what makes a data-story work?
Post on 17-Oct-2014
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DESCRIPTION
Stories have been recognized for their power of communication & persuasion for centuries and we need to operate at that intersection of data, visual and stories to fully harness the power of data. Online journalism has already started to show the path but we need to develop the science of data-story to get them widely adopted in business. We used a case study based approach to map the four different layers in a data-story: See - Show - Tell - Engage. We developed a framework of key dimensions within each of these layers and then rigorously analyzed 25 carefully selected case-studies to see which elements were being employed in the data-story. We focused not only on the dimensions of data abstraction and visual representation, framing and transition but also on the dimensions of story structure, point-of-view, relatability and engagement through emotions, takeaways and interaction. Our framework indicates generic strategies that can be used for effective data-stories using exploratory and explanatory visualization in personal and presentation context.TRANSCRIPT
What makes a data-story work?
Amit KapoorKavitha Ranganathan
Emotion & Empathy
I am blind
Emotion & Empathy
It is spring &I am blind
Persuasion
Logos + Ethos + Pathos
Data-Story-Visual
Data Story
Visual
Graph Art
Tale
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analysis SYNTHESIS
numbers
argument
VISUALISE
STORY
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Synthesis -Visualise-Story
logic | EMPATHY
Data & Stories
The focus of stories is on individual people rather than averages,
on motives rather than movements, on point of view rather than the view
from nowhere, context rather than raw data.
Teller
Story
Listener
Storytelling Triangle
ˌvɪʒʊəlaɪˈzeɪʃən (noun)
Derived from the Latin verb videre, "to look, to see"
The act or instance to
form a mental image or
picture (without an
object)
Visualization
The act or instance to
make visible or visual
(with an object)
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Data-Story Framework
See the Data
Show the Visual
Tell the Story
Engage the Audience
See the DataPattern
Deviation Outlier
Trend
Data Abstraction
Show the VisualFraming
Transition
Medium & Visual Representation
Tell the StoryOrdering & Structure
Messaging(Verbal & Text)
Point of View& Relatability
TRF JQL
VWX DFR
RGT DEF
ZEF LXR
Engage the Audience
TRF JQL
VWX DFR
RGT DEF
ZEF LXR
Emotion
Takeaway
Interactivity
Single Frame Dominates
Source: Walmart & Target Store Expansion
Stories through Annotation
Source: Napolean’s Campaign
Source: Hans Rosling | Joy of Stats
Power of Verbal Messaging
Idea-driven Mileu-driven
Character-driven Event-driven
“I think people have begun to forget how powerful human stories are,
exchanging their sense of empathy for a fetishistic fascination with data,
networks, patterns, and total information... Really, the data is just part of the story. The human stuff is the main stuff, and the data should
enrich it."
—Jonathan Harris
Think Stories
Amit KapoorPartner, narrativeVIZ [email protected]@amitkaps
Kavitha RanganathanAsst. Professor, IIM [email protected]