Seeing is Believing: Visualizing Market Research Data

Holly Carter

Holly Carter

Author Bio

Author Bio

data visualization software

Every day, 2.5 quintillion bytes of data are created. Despite this wealth of data, business leaders continue to complain that they don’t have the insights they need and demand more than ever before from Market Research organizations. They want game-changing insights in real time. According to Confirmit, this should be viewed as an opportunity for Market Researchers, rather than a threat. With the right tools, they can automate and streamline their processes while providing their clients with high-quality research in a clear and easily understandable format that drives action and business results.

Market Research Data Visualization Guidelines

While it is impossible to make any absolute, blanket statements without knowing the data and what your goals are for the data, there are best practice guidelines that can you apply when planning your data visualizations and dashboards.

  • Identify the most important ideas and make them stand out: A good data visualization should guide the viewer’s eye through the story. Important data points and next steps can be highlighted using contrasting colors, bolding, or larger font size, for example, to emphasize important facts. Please use caution and not go overboard, however. The goal is to guide the viewer's eye and highlight important facts, not create distractions.
  • Organize data visualizations in a logical, story-like way: When designing a dashboard or visualized data set, be sure the data is organized in such a way as to tell a complete story. Like any other story, visualized data should have a distinct starting point that presents the introductory concepts. As the visualized story progresses, additional pertinent details should guide the viewer's journey, further developing their understanding of the meaning of the data. The end of the visualized story must be compelling and inspire action. Be wary of adding too many “nice-to-know-but-not-imperative” data points. While they may be interesting, if they don’t improve the story’s flow or inspiring action, they may be are irrelevant and distracting.
  • Keep it simple: Remember, you are designing for people and more often than not, those people aren’t mathematicians, statisticians, or Market Researchers. Keep your designs simple and clean. When you are planning your data visualizations, be sure you think about your users' needs and don’t overdo it. If the client is accustomed to static excel-style charts, you should consider whether or not highly complex visualizations are the best idea for their needs and skill levels. Furthermore, always use graphics that are most appropriate for the information you are trying to convey. Never use distracting designs just because they seem exciting. Sometimes a simple pie graph is best.
  • Design to Inspire Action: As a researcher, your job is to deliver insight. But, if your insights don’t inspire action, the client is likely to see little return on investment or value in your research. Well-developed visualizations and dashboards display meaningful insights, metrics, and KPIs in a compelling way that inspires action. If and when possible, the next desired action should be visible and easily accessible for the viewer. When you are planning your visualizations, consider the actions you hope your data will inspire and include the appropriate next steps, which may include, but are not limited to, drill down capabilities, links to action management workflows, benchmarks, etc.

In this webinar, Holly DeMuro, Product Marketing Manager at Confirmit, explored:

  • Your clients’ need for data (and the opportunity it presents for your research business)
  • The need to leverage multi-channel/multi-source data to tell a comprehensive story
  • Implementing real-time, interactive data visualizations and reporting

Download Ebook

Watch this webinar to learn how you can automate and streamline your processes while providing your clients with high-quality research that drives business results.


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