Making numbers meaningful

Often, once we've done the hard work of gathering and analysing data, identifying trends and insights and choosing the right information to tell our data story, we fall at the last hurdle by communicating that data in a way that is not meaningful or effective. Whether you're presenting to clients, colleagues, or the general public, not only the numbers you select but the way you present them can shape perceptions.

I've recently been listening to Peter Attia and Bill Gifford's book Outlive on Audible and it's got some interesting takes on the data surrounding hormone replacement therapy (HRT). Now I'm no expert in HRT and I knew very little about it before reading Outlive, but Attia highlights the misleading nature of statistics surrounding HRT for post-menopausal women. Media reports often emphasise a 24% increased risk of breast cancer among HRT users. However, delving deeper into the numbers shows the actual increase is from four to five cases per thousand women. While any increase in risk is concerning, framing it as a single additional case per thousand paints a very different picture than a stark 24% rise.

Similarly, Chip Heath and Karla Starr's book, Making Numbers Count: The Art and Science of Communicating Numbers further underscores the challenges of conveying numerical data. One common pitfall is relying solely on percentages, which can obscure the true impact of a statistic. For instance, an example they use in the book is that 28% of men don't wash their hands after using the bathroom. Gross, I know. However, Heath and Starr argue that reframing it as "one in every four men you shake hands with hasn't washed them after using the bathroom" resonates much more strongly in people's minds. They can picture the people they shake hands with day to day, they can relate to that scenario and they can understand just what 1 in 4 means to them. By grounding percentages in relatable scenarios, such as hand shaking, we make data more digestible and memorable for our audience. Essentially, it's the same figure, but framing it in a meaningful way makes it much more relevant.

Moreover, Heath and Starr advocate for anchoring numerical comparisons in tangible references. Rather than citing abstract figures, like a 0.25% interest rate hike, consider translating it into real-world implications, such as "an extra $450 per month in mortgage payments for the average mortgage holder". This shift from percentages to concrete examples fosters deeper understanding and prompts meaningful connection to the data.

Ultimately, effective data communication hinges on knowing your audience. What resonates with one group may fall flat with another. Whether you're conveying health risks, financial trends, or behavioral patterns, consider the perspective of those receiving the information. Are they more likely to grasp comparisons to familiar objects, like lengths of football fields, or do they prefer real-life scenarios?

As data storytellers, we hold the power to shape perceptions and drive decisions. By mastering the art of numerical communication, we empower others to navigate complex information with confidence. So, the next time you craft a data-story, remember the importance of choosing the right numbers to make your story resonate, and communicating them in a way that is tangible for your audience.

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