Where Data Meets Storytelling

Transcript

1. Where Data meets storytelling
2. 3.5
3. People spend 3.5 hours a day on their phones (Statista, 2025)
4. 4,258 days over A lifetime
5. 11.6 years of your life
6. That’s longer than most people spend in secondary school
7. That’s your entire 20’s… gone
8. is that a problem?
9. Or is that where life happens now?
10. As storytellers we decide…
11. George Thierry Six Chillies was built by people who love the structure of data and the spark of ideas. People who believe that behind every number is a story worth telling, and our job is to translate it. A decades worth of stories. Give me a follow
12. The problem.
13. “I have charts, but no story.” What we hear.
14. Yet we can’t just use the data for coverage.. We’ve never had more data. Dashboards Tools Surveys AI Experts
15. A Spreadsheet isn’t a story.
16. A Spreadsheet isn’t a story. [It’s raw material]
17. more data ≠ Better stories
18. Data is the start of the Story (Not the end)
19. What makes something a great story?
20. The anatomy of a great story.
21. Emotion Conflict Change Human Relevance .
22. EVERYONE IN THIS ROOM IS A STORYTELLER
23. But when data shows up… we switch to “report mode”
24. The Real Skill
25. Why DO data stories matter?
26. A Story makes people care…
27. A Story makes people carE… The Data makes them believe.
28. ✅ DATA + ❌ STORY = IGNORED
29. ✅ DATA + ❌ STORY = IGNORED ❌ DATA + ✅ STORY = NoT Believed
30. ✅ DATA + ❌ STORY = IGNORED ❌ DATA + ✅ STORY = NoT Believed ✅ DATA + ✅ STORY = 🤝
31. FRAMING THE DATA. 31
32. Data Doesn’t lie* *Correctly calculated & well sourced data doesn’t lie 👀
33. But its not the truth either
34. We choose the truth…
35. People spend 3.5 hours a day on their phones
36. Negative “We’re losing years of our lives” “Addiction crisis” People spend 3.5 hours a day on their phones
37. NEUTRAL “Phones are embedded in daily life” “It’s the modern way of working” Negative “We’re losing years of our lives” “Addiction crisis” People spend 3.5 hours a day on their phones
38. NEUTRAL “Phones are embedded in daily life” “It’s the modern way of working” Positive “We’re more connected than ever” “Consumers spend 53 days a year in your digital ecosystem” Negative “We’re losing years of our lives” “Addiction crisis” People spend 3.5 hours a day on their phones
39. SAME STAT Three Stories Your CHoice.
40. How do we do it?
41. Number People spend 3.5hrs a day on their phones… 1
42. Scale That’s the equivalent of 11.6 years over the course of your life.. Number People spend 3.5hrs a day on their phones… 1 2
43. Context W hich is over a decade… Scale That’s the equivalent of 11.6 years over the course of your life.. Number People spend 3.5hrs a day on their phones… 1 2 3
44. Meaning That’s your 20’s gone, all on your phone… Context W hich is over a decade.., Scale That’s the equivalent of 11.6 years over the course of your life.. Number People spend 3.5hrs a day on their phones… 1 2 3 4
45. FRAMING That’s tim e lost, connections m ade or opportunities gained.. Meaning That’s your 20’s gone, all on your phone… Context W hich is over a decade.., Scale That’s the equivalent of 11.6 years over the course of your life.. Number People spend 3.5hrs a day on their phones… 1 2 3 4 5
46. Number The average person has 200 unread emails in their inbox* CONTEXT Most will never be read SCALE If each one took 2 minutes to action, that's 6+ hours of emails MEANING Your inbox isn't a communication tool. It's an archive FRAMING We built the fastest communication system in history and immediately started ignoring it *Source: The Ladders
47. Number Google processes 16.4 Billion searches a day* CONTEXT Over a billion completely new questions every single day SCALE Around 15% have never been searched before MEANING Human curiosity is genuinely infinite, we haven't run out of things to wonder about FRAMING The most searched new thing today didn't exist as a question yesterday *Source: Exploding Topics & Google
48. Where it Goes wrong
49. The TOOLKIT. 49
50. We think great campaigns start with great stats “A Great Stat” “A Great Campaign”
51. But often, they start with Messy Data “Messy Data”
52. That needs Cleaning & Organising “Clean & Organised Data”
53. Where do we get the data from?
54. SOURCES
55. SOURCES INTERNAL DATA
56. SOURCES INTERNAL DATA FOI REQUESTS
57. SOURCES INTERNAL DATA Primary data FOI REQUESTS
58. SOURCES INTERNAL DATA Primary data Third party data FOI REQUESTS
59. FINDING THE STAT
60. FINDING THE STAT Needle in a haystack
61. START WITH QUESTIONS , NOT NUMBERS
62. What’s EXTREME?
63. What’s SURPRISING?
64. What’s CHANGED?
65. questions PRODUcE insights. WHICH are THE ‘ingredients’ to A story.
66. SQUEEZING OUT ALL THE INSIGHTS FROM SURVEYS.
67. Demographic (gender, age, location, kids etc.) How many dogs do you have? How often do you walk your dog? Do you have any other pets? Did you have a dog as a child? What breed of dog do you have? SURVEY RAW DATA
68. Demographic (gender, age, location, kids etc.) How many dogs do you have? How often do you walk your dog? Do you have any other pets? Did you have a dog as a child? What breed of dog do you have? How much more/less do the owners of certain breeds walk their dogs? Do owners of certain breeds often have multiple dogs? Are people who had dogs as kids more likely to have more dogs now? Are owners of certain breeds likely to have other pets? Are there certain areas of the country that walk their dogs more often? Using RAW data SURVEY RAW DATA
69. Number to story (INGREGIENTS TO MEAL )
70. FRAMING Meaning Context Scale Number 1 2 3 4 5
71. FRAMING Meaning Context Scale Number 1 2 3 4 5
72. FRAMING Meaning Context Scale Number 1 2 3 4 5
73. AND BREATHE…
74. Every number carries a story They just need translating
75. Want the Toolkit?
76. Thank you. george@sixchillies.com