Bringing Data to Life Through Storytelling
It’s not unusual for businesses and organizations to use storytelling to communicate important, persuasive messages. Stories are the most fundamental way that humans convey information. And, a variety of studies have found that introducing data with stories or using a narrative frame to communicate information can:
Increase one’s likelihood of remembering information [Graesser et al., 1980],
Reduce counter-arguing [Green and Brock, 2000],
Be much more convincing than data alone [Niemand, 2018],
Why? Stories tap into the parts of our brains that process information more efficiently when it is presented in a narrative format, especially when that information has social relevance [Downs, 2014 ]. Since stories touch more of our brain than facts alone, readers tend to recall and reflect on them longer. In other words, stories plant a sticky little seed, where dry info just blows right on through.
Tani Peelgrane pointing our attention to the impact of climate change on sea life.
But, for many of us, a data-centric approach is second nature, making the prospect of storytelling a source of unease. You might wonder:
Shouldn't the data stand on its own?
Does storytelling compromise my argument's integrity or credibility?
How do I bring narrative to my data without skewing it?
Let’s take for example these two presentations. Imagine you’re attending a conference on a variety of topics and you want to learn more about, let’s say, ocean acidification. Which paragraph feels more accessible to you? Which is more memorable?
Example A: Data Forward Introduction
Ocean acidification is an intricate and multifaceted issue within the broader context of anthropogenic climate change. To delineate the scope of this discourse, let us first quantify the carbon dioxide absorption metrics of our planet's oceans. The data indicates that these vast bodies of water absorb almost 30% of anthropogenic CO2 emissions, a figure that translates to a staggering annual uptake of 9 billion metric tons, give or take, contingent upon global energy consumption trends. These numbers represent a changing world, impacting not just marine life but the entire ecosystem, including us.
Example B: Story-Forward Introduction
Last summer, my daughter and I visited some tide pools that I had loved exploring as a kid. What had once teemed with layers of life, was now nearly empty. A lone hermit crab wandered along the edge of one. There hadn’t been any recent storms, this was just the new normal.
So, what happened to all of the animals? One of the big factors is ocean acidification. As our oceans do the work of absorbing 30% of human carbon emissions, that extra CO2 upsets the balance of ingredients that these tiny animals use for their shells. When the animals at the base of the food chain can’t protect themselves, they disappear, and the entire ecosystem collapses. What we were seeing on this tiny scale is also playing on the biggest levels around the globe.
Analysis
We think the Story Forward Introduction (Example B) is more accessible to a curious audience because it provides the audience with a familiar concept — animals in a tidepool, alongside the fact/statistics — our oceans absorb 30% of human carbon emissions. While the Data Forward Introduction (Example A) may appeal to a specific audience, it might also alienate them because it’s immediately dense with facts/statistics. We recommend you use a story-forward introduction to ease your audience into your content.
Stories take data from abstract to concrete, making it easier for your audience to do something meaningful with the information you’re giving them: support an initiative, make a decision, approve a budget, or simply work more effectively.
But how does one actually go about effectively using narrative with data? Below are three tips that can help you make your data connect using stories…
1. Finding Stories: Stepping into Your Subject Matter Expert Role
To find a story that really resonates with an audience, start sharing your thoughts and insights in smaller, less formal settings, like team meetings or casual discussions with colleagues.
When you do this, you can start to assess not only your ability to communicate complex ideas clearly and concisely but also which ideas are critical for your audience to understand to get your overarching point. In so many words, if you see your low-stakes audience losing track of what you’re trying to convey, you know you need to refine it.
Implement this by preparing a five-minute briefing on a current topic within your expertise, presenting it to a friend or colleague, and asking for feedback on clarity and engagement. This iterative process solidifies your knowledge and boosts your confidence, making you a more credible and authoritative figure in your subject matter.
The shape of the kingfisher's beak and the front of Japan's high-speed bullet train.
Do you know how the high-speed bullet trains in Japan got their innovative shape? It’s because one of the engineers designing them was bird-watching one day and made a connection between a kingfisher’s beak and his work. Of course, many other variables account for the final design. The point: We all have experiences of seemingly random things reminding us of our work. Don’t dismiss these connections; they provide ideal story material.
2. Accessibility: Consider Your Audience
People are moved by different things: some by facts and figures, others by stories or emotional connections. To make your information accessible to your audience, start by identifying their values and interests:
What matters to them?
What concerns do they have?
What do they already know or need to know?
Once identified, ensure your message addresses these interests and make it clear how the data connects. For instance, if you're presenting on climate change to a group primarily concerned with economic growth, and the numbers show the economic benefits of sustainable practices, that point should be explicitly stated. Don’t assume they will read between the lines.
An audience doesn't want to work hard to understand your content.
You can practice this by crafting three different pitches for your next presentation, each focusing on a different audience value, and test these on a small group to gauge which is most persuasive. This approach ensures that your message resonates with the audience, and they will be more likely to stay focused and do the work to understand your content.
3) Strategic Communication: Balancing Stories and Data
Stories make data accessible, but they don't replace the hard numbers. The key to strategic communication lies in finding the right balance between storytelling and data presentation. Start by identifying the core message of your data – the one thing you want your audience to remember. Once you have your core message, what story, moment, or case study comes to mind?
Balance data and stories throughout your communication.
You can use representative real-life scenarios or hypothetical situations to illustrate the data's impact. Once you have your narrative, directly back it with data; after the story, present the data that supports the story's premise.
To implement this, create a two-part structure for your next presentation or report: one part narrative, one part data. For example, start with a personal story related to the topic, then follow up with data that underlines the story's significance. This method makes your communication more engaging and memorable while maintaining the integrity and importance of the data. Practice this approach by rewriting an existing report or presentation, then seek feedback on the balance and effectiveness of narrative versus data from peers or mentors.
Learn more about stories with this video of ours: