VizThink Challenge: What else can we see in the data?

by Christine Martell on March 6, 2008
in VizThink

This is part of a series of posts about the VizThink Challenge. Previous posts have covered how the challenge came about, an overview, what images were used, and what the words tell us.

Other levels of information

In this post we’ll be looking at the third and fourth levels of information derived from a VisualsSpeak Strategic Thinking process. Below are the four levels of data we analyze:

Which individual images were selected across all groups.
Analysis of the content of the written descriptions.
The visual language in the structure of each table’s image.
The intersection of the words and images, and how they are used together.

Level 3: The overall image patterns

The VizThink Challenge group images featured four types of patterns. They were similar to patterns we have observed in other applications.

Contained collection (1 clump) of images
Images spread along a line
Images in separate clumps
Images on a curve, circle or spiral

In the VizThink Challenge, the overall patterns were fairly evenly distributed across the 40 tables. Sometimes in a VisualsSpeak Strategic Thinking process a dominant pattern will arise. Since that isn’t the case this time, any of these patterns might work as an underlying structure for the visual aspect of a website or marketing materials.

For example if the Artrain chose to use a journey theme in their marketing materials, then they might use a spiraling shape to reinforce that idea. Or if they chose to use a bridging communities theme then they could use arch or bridge shapes to make the images congruent with the words used in marketing materials.

You can see photographs of the individual tables on Fickr.

Level 4: Words and Images

When we look at the words and images together we are looking for the conscious intention of the participants. What stories did they tell, and how did they use the images? Do the messages resonate with the audience? Also are there particularly divergent ideas, as indicators of something we might not have considered?

Data in context

When analyzing the combination of words and images, we look at what is pertinent to the stakeholders based on what their needs are. After looking at three previous levels of data, we have identified many patterns and insights, so we begin to refine and isolate more specific outcomes.

The direction is largely determined by where the stakeholders are in the process. For example, if VisualsSpeak is used at the very beginning of a strategic process, we may be looking to identify all of the possibilities. Entering into the process in the middle like we did with Artrain, we might look at what messages were getting through and how they were received. Later, we might be using it to align stakeholders with a chosen strategy.

Selected Examples

Here are a few of the images together with their stories that were contributed by the participants in the VizThink Challenge. This is some of the raw data we look at when doing an analysis.

Table 23

People-Diversity

stressing wide audience
cultures from around the world
art connecting people

Pathway- Images of Connection

Bridge
Path
Lighthouse
Affecting people a mile at a time

Beauty/Culture all around us

Available
Accessible
Abounding

Table 31

We identified themes that the experience should include to engage communities and sponsors. It should inspire feelings such as:

Hope

dreams
children as future
exploration of new grounds

Sense of community and belonging

storytelling (from roots)
history/tradition (teach old ideas new community members can share)
impact (purpose of community to be)
pride and inclusion of smaller groups

Fun/Joy

creation process
empowerment

Art as vehicle of creation

Artist as visionary
Education as path to expand
Artist as source of inspiration

Table 42

Bring a smile to a child

By making the museum on wheels, Artrain brings smiles to families and most importantly children who have never experienced live art. The center photo would illustrate one happy or not so happy child, Would then segue to an open road displaying the ease and accessibility of America’s successful infrastructure for supporting such an endeavor. The large crowd image captures the large audience size that will expereince the impact. The hot air balloon laying behind the other images displays those who expereince Artrain, and its mission, will only soar- the sky will be their limit- similar to the sponsor who should only encounter greater visibility & profits form touching the lives of families who have the privilege of experiencing Artrain.

Thanks to all who participated

We’d like to thank the well over 300 people who participated in creating the group images for the VizThink Challenge. We realize it isn’t easy to accomplish this much in 30 minutes, and were amazed at how much information emerged from the process. Have any additional insights or ideas? See anything interesting in the section of the data we have shown in this series of posts?

Other posts on the VizThink Challenge: