When thinking about great advancements in technology, the humble bar chart is unlikely to spring to mind.
However, in historical terms, statistical graphics are a relative newcomer. Invented in the mid-18th century, long after such mathematical advances as logarithms, probability theory and calculus.
Obviously, these days, graphs and data visualizations are a commonplace part of everyday working life, so we tend to take them for granted. However, as businesses continue to collect increasing amounts of data about customers, markets and operations, visualizations play an important role in making best use of that data.
So, let’s explore how and why data visualization is critical to analyzing and working with Market Research data.
Once you’ve collected or coded your survey data, a good data visualization can provide you with a set of summary numbers in an easy to digest form. What are the top themes in your data? What percentage of people are satisfied? How salient is your brand? And so on. Far easier to read these numbers from a visual than a dry old table of numbers.
codeit allows you to quickly visualize your coded data in set of simple, easy to use charts.
However, modern visualizations are much more than a simple substitute for tables.
At their best, visualizations are instruments for reasoning about your data, for exploring it and gaining a deeper understanding of what it’s telling you.
Why is this? Humans have spent millennia developing brains that are excellent at spotting patterns, and visual pattens in particular.
So, a visualization presents you with a picture of your data, allowing you to more easily spot patterns, differences, outliers, trends etc – vital for researchers looking for actionable insights from a survey.
codeit allows you to analyze data by subgroups, sentiment score and over time, allowing you quickly get the full story from your data.
Data visualizations allow you to make better decisions partly because they condense large volumes of data into a consumable form. What might have been impractical to analyze before now becomes feasible when presented visually.
Good visualization tools will allow you to explore the data and allow your analysis to flow as the data throws up questions. For example, codeit makes it easy for you to drill down into themes and see examples and sentiment – how exactly are people describing your brand? How do dissatisfied customers describe the service? When people talk about the packaging, what words do they use?
Lastly, data visualizations speed up the whole data analysis process – meaning you can report your detailed analysis quickly and in time to make a difference to the decision-making process.
And… in order to inform that decision-making process, you need to communicate your findings and recommendations. Often, the best market research reporting tells a story, and visualizations can be a powerful way to backup that story in a credible and efficient way - a picture paints a thousand words, as they say.
Not everyone has a background in data analysis, so sharing insights needs to be clear and efficient. Visualizing your data helps break down communication barriers across different departments, regardless of technical expertise so everyone can contribute to the conversation.
Think of data visuals as a collaborative tool that encourages teams to make decisions based on clear, visual evidence rather than subjective interpretations of the data.
Visualizing market research data does more than make it look nice – it transforms the way people understand and act on the data. Without it, you risk missing trends that could shape your future strategy and waste valuable time trying to understand what the data is really telling you.
codeit supports a variety of visualization tools including bar chart, pie chart, sun burst, tree map and many more. If you’d like a demo on how to expertly use our data visuals, get in touch.
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