The 3Cs Rule

        1.Choose a Message

In marketing you would come up with a message first and then find a dataset to back it up. In journalism you may want to analyse a dataset first and then define what the message is. In both cases, the first step is always to set your mind on a clear objective.



You may have spent hours on your data but remember that your audience hasn’t. This is typically known as the ‘curse of knowledge’; this cognitive bias occurs when someone who is very familiar with a topic assumes, therefore, that everyone is. Unfortunately, more often than not information that is not easily understood will automatically be discarded.

 To avoid such a fate with your own analysis, you should give it some context. Depending on your content, you may need to explain the why, what and how. Why have you gathered the data? What conclusion have you extracted from your analysis? How do you think it will help the business?



Compare your data to the same dataset in the past, or even against another trend or brand. You can also compare the current situation to a potential improvement, a risk, or to what could happen if no action is taken. In other words, put your data into perspective. However, choose carefully as your choice of comparison will influence your audience towards your message. A positive comparison will make your results appear in a favourable light where as a negative one will underline an issue.


The emotional connexion. Be more like Donald Trump

Everyone can be a storyteller

The magic 8 questions to help you create a storytelling

The cherry on top:

title and details

Tracking down the unicorn: a live example

A sad story: when

data is not enough


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