Making the numbers talk

Data visualization is now a general management function and fast becoming an essential business skill in the public arena.

Most of us are visual thinkers.

Images can communicate more clearly … and memorably … when words alone can’t get the point across. This is especially true of the data-driven work that informs public policy, fiscal prioritization, philanthropic investment, and political debate.

Yet, until quite recently, data visualization had been the exclusive province of statisticians, spreadsheet jockeys, and a handful of specialists. It has usually taken substantial amounts of time, numerical acumen and, of course, money.

Data visualization is now a general management function and fast becoming an essential business skill in the public arena.

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The latest generation of tools makes it easy and inexpensive (sometimes even cost-free) for nearly anyone to turn the data behind their work into charts, graphs, diagrams or maps that clarify things at a glance.

There are a plethora of options for making those numbers “talk” graphically – ranging from simple but elegant mind-maps to interactive charts to complex GIS presentations complete with real-time overlays. Before forging ahead it’s important to understand several factors that may determine how you go about visualizing things.

• Where’s the data? Did your organization acquire it through original research or will you be drawing on outside sources and secondary research? Is it in the public domain – such as census data – or will it come from proprietary sources? If your work encompasses multiple frames of reference, is it possible to correlate the different data sets easily in layman’s tools…or would that require sophisticated approaches such as statistical regression analysis? All of these have an impact on what you can or cannot do with the data.

• What story does it tell? The fundamental distinction here is between quantitative and qualitative data, but the real narrative is in the nuances. Does the data reveal hidden relationships…or does it show a single dramatic phenomenon? Are the metrics based on time, sequence, comparisons, or differences? Does it show active trends…or troubling inertia? When you understand all this, you’ll understand the key points.

• Who’s the audience…and what can they do with the information? The big points will naturally resonate more with some groups than others. Who are they and – more to the point – why should they be interested? Do you need to make multiple points clear…or would it be better to give them a single “big take-away” that fosters action? Keep in mind that simplicity here is a major virtue.

• What techniques best make the point? Sometimes the most effective way to get through is with the types of diagrams, charts, or maps that your audience sees all the time. A familiar format lets them grasp things clearly and quickly. However, there will be times when you will want to make a dramatic point with surprise: a color coded map when the audience expected another dreary table, a three-dimensional representation of data normally conveyed on a bar chart, or even a single powerful graph instead of an array of comparative numbers. Always be ready to get creative…but not so much that the format overwhelms the message.

• Will it work? It can be difficult to know if data visualization hits the mark until an audience sees it. Before publishing or presenting visualization to the target audience, give it a reality check with an unbiased test group. You might be surprised that people who are unfamiliar with the data do not really understand what they are seeing. Then again, it’s always confidence-inspiring when they get the point right away. You’ll never know for sure until you preview it.

Data visualization is transforming the communication process in print, broadcast…and especially online media. As the world gets more complex, audiences are looking for better ways to understand the big story without getting bogged down in the details.

The numbers can tell that story...but you need to make them do it visually.

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