The piece by Tracey Wallace scrutinizes the common flaw in research reports: their tendency to merely restate data without adding new perspectives or telling a compelling story. She highlights a recent LinkedIn report on AI as an example, noting its failure to extrapolate beyond data summary and evoke deeper insights or discussions. Wallace advocates for a shift in approach, urging companies to not only present data but to take a stance, interpret the data, and weave it into a compelling narrative. She emphasizes the importance of infusing analysis, unique perspectives, and storytelling into research reports to engage readers, position the brand as a thought leader, aid sales enablement, and ultimately deliver more impactful content. Wallace shares a personal experience where a last-minute rush resulted in a data-centric report, later rectified by infusing storytelling elements, inspired by the storytelling prowess of another research piece. Ultimately, she encourages a shift from data dumps to meaningful storytelling in research reporting for greater resonance and impact.