Making Data Talk

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A talk given to the DHHS Office of Global Affairs based on our book "Making Data Talk."

A talk given to the DHHS Office of Global Affairs based on our book "Making Data Talk."

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  • 1. MAKING DATA TALK: COMMUNICATING PUBLIC HEALTH DATA TO THE PUBLIC, POLICY MAKERS, AND THE PRESS Bradford W. Hesse, PhD National Cancer Institute Tuesday, November 29, 2011
  • 2. Information Environment Tuesday, November 29, 2011
  • 3. Information Environment Tuesday, November 29, 2011
  • 4. Information Environment Tuesday, November 29, 2011
  • 5. Information Environment Tuesday, November 29, 2011
  • 6. Information Environment Tuesday, November 29, 2011
  • 7. Information Environment Tuesday, November 29, 2011
  • 8. Tuesday, November 29, 2011
  • 9. Confusion is increasing Confusion Everything causes? Can prevent? Know how? Tuesday, November 29, 2011 +7.7%
  • 10. Confusion is increasing Confusion Everything causes? +7.7% -1% Can prevent? Know how? Tuesday, November 29, 2011
  • 11. Confusion is increasing Confusion Everything causes? +7.7% -1% Can prevent? +3.7% Know how? Tuesday, November 29, 2011
  • 12. 2003 Tuesday, November 29, 2011
  • 13. Tuesday, November 29, 2011
  • 14. * * *8,571 must die from smoking to warrant news story *7,500 must die due to obesity to warrant news story Tuesday, November 29, 2011
  • 15. Actual Mortality from Risk Factor Copy Devoted to Risk Factor Frost K, Frank E, Maibach E. Relative risk in the news media: a quantification of misrepresentation. Am J Public Health 1997;87(5):842-5. Tuesday, November 29, 2011
  • 16. Tuesday, November 29, 2011
  • 17. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems Educate Inform Tuesday, November 29, 2011 Persuade Support Decisions
  • 18. Organize • What is the evidentiary story? • What functions will data serve? Plan • Audiences, messages, channels? • Timeline? Test • User-centered design • Translational research INtegrate • Connect service w/ partners • Connect the dots for users Tuesday, November 29, 2011 OPT IN
  • 19. Organize • What is the evidentiary story? • What functions will data serve? Example Tobacco & Cancer Function Inform Settled Science Science Unsettled Science Tuesday, November 29, 2011 Educate Persuade Support Decisions
  • 20. Organize • What is the evidentiary story? • What functions will data serve? Example Environmental Exposure Function Inform Settled Science Science Unsettled Science Tuesday, November 29, 2011 Educate Persuade Support Decisions
  • 21. Organize Inform • What is the evidentiary story? • What functions will data serve? For Example HINTS Isopleth “Weather” Map State-base Cancer Mortality (lung) Tuesday, November 29, 2011
  • 22. Organize • What is the evidentiary story? • What functions will data serve? Plan • Audiences, messages, channels? • Timeline? Test • User-centered design • Translational research INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011 OPT IN
  • 23. Plan Educate • Audiences, messages, channels? • Timeline? Understand audience’s use / misuse of data Tuesday, November 29, 2011
  • 24. Plan Educate • Audiences, messages, channels? • Timeline? Understand audience’s use / misuse of data Exceptional Case Fallacy of small numbers; Tversky & Kahneman, 1971 Tuesday, November 29, 2011
  • 25. Plan • Audiences, messages, channels? • Timeline? Understand audience’s use / misuse of data For Example Use Data to Correct Misperceptions Tuesday, November 29, 2011 Lives Saved from Seatbelt Use
  • 26. Plan • Audiences, messages, channels? • Timeline? Perceptual Basics SOURCE: http://alleydog.com/topics/sensation_and_perception.php Tuesday, November 29, 2011
  • 27. Cognitive / Perceptual Research • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning source: Carpenter PA, Shah P. A model of the perceptual and conceptual processes in graph comprehension. J Educ Psychol. 1999, 91(4): 690-702. Tuesday, November 29, 2011
  • 28. Cognitive / Perceptual Research • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning source: Carpenter PA, Shah P. A model of the perceptual and conceptual processes in graph comprehension. J Educ Psychol. 1999, 91(4): 690-702. Tuesday, November 29, 2011
  • 29. Cognitive / Perceptual Research • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning Tuesday, November 29, 2011
  • 30. Cognitive / Perceptual Research • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning Tuesday, November 29, 2011
  • 31. Visualizing Long Term Change Hans Rosling's 200 Countries, 200 Years, 4 Minutes - The Joy of Stats - BBC Four • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning source: Carpenter PA, Shah P. A model of the perceptual and conceptual processes in graph comprehension. J Educ Psychol. 1999, 91(4): 690-702. Tuesday, November 29, 2011
  • 32. Visualizing Long Term Change Hans Rosling's 200 Countries, 200 Years, 4 Minutes - The Joy of Stats - BBC Four • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning Tuesday, November 29, 2011
