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)
downside of BANs?
brains can’t fully comprehend
3 types of report titles
descriptive study
correlational study
causal study
example of descriptive study report title
average profit of fast food businesses
example of correlational study
relationship between profit of fast food businesses and inflation of gym membership prices
example of causal study
the effect of fast food businesses on gym membership rates
primary order (organise factors influencing order)
first insight of the report is deemed most important
early (organise factors influencing order)
we remember most insights delivered early in report
recency effect (organise factors influencing order)
we remember most what we hear last
perceptible difference (organise factors influencing order)
a large difference will be remembered better than a small one
what are support materials?
data visualisations and their interpretations
stories
audio clips
video clips
any other demonstrations to validate insights
what do support materials do (COPI)
Clarify researcher’s insights
offer evidence that influences audience belief
provide emphasis for an actionable insight
interests the audience
good support materials for auditory learners
stories, examples
how many people are auditory learners
20-30%
good support materials for visual learners
images, grpahs, models
how many people are visual learners
40%
kinaesthetic learners
learn by moving, doing, touching
good support materials for kinaesthetic learners
they get bored, make them do an activity to do with your report
how to present findings
words, tables, grpahs
how to make text less ‘wordy’
emphasise stats with size and colour
graphs
easy comparison of important info
what do graphs do for an audience?
make them familiar with data, and makes data easy to understand and retain
what are line graphs good for?
showing trends over time, not really relationships at one point in time.
what are pictographs/bar charts good for?
showing frequency of data - pictographs use pictures to show how much, bar charts use bar size to show how much.
ethical issues (FAR)
findings nondisclosure
absence of coercion
right to quality
ethical solutions (DEC)
define researcher’s role
educate audience
confidentiality
right to quality
visualisations need to be appropriate
shouldn’t be any unnecessary materials shown
no false conclusions
absence of coercion
we shouldn’t be wrongly convinced of anything through methods of intimidation
findings nondisclosure
this means that some findings may be kept from us, and we can’t make a good decision without knowing everything first
define researcher’s role
being factual to avoid distortions
educate audience
tell them purpose of research
stay within research scope
confidentiality
remove PII from participants
give them anonymous identities
get their consent
