when to use different chart formats alex and mike sherman...23 copyright 2018 mike sherman when...

1 Copyright 2018 Mike Sherman

When to use different chart

formats

Alex and Mike Sherman


When Should You Use A Pie (or Doughnut) Chart?


When Should You Use A Pie (or Doughnut) Chart?

To show a static share

(i.e. 100%) distribution

breakdown


When Should You Use A Stacked Bar Chart?


When Should You Use A Stacked Bar Chart?

▪To show an absolute

numerical (i.e. not

100%) comparison

▪To compare two or

more distributions


When Should You Use A Side By Side Bar Chart?


When Should You Use A Side By Side Bar Chart?

▪To show

comparisons

between static

absolute,

numerical

elements

▪ Don’t use this

for a dynamic

comparison


When Should You Use A Horizontal Bar Chart?


When Should You Use A Horizontal Bar Chart?

When we have

long labels, so

they can be easily

read

Horizontal

wording is

much easier

to read than

Vertic

al W

ord

ing


When Should You Use Vertical Bars?

Jan Feb Mar Apr May


When Should You Use Vertical Bars?

When the labels are

short and easy to

read

Jan Feb Mar Apr May


When Should You Use An XY Plot?


When Should You Use An XY Plot?

To show the

relationship

between two

variables


When Should We Use Raw Data (e.g. Not Chart The Data)?

Variable 1 Variable 2

Area 1 65.6% 40%

Area 2 64.3% 45%

Area 3 62.5% 55%

Area 4 63.5% 67%


When Should We Use Raw Data (e.g. Not Chart The Data)?

▪To place an

emphasis on the

actual figures being

shown

▪When small

differences are key

(and can’t be seen

visually)

Variable 1 Variable 2

Area 1 65.6% 40%

Area 2 64.3% 45%

Area 3 62.5% 55%

Area 4 63.5% 67%


When Should You Use A Line Chart?

0

10

20

30

40

50

60

70

80

90

A B C D E F G


When Should You Use A Line Chart?

0

10

20

30

40

50

60

70

80

90

A B C D E F G

To show trend data


When Should You Use A Spider Chart?

0

20

40

60

80

100

A

B

C

DE

F

G



0

20

40

60

80

100

A

B

C

DE

F

G

To simultaneously

compare multiple

dimensions


When Should You Use A Venn Diagram?


When Should You Use A Venn Diagram?

To show overlap

between two or

more groups


When Should You Use Line And Bar Charts?

500

600550

650

750

850

950

40

5045

55

65

75

85

0

10

20

30

40

50

60

70

80

90

100

A B C D E F G

0

100

200

300

400

500

600

700

800

900

1000

xx xx


When Should You Use Line And Bar Charts?

500

600550

650

750

850

950

40

5045

55

65

75

85

0

10

20

30

40

50

60

70

80

90

100

A B C D E F G

0

100

200

300

400

500

600

700

800

900

1000

xx xx

To show different Y

axis scales at the

same time for the

same X axis

variables


When Should You Use A Graphical Model?

Attributes 6

Attributes 2

Attributes 5

Attributes 9

Attributes 4

Attributes 3

Attributes 10

Attributes 1

Attributes 7

Attributes 8


When Should You Use A Graphical Model?

To show relationships

between variables,

e.g. correlations

Attributes 6

Attributes 2

Attributes 5

Attributes 9

Attributes 4

Attributes 3

Attributes 10

Attributes 1

Attributes 7

Attributes 8


Vector 1 (60.8%)

Vector 2 (28.8%)

Vector 3 (10.5%)

ENDURANCE

NUTRAZONE

ACTIVEIGHT

HARMONY

Has the right blend of ingredients

Is perfect for me

Adds to my performance

Tastes great

Can find it anywhere

Worth paying more for

Is the right price

Travels well

Protein enhanced

Nutrient enhanced

High fat

Low carb

New and different flavors

Variety of flavors

Bulk package sizes available

Helps manage your weight

Is the right choice for your body

Can serve to the family

Makes snack time easy

ENDURANCE

NUTRAZONE

ACTIVEIGHT

HARMONY


Is perfect for me


Tastes great

Can find it anyw here


Is the right price

Travels w ell

Protein enhanced

Nutrient enhanced

High fat

Low carb

New and different f lavors

Variety of f lavorsBulk package sizes available

Helps manage your w eight




Makes life easierManages hunger

High quality

60.8%

28.8%

When Should You Use a Bi-plot?

Taste and Personal Relevance

Performance

Nutrients

Helps Manage Life


Vector 1 (60.8%)

Vector 2 (28.8%)

Vector 3 (10.5%)

ENDURANCE

NUTRAZONE

ACTIVEIGHT

HARMONY


Is perfect for me


Tastes great

Can find it anywhere


Is the right price

Travels well

Protein enhanced

Nutrient enhanced

High fat

Low carb

New and different flavors

Variety of flavors

Bulk package sizes available

Helps manage your weight




ENDURANCE

NUTRAZONE

ACTIVEIGHT

HARMONY


Is perfect for me


Tastes great

Can find it anyw here


Is the right price

Travels w ell

Protein enhanced

Nutrient enhanced

High fat

Low carb

New and different f lavors

Variety of f lavorsBulk package sizes available

Helps manage your w eight




Makes life easierManages hunger

High quality

60.8%

28.8%

When Should You Use a Bi-plot?

