Data isn’t being delivered to decision makers the way they want. Here’s what is separating them from useful evidence. Our key recommendations: Stop the ‘Ooh, shiny!’ Connect actions to outcomes. Visualize decisions, not data. (More highlights below)
Tracy Allison Altman, founder of Ugly Research, explains what’s missing from the data-to-decision process. View/download the research paper [pdf]
These 6 issues need to be resolved:
Data is easy: 3 issues for the tech community. 1) Data visualization provides too much ‘Ooh, shiny!’ without adding value. 2) There’s a false dichotomy between 'Data-driven' and 'Human intuition'. 3) Value is not self-evident: People need to see how to use data.
Deciding is hard: 3 issues for decision makers. 1) Visualize decisions, not data. 2) Build a decision culture, not a data culture. 3) More is needed to unleash data’s explanatory and predictive power.