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A Presenta*on from The NewMR “Advances in Quan*ta*ve Research” Event
19 September, 2012
Event sponsored by Affinnova All copyright owned by The Future Place and the presenters of the material
For more informa=on about Affinnova visit www.affinnova.com For more informa=on about NewMR events visit newmr.org
The ‘science’ of crea=ng good graphs Tim Bock, Q
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
The ‘science’ of creating good charts
Tim Bock, Q www.q-researchsoftware.com
[email protected] +61 425 241 989
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
A good chart: a chart that can be quickly and
accurately deciphered
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Overview
• How we comprehend charts
• Less obvious cognitive limitations
• Techniques for improving data visualizations
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Observe Translate Associate Infer
How we comprehend a chart
Created using Excel 2013
32%
29%
35%
32%
12%
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29%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April
NET PRO
MOTER SCORE
Bank A Bank B
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
32%
29%
35%
32%
12%
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32%
0%
5%
10%
15%
20%
25%
30%
35%
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January February March April
NET PRO
MOTER SCORE
Bank A Bank B
Observe Translate Associate Infer
How we comprehend a chart
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Observe Translate Associate Infer
How we comprehend a chart
32%
29%
35%
32%
12%
23%
29%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April
NET PRO
MOTER SCORE
Bank A Bank B
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Observe Translate Associate Infer
How we comprehend a chart
32%
29%
35%
32%
12%
23%
29%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April
NET PRO
MOTER SCORE
Bank A Bank B
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
1. Maximize white space
Techniques for improving data visualizations
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Source: Newspoll
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Source: Newspoll Created using Excel 2013
Technique 2: Simplify the data (e.g., smooth)
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
32
29
35
32
12
23
29
32
JANUARY FEBRUARY MARCH APRIL
Net Promoter Score (%) Bank A’s NPS is trending upwards (at a decreasing rate), and will likely soon pass Bank B. Bank B’s NPS is stable.
Bank
A
Bank
B
Created using Excel 2013
32%
29%
35%
32%
12%
23%
29%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April
NET PRO
MOTER SCORE
Bank A Bank B
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Obvious implications
12
23
29
32 32
29
35
32
JANUARY FEBRUARY MARCH APRIL
Net Promoter Score (%) Bank A’s NPS is trending upwards (at a decreasing rate), and will likely soon pass Bank B. Bank B’s NPS is stable.
Bank
A
Bank
B
12%
23%
29%
32% 32%
29%
35%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April
NET PRO
MOTER SCORE
Bank A Bank B
Less obvious cogni=ve
limita=ons
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
we can plot in at least 9 graphical dimensions
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
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Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
----------------------------------------------------------------------------------------------------------------- -------------- ---------- ------- --------- ----- ------------- --------------------------------------------------------------------------------------------------------------- --------- ------- ------- ------ ------- ------- --------- ----------------------------------------------
------------------------------ ----- ---- ------ -------- ------ --
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
----------------------------------------------------------------------------------------------------------------- -------------- ---------- ------- --------- ----- ------------- --------------------------------------------------------------------------------------------------------------- --------- ------- ------- ------ ------- ------- --------- ----------------------------------------------
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
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Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
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- - - - -- - - - - - - - -- - - - - - - - - - - - -- - - - - -- - - -- - - -- - - - - - - -- - - - - - - -- - - -
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
----------------------------------------------------------------------------------------------------------------- -------------- ---------- ------- --------- ----- ------------- --------------------------------------------------------------------------------------------------------------- --------- ------- ------- ------ ------- ------- --------- ----------------------------------------------
- - - - -- - - - - - - - -
- - - - - - - - - - - - -- - - - - -
- - - -
- - - -- - - - - - - -- - - - - - - -
- - - -
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
----------------------------------------------------------------------------------------------------------------- -------------- ---------- ------- --------- ----- ------------- --------------------------------------------------------------------------------------------------------------- --------- ------- ------- ------ ------- ------- --------- ----------------------------------------------
------------------------------ ----- ---- ------ -------- ------ --
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------------------------------ ----- ---- ------ -------- ------ --
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------------------------------ ----- ---- ------ -------- ------ --
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
----------------------------------------------------------------------------------------------------------------- -------------- ---------- ------- --------- ----- ------------- --------------------------------------------------------------------------------------------------------------- --------- ------- ------- ------ ------- ------- --------- ----------------------------------------------
------------------------------ ----- ---- ------ -------- ------ --
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Which dimensions are best?
