Seven types of stories with data

We believe in the power of stories to transform data into transformative actions.

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This article presents best practices for creating impactful narratives based on facts and data, taking advantage of the best of available tools and techniques.

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What is the purpose of your analysis?

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Before starting to build your narrative, it's essential to define your purpose and the path you want your audience to take.

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Ask yourself:

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What action do you want to inspire?
Is it a simple and direct narrative?
Or complex and contradictory, as a case for discussion?

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The order of the factors alters the understanding:

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Present the data that lead to a conclusion at the end, ideal for engaging the audience.
Start with the conclusion and show the data that supports it, efficient for busy audiences.

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A practical tip is to sketch your story on paper or white board before using digital tools.

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This helps you quickly identify problems in sequence or logic.

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A story can combine more than one type, creating an engaging and dynamic narrative arc

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Tipo de História	Descrição	Discussões que ela gera
O mundo mudou	Antes e depois	Por que isso aconteceu? O que podemos fazer para repetir ou evitar?
Visão macro	Define o contexto amplo para entender melhor um ponto	Por que essa unidade ou lugar é diferente? Como se compara aos outros?
Da parte para o todo	Mostra como um lugar se relaciona com o ambiente expandido	Como algo é impactado pelo todo? Que efeito isso tem em outras áreas?
Contraste	Compara dois ou mais lugares	Por que são diferentes? Como replicar o desempenho de A em B?
Correlações	Destaca forças importantes quando um lugar se destaca	O que causa essas mudanças? Elas são boas ou ruins?
Fatorial	Explica algo dividindo em blocos menores	Qual local merece mais foco? Quanto cada atributo impacta o resultado?
Fora da curva	Mostra anomalias ou diferenças significativas	Por que esse aspecto é tão diferente?

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Practice and adjust

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As with any creative process, testing and reviewing your story is a crucial part of achieving clarity and efficiency:

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Check that each sequence makes sense on its own and within the set.
Ask for feedback from colleagues in the Mapfry community

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Keep it simple

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An effective narrative prioritizes clarity and avoids excess elements.

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Get straight to the point:

Avoid including too many slides or long descriptive ones
Make sure each narrative point is clear and relevant
Don't embellish the narrative too much, be objective

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Practical tips:

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Personalize the narrative: Use specific data to create a connection with the target audience.
Contextualize with the market: Show how your data reflects local or global trends.
Humanize insights: Relate the data to real customer or partner stories.

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It's going to be good

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We believe that well-structured stories, based on facts and data, have the power to influence decisions, engage teams, and drive results.

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Keep exploring, testing, and refining your narratives, because the best way to captivate an audience is through clear, relevant, and truly impactful arguments!

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Start counting yours today with Mapfry!

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