Good Data Storytelling Tips
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The document discusses good data storytelling. It emphasizes using a compelling narrative and effective visualizations. For the narrative, it is important to know the audience and questions, build knowledge in layers by connecting questions to answers, and highlight the unexpected. Visuals should direct attention, use position and emphasis strategically, and keep things clean and simple. An example analyzes reasons for missed NHS appointments. It concludes that good data storytelling links insight to action through taking time to thoughtfully craft the narrative and visuals, and involving the right analyst personality types.
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Good Data Storytelling Tips
- 1. Good Data Storytelling REBECCA CARSON / GLOBAL DIRECTOR, RESEARCH SERVICES
- 2. Foreshadowing • What • Why • How • Who BRANDWATCH.COM
- 4. Data Storytelling Telling someone about insight derived from data, and what they can do about it, in a way that they can remember and retell to someone else. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
- 5. BRANDWATCH.COM An Insight is an accurate and deep understanding
- 6. BRANDWATCH.COM An Actionable Insight is a data driven idea that informs us in doing something new or differently
- 7. BRANDWATCH.COM Insight + Decision Maker = Actionable Insight
- 9. Two major aspects to data storytelling BRANDWATCH.COM Compelling Narrative Effective Visualisation
- 11. BRANDWATCH.COM It all starts with good questions
- 13. BRANDWATCH.COM I don’t want to begin something, I don’t want to write the first sentence until all the important connections in the novel are known to me. As if the story has already taken place, and it’s my responsibility to put it in the right order to tell it to you. - John Irving
- 14. Think about how findings combine to form themes BRANDWATCH.COM
- 16. Connect questions with answers BRANDWATCH.COM
- 24. BRANDWATCH.COM Emphasis; If everything is emphasised, nothing is emphasised
- 25. Mindful use of colour NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
- 28. Conversation about missing NHS appointments NOW YOU KNOW | #NYKCONF BRANDWATCH.COM 2% 2% 4% 4% 6% 7% 9% 10% 14% 21% 51% Booking/Rebooking Fear/Stigma Forgetfulness Reminder Transports Consequences Delays Other Health Issues Inefficacy Politics Costs/Charges THEMES/ REASONS General Public Patient HCP 46% 25% 62% 24% 5% 10% 6% 19% 5% 6% 11% 5% 1% 15% 5% 7% 3% 5% 2% 9% - 3% 4% 5% 4% 2% 5% 1% 4% - - 5% - THEMES BY AUTHOR TYPES
- 29. -1% 7% 27% -21% 3% -2% 3% 16% Late Patient HCP How can we help patients keep their appointments? NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Patients in social don’t report forgetting appointments, but transport is an issue; focus online appointment services more on transport advice than reminders. The general public care about NHS costs, but don’t make the link to the impact of their own missed appointments; focus messaging on working together to improve efficiency. Patient Forgetfulness Transport Issues NHS Inefficiency Cost to NHS UK Average UK Average
- 31. BRANDWATCH.COM
- 32. BRANDWATCH.COM
- 33. “Analyst” Personality Types BRANDWATCH.COM Reserved, quiet Loathe contradictions and illogicalness Like to work alone Have little interest in everyday concerns Quite independent of social relationships and very self-reliant.
- 34. Meet some of our social analysts BRANDWATCH.COM Music industry Human Geography English Literature Psychology Politics Business Linguistics Economics Marketing Creative Writing PR & Comms
- 35. Abilities Spot “interesting” through noise Make connections between things Read and understand data Explain that data simply BRANDWATCH.COM
- 37. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
- 39. Good data storytelling is the link between insight and action .
- 40. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Narrative Visuals Time & Thought The Right People
Notas del editor
- Read. Highlighted words – insight…
- Reference Tristan Two themes transcend the medium, but when I talk about visualisation I’ll be referring to static documents.
- Reference Ed’s talk
- Role Knowledge level Culture
- Don’t rush the storytelling part, it should get as much attention as the analysis. Leave time for it. Don’t do it in a piecemeal way.
- Wait until the end of the analysis This works for me – some people are visual, some numerical etc, but the concept is the same: - Write the individual findings down and then look for links between them that build a fuller picture of what’s going on, a more robust supported insight that could link to an action. Form your story not around listing individual findings but through connected memorable themes.
- Get into habits of how to present things; trend line first, channel analysis second etc. That’s not helpful in building a story that’s going to have flow and be memorable. Think about your themes and the findings that support them. Imagine you’ve never seen the data before and think about what order you’d need to hear them in for it to make sense to you, and build trust in the data while maintaining your attention.
- Don’t forget the questions you asked in the beginning – if those were asked well then you already know they are what your audience cares about. Make it easy for them to find the answers they need by referencing the questions, linking them to answers and actions.
- Every good story has a twist. Social data in particular lends itself to discovering unexpected themes, often the most interesting and memorable part of a piece of research is the answer to the question you didn’t ask, so make sure to highlight these unexpected findings and suggest some next steps for exploring them further.
- This is commercial research; your audience doesn’t have a lot of time. They need to be able to find the insights quickly and understand them. Don’t use jargon, be ruthless about your self editing; if it doesn’t add value, take it out. This also ties into how you tell the story in a visually compelling way; large blocks of texts are likely to turn your audience off and lead to your insights getting lost.
- Think about what they need to be able to do/understand Don’t add crazy design techniques for the sake of it.
- Focus. Think about where on the page you want them to look first, then second to tell the story. ESP important in static storytelling. How can we do that…. Well there’s arrows, but also...
- Also positioning text alongside relevant graphics to draw together a point LEFT TO RIGHT
- Think carefully about what the key points or graphics are; assign them relative importance and emphasise in that order.
- Use colour for a reason: Emphasis Association Differentiation Connection Think about your audience – meaning of colours differs by culture. - Colour blindness – 4.5% of UK population.
- One idea per page. Everything on the page matters, keep clutter away from your story.
- Stripped away the noise – the parts not telling the story Call to action in the title. Put the third point of comparison, the UK average control group, onto the x-axis. Simplify and emphasise the comparison between Late Patients and HCPs. Position of legend – I want you to see/know quickly what you’re comparing so it’s in the top right. Use of colour – limited for emphasis, tying together the two key themes on the slide by connecting the two relevant findings and the findings to the summary. Proximity of insight to supporting findings on the chart.
- What do you see? Numbers, lots of charts. 19 Men 7 Women Mysticism and complexity Not very compatible with data story telling Not very compatible with social data either
- What do you see? Numbers, lots of charts. 19 Men 7 Women Mysticism and complexity Not very compatible with data story telling Not very compatible with social data either
- Compiled this from a collection of online sources claiming these are analyst personality types. Not rigourous academic research, but a reflection of a popularist understanding of analysts. Some of this rings true for me, but not for others on my team, and that’s the point… analysts are not a homogenous group of people
- Way more important than specific knowledge… to us, a company who has that knowledge to share.
- Way more important than specific knowledge… to us, a company who has that knowledge to share. If you want to be interesting, be interested
- Job advert: focus on abilities & qualities over direct experience in social analysis. Screening process: importance of cover letters – why do you want to do this? Interview: Analytical & Storytelling task Questions about how they approach things and how they communicate.