chp16 Flashcards
what does this show
relationship of data to insight
describe pyramid of relationship of data and insight
bottom = data
next up = information,
next up = insights
top = actionable insights
why would an audience bias exist
readers dislike change/new information
anchoring bias
when you believe the first insight you read, and then believe everything that follows it
how should reporters use anchoring bias
putting most credible information first so readers believe everything that follows.
confirmation bias
searching for information that confirms what you already believe
how should reporters use confirmation bias
report should first give the insight that supports previously held beliefs, so new information after it won’t be as rejected.
conformity bias
we believe whatever our reference group believes, and suppress any outside beliefs
survivorship bias
we believe success stories rather than stories of failure
how does survivorship bias influence what you use in a report?
you tell stories of success or failure based on what you want your audience to believe
loss-aversion bias
we believe insights expressed in positive vs negative terms
3 types of report structure
oral only
written only
oral plus written
oral only report structure
offers speed of results, usually at a lower cost
written only report structure
audience can have a lot of info infront of them they can digest at their own pace, but no researcher there to give recommendations or advocate for any insights - MAKE OWN DECISION
oral plus written report structure
most flexible:
greater advocacy of insights and recommendations and insights can be explained
how do audiences perceive oral-plus-written structured reports?
MORE important
infographics
most important info in a single image file, as pictures are less of our attention span
what’s the technique an infographic uses (ACR)
Appeal
Comprehension
Retention
what are BANs?
vanity metrics that are meant to impress
what do BANs show?
most important information in a business (KPIs)