Conference
Approaches and Trends in Data Visualization and Storytelling

By: Mike
Page, Blueocean Market Intelligence Vice President - Client Development and
Technology
Page, Blueocean Market Intelligence Vice President - Client Development and
Technology
As a data integration software and services firm we see a lot of
requests to deliver reports and presentations that are visually engaging and
tell a clear story for the user to understand what to do next. We also are
asked to provide dashboards and visuals that empower the user to take control
of the path they chose through direct engagement with the data. Often these
requests are mixed together - even though they are very different. There are
even awards for best infographic (story) or data visualization (democracy). So
how can these approaches be used together or should you choose one? Here are
some approach observations and best practices that we have learned from
experience.
requests to deliver reports and presentations that are visually engaging and
tell a clear story for the user to understand what to do next. We also are
asked to provide dashboards and visuals that empower the user to take control
of the path they chose through direct engagement with the data. Often these
requests are mixed together - even though they are very different. There are
even awards for best infographic (story) or data visualization (democracy). So
how can these approaches be used together or should you choose one? Here are
some approach observations and best practices that we have learned from
experience.
Data Visualization
Be clear. If the
desire is to empower the user to take control, then allow it. Often systems
designed to empower the user to engage with the data have so many controls the
result is too static or controlled to allow for that spark of creativity in
interpreting or deducing the insights from the data.
Engage with
stakeholders. Share concepts, and ideally working
prototypes, of any system as early as possible in the process to drive
engagement.
Encourage collaboration. Systems of
this type work best when an element of communication and collaboration is built
in to encourage people to share what they are getting from the system and get
feedback from other users.
Even better,
give awards for best use of the system and share stories.
Storytelling
Again, be
clear. Even with infographic views, it is best to stick to reality. If
something is 5% bigger make it 5%, not an image twice the size. This cause
confusion and can create mistrust in the story being told.
Communicate
only one key message and show how the data backs up the
conclusion in a way that builds trust and strikes the right tone for the user. Translation
- don't dumb it down or show things that are blindingly obvious.
The key to success is understanding that the two approaches have a
very different outcome and that when developing your strategy, you can use both
tools but not as one initiative. Using the approaches mentioned and with a full
understanding of each purpose, you can avoid a mixed message and ensure
whatever your project requirements, and whoever your stakeholders are, you have
a consistent approach to communicating and establishing the value and the
strategy for using research data within your business.
very different outcome and that when developing your strategy, you can use both
tools but not as one initiative. Using the approaches mentioned and with a full
understanding of each purpose, you can avoid a mixed message and ensure
whatever your project requirements, and whoever your stakeholders are, you have
a consistent approach to communicating and establishing the value and the
strategy for using research data within your business.
About
Blueocean Market Intelligence: Blueocean Market Intelligence is a global
analytics and insights provider that helps corporations realize a 360-degree
view of their customers through data integration and a multi-disciplinary
approach that enables sound, data-driven business decision. To learn more,
visit www.blueoceanmi.com.