What makes a data-story
work?

Amit Kapoor
Kavitha Ranganathan
Emotion & Empathy

I am blind
Emotion & Empathy

It is spring &
I am blind
Persuasion

Logos + Ethos + Pathos
Data-Story-Visual
Data

Story

Tale

Graph

*

Art

Visual
Synthesis -Visualise-Story
analysis | SYNTHESIS
numbers | VISUALISE
argument | STORY
Narrative is Powerful

Source: Pitch Interactive
logic | EMPATHY
Data & Stories
The focus of stories is on
individual people rather than averages,
on motives rather than movements,
on poi...
Storytelling Triangle
Story

Teller

Listener
Visualization
ˌvɪʒʊəlaɪˈzeɪʃən (noun)
Derived from the Latin verb videre, "to look,
to see"
The act or instance to

The ac...
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Data-Story Framework
See the Data
Show the Visual
Tell the Story
Engage the Audience
See the Data
Pattern

Trend

Data
Abstraction
Deviation

Outlier
Show the Visual
Framing
Medium & Visual
Representation

Transition
Tell the Story
Ordering &
Structure
TRF JQL

ZEF LXR

Messaging
(Verbal & Text)

RGT DEF

VWX DFR

Point of View
& Relatab...
Engage the Audience
Takeaway
ZEF LXR

TRF JQL

Emotion

RGT DEF

VWX DFR

Interactivity
Single Frame Dominates

Source: Walmart & Target Store Expansion
Establish & Focus

Source: OECD Better Life
Stories through Annotation

Source: Napolean’s Campaign
Power of Verbal Messaging

Source: Hans Rosling | Joy of Stats
Idea-driven

Mileu-driven

Character-driven

Event-driven
Build your own story

Source: Working Capital Profiler
Emotions are key

Source: Wealth Inequality
Think Stories
“I think people have begun to forget
how powerful human stories are,
exchanging their sense of empathy for
a...
Amit Kapoor
Partner, narrativeVIZ Consulting
amit@narrativeviz.com
@amitkaps

Kavitha Ranganathan
Asst. Professor, IIM Ahm...
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What makes a data-story work?

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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.

Published in: Business, Technology

What makes a data-story work?

  1. 1. What makes a data-story work? Amit Kapoor Kavitha Ranganathan
  2. 2. Emotion & Empathy I am blind
  3. 3. Emotion & Empathy It is spring & I am blind
  4. 4. Persuasion Logos + Ethos + Pathos
  5. 5. Data-Story-Visual Data Story Tale Graph * Art Visual
  6. 6. Synthesis -Visualise-Story analysis | SYNTHESIS numbers | VISUALISE argument | STORY
  7. 7. Narrative is Powerful Source: Pitch Interactive
  8. 8. logic | EMPATHY
  9. 9. 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.
  10. 10. Storytelling Triangle Story Teller Listener
  11. 11. Visualization ˌvɪʒʊəlaɪˈzeɪʃən (noun) Derived from the Latin verb videre, "to look, to see" The act or instance to The act or instance to form a mental image or make visible or visual picture (without an (with an object) object)
  12. 12. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
  13. 13. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
  14. 14. Data-Story Framework See the Data Show the Visual Tell the Story Engage the Audience
  15. 15. See the Data Pattern Trend Data Abstraction Deviation Outlier
  16. 16. Show the Visual Framing Medium & Visual Representation Transition
  17. 17. Tell the Story Ordering & Structure TRF JQL ZEF LXR Messaging (Verbal & Text) RGT DEF VWX DFR Point of View & Relatability
  18. 18. Engage the Audience Takeaway ZEF LXR TRF JQL Emotion RGT DEF VWX DFR Interactivity
  19. 19. Single Frame Dominates Source: Walmart & Target Store Expansion
  20. 20. Establish & Focus Source: OECD Better Life
  21. 21. Stories through Annotation Source: Napolean’s Campaign
  22. 22. Power of Verbal Messaging Source: Hans Rosling | Joy of Stats
  23. 23. Idea-driven Mileu-driven Character-driven Event-driven
  24. 24. Build your own story Source: Working Capital Profiler
  25. 25. Emotions are key Source: Wealth Inequality
  26. 26. Think Stories “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
  27. 27. Amit Kapoor Partner, narrativeVIZ Consulting amit@narrativeviz.com @amitkaps Kavitha Ranganathan Asst. Professor, IIM Ahmedabad kavitha@iimahd.ernet.in

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