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Adapted from Figure 6 Green, Marc. 1998. Toward a Perceptual Science of Mul=dimensional Data Visualiza=on: Ber=n and Beyond. hbp://graphics.stanford.edu/courses/cs448b-‐06-‐winter/papers/Green_Towards.pdf.
Spot the odd one out
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Adapted from Figure 6 Green, Marc. 1998. Toward a Perceptual Science of Mul=dimensional Data Visualiza=on: Ber=n and Beyond. hbp://graphics.stanford.edu/courses/cs448b-‐06-‐winter/papers/Green_Towards.pdf.
Spot the odd one out
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Spot the odd one out
Adapted from Figure 6 Green, Marc. 1998. Toward a Perceptual Science of Mul=dimensional Data Visualiza=on: Ber=n and Beyond. hbp://graphics.stanford.edu/courses/cs448b-‐06-‐winter/papers/Green_Towards.pdf.
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Adapted from Figure 6 Green, Marc. 1998. Toward a Perceptual Science of Mul=dimensional Data Visualiza=on: Ber=n and Beyond. hbp://graphics.stanford.edu/courses/cs448b-‐06-‐winter/papers/Green_Towards.pdf.
Spot the odd one out
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Our cognitive limitations
1. We are poor at processing information in 4+ dimensions (the fewer the better) ¹
¹Ber=n, J. (1967). Sémiologie graphique: les diagrammes, les réseaux, les cartes. Paris, Gauthiers-‐Villars.
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
----------------------------------------------------------------------------------------------------------------- -------------- ---------- ------- --------- ----- ------------- --------------------------------------------------------------------------------------------------------------- --------- ------- ------- ------ ------- ------- --------- ----------------------------------------------
------------------------------ ----- ---- ------ -------- ------ --
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
----------------------------------------------------------------------------------------------------------------- -------------- ---------- ------- --------- ----- ------------- --------------------------------------------------------------------------------------------------------------- --------- ------- ------- ------ ------- ------- --------- ----------------------------------------------
------------------------------ ----- ---- ------ -------- ------ --
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Our cognitive limitations
1. We are poor at processing information in 4+ dimensions (the fewer the better) ¹
2. We are poor at processing colour
¹Ber=n, J. (1967). Sémiologie graphique: les diagrammes, les réseaux, les cartes. Paris, Gauthiers-‐Villars.
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
What is the pattern?
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
What is the pattern?
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
What is the pattern?
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Adapted from Pinker, Stephen (1990), "A Theory of Graph Comprehension," in Ar=ficial Intelligence and the Future of Tes=ng, Roy O. Freedle, Ed.: Routledge.
What is the pattern?
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Our cognitive limitations
1. We are poor at processing information in 4+ dimensions (the fewer the better) ¹
2. We are poor at processing colour non-spatial dimensions (i.e., horizontal and vertical position)¹
¹Ber=n, J. (1967). Sémiologie graphique: les diagrammes, les réseaux, les cartes. Paris, Gauthiers-‐Villars.
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Which bar is longer?
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Which bar is longer?
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Which bar is longer?
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Which bar is longer?
Tversky, Barbara (2001), "Spa=al Schemas in Depic=ons," in spa=al schemas and abstract thought, M. Gans, Ed. Cambidge: MIT Press.
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Our cognitive limitations
²Tversky, Barbara (2001), "Spa=al Schemas in Depic=ons," in spa=al schemas and abstract thought, M. Gans, Ed. Cambidge: MIT Press.
1. We are poor at processing information in 4+ dimensions (the fewer the better) ¹
2. We are poor at processing non-spatial dimensions (i.e., horizontal and vertical position)¹
3. Vertical is best, closely followed by horizontal²
¹Ber=n, J. (1967). Sémiologie graphique: les diagrammes, les réseaux, les cartes. Paris, Gauthiers-‐Villars.
