Qualitative data definition and examples. Qualitative metaphors. Data visualization & journalism. Common kinds: mind maps, flow diagrams, words cloud, user journey, tube map, maps. Qualitative chart chooser

1. data & content design
Frieda Brioschi - frieda.brioschi@gmail.com
Emma Tracanella - emma.tracanella@gmail.com
VISUAL COMMUNICATION OF
QUALITATIVE DATA
LESSON 8 - 2019/20

2. DATA
QUALITATIVE

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LESSON 8
DEFINITION
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A data visualization is a visual representation of data created to amplify the
cognitive processing and the social application of the data represented (Borgo/
Cairo 2013).
The main division line on the content side is whether the data that are visualized
are numerical o non-numerical.
Non-numerical data might refer to collections of documents, network relations,
topographical structures, etc.

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LESSON 8
MAIN SOURCES OF NON-NUMERICAL DATA COLLECTION
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GOAL
The most common sources of qualitative data include interviews, observations,
and documents, none of which can be “crunched” easily by statistical software.
The goal of qualitative data analysis is to uncover emerging themes, patterns,
concepts, insights, and understandings. Qualitative studies often use an analytic
framework — a network of linked concepts and classifications — to understand an
underlying process; that is, a sequence of events or constructs and how they
relate.
▸ https://www.sagepub.com/sites/default/files/upm-binaries/43144_12.pdf
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LESSON 8
QUALITATIVE DATA ANALYSIS
Data analysis in qualitative research focuses on qualities more than quantities.
The statistical focus on the p value in quantitative research is replaced in
qualitative research with pattern seeking and the extraction of meaning from rich,
complex sources of linguistic (narrative) or visual (image) data.
Much effort is directed toward the creation of categories. Words, symbols,
metaphors, vignettes, and an entire array of creative linguistic tools or visual
displays may be used instead of the “number crunching” employed in qualitative
data analysis.
▸ https://www.sagepub.com/sites/default/files/upm-binaries/43144_12.pdf
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LESSON 8
CREATIVE THINKING
The types of thinking and skills needed for qualitative data analysis are different
from those needed for quantitative data analysis. Creativity, divergent thinking,
keen perception of patterns among ambiguity, and strong writing skills are
helpful for qualitative data analysis.
Qualitative analysis is less dependent on computing software. Whereas statistical
analysis often centers on the p value, qualitative data analysis involves more time-
consuming extraction of meaning from multiple sources of complex data.
▸ https://www.sagepub.com/sites/default/files/upm-binaries/43144_12.pdf
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LESSON 8
THE QUALITATIVE METAPHORS
Qualitative data analysts face the task of recording data via a variety of methods
(interviews, observation, field notes, etc.), coding and categorizing (using a
variety of clustering and classification schemes), attaching concepts to the
categories, linking and combining (integrating) abstract concepts, creating theory
from emerging themes, and writing an understanding.
Metaphors are useful as interpretive tools in this process, serving a heuristic
(guiding) role or explaining the elements of a theory.
▸ https://www.sagepub.com/sites/default/files/upm-binaries/43144_12.pdf
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LESSON 8
KALEIDOSCOPE
One useful metaphor is a kaleidoscope for the
purpose of describing qualitative data analysis.
Grouping similar data bits together, then
comparing bits within a pile. Differentiation
creates subpiles, which eventually become
connected by a pattern they share. This process
requires continual “back and forth” refinement
until a grand concept emerges.
▸ https://www.sagepub.com/sites/default/files/upm-binaries/
43144_12.pdf
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LESSON 8
JIGSAW PUZZLE
Assembling data into an explanation is akin to reassembling puzzle
pieces. One strategy is grouping all pieces that look alike, sky for
example, and placing these pieces near the top. Other sketchy-looking
objects may be grouped together using any dimension (e.g., color)
whose properties make conceptual sense.
Puzzle pieces will have to be rearranged many times before the
reassembled pieces emerge into a coherent pattern. If successful, a
whole structure will eventually be built, held tight by the interconnected
pieces.
▸ https://www.sagepub.com/sites/default/files/upm-binaries/43144_12.pdf
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LESSON 8
SYMPHONY
Qualitative data analysis is best understand as a symphony based on three elegant
but simple notes: noticing, collecting, and thinking. Clearly not linear, the process is
described as iterative (a repeating cycle), recursive (returning to a previous point),
and “holographic” (each “note” contains a whole) with “swirls and eddies.”
When one notices, one records information and codes it using an organizing
framework. When one collects, one shifts and sorts information. When one thinks,
one finds patterns, makes sense of them, and makes discoveries (including
“wholes” and “holes”).
▸ https://www.sagepub.com/sites/default/files/upm-binaries/43144_12.pdf
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LESSON 8
DATA VISUALIZATION AS A TOOL
Data visualization can be a powerful tool in qualitative reporting. While we
certainly can’t completely escape text-centric pages in our qualitative reports,
graphics add visual interest and help break up the monotony of pages (or slides)
of text.
Graphics help support qualitative findings and enable us to communicate in
more interesting ways beyond words on paper (or a screen). Effective data
visualization can also help readers understand concepts more quickly and easily
and make information more memorable.
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https://www.qrca.org/blogpost/1488356/323845/Data-Visualization-3-Ways-to-Make-Your-Qualitative-Reports-Pop