  • 33. Plan • Audiences, messages, channels? • Timeline? Frame Social progress Economic development/ competitiveness Morality/ethics Scientific/technical uncertainty Pandora ’ s box/Frankenstein’ s monster/runaway science Public accountability/ governance Middle way/alternative path Conflict/strategy Tuesday, November 29, 2011
  • 34. Plan • Audiences, messages, channels? • Timeline? “Selling Scientific Frame Social progress Economic development/ competitiveness Morality/ethics Scientific/technical uncertainty Pandora ’ s box/Frankenstein’ s monster/runaway science Public accountability/ governance Middle way/alternative path Conflict/strategy Tuesday, November 29, 2011 Doubt”
  • 35. Plan Persuade • Audiences, messages, channels? • Timeline? “1200 People” Frame Social progress Economic development/ competitiveness Morality/ethics Scientific/technical uncertainty Pandora ’ s box/Frankenstein’ s monster/runaway science Public accountability/ governance Middle way/alternative path Conflict/strategy Tuesday, November 29, 2011 The “Truth” Campaign: American Legacy Foundation
  • 36. Plan • Audiences, messages, channels? • Timeline? Public’s Trust in Health Information Channels 2002-2003 2005 2008 80% http://hints.cancer.gov/ 70% 60% 50% 40% 30% 20% 10% 0% Doctor Tuesday, November 29, 2011 Family or Friends Radio Internet Television
  • 37. Plan • Audiences, messages, channels? Use of Social Media (2008) • Timeline? Online Support Bloggers Social Networking 50% http://hints.cancer.gov/ 45% 40% Use highest among 35% non-white 30% 25% 20% 15% 10% 5% 0% Non-Hispanic White Tuesday, November 29, 2011 Hispanic Black / African American Other
  • 38. Plan • Audiences, messages, channels? • Timeline? Go to where the people are Press Release Physician Outreach Media Outreach Personal Media Updated Web Presence Tuesday, November 29, 2011
  • 39. Organize • What is the evidentiary story? • What functions will data serve? Plan • Audiences, messages, channels? • Timeline? Test • User-centered design • Translational research INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011
  • 40. Test • User-centered design • Translational research • Usability testing • Focus groups • Informal feedback • Formative evaluation • RCT’s Tuesday, November 29, 2011
  • 41. Test • User-centered design • Translational research Tuesday, November 29, 2011
  • 42. Organize • What is the evidentiary story? • What functions will data serve? Plan • Audiences, messages, channels? • Timeline? Test • User-centered design • Translational research INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011
  • 43. INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011
  • 44. INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011
  • 45. INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011
  • 46. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems Educate Inform Tuesday, November 29, 2011 Persuade Support Decisions
  • 47. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems Educate Inform Tuesday, November 29, 2011 Persuade Support Decisions
  • 48. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems Educate Inform Tuesday, November 29, 2011 Persuade Support Decisions
  • 49. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems Educate Inform Tuesday, November 29, 2011 Persuade Support Decisions
  • 50. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems The Case of NOAA Tuesday, November 29, 2011
  • 51. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems The Case of NOAA Government ensures data quality, provenance Hesse, B. W. Overview to the Concept of Cyberinfrastructure for Health. First NIH-NSF sponsored seminar, La Jolla, CA, March 2008. Tuesday, November 29, 2011 Meteorologists innovate on communication to public
  • 52. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems The Case of NOAA Participative media allows for community activation The Participative Web Hesse BW, Hansen D, Finholt T, Munson S, Kellogg W, Thomas JC. Social Participation in Health 2.0. IEEE Computer. 2010;43(11):45-52. Tuesday, November 29, 2011
  • 53. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems The Case of NOAA Mobile Access: Always on, always proximal Tuesday, November 29, 2011
  • 54. Can we make data work to improve clinical practice? Tuesday, November 29, 2011
  • 55. Can we make data work to improve clinical practice? Shared Decision Making ClearPractice, Inc. Mobile Access to Data Tuesday, November 29, 2011
  • 56. Can we make data work to improve community health? The Health Data Initiative Forum, June 9, 2011 Tuesday, November 29, 2011
  • 57. Can we make data work to improve community health? BLS Tuesday, November 29, 2011 USDA CDC
  • 58. Can we make data work to improve world health? Deaths from lung cancer: Men Rates normalized on age per 100,000 male residents (gapminder.org) Tuesday, November 29, 2011
  • 59. Can we make data work to improve world health? Tuesday, November 29, 2011
  • 60. Can we make data work to improve world health? Tuesday, November 29, 2011
  • 61. Can we make data work to improve world health? Thomas Friedman, Massachusetts Institute of Technology, May 16, 2005 Tuesday, November 29, 2011
  • 62. Can we make data work to improve world health? Thomas Friedman, Massachusetts Institute of Technology, May 16, 2005 Thank you! Tuesday, November 29, 2011