1. Visualization Tools for Turning
Information Into Insights
Marcy Phelps
Phelps Research
September 11, 2013
www.phelpsresearch.com
Twitter:
#websearchu
@marcyphelps 1

2. Slides/process map at
PhelpsResearch.com/resources
2

3. Information is a
commodity!
Can you be
replaced?
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4. We’re drowning in information!
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5. DIY Research
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6. What’s your value?
Information Insights
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7. Info Pro Info Analyst
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8. Info Pro Info Analyst
Patterns
Information flow
Comparisons
Relationships
Format for usability
SO WHAT?
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9. Information Visualization
Increasingly visual world
Information becomes
Readable
Logical/memorable
Usable
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10. Boring numbers
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11. Boring numbers
Insights!
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12. Choosing the right graphic
Tools for creating graphics
Tips for effective graphics
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Interactive vs. static
Charts and graphs
Data maps
Diagrams
Infographics
Word clouds
Dashboards
Images
Video
etc.

14. Numerical
data
• Chart
Geography
• Data map
Concepts
• Diagram
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15. Charts/Graphs
20% 25%
20% 35%
25% 40%
25% 50%
Bar 4
Bar 3
Bar 2
Bar 1
Say It With Charts: The executive’s guide to visual
communication, Gene Zelazny
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16. Step 1: What’s my message?
Step 2: Kinds of comparisons?
Component
Item
Time series
Frequency distribution
Correlation
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20% 25%
20% 35%
25% 40%
25% 50%
Bar 4
Bar 3
Bar 2
Bar 1

17. Component comparison
Percentage of a total
Share, percentage of total, accounted for
X percent
Pie chart
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18. Item comparison
Ranking of items
Larger than, smaller than, equal to,
exceeded, rank
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Bar chart

19. Time series comparison
Changes over time
Increasing, decreasing, fluctuating,
remaining constant
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Column chart
Line chart

21. Frequency distribution
Items within ranges
Range of, concentration, X to Y range
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Step column
or
Line chart

22. Correlation comparison
Relationship between variables
Related to, increases with, decreases with,
changes with, varies with
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23. Scatter/dot/bubble chart
Paired bar chart
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24. Tools for charts/graphs
Excel Chart Wizard
ChartGizmo.com
Google Developers Chart Wizard
(http://snipurl.com/27mnhv5)
DIYChart.com
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25. Data Maps
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Type of info?
No numerical
data
Pushpin
Multiple
symbol
Numerical
(Single field)
Shaded area
Shaded/Sized
circle
Multiple
symbol
Numerical
(Multiple fields)
Pie chart
Column chart

27. Pushpin map
Multiple symbol map
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28. Shaded area map
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29. Sized circle map
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30. Pie chart map
Column chart map
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31. Tools for data maps
Microsoft MapPoint
(http://snipurl.com/27mniz8)
Google Fusion Tables
(http://snipurl.com/27mnk8r)
Click2Map.com
Mapland
(www.softill.com)
SmartDraw.com
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32. DIAGRAMS
What’s your message?
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Web 2.0  Social Web

33. Purpose of graphic Graphic type
Show non-sequential
information
List
Show steps in a process or
timeline
Process
Show a continual process Cycle
Show a decision tree Hierarchy
Create an organization chart Hierarchy
Illustrate connections Relationship
Show how parts relate to a
whole
Matrix
Show proportional
relationships with the largest
component on the top or
bottom
Pyramid
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35. GroupGroup
1
Group 2
Group 3
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36. #1
#2
#3
#4
#5
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37. Tools for diagrams
SmartArt (Excel, Word, PowerPoint)
Gliffy.com
Microsoft Visio
(http://snipurl.com/27mnn39)
SmartDraw.com
OmniGraffle for Mac
(http://snipurl.com/27mnmt8)
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38. Tips for effective graphics
Start with the end in mind
Use only as needed
Who’s your audience?
Build templates
Keep it simple
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39. 39
3.55
3.35
3.32
3.20 3.30 3.40 3.50 3.60
Relevance of the
Topic
Value of the Content
Presentation Delivery
Please rate this program on the following:
(0 - 4 scale)
3.55
3.35
3.32
Relevance of the
Topic
Value of the Content
Presentation Delivery
Please rate this program on the following:
(0 - 4 scale)

40. www.PhelpsResearch.com 40
Se
ri…Relevance of the
Topic Value of the Content
Presentation Delivery
Please rate this program on the following:
(0 - 4 scale)

41. Ready-to-use info graphics
Eurostat
(http://snipurl.com/27mno44)
The World Bank: Data
(http://data.worldbank.org/)
American FactFinder
(factfinder2.census.gov)
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42. MarketingCharts.com
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Choosing the right graphic

45. Thank you!
PhelpsResearch.com/resources
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