The five types of Data Communication

Have you ever been asked to communicate data with someone but then not been sure of the best way to share the information with them? Do they need context or just a number? Should you keep it rational or add emotive elements (these can be words, colours, images… anything causing someone to feel more emotion towards a topic)?

Usually, when we communicate or share data, we do it for a reason. Being clear on this reason will help us decide on the appropriate type of data communication for our audience. How we choose to communicate will also depend on who our audience is, and how much about the data they already know.?

There are five types of data communication:

Describe

The Describe data communication type helps convey technical information. For example, the steps of a process, or how a particular metric is calculated. This type of communication is presented in a rational way with no emotive elements.?

Inform

The Inform data communication type is one of the most common. If the audience is a subject-matter expert and requesting specific data, context or background information is not necessary. They just need the numbers. Few emotive elements are required and any inclusion of these will depend on the data being communicated. This communication type is the easiest to automate.?

Persuade

The Persuade data communication type requires more emotive elements than other types. People can be influenced by how something makes them feel, so including emotive elements in their communication can prompt them to act.?

Narrate

The Narrate data communication type is very matter of fact – “this happened, and then this happened…” although it can still involve emotive elements depending on the story. This type is often paired with time-series data when there is a clear timeline around events.?

Explain

The Explain data communication type has been rising in popularity over the last few years. As data and analysis get more complex, we require more information to help convey its meaning, and how it fits into a bigger picture. This is the skill that many businesses realise they are missing in their data teams.

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Describe and Inform data communication types are straightforward in terms of what they require. But Narrate, Explain, and Persuade data communication types, use data storytelling tools to shape their messages.

Identifying the right data communication type will help you present the data in an appropriate way for your purpose and audience. The following one-pager will help you choose the right type for you. Click here to download a pdf version.

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