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Where Data
meets
storytelling
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3.5
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People spend 3.5 hours a day on
their phones
(Statista, 2025)
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4,258 days over A lifetime
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11.6 years of your life
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That’s longer than most people
spend in secondary school
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That’s your entire 20’s… gone
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is that a problem?
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Or is that where life happens
now?
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As storytellers we decide…
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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
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The problem.
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“I have
charts, but
no story.”
What we hear.
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Yet we can’t just use the data for
coverage..
We’ve never
had more
data.
Dashboards
Tools
Surveys
AI
Experts
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A Spreadsheet isn’t a
story.
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A Spreadsheet isn’t a
story.
[It’s raw material]
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more data ≠ Better stories
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Data is the start of the Story
(Not the end)
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What makes
something a
great story?
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The
anatomy of
a great
story.
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Emotion
Conflict
Change
Human Relevance .
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EVERYONE IN THIS ROOM IS A
STORYTELLER
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But when data shows up…
we switch to “report
mode”
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The Real Skill
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Why DO data
stories
matter?
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A Story makes people
care…
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A Story makes people
carE…
The Data makes them
believe.
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✅ DATA + ❌ STORY = IGNORED
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✅ DATA + ❌ STORY = IGNORED
❌ DATA + ✅ STORY = NoT Believed
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✅ DATA + ❌ STORY = IGNORED
❌ DATA + ✅ STORY = NoT Believed
✅ DATA + ✅ STORY = 🤝
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FRAMING THE
DATA.
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Data Doesn’t lie*
*Correctly calculated & well sourced data
doesn’t lie 👀
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But its not the truth either
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We choose the truth…
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People
spend 3.5
hours a day
on their
phones
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Negative
“We’re losing years of our lives”
“Addiction crisis”
People
spend 3.5
hours a day
on their
phones
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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
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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
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SAME STAT
Three Stories
Your CHoice.
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How do we do it?
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Number
People
spend
3.5hrs a
day
on
their
phones…
1
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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
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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
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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
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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
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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
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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
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Where it Goes wrong
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The TOOLKIT.
49
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We think great
campaigns start
with great stats
“A Great Stat”
“A Great Campaign”
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But often, they
start with Messy
Data
“Messy Data”
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That needs
Cleaning &
Organising
“Clean & Organised
Data”
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Where do we get the data from?
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SOURCES
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SOURCES
INTERNAL DATA
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SOURCES
INTERNAL DATA
FOI REQUESTS
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SOURCES
INTERNAL DATA
Primary data FOI REQUESTS
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SOURCES
INTERNAL DATA
Primary data
Third party data
FOI REQUESTS
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FINDING THE STAT
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FINDING THE STAT
Needle in a
haystack
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START WITH QUESTIONS , NOT
NUMBERS
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What’s EXTREME?
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What’s SURPRISING?
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What’s CHANGED?
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questions PRODUcE insights.
WHICH are THE ‘ingredients’ to A
story.
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SQUEEZING OUT ALL THE INSIGHTS
FROM SURVEYS.
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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
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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
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Number to story
(INGREGIENTS TO MEAL )
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FRAMING
Meaning
Context
Scale
Number
1 2 3 4 5
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FRAMING
Meaning
Context
Scale
Number
1 2 3 4 5
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FRAMING
Meaning
Context
Scale
Number
1 2 3 4 5
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AND BREATHE…
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Every number carries a story
They just need translating
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Want the
Toolkit?