5 INSIGHTS: Using Data to Tell Stories

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I NSIGHTS

USING DATA TO TELL STORIES THA VIN

W HY ISN’T OUR WEBSITE USED?

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How would you rate the visual attractiveness of the East Point Housing Authority website?

1 2 3 4 5 Font      Color      Logo      Images      Format      Overall Website     

VISUAL APPEAL

THE CONTROL

1 = Very Unattractive 2 = Unattractive 3 = Neutral 4 = Attractive

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5 = Very Attractive

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V ISUAL ATTENTION

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PROGRAM Who: EAST POINT HOUSING AUTHORITY How: Qualtrics Facebook Photoshop Why: EPHA changed its website to increase traffic.

I wanted to establish a baseline likability. A follow-up survey is needed to assess the new website’s likability.

HEAT MAP RESULTS Respondents rated “Format” at 2.5 the lowest score. Also, the heat map shows layout impacted clicks.

A RE WE OKAY? *consensus **challenge

MISSION | VISION

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SAMPLE QUESTION:

STRATEGY * **

If a donor were to donate $10K tomorrow, how would you allocate those funds?

Increase staff and ED hours

RELATIONSHIPS

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C APACITY SURVEY

PROGRAM Who: REFUGEE WOMEN’S NETWORK How: Workshop Text Analysis SWOT Survey Monkey Excel xMind Illustrator

FISHBONE DIAGRAM RWN developed a strategic plan and re-focused its marketing/pr on its donors.

Why: The organization needed to assess its health before creating a new 5-year strategic plan.

W H O I S O U R C U S T O M E R ?

TARGETING NEEDS

n POSITIONING MESSAGES

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S EGMENTATION

PROGRAM Who: RACETRAC

>ave utility < ave utility

HEAT MAP | INDEX OF UTILITIES RT targeted female experience shoppers & its typical male customer.

How: Excel Experian Data Photoshop Tableau Microstrategy Forrester Research Ad$pend Why: RT brand repositioning statement provided research to align environment with brand.

D O YOU LIKE YOUR SPACE? The Architecture & Design team would like your input for RaceTrac’s new store prototype: the RT Mini.

This new project will take some of the best elements from the 5K remodel and improve areas of oppor-

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Very Easy

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tunity to create this new store prototype. As you go through the survey, think about your 5K remodel store experience and provide any ideas and feedback.

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Very Difficult

How would you rate the yogurt prep area’s visibility from the cashwrap?

How would you rate the ease of cleaning at the yogurt toppings area?

SAMPLE QUESTION

SAMPLE QUESTION

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E NVIRONMENTS

PROGRAM Who: RACETRAC How: Mrkt Research Group Store Observations Store Mockup Employee Interviews InDesign Photoshop Qualtrics Why: Establish baseline for new store prototype

INTERVIEW RESULTS In lieu of 400 surveys, the Design team elected to develop the prototype through leadership feedback.

H OW MUCH WILL YOU PAY FOR A BOAT RIDE?

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3,000 + 3,000 =

4,000 + 3,000 =

A. 4,500 B. 5,200 C. 6,000

A. 2,500 B. 7,000 C. 8,500

SAMPLE QUESTION

SAMPLE QUESTION

$3,294

$800

RESPONDENT’S AVE PRICE

VIATOR.COM’S AVE PRICE

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A NCHORING

PROGRAM Who: LEGACY CLOTHING How: Qualtrics Excel Facebook & Twitter Why: I wanted to test whether the presence of large numbers impacted price estimation & perception.

INITIAL RESULTS Without a scale, a majority of respondents over-estimated price by 311%.

I NSIGHTS

USING DATA TO TELL STORIES THA VIN

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