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
WHY?
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
You have 3 seconds to remember what is on the
next slide
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
asercaliftiragiupliscoceouxpilidis
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Did you fail?
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
You have 3 seconds to remember what’s on the
next slide
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
supercalifragilisticexpialidocious
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Our cognitive limitations
²Tversky, Barbara (2001), "Spa=al Schemas in Depic=ons," in spa=al schemas and abstract thought, M. Gans, Ed. Cambidge: MIT Press.
1. We are poor at processing information in 4+ dimensions (the fewer the better) ¹
2. We are poor at processing non-spatial dimensions (i.e., horizontal and vertical position)¹
3. Vertical is best, closely followed by horizontal²
4. It is harder to process unfamiliar information²
¹Ber=n, J. (1967). Sémiologie graphique: les diagrammes, les réseaux, les cartes. Paris, Gauthiers-‐Villars.
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
We understand pies
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
12
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32 32
29
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JANUARY FEBRUARY MARCH APRIL
Bank
A
Bank
B
We understand height and columns (piles)
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
We understand lines and slopes
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Our cognitive limitations
²Tversky, Barbara (2001), "Spa=al Schemas in Depic=ons," in spa=al schemas and abstract thought, M. Gans, Ed. Cambidge: MIT Press.
1. We are poor at processing information in 4+ dimensions (the fewer the better) ¹
2. We are poor at processing non-spatial dimensions (i.e., horizontal and vertical position)¹
3. Vertical is best, closely followed by horizontal²
4. It is harder to process unfamiliar information²
5. When examining familiar shapes we like to draw standard inferences from these shapes²
¹Ber=n, J. (1967). Sémiologie graphique: les diagrammes, les réseaux, les cartes. Paris, Gauthiers-‐Villars.
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
We do not expect to see “trends” in piles
We anticipate trends in lines
Created using Excel 2013
32
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35
32
12
23
29
32
JANUARY FEBRUARY MARCH APRIL
Net Promoter Score (%) Bank A’s NPS is trending upwards (at a decreasing rate), and will likely soon pass Bank B. Bank B’s NPS is stable.
Bank
A
Bank
B
-‐
5
10
15
20
25
30
35
40
JANUARY FEBRUARY MARCH APRIL
Net Promoter Score (%)
Bank A
Bank B
Bank
A
Bank
B
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
1. Maximize white space
2. Simplify data
3. Identify the key data/pattern to be communicated and then work out how to display the data
Techniques for improving data visualizations
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Created using Excel 2013
32
29
35
32
12
23
29
32
JANUARY FEBRUARY MARCH APRIL
Net Promoter Score (%)
Bank B
Bank
A
Bank
B
Bank A
-‐
5
10
15
20
25
30
35
40
JANUARY FEBRUARY MARCH APRIL
Net Promoter Score (%)
Bank A
Bank B Ba
nk A
Bank
B
Technique 4: Harmonize graphical elements
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Change the height and width of plots so that the lines have an average slope of 45 degrees
*Cleveland, W. S. (1993). Visualizing Data. Summit, New Jersey, Hobart Press.
