Posts Tagged ‘communication’

Writing for Journalists and High-Level Executives

Thursday, July 15th, 2010

Clients tell us that one of the biggest challenges they face is writing great research reports. There is the overwhelming difficulty of turning data into stories — making sense of volumes of data without losing the big picture or the details. And there is the difficulty of truly communicating research so that it is heard, understood, believed, and ultimately used.

We were reminded of the importance of communication and writing research for multiple audiences from Eric Zorn’s recent column in the Chicago Tribune, from which we quote: (more…)

Visualizing Data: Five Tips to Using a Bar Chart

Friday, July 9th, 2010

Telling a story with data is one part finding the right words, and one part finding a compelling visual way to present numbers.  Good visualization of data conveys the “big picture” at a glance.  At the same time, it includes details so that the audience understands and sees both the whole and the parts.  Effective charts also invite visual comparisons so that the viewer sees (without having to think about) the trends and patterns we are highlighting in a story.

We highly recommend learning about theories of presentation, perception, and data visualization, and we are big fans of Edward Tufte’s approach to visual explanations.  At the same time, we recommend learning the basics of using simple tools, like pie charts, bar charts, line graphs, and so on.  One good source for developing a mastery of the basics is a book called Graphing Statistics & Data: Creating Better Charts, from which we have learned a few tips about using bar charts: (more…)

Two Keys to Writing Great Research Reports

Thursday, March 25th, 2010

A truly effective research report is both parsimonious and richly nuanced.  In other words, (1) it is short and to the point, and (2) it captures the complexity of reality.  But how do you do both? (more…)

Research That Goes Viral

Thursday, February 11th, 2010

Getting your research findings heard, understood, and used should always be your goal.  That means more than putting findings into a report deck, presenting results to the marketing team, writing up press releases, or getting media placement for a PR story.  It means having your audience engage with it by thinking, sharing, and taking action.

What do we know about the kinds of stories and research reports that can achieve this?  A recent study reported in The New York Times provides some clues.  (more…)

How to Select the Type of Chart to Use

Friday, January 29th, 2010

Data visualization will likely be one the biggest areas of innovation and development over the next several years.  This is a good.  A chart that clearly and succinctly displays detailed data in a way that captures the viewer’s attention and helps interpret the data can be incredibly powerful.  Edward Tufte, a pioneer in this area, has been making that case for years.  Of course a lot of Tufte’s examples have required sophisticated graphics and professional designers, which have put the “ideal” out of reach for most.

As fancy charts and graphics become more accessible to everyday users, we think it is critical to revisit the basics of charts.  Many charts, even easy ones, are poorly conceptualized and poorly executed, which is even worse than showing your manager no chart at all.  It is critical to understand what kinds of charts best display different types of data and highlight specific kinds of relationships you are trying to show. (more…)

Listen to Your Customers

Tuesday, January 26th, 2010

It hurts, but when your customers hate you, you should be listening all the more carefully:

Dilbert.com

You need to find out the who, what, where, when, and why they hate you.  Probe deeply with focus groups, in-depth interviews, social media monitoring, and survey research.  Rigorous research done right (our specialty) will give you valuable insight.  And if it is communicated expertly to management (our specialty) you can probably fix the problems.  Then, the next time you listen to your customers, you won’t need to duck and cover.

-Joe Hopper, Ph.D.

Top Trends of the Decade: Looking Back

Thursday, December 31st, 2009

As an industry driven by data and information, market research and public opinion polling has seen dramatic changes in the last ten years and will no doubt change quickly and in big ways during the next ten.

Looking back, here are what we consider to be the five biggest changes that shaped current challenges faced by market research and opinion polling: (more…)

Communicating Statistics: Gripping Advice from Fast Company

Friday, December 11th, 2009

Making sense of data and statistics is not just a matter of being clear and precise, nor is it just a matter of keeping things simple (though all of these are important).  To make numbers really compelling, we need to relate them to people’s experiences.  If we want our audience to grasp the importance of a number intuitively, then we need to link it to what they already know really well.

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Making Sense of Statistics

Tuesday, November 24th, 2009

Two paragraphs can be exceptionally thought provoking when they get right to the point.  In a simple introduction to the New York Times Book Review last week, the editors highlighted two ideas about statistics and stories that we want to share. (more…)

Execs Highlight Need for Research and Stories

Friday, November 20th, 2009

Five of Chicago’s PR leaders gathered at a PRSA forum this week to discuss current trends and the future of public relations.  The discussion was striking in how fully it echoed the trends and challenges facing the polling and research industry, and what we need to do to keep our eye on the ball.  Here are a few take-away ideas from that forum that apply to both PR professionals and their research partners: (more…)