Using Statistics to Build your Credible Opinion
Susan Heaton-Wright
The SuperStar Communicator? Empowering leaders to communicate with credibility & confidence in business conversations |Facilitator|Mentor|Podcaster|Author|International Speaker|
Many years ago; at my first practical geography afternoon as an undergraduate. We fresher geographers all had our crayons ready to colour in maps (yes, everyone thought we only coloured in maps in the Geography Department!) So we were all blindsided when my tutor said we were going to do some statistical analysis of a map from Norway: it is still clear in my memory! We dutifully completed measurements and calculations. Then our tutor said the immortal words ‘You have the data; now let’s discover what’s really going on!’. And inevitably - as was typical university experience in the late 80’s, our research and interpretation of the data was taken apart. It was a good learning experience in ensuring everything I shared was credible.
Not surprisingly I spend a lot of time shouting at the TV when there are questionable statistics shared. ‘10 out of 17 people think this night cream makes my skin feel younger’... mmm, not a big sample there. What was the demographic of the tiny sample? And on 3rd November 2024 we had the headline The Changing Face of girls’ sport in Britain: netball out, football and cricket in. The reality is that netball is just as popular as it was in 2018, whereas football has gained popularity from, deep breath, 14% - 16%. Netball can’t be out because there is no drop in popularity. Football has marginally increased in popularity. Could it be that there is money being pumped into women’s and girls’ football; that it is visible on the TV more? However, netball is certainly not OUT. Yet someone: I won’t name the journalist publicly, has tried to make a story out of nothing.
And here I have to mention the fabulous Stephen J Dubner and Steven D Levitt fromhttps://freakonomics.com/ They definitely understand my old tutor’s approach of collecting the data and then seeing what is really going on. In their case, they ‘crunch the data’ and try to identify correlations between different variables to provide invaluable insights. In their first book they mention a certain ex-Prime Minister who flounced out when they presented a completely different perspective on one of his policies. I suspect his PR background was more aligned to the ‘Netball Out’ style of data analysis….
I am not a statistician by any means. I value using some statistics when I speak or deliver masterclasses. However, I check the source and use them in such a way that I ‘wrap around’ an explanation or a point. In the majority of cases I will research the original source to fully understand the research. Then if anyone asks me a question on this, I will be able to answer it or direct them to the research!? I also value other speakers, experts and thought leaders who take this care when presenting their ideas.
I was prompted to write this newsletter because I have recently attended a number of conferences where statistics have been shared. And the trustworthiness of a speaker can be easily damaged if statistics are used poorly or misleadingly. I really don’t want this to happen to you - whether you are speaking; presenting an idea or opinion.
?Here are some common pitfalls that could harm your credibility:
1. Cherry Picking Data
??Selecting only data that supports your point while ignoring contradictory information can backfire. If your audience realises that you've omitted important data or are skewing the story, it may come across as manipulative, making them question your honesty.
?2. Using Outdated or Questionable Sources
???Data from old or unreliable sources can make your insights seem irrelevant or inaccurate. This gives the impression that you haven’t done your homework, which can weaken trust, especially with audiences who expect up-to-date, rigorous research.
?3. Misrepresenting or Overstating Statistics
???Exaggerating the significance of a statistic, such as claiming correlation equals causation, or using overly broad generalisations, can be misleading. If an audience feels deceived or misled, they’re likely to lose trust not only in your statistics but also in you as a presenter. A perfect example is the Mehrabian Personal Communication Model which is misquoted ad infinitum - either presenters actually misquote the data (the wrong figures) or quote one figure as a stand alone statistic. They clearly haven’t understood or researched where this data comes from.
?4.Overwhelming with Too Much Day
???Flooding your audience with excessive numbers can cause confusion and make it hard to follow your key points. This can lead to skepticism, as the audience may wonder or question your credibility if you’re overcompensating with volume instead of quality.
?5. Failing to Contextualize the Numbers
???Statistics without context are easy to misinterpret. For example, saying "our sales grew by 150%" may sound impressive, but without knowing the baseline, it’s meaningless. This can make you appear either inexperienced or, worse, as if you’re deliberately hiding information.
?6. Overusing Statistics to Replace Storytelling
???Statistics alone rarely engage. If you rely too heavily on them without weaving them into a clear story or message, you risk disconnecting from your audience. This can make you seem less authentic or invested, which can erode trust.
Avoiding these common mistakes by being honest, transparent, and contextually clear can protect and even enhance your trustworthiness in presentations.
So here are three tips when using statistics.
Keep it Relevant and Simple: Choose statistics that directly support your main points. Avoid overwhelming your audience with too many numbers; instead, focus on a few key stats that are easy to understand and impactful. Make sure they’re directly relevant to your argument, so the audience sees the connection clearly.
Use Visuals for Clarity:? Visual aids like charts, graphs, or infographics make data easier to understand and more memorable. It is easier for your audience to absorb the information.? Use visuals to simplify complex numbers, but avoid cluttered or overly detailed visuals that can detract from your message.
Provide Context to Build Credibility: A single number can be misleading without context. Explain where the data comes from, how it compares to relevant benchmarks, or what it means in real-world terms. This not only makes the stats easier to grasp but also establishes your credibility, showing you’ve done thorough research. So instead of saying ‘All Gen Z do this’ - bring context such as a comparison.
I do use statistics: I often encourage clients to use a statistic as a ‘hook’ at the beginning of a presentation. However, I also actively promote doing the research so it is relevant and accurate.
So how will you use statistics in your presentations and when you share opinions? Do let me know!
If you want to have a chat about presenting your ideas and opinions, why not book a call. https://link.lemonadeplan.com/widget/booking/6gUqRBkRRdkAVg51QCTc ?
Until next time,
Best wishes
Susan
Thank you very much for continuing to support the SuperStar Communicator newsletter.?
About the author:
Susan Heaton-Wright is the founder and creator of the SuperStar Communicator? methodology; international speaker, facilitator, coach, former international opera singer and podcaster.
Susan is best known for empowering emerging leaders all over the world to speak and communicate with clarity, confidence and credibility; through her speeches, by facilitating masterclasses and workshops and by coaching talented individuals. Since 2020 she has delivered virtual masterclasses and workshops to attendees from more than 130 countries world wide and has won a number of awards for her work. She is currently creating AI learning options to increase the learning experiences for her clients.
She is curious for any changes in communication changes and especially in a technical world. Keeping the human element in communication is essential for the maximum impact! Susan co-hosts live streamed discussions with business leaders and is the co-host of the SuperStar Communicator Podcast.?
?Susan facilitates workshops - face to face and virtually on a range of topics:?
These topics are also available as masterclasses.
I also coach talented people on being more impactful for career progression. Do contact me for more information on the one to one coaching services on communication skills I offer.
And as a speaker Susan delivers speeches on:
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When not working, Susan designs and sews her own wardrobe; surfs, swims and plays the viola in an orchestra. She fundraises for the Alzheimers Society, The Isabel Hospice and supports the St Albans PostBoxes Charity.
Why not connect with her on Linkedin: https://linkedin.com/in/susanheatonwright ?
If you wish to arrange a call: you can book here: https://link.lemonadeplan.com/widget/appointment/superstarcommunicator/15m-chat ?
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Career Coach, Keynote Speaker on Change, Presenter|Executive Producer - The GYFT Show Ireland.
1 周Insightful post Susan. Statistics have their use in a presentation where relevant. But we need to tell stories to create a visceral state with the audience.