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Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Paul McGhie,
Leading Thought
& Betty Adamou,
Research Through Gaming
Rethinking visualisation for the modern researcher
What	are	the	emerging	technologies	in	Market	Research?	
Ray	Poynter,	The	Future	Place	
Festival of
#NewMR 2018
	
	
NewMR	2018	Sponsors	
Pla3num	
Gold	
Silver	
Communica3on	
Your	name	here?	
S3ll	3me	to	be	a	
2018	NewMR	Sponsor
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
How to create Insight Visualisation as a graphic
(or other product)
YOU become the Insight
Visualisation person.
Learn to use Photoshop
or Illustrator.
Such a skill is transferable
& looks great on a CV!
Work with a graphic
designer.
You identify the insight,
ideation & design – the
graphic designer
translates your ideas as
graphics.
Work with an
Insight Visualisation
expert.
They will identify the
A.I.M. for you, provide
ideas AND produce the
product
You	do	everything	=	free	 You	=	50%	of	the	effort,	
graphic	designer	=		
50%	of	the	effort	
They	do	everything,		
you	sit	back	&	wait!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Step 1:

Let’s do away with 

confusing/irrelevant 

terminology!
Data	Viz	
Infographics	
Data	Art	
Visual	Data	
Storytelling	 Data	Narra3ves
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Step 2:

think 



visualisation
Both finding AND articulating the insight requires the human touch
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Cannot skip Step 2!
Acquire
RAW
DATA
Find
INSIGHT INSIGHT
Visualise
3 stages of Insight Visualisation
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
“Finding and
Communicate
the Story in the
Data”
webinar series
by 

Ray Poynter.
Access via NewMR.org
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Step 3:
Realise
you can be
TOTALLY FLUID
in the medium you use for
Insight Visualisation
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Don’t feel
restricted by
examples you’ve
already seen.
Visualisation
can come
in all sorts
of forms.
*!A QUICK SPEED THROUGH ABOUT TO COMMENCE!*
*BE LIBERATED BY VARIETY*
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…photography!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Hand-drawn

postcards!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…videos!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…as digital games!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…bookmarks!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…posters!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…recipes!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…social-media ‘shareables’
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…interactive
web pages!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
as
art!
…art!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…scalable 

Prezi-style presentations!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Paper Fortune Tellers
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…tattoos!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…tapestry’s and engravings!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
…cave paintings!
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Adopt the Data
Caricature mindset
Create a
Graphics library
Think ‘Functional
Design’
Apply the A.I.M
approach
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Caricatures of people
emphasize
key features; be it teeth, chin,
dimples, ears etc.
The Data Caricature
mindset is about giving
focus and emphasis
to the key features in the
data -> the insight
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Résumé’s
are a type of
Data Caricature
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Advice	#2
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
VISUAL HARMONY WITH CONTENT
Where function drives aesthetic
SEMIOTICS, ICONOGRAPHY, COLOUR,
ARE ALL IMPORTANT.
Advice	#3
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
A.I.M.
Audience Impact Medium
Advice	#4
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
.I.M.
Client?
Your team?
Other
departments?
Stakeholders?
Employees? Third-party
organizations?
General public?
Participants? Academics?
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
•  Is shared amongst key audiences?
•  Increased understanding of a topic?
•  Simply made people think?
•  To decipher confusion?
•  Help people make a decision?
•  Help people take some other action?
What does a successful 

insight visualisation

look like to you?
. .M.
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
How to best reach
your audience
for the intended impact
. . .
•  Should your Insight Visualisation be created as a PDF? A booklet? 

A bookmark? A poster? A social media share? A gif? A video?
•  Accessible via mobile? TV? Laptop?
•  Does it need to be scalable? (ongoing with multiple parts to tell a wider
story?)
•  Or is this it a ‘one-off’ piece?
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Paul McGhie,
Leading Thought
Betty Adamou,
Research Through Gaming
Upcoming workshops (London):
•  22nd February 2018
•  14th June 2018
•  10th October 2018
Data	Caricatures:	rethinking	visualisa3on	for	the	modern	researcher	
Be9y	Adamou,	Research	Through	Gaming	&	Paul	McGhie,	Leading	Thought	
Festival of
#NewMR 2018
	
	
Q	&	A	
Andrew	Jeavons	
Signoi	
Paul	McGhie	
Leading	Thought	
Be9y	Adamou	
Research	Through		
Gaming
What	are	the	emerging	technologies	in	Market	Research?	
Ray	Poynter,	The	Future	Place	
Festival of
#NewMR 2018
	
	
NewMR	2018	Sponsors	
Pla3num	
Gold	
Silver	
Communica3on	
Your	name	here?	
S3ll	3me	to	be	a	
2018	NewMR	Sponsor

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