storytelling with dashboards and vizia - doing more with social

Good Data Storytelling

REBECCA CARSON / GLOBAL DIRECTOR, RESEARCH SERVICES

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Foreshadowing

• What• Why• How• Who

Beginning

/What & Why?

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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.

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An Insight is an accurate and deep understanding

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An Actionable Insight is a data driven idea that informs us in doing something new or

differently

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Insight + Decision Maker = Actionable Insight

Middle/How?

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Two major aspects to data storytellingCompelling Narrative Effective Visualisation

How?

/ Narrative

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It all starts with good questions

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Know your audience

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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

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Think about how findings combine to form themes

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Build

knowledge

in

layers

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Connect questions with answers

Highlight the unexpected

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Every word matters

How?

/ Visuals

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Form & Function

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Direct attention

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Position

Matters

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Position

Matters

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Emphasis;

If everything is emphasised, nothing is emphasised

Mindful use of colour

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Keep it clean

Example

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Conversation about missing NHS appointments

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Booking/Rebooking

Fear/Stigma

Forgetfulness

Reminder

Transports

Consequences

Delays

Other Health Issues

Inefficacy

Politics

Costs/Charges

2%

2%

4%

4%

6%

7%

9%

10%

14%

21%

51%

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

-1%

7%

27%

-21%

3%

-2%

3%16%

Late Patient HCP

How can we help patients keep their appointments?

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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

UKAverage

UKAverage

Who?

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“Analyst” Personality TypesReserved, quiet

Loathe contradictions and illogicalness

Like to work alone

Have little interest in everyday concerns

Quite independent of social relationships and very self-reliant.

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Meet some of our social analysts

Music industry

Human Geograph

yEnglish

Literature

Psychology

Politics Business

Linguistics

Economics

Marketing

Creative Writing

PR & Comms

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AbilitiesSpot “interesting” through noise

Make connections between

things

Read and understand data

Explain that data simply

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Qualities

Curiosity

Empathy

Self awareness

Scepticism

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End

/ Things to remember

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Good data storytelling is the link between insight and action.

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Narrative Visuals

Time & Thought

The Right People