The Power of Data Storytelling

By Ryan Janssen

“No one ever made a decision because of a number. They need a story.”

- Daniel Kahneman

Data scientists are usually considered to be a highly technical group, but the very best data scientists are actually the best storytellers. They produce not simply pots or analyses, but narratives. Appreciation for this ability is growing, and increasingly being labelled as “data storytelling.”

So what makes a data story? The same elements that turn a set of sentences into a written story. A data story is a cohesive narrative, with an arc that takes the viewer through a journey. A data story has stakes. Surprises. Growth. It is well-thought set of concepts that flow visually from one relative idea to the next.

Data storytelling is powerful. When done properly, it can be one of the most persuasive ways to communicate. This is because data visualization:

• is incontrovertible – taking someone from the bedrock of hard numbers through to a conclusion is highly compelling.

• simplifies complexity – it is a visual medium and a picture is worth 1000 words.

• is engaging – people resonate with spatial and visual plots in a very natural way.

• is repeatable – a strong narrative leaves the viewer with a set of facts worth repeating to users.

Let us illustrate these with a few examples of what great data stories can do:

Data stories can reveal scale: We often miss vastly different scales when we are looking at numbers. Data storytelling can expose true scale. Try this piece on providing a visualisation of the scale of Jeff Bezos’ wealth. It is worth the click.

Data stories can strengthen a call to action: This data set from The Economist takes the reader through an arc –illustrating both the problem, a cause, and a potential solution to India’s ongoing coronavirus crisis:

Data stories are exceptional at illustrating outliers: disregarding the politics of healthcare, this one-plot story form Forbes is amazingly effective at distinguishing the American system from other countries:

Data storytelling can time-travel. Dataviz allows us to look across time and articulate the changes in our lives. Here is one plot from this heartwarming piece that illustrates the journey into parenthood over time:

These examples are mostly journalism pieces with public data, but data storytelling can be equally compelling for your own business. The common denominator is a powerful medium to inform and educate.

The end results can be very compelling. Persuasive. Emotional. And maybe even profound.