Taste and Personal Relevance

Performance

Nutrients

Helps Manage Life

To show relationships

(correlation)

between variables

(e.g. attributes) and

objects (e.g. brands)


When Should You Use Positive/ Negative Charts?

Average = 45


When Should You Use Positive/ Negative Charts?

To show differences

versus the mean

Average = 45


When Should You Use A Quadrant Chart?

Xxx

xxx

Xxx

xxx

Xxx

xxx

Xxx

xxx


When Should You Use A Quadrant Chart?

To place more

emphasis on the

differences between

groups than

differences between

variables within a

group

Xxx

xxx

Xxx

xxx

Xxx

xxx

Xxx

xxx


When Should You Use A Text Page?

➢ Text

➢ Text

➢ Text


When Should You Use A Text Page?

▪When we are laying

out an argument

▪When we want to

be boring

➢ Text

➢ Text

➢ Text


Physiological

Safety and security

Love and belonging

Self esteem

Self actualisation

When Should You Use A Pyramid Chart?


To show hierarchy

Physiological

Safety and security

Love and belonging

Self esteem

Self actualisation

When Should You Use A Pyramid Chart?


When Should You Use A Target Chart?


When Should You Use A Target Chart?

To show hierarchy

/salience / brand essence

model


When Should You Use A Puzzle Chart?


When Should You Use A Puzzle Chart?

To show fit/ build


When Should You Use A Yin Yang Chart?


When Should You Use A Yin Yang Chart?

To show fit/ harmony /

balance


When Should You Use A Mind Map/Laddering Chart?

Feel good about self

Belonging

Esteem of others

Family/married

life

Peace of mind

Self esteem

Socialise

Feel relaxed

People like me

Spouse happy

Feel clean

Achievement

Saves

time

Financial

well being

Work wellRemove

odourFeel beautiful

Confidence

EnergySmell

goodSoft skin

Healthy skin Feel fresh

Rich lather

Has softener

Removes

dry/oily

Medicated antiseptic

Fragrance

Cleans well

Pleasant odour

Lathers quickly

Shape size

Easy to

use

Doesn’t

dissolve

Save

money

Family care


When Should You Use A Mind Map/Laddering Chart?

To show relationship

between characteristics

/attributes and underlying

end benefit

Feel good about self

Belonging

Esteem of others

Family/married

life

Peace of mind

Self esteem

Socialise

Feel relaxed

People like me

Spouse happy

Feel clean

Achievement

Saves

time

Financial

well being

Work wellRemove

odourFeel beautiful

Confidence

EnergySmell

goodSoft skin

Healthy skin Feel fresh

Rich lather

Has softener

Removes

dry/oily

Medicated antiseptic

Fragrance

Cleans well

Pleasant odour

Lathers quickly

Shape size

Easy to

use

Doesn’t

dissolve

Save

money

Family care


When Should You Use Linked Arrows Chart?


When Should You Use Linked Arrows Chart?

To show (continuous)

process


When Should You Use A Tree Chart?

Internet research

Email

Hall / Café

Database emailed invitation to participate with link to survey

Estimated 60% of all responses completed in first 6 hours

Can send reminders to boost response rate if needed

Invitation via pop-up or link on website – catches passing visitors

Can recruit on entry or exit of website/page – good for pre- & post-website re-launching/tracking

Can embed research in site registration – e.g. demographic

Intercept in-street and ask for participation in central location

Can show stimulus material

Take advantage of growth in internet cafés

Replacement for in-street CAPI?

Website


When Should You Use A Tree Chart?

To show alternatives /

optionsInternet research

Email

Hall / Café

Database emailed invitation to participate with link to survey

Estimated 60% of all responses completed in first 6 hours

Can send reminders to boost response rate if needed

Invitation via pop-up or link on website – catches passing visitors

Can recruit on entry or exit of website/page – good for pre- & post-website re-launching/tracking

Can embed research in site registration – e.g. demographic

Intercept in-street and ask for participation in central location

Can show stimulus material

Take advantage of growth in internet cafés

Replacement for in-street CAPI?

Website



Young, modernFun, outgoing,

dynamic

Trendy, cool

Inspiring

Down to earth

Professional,

opportunistInteresting

Smart-casual

dress sense

(flexible)

Informal

Positive

attitude



To show spontaneous

associations / Mind Maps

Young, modernFun, outgoing,

dynamic

Trendy, cool

Inspiring

Down to earth

Professional,

opportunistInteresting

Smart-casual

dress sense

(flexible)

Informal

Positive

attitude


When Should You Use A Flow Chart?

TheorisingWhat might it

ALL mean?

RecommendingWhat should client do?

CommentingWhat might this

bit mean?

NoticingWhat’s there?

ApplyingRelation to client issues

ReflectingResearcher or research?

Insight


When Should You Use A Flow Chart?

To show process

TheorisingWhat might it

ALL mean?

RecommendingWhat should client do?

CommentingWhat might this

bit mean?

NoticingWhat’s there?

ApplyingRelation to client issues

ReflectingResearcher or research?

Insight


A PRESCRIPTIVE (So What?) Title, Large FontA descriptive title, with smaller font

Put your chart here

Put the chart

legend here

Source: should be shown in small font, as should the text of the question

when to use different chart formats alex and mike sherman...23 copyright 2018 mike sherman when...

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