How to communicate numerical information
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Following the success of the six-part series 'Finding and Communicating the Story' in 2016, NewMR have launched Part 2 – an on-going series of webinars with Ray Poynter on the topic of how to ‘Find and Communicate’ the story. 'How to communicate numerical information' is the second of four webinars in the series. This on-going series will build on the material in the first course (which is available online via the NewMR.org Play Again page, and will provide specific examples and practical advice on how to find and communicate the story. The webinars (and supporting notes) will show how to take information, find the key insights, and communicate them in ways most likely to result in action.
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How to communicate numerical information
- 2. Finding and Communica-ng the Story 2017 – Lesson 2 of 4 Communica-ng Numerical Informa-on - Ray Poynter Agenda 1. The Context 2. Reducing Complexity 3. Stories 4. Dashboards 5. References 6. Top Tips
- 3. Finding and Communica-ng the Story 2017 – Lesson 2 of 4 Communica-ng Numerical Informa-on - Ray Poynter Series Schedule – 2017 • How to see the meaning in numbers 31 May • How to communicate numerical informaDon 5 July • Sense-making with open-ended text 7 September • Think, Feel, Do PresentaDons that change behaviour 9 November
- 7. Finding and Communica-ng the Story 2017 – Lesson 2 of 4 Communica-ng Numerical Informa-on - Ray Poynter Reduce Complexity – Key Tools • Remove the unnecessary • Minimise the number of digits • Use summaries • Re-structure the data • Use comparisons • Visualise
- 10. Finding and Communica-ng the Story 2017 – Lesson 2 of 4 Communica-ng Numerical Informa-on - Ray Poynter Minimise The Number of Digits Turnover (US$m) Turnover (US$m) Turnover (US$m) Turnover (US$m) Turnover (US$m) Latin America 2011 2012 2013 2014 2015 Brazil 777 823 724 754 502 Mexico 459 454 451 445 397 Venezuela 109 134 130 180 310 Colombia 158 171 173 180 156 Chile 101 115 125 115 103 Peru 63 73 85 89 78 Argentina 132 106 117 68 74 Ecuador 25 28 31 33 34 Uruguay 13 13 14 16 14 Dominican Republic 11 10 11 11 11 Costa Rica 9 10 10 10 10 Guatemala 9 9 9 9 10 Bolivia 7 7 8 8 9 Panama 6 6 7 7 7 Paraguay 5 5 6 6 6 El Salvador 5 5 5 5 5 Honduras 3 3 3 3 3 Nicaragua 3 3 3 3 3 Latin America total 1,894 1,976 1,911 1,943 1,731 ESOMAR Global Market Research Report, 2016
- 21. Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
- 22. Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 USA Russia England France Germany Denmark Portugal Holland Flanders 0 400 1000 1300 1700 1804 Hans towns Venice & Genoa Spain Constantinople Alexandria Rome Carthage Israel & Judea Greece Tyra etc. Assyria etc. Egypt “DiagonalizaDon”
- 24. Finding and Communica-ng the Story 2017 – Lesson 2 of 4 Communica-ng Numerical Informa-on - Ray Poynter Think, Feel, Do 1. Think, the facts 2. Feel, the emo;onal message 3. Do, what do you want people to do?
- 26. Finding and Communica-ng the Story 2017 – Lesson 2 of 4 Communica-ng Numerical Informa-on - Ray Poynter Storytelling And Numbers Minimise the use of numbers – Imagine you had to pay a dollar for each number Use numbers as storytelling elements, not just as facts – 80% of people prefer brand A = ‘Most people prefer A’ or ‘A is the favourite brand’ Illustrate the general with the personal – 11% of customers are unhappy with baWery performance “The baDery keeps leFng me down, on my journey home the phone is useless to me.”
- 30. Finding and Communica-ng the Story 2017 – Lesson 2 of 4 Communica-ng Numerical Informa-on - Ray Poynter How many alcoholic drinks did you have this weekend? 30% 27% 19% 7% 19% 14% 31% 49% London Manchester 10 or more 5 to 9 2 to 4 1 None
- 31. Finding and Communica-ng the Story 2017 – Lesson 2 of 4 Communica-ng Numerical Informa-on - Ray Poynter How many alcoholic drinks did you have this weekend? 30% 27% 19% 7% 19% 14% 31% 49% London Manchester 10 or more 5 to 9 2 to 4 1 None
- 36. Finding and Communica-ng the Story 2017 – Lesson 2 of 4 Communica-ng Numerical Informa-on - Ray Poynter Stories With Numbers Minimise the use of numbers – People can only remember a small number of simple numbers Most charts should not depend on numbers being visible Think, Feel, Do – Don’t talk about the data, or the analysis – Tell the story, focus on the ‘Do’
- 44. Finding and Communica-ng the Story 2017 – Lesson 2 of 4 Communica-ng Numerical Informa-on - Ray Poynter References Media – Paper, PDF, Electronic Findable – Structure, signposDng, search, links Reader-centric design – Not data-centric design Reports – Story then reference
- 47. Finding and Communica-ng the Story 2017 – Lesson 2 of 4 Communica-ng Numerical Informa-on - Ray Poynter Top Tips • It’s not about the numbers – It’s about the story • Think, Feel, Do • As simple as possible, but no simpler • PresentaDons, dashboards and references are different – Focus on the user, not the data