At its core, data visualization is about using visual techniques as shortcuts to understanding patterns in data. Some of the newer tools available in common programs like Excel provide an excellent means for visualizing data. This can save you time and it can point you in the right direction for rigorous analysis. Here is an…
Does data displayed in charts and graphs, rather than tables, lead to better decisions? Not according to the latest research reported in this month’s Journal of Marketing Research. The authors looked at various types of biases that creep into business managers’ decisions when based on data presented to them. They did this by conducting experiments…
Telling a story with data is one part finding the right words, and one part finding a compelling visual way to present numbers. Good visualization of data conveys the “big picture” at a glance. At the same time, it includes details so that the audience understands and sees both the whole and the parts. Effective…
A truly effective research report is both parsimonious and richly nuanced. In other words, (1) it is short and to the point, and (2) it captures the complexity of reality. But how do you do both?
Data visualization will likely be one the biggest areas of innovation and development over the next several years. This is a good. A chart that clearly and succinctly displays detailed data in a way that captures the viewer’s attention and helps interpret the data can be incredibly powerful. Edward Tufte, a pioneer in this area,…
In the previous post we noted that our industry is driven by data and information, which meant huge changes in the nature of our work over the last ten years. Looking ahead, here are what we predict will be the five biggest trends that will shape market research challenges in the decade to come:
Making sense of data and statistics is not just a matter of being clear and precise, nor is it just a matter of keeping things simple (though all of these are important). To make numbers really compelling, we need to relate them to people’s experiences. If we want our audience to grasp the importance of…
There is a lot of buzz about new programs that analyze data visually rather than with numbers and tables. We are big fans of Edward Tufte’s approach to visual explanations. But even the basics of visualizing data can be challenging and it is worth thinking about how and when to use some of the simplest…