SubjectApproach and methodology
MetadataShow full item record
SeriesOxfam Research Guidelines
Document typeGuidelines and toolkits
‘Killer facts’ are those punchy, memorable, headline-grabbing statistics that make reports special. They cut through the technicalities to fire people up about changing the world. They are picked up and repeated endlessly by the media and politicians. They are known as ‘killer’ facts because if they are really effective, they ‘kill off’ the opposition’s arguments. The right killer fact can have more impact than the whole of a well-researched report. This paper was originally written in 2012 by Duncan Green and was updated in 2019 by Martin Walsh.