Crafting a compelling data story for an audience

In my work with data storytelling, I have two distinct uses of the phrase 'story telling'. One is the day to day data storytelling we do, either on our own or with a small group where we uncover trends and insights that tell stories and shape our understanding of our work, our clients, and the world around us. The other type of data storytelling, which will be the focus of this article, is the stories presented to an audience, where every data point is carefully curated to encourage action and inspire change. This deliberate crafting of narratives is done with the specific audience in mind and requires a very well thought-out approach.

When it comes to captivating an audience with data, Brent Dykes' Venn diagram serves as a handy guide. He emphasises three key components of an effective data story: visuals, key data metrics, and narrative that all work together to create change in an audience.

Visuals play a crucial role in conveying the urgency and significance of the insights we're sharing. Carefully chosen data visualisations can elevate the impact of a message, guiding the audience's attention to what truly matters. With a myriad of options available, from bar charts to heat maps, choose visuals that not only convey the data accurately but also resonate with the audience.

Of course, data is at the heart of any data story. Selecting the right metrics ensures that the audience grasps the essence of the story and feels compelled to act upon it. Furthermore, the way we present data matters just as much as the data itself. I spoke in a previous newsletter about how framing numbers in different ways can significantly impact how they're perceived. Whether it's raw numbers, proportions, or percentages, the choice of presentation can make or break the story's effectiveness. And with so much data at our fingertips, the challenge lies in distilling it down to its essence - too much information can overwhelm and obscure the message we're trying to convey.

However, numbers alone don't move people, and that's where narrative comes in. Weaving a compelling narrative through the data story engages the audience on an emotional level, sparking their imagination and driving them towards action. The narrative that runs through the data story brings together the data and visuals and builds tension and a sense of urgency for the audience. As storytellers, our role is to curate the data thoughtfully, presenting only what is essential for the audience to comprehend and act upon. It's therefore important to be deliberate and discerning about what we choose to share, how we choose to plan that message, and how we choose to plan the presentation.

So as you can see, crafting a data story isn't a task to be taken lightly. Once you have your data, visuals and story, then there is the actual presentation of the story. Preparation is essential to ensure that every element is finely tuned to resonate with the audience. A data story isn't just about delivering information but also about fostering engagement and inspiring action, so it's important to keep presentations concise, typically around 12 to 15 minutes.

How we show up during our data story matters too. A positive, solutions-oriented demeanor can enhance audience buy-in and encourage participation. Even when addressing potentially negative findings, maintaining optimism and focusing on solutions can empower the audience to take action.

Finally, a data story isn't complete without a conclusion that prompts action. Whether it's soliciting recommendations, brainstorming ideas, or initiating follow-up discussions, the aim is to ensure that the story doesn't end with the presentation. By fostering an open, nonjudgmental dialogue, we invite diverse perspectives and encourage collaborative problem-solving. Actively involving the audience in the next steps can transform a data story into a catalyst for change, driving tangible outcomes and meaningful impact.

This newsletter started as a podcast; if you'd like to listen to this episode and/or follow the podcast, check it out here.

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I am a data storyteller and grounded researcher, and I help organisations use their data more effectively and help them tell great data stories. If you'd like a hand with data storytelling or strategy, I'd love to chat with you.

Keynote speaker | Author | Facilitator