular method of presenting the analysis results, it is never enough and a detailed SWOT report is needed in addition.
How to Present SWOT Analysis Results Using a SWOT Report?
In addition to presenting the key findings on the matrix, a detailed SWOT report should also be provided to avoid mistakes, omissions and confusion regarding the analysis results. Here are some key areas that must be addressed at the time of presenting SWOT analysis results.
The objective: The objective of the SWOT analysis report must shed enough light on why the SWOT analysis was conducted, what factors were taken into consideration and how each of these factors were weighed? Also this introductory section must mention how the findings of the SWOT analysis will be used to leverage the positive aspects and eliminate or subdue the negative aspects.
The SWOT matrix: The SWOT matrix is a quick an easy way of presenting the SWOT analysis results on a single page. So before talking about the strengths, weaknesses, opportunities and threats in detail, use the 2x2 SWOT matrix to pictorially represent the key findings of the analysis.
Prioritizing the Results: The results presented for all the four categories – strengths, weaknesses, opportunities and threats, must be well prioritized. It’s important that the users of the report can easily identify which factors rank high on the priority scale. Ideally no more than 6-8 factors should be listed under each of these headings. Putting in too many points confuses the audience and shifts the focus away from the priority issues.
Support the Points: Every factor must be discussed at length and illustrated with evidence to prove how significant each of these factors is. In addition to a logical explanation for each point it’s equally important to
mention how the point was identified and what is the extent-of-effect of that particular point on the overall objective. Also the SWOT report must give the user a clear idea about why a particular factor or point has been ascribed a certain level of priority.
Keep it Crisp: As mentioned earlier it’s best to discuss only those factors which have a significant effect on the objective or goals. Low priority issues should be kept out of the SWOT report, as discussing too many things in a single report can leave the audiences confused.
Conclude the Report: A conclusion at the end of the report should reemphasize the important findings and suggest how these findings will be used for the benefit of the business or project.
How to Present SWOT Analysis Results during a Presentation?
Besides following the above mentioned points, here are a few added points that will help in presenting the SWOT analysis results during a presentation.
- After detailing out the objective of the analysis, the presenter must first talk about the positive aspects i.e. strengths and opportunities and then shift onto the negative aspects i.e. weaknesses and threats.
- While strengths and opportunities are not likely to cause controversies, the weaknesses and threats are sure to result in some controversies. So the presenter must be well prepared to defend the findings with ample support points.
- Again the conclusion is bound to ignite some queries and concerns, which need to be logically dismissed by reiterating the logical procedure followed for the analysis.
- A SWOT matrix along with a synopsis of the findings may be enough for the presentation handouts.
When you have taken all the pains to conduct a SWOT analysis, it’s worth spending some time on how to present SWOT analysis results. Remember that it is the well-prepared presentation of the results that will garner interest and acceptance from the audience.
Screenshot by: Sidharth Thakur
This post is part of the series: SWOT Analysis
Here is a series of articles on the immensely popular SWOT analysis strategic planning tool. These articles will help you in getting a deeper understanding for practical use of the concept of SWOT analysis.