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Pictures Lead to Real Understanding

The Economy of Food at Sporting Events
Image source: www.sports-management-degrees.com

As we learn to make sense of ever expanding amounts of data into simple recommendations, we would do well to think about presenting data in a better way. People often make the mistake of describing themselves as either a “numbers person” or a “picture person”, but in reality we all possess two sides of the brain. …right (images) and left (analytics). I read an article this week which makes the point that the best way to drive understanding is by presenting analytical data in a visual way. This engages both sides of the brain and thus helps us to quickly internalize what we are seeing.

We might be tempted to say that data visualization is easier said than done (but then what isn’t?). We might also be tempted to say that most market research data isn’t that interesting. I tend to disagree.  

Just last week I exchanged some emails with Sophia Barber of Sports-management-degrees.com. She pointed me to a great info graphic about spending on food at sporting events. It is colorful and comprehensively covers a lot of data. If you are a “numbers person” you might try paging about halfway down where all of the underlying data are presented in stark form. My bet would be that even the staunchest numbers person will get more from the combination than from the dull recitation of facts.  

Of course, both food and sports are relatively interesting topics, but what if the topic isn’t fun and interesting? I still say that results from even highly analytical studies (things like conjoint, discrete choice, pricing studies and so on) can be made more memorable and more interesting through the simple addition of pictures and I mean pictures that go beyond simple graphs and charts (which are often as dull as a list of numbers). Doing so drives the point home faster and with that makes our work more relevant.  

President, TRC


Rich brings a passion for quantitative data and the use of choice to understand consumer behavior to his blog entries. His unique perspective has allowed him to muse on subjects as far afield as Dinosaurs and advanced technology with insight into what each can teach us about doing better research.  

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