Data Storytelling Done Right: Nailing the Visual Narrative

As data storytelling gains momentum for companies of all sizes looking to build their organization’s leadership platforms, telling breakthrough stories with surveys and studies has never been more competitive.

Devon Bottomley, Head of Research and Analytics and Mint Thongongarj, Senior Designer for Prophecy,  shared their thoughts on the most common ways in which organizations can stand out and make a splash.

1: Find your whitespace

Devon: Launching a survey without establishing your company’s whitespace dilutes your potential impact in driving brand visibility and reputation. The competitive landscape of thought leadership studies is filled with noise. The first question asked while evaluating a potential survey should be, “Will this study add context to a new theme, or will it simply add fodder to an already oversaturated topic?”

Establishing this will enable a company’s study to reach a broader audience than other competitive surveys discussing similar topics.

2: Name, frame and stay out of the sea of same

Mint: Creating an identity via a strong name and considering how the study can be an overall extension of your organization’s brand is also an essential step in launching a data campaign. Simply posting the data in a wordy press release without brand friendly collateral loses audience interest quickly, even with a unique takeaway.

Before launching a similar study to your competitors, ask yourself and your team what identity your study might have within your organization and what it’s competing against. Also, consider the potential forms of visual content that you’ll need to bolster the story and your brand’s narrative.

3: Tell your story

Devon: While it may feel like an obvious consideration, getting lost in mounds of data is a common mistake among storytellers. Remember that your agency partners are also a resource in helping you focus your questions. Asking a survey audience a variety of disconnected questions will drive a confusing narrative in your study, so find focus.

When it comes to telling the story behind the information you’ve collected, humanizing your data through testimonials from executives and customers can help maintain interest from an audience. Ultimately, the more you create a case for your audience to relate to your data, the better—as testimonials are known for driving stronger reactions and engagement.

Mint: I’ve found in my work that prioritizing real-world applications of your data and addressing a singular problem can better focus the study’s narrative. Utilizing recognizable third-party data from government agencies, national trade associations or other formidable parties can also provide an industry benchmark, further underscoring your findings or opposing themes. Case studies are also essential. Your audience wants to see a problem raised, addressed and applied to real world applications, not just blind scenarios.

4: Visualizations drive results

Mint: While it may be easier to create a standard press release of your findings, without proper visualizations, your data will fall flat. A study from MIT found that the human brain only requires 13 milliseconds to process an image. Imagine the engagement that simple social tiles, infographics, reports, presentations could create for your report.

For example, note the difference in your reception of these two graphics:

After all, these visual reference points also serve as additional engagements and reach for the data. Consider all of the times that you’ve quickly scrolled past a block of text on your feed versus an animation!

Here are a few helpful ways pieces of visual content are used when amplifying data:

• Infographics – Though the most obvious, they are a staple for a reason.
• GIFs, animations, explainer videos – Hire a voiceover artist who can emphasize your key messages!
• Interactive web experiences or data dashboards built into your site – Consider this example from Lemonade or this dashboard from The New York Times for college rankings.

Creating visual content itself isn’t enough. Remember that your visuals should excite and delight your audience.

5: Create consistency

Devon: Though measuring data year to year can be an intensive undertaking for your organization, consider working with an agency partner who understands and addresses your data needs to offload much of that labor-intensive work of fielding and analyzing data sets. Without consistency in your data fielding, your organization cannot build a sustainable reputation for data storytelling.

Backing the bottom line with engagement-focused data

Devon: Above all else, we create surveys and craft campaigns around them to drive engagement and tell stories that underscore why our organizations exist, and to help solve for consumers’/customers’/readers’ problems. Creating long term brand equity takes time, and so do surveys; but building them into your consistent storytelling practices and making the most of your data by prioritizing visual representations can build a strong reputation among key thought leaders and audiences.

Mint: Data storytelling is a fundamental piece of emphasizing your brand’s expertise by creating ownable, authoritative, and simple insights that empower stakeholders and clients. Applying visuals, as well as meaningful and consistent data that’s in line with your company’s edge and brand strategy, will always set apart your organization’s reporting in an all too often noisy data landscape.