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LESSON 8
DATA VISUALIZATION IN JOURNALISM
Newspapers and other media outlets have jumped on board the data
visualization.
Publications like The Washington Post, The New York Times and the Los
Angeles Times employ full-time data journalists to augment their reporting.
These folks take an enormous trove of data on a particular topic and expertly
slice, dice and manipulate the information into interactive graphics that
communicate big ideas in an accessible and elegant way.
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LESSON 8
THE CONFIRMED U.S. MEASLES CASES BY COUNTY IN 2019
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https://www.nytimes.com/interactive/2019/health/measles-outbreak.html

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THE EARLIER START OF SPRING IN SOME PARTS OF THE U.S.
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https://www.washingtonpost.com/graphics/2018/national/early-spring/

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LESSON 8
THE EARLIER START OF SPRING IN SOME PARTS OF THE U.S.
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https://www.washingtonpost.com/graphics/2018/national/early-spring/

18. VISUALIZATION
QUALITATIVE DATA

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LESSON 8
MIND MAP
A mind map is a hierarchical diagram used to visually organize information,
showing relationships among pieces of the whole.
It is often created around a single concept, drawn as an image in the center of a
blank page, to which associated representations of ideas such as images, words
and parts of words are added. Major ideas are connected directly to the central
concept, and other ideas branch out from those major ideas.
▸ https://en.wikipedia.org/wiki/Mind_map
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LESSON 8
BUZAN’S GUIDELINES
1. Start in the center with an image of the topic, using at least 3 colors.
2. Use images, symbols, codes, and dimensions throughout your mind map.
3. Select key words and print using upper or lower case letters.
4. Each word/image is best alone and sitting on its own line.
5. The lines should be connected, starting from the central image. The lines
become thinner as they radiate out from the center.
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BUZAN’S GUIDELINES
6. Make the lines the same length as the word/image they support.
7. Use multiple colors throughout the mind map, for visual stimulation and also for
encoding or grouping.
8. Develop your own personal style of mind mapping.
9. Use emphasis and show associations in your mind map.
10.Keep the mind map clear by using radial hierarchy or outlines to embrace your
branches.
▸ https://en.wikipedia.org/wiki/Mind_map
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23https://www.mindmeister.com/blog/why-mind-mapping/

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LESSON 8
FLOW DIAGRAM
A flow diagram is a diagram that visually
displays interrelated information such as
events, steps in a process, functions, etc., in
an organized fashion, such as sequentially or
chronologically.
▸ https://books.google.com/books?
id=qusmDAAAQBAJ&printsec=frontcover#v=onepage&q=%2
2flow%20diagram%22&f=false
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LESSON 8
27https://kallwejt.com/filter/Baltimore/Baltimore-Waste-1

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LESSON 8
CUSTOMER JOURNEY MAPS
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Customer journey maps are
another way to employ data
visualization in qualitative
reports.
Is a way of walking through a
process or service, from the
perspective of someone who is
interacting with it.