Technique 5: Bank to 45 degrees
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
80º
85º
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
203040506070
17-‐Nov-‐85 13-‐Aug-‐88 10-‐May-‐91 3-‐Feb-‐94 30-‐Oct-‐96 27-‐Jul-‐99 22-‐Apr-‐02 16-‐Jan-‐05 13-‐Oct-‐07 9-‐Jul-‐10
Satisfaction
with
PM (%
) Hawke
Keating
Howard
Rudd Gillard
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Now for some more challenging graphing
problems (and solu=ons)
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Default line plots are poor
-‐100
-‐80
-‐60
-‐40
-‐20
0
20
40
60
NPS
Brand A
Brand B
Brand C
Brand D
Brand E
Brand F
Brand G
Brand H
Brand I
Brand J
Created using Excel 2013
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Oct Nov Dec Jan Feb Mar2010 2011
-‐60
-‐40
-‐20
0
20
40
Net Promoter Score (%
)
Brand A
Brand BBrand CBrand D
Brand EBrand FBrand GBrand HBrand I
Brand JBrand K
Other
Even the harmonized plot is bad
Created using Q
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I Brand J Brand K Other
-‐60
-‐40
-‐20
0
20
40
Net Prom
oter Score (%)
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
Created using Q
Technique 6: Use ‘small multiples’ (little charts with a table-like layout)
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I Brand J Brand K Other
-‐60
-‐40
-‐20
0
20
40
Net Prom
oter Score (%)
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
O N D J F M2010 2011
Significantly up Not significant Significantly down
Created using Q
Technique 7: Use colour to emphasize
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Net Promoter Score (%)
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I Brand J Brand K Other
-‐77
-‐63-‐56
-‐46
-‐19 -‐14-‐8
7 10
3040
-‐36
Significantly up Not significant Significantly down
Columns show results from the last month. Arrows next to column labels indicate significance changes compared to previous month. Created using Q
Technique 8: Annotate with small plots
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
USA
Russia
England
France Germany Denmark Portugal Holland Flanders
0 400 1000 1300 1700 1804
Hans towns Venice & Genoa
Spain Constantinople Alexandria Rome Carthage Israel & Judea Greece Tyra etc. Assyria etc. Egypt
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
USA
Russia
England
France Germany Denmark Portugal Holland Flanders
0 400 1000 1300 1700 1804
Hans towns Venice & Genoa
Spain Constantinople Alexandria Rome Carthage Israel & Judea Greece Tyra etc. Assyria etc. Egypt
“Diagonaliza=on”
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
1. Maximize white space
2. Simplify data
3. Identify the key data/pattern to be communicated and then work out how to display the data
4. Harmonize graphical elements
5. Bank to 45 degrees
6. Use “small multiples”
7. Use colour to emphasize
8. Annotate plots with small plots
9. Reorganize the data so that it resembles familiar patterns
Techniques for improving data visualizations
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
hbp://wfive.files.wordpress.com/2012/03/linkf.png
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
FeminineHealth-‐conscious Innocent Older
Open tonew
experiences Rebellious Sleepy TraditionalWeight-‐conscious
Coke
Diet Coke
Coke Zero
Pepsi
Diet Pepsi
Pepsi Max
%
FeminineHealth-‐conscious Innocent Older
Open tonew
experiences Rebellious Sleepy TraditionalWeight-‐conscious
Coke
Diet Coke
Coke Zero
Pepsi
Diet Pepsi
Pepsi Max
%
Created using Q
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Created using Q
Sleepy Innocent FeminineWeight-‐conscious
Health-‐conscious
Open tonew
experiences Rebellious Older Traditional
Diet Pepsi
Diet Coke
Coke Zero
Pepsi Max
Pepsi
Coke
%
FeminineHealth-‐conscious Innocent Older
Open tonew
experiences Rebellious Sleepy TraditionalWeight-‐conscious
Coke
Diet Coke
Coke Zero
Pepsi
Diet Pepsi
Pepsi Max
%
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
1. Maximize white space
2. Simplify data
3. Identify the key data/pattern to be communicated and then work out how to display the data
4. Harmonize graphical elements
5. Bank to 45 degrees
6. Use “small multiples”
7. Use colour to emphasize
8. Annotate plots with small plots
9. Reorganize the data so that it resembles familiar patterns
SUMMARY Techniques for improving data visualizations
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Thank you
Tim Bock Q
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Q & A
Tim Bock Q
Ray Poynter VCU, Vision Critical
Tim Bock, Q, Australia NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
Tim Bock, Q www.q-researchsoftware.com
[email protected] +61 425 241 989
A Presenta*on from The NewMR “Advances in Quan*ta*ve Research” Event
19 September, 2012
Event sponsored by Affinnova All copyright owned by The Future Place and the presenters of the material
For more informa=on about Affinnova visit www.affinnova.com For more informa=on about NewMR events visit newmr.org
The ‘science’ of crea=ng good graphs Tim Bock, Q
