The Art of Data Narratives. A Framework for Audience-Centered Communications

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Shaping raw data and analytics into an engaging story is easier said than done. Many frameworks exist for communicating with data. However, few provide practical, adaptable guidance tailored to your audience. Without understanding your stakeholders and what matters to them, your carefully constructed narrative will likely fall flat.

To ensure your data story resonates, you need a framework that is centered around your audience. One such approach is the DataStory framework outlined below. It offers data communicators an audience-focused process for building memorable, actionable narratives.

Assess Your Audience First

The cornerstone of DataStory is gaining an intimate understanding of your stakeholders before designing your narrative. Start by identifying key details:

• Knowledge level - Are they data experts or novices?
• Time availability - Do they want insights fast or appreciate details?
• Quantitative comfort - Do numbers engage or overwhelm them?
• Desired outcome - Is the goal to understand, make decisions, and change perspectives?

This information will shape everything from your language choices to your narrative structure. For instance, an executive team may need a summarized inverted arc narrative with minimal jargon. In contrast, analysts could comprehend an elaborate, technical explanatory arc.

Audience empathy is vital. Determine what matters most to stakeholders, their key questions, and their decision-making role. An outside-in perspective ensures your data story directly serves your audience rather than your own inclinations.

Choose Your Narrative Arc Format

With your stakeholders in mind, the next step is selecting the narrative arc format that best fits their needs:

• The standard arc provides background context before revealing key insights and implications. It works well for unfamiliar topics when the audience needs help framing the issues. The flow is hook, context, process, insight, impact, resolution, and future.