Data visualization for qualitative research

by | Sep 7, 2021

At work we all come up against tasks that seem daunting, and make us wonder where we should start. Let’s say you are asked to take 30 qualitative interviews and turn them into a digestible, visually appealing presentation. How are you going to do that? Maybe you have a PowerPoint template – or maybe you don’t. Either way, turning qualitative research insights into data visualizations can be a formidable task. However, it is a task that is well worth the time and effort to be able to present your story in an audience-friendly way. After all, “a picture tells a thousand words” – literally!

The value of data visualization

The value of turning primary research into digestible visuals includes:

  • Increased audience engagement – High quality infographics are found to be 30x more likely to be read than plain text.
  • Data discovery – Visualization enables your audience to understand and learn about information they may not have seen before.
  • Trend identification – High-quality visuals enable readers to quickly identify trends in data.
  • Streamlined priority identification and decision-making – A Wharton School of Business study found that the use of data visualizations could shorten a business meeting by 24%.

Wait, isn’t data visualization only for qualitative research?

Long story, short: No! When qualitative data must be presented via numbers and percentages, researchers use coding. Coding is the process of organizing, sorting and labeling qualitative data. The coding process usually involves assigning a word, phrase, number, or symbol to each coding category. Once all of the qualitative research has been coded, data visualization and storytelling can begin. For more information on qualitative coding, have a look at this article.

What data visuals can HelloInfo help you with?

At HelloInfo we are experts in qualitative analysis and visualization. We help our clients tell stories based on primary insights collected through interviews, focus groups and surveys. Listed below are some of the data visualization techniques that we deploy:

  • Traditional Charts and Graphs: Pie charts, stacked bar graphs, spider charts (radar), histogram, scatter plot, matrix diagrams and more.
  • Infographics: Infographics sum up large volumes of qualitative research through a pictorial visual representation. Infographics are great for visualizing subjective topics such as opinions and use cases.
  • Heatmaps: Heatmaps are graphical representations of data where individual values within the matrix are shown as colors. Typically, larger values are represented by dark colors and smaller values are displayed with lighter colors.
  • Venn Diagrams: Venn diagrams are used to show all relations between the values in a complete dataset. This visualization is often used to depict overlaps in datasets.
  • Customer Journey Maps: Similar to timelines, customer journey maps take the audience through phases of the purchasing process in a chronological manner.
  • Country Maps: Country-level, or larger geographical maps are used to display data that relates to certain areas of the regions.

For additional information on cutting-edge visualization you can create, check out Tableau, Canva, Datawrapper and Infogram.

HelloInfo can create awesome graphics, but what about my company’s branding?

We give all of our clients the option to have their presentations, deliverables and visuals created within their own company templates or with HelloInfo’s template, depending on what their needs are. If your company has a branded template, send it over to us and we will work within your company’s colors, fonts and layouts.

Interested in learning more about how HelloInfo can help you develop impactful data visuals? Schedule a call.

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