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LESSON 7
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https://neiltamplin.me/an-example-customer-journey-map-for-a-housing-association-22b3719dcc10

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LESSON 7
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https://www.brightvessel.com/customer-journey-map-2018/

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LESSON 8
WORD CLOUDS
The most obvious strategy for visualizing text-based data: the word
cloud, also known as a tag cloud.
Frequent words or phrases are shown in larger, bolder font.
Less-frequent words or phrases are shown in a smaller font.
Word clouds are okay for visualizing one-word descriptions, but not
for visualizing all your qualitative data.
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LESSON 8
ONE WORD FOR TEACHER
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People described
their favorite teacher
using only one word
and the adjectives
were visualized in a
word cloud shaped
like an apple.

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LESSON 8
BEFORE AFTER COMPARISON
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Word clouds are also
great for before/after
comparisons, like
these tweets
describing breakups.
https://www.vice.com/en_us/article/ezvaba/what-our-breakups-look-like-on-twitter

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LESSON 8
ONE WORD FOR OBAMA
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People described
Barack Obama using
only one word and
the adjectives were
visualized in a bubble
cloud (and then color-
coded by the
sentiment or tone of
that adjective).

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LESSON 8
COLOR-CODED PHRASES
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The New York Times’
election coverage in
2016 compared and
contrasted speeches
from Donald Trump
and Hillary Clinton.
First, the New York
Times team presented
miniature thumbnail
images of each
nominee’s convention
speech.
https://www.nytimes.com/interactive/2016/07/29/us/elections/trump-clinton-pence-kaine-speeches.html

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LESSON 8
COLOR-CODED PHRASES
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Directly underneath the
thumbnails, the New
York Times team pulled
out a few sample
quotes so that readers
can get a sense of what
was said.

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LESSON 8
TUBE MAP
The first diagrammatic map of London's rapid transit network was designed by Harry Beck in
1931. Beck was a London Underground employee who realised that because the railway ran
mostly underground, the physical locations of the stations were largely irrelevant to the
traveller wanting to know how to get from one station to another — only the topology of the
route mattered.
To this end, Beck devised a simplified map, consisting of stations, straight line segments
connecting them, and the River Thames; lines ran only vertically, horizontally, or on 45-degree
diagonals. To make the map clearer and to emphasise connections, Beck differentiated
between ordinary stations (marked with tick marks) and interchange stations (marked with
diamonds).
▸ https://en.wikipedia.org/wiki/Tube_map
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Maps, by Mizielinskas Mizielinski

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Maps, by Mizielinskas Mizielinski

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Maps, by Mizielinskas Mizielinski
CC-BY-NC xkcd,
https://xkcd.com/256/

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LESSON 7
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Maps, by Mizielinskas Mizielinski
CC-BY-NC xkcd,
https://xkcd.com/802/

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LESSON 8
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Maps, by Mizielinskas Mizielinski
CC-BY-NC xkcd,
https://xkcd.com/802/

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LESSON 8
BUBBLE GRAPH
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During the 2012 London
Olympics, The New York
Times kept a running medal
count by country and visualized
the data in a simple table

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LESSON 8
BUBBLE GRAPH
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The Times formatted the same information into a bubble graph. This approach
does a much better job conveying magnitude.
https://www.nytimes.com/interactive/projects/london2012/results

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BUBBLE GRAPH
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Maps, by Mizielinskas Mizielinski

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▸ https://stephanieevergreen.com/qualitative-chart-chooser/
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▸ https://stephanieevergreen.com/qualitative-chart-chooser/
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LESSON 6
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UPDATES ON YOUR PROJECT
Photo by William Iven on Unsplash

52. EXAMPLES
SOME
PHOTO BY JAREDD CRAIG ON UNSPLASH

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https://www.washingtonpost.com/graphics/entertainment/game-of-thrones/

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https://www.washingtonpost.com/graphics/2018/entertainment/avengers-infinity-war-mcu-timeline/

55. CONVERTERS
DOG’S AGE
PHOTO BY JAREDD CRAIG ON UNSPLASH

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https://www.akc.org/expert-advice/
health/how-to-calculate-dog-years-
to-human-years/

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https://www.washingtonpost.com/business/2019/11/28/scientists-have-come-up-with-better-way-convert-your-dogs-age-human-years/