Visualization Methods Analysis

8/3/2019 Visualization Methods Analysis

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Autumn Abbott-Lord

Becky Farmer

Zainab Habibi

Caitlin Hammond

Christine McDonald

Sarah Williams

Journal o

Managethe Visu

Product and B

ent: An Analyalization Meth

Used

Prepared fo

and

is ofds

Dr. Meredith Zoetewey


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Table of Contents

Cover Page 1

Table of Contents 2

Overview 3

Introduction 3-5

Methodology 6

Analysis and Results 7-9

Implications 10

References 11-13


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Overview

This report will discuss the need for knowledge of visualization method tools, evaluate and

analyze the tools used in an academic journal on marketing, and discuss the implications of thisknowledge as it relates to technical communicators working in the marketing field. Issues of

Journal of Product and Brand Managementwere assessed for information on usage of

visualization tools. The findings show that multiple visualization methods are commonly

employed to simplify difficult information in which the author wants to convey to the reader.

As a result, it is important for technical communicators working in the marketing field to have

full knowledge of visualization methods and to understand which are commonly utilized.

Introduction

In todays environment of soaring technological use, the utilization of visuals when conveying

technical information is more prevalent than ever. Communicators in the marketing field have

a growing need for the use of visualization methods. A visualization method is a systematic,

rule-based, external, permanent, and graphic representation that depicts information in a way

that is conducive to acquiring insights, developing an elaborate understanding, or

communicating experiences (Eppler & Lengler).

In the past, the role of a technical writer was to convert technical information into a format

easily understood by most people. More recently, the role of these writers advanced to that of

communicators, and they began carrying more responsibility, working in various fields and

dealing with communication sources other than print. Today, technical communicators are

managing documentation processes, participating in marketing communication activities,

working with knowledge management teams and are responsible for delivering marketing

collaterals, newsletters and so on (Ramamurthy, 2010). According to Weinschenk, people

learn best from examples and visualized information (2011, p. 79). Therefore, it is critical to

analyze the frequency with which communicators in the marketing field use visuals when

presenting specialized information.

Visualization methods have been divided into the following six categories (Eppler & Lengler):

data, concept, metaphor, information, strategy and compound.

Data Visualization

According to the Periodic Table of Visualization Methods, data visualization is represented

through continuums, tables, Cartesian coordinates, pie charts, line charts, car charts, area

charts, histograms, scatterplots, turkey box plots, and spectrograms (Eppler & Lengler). These


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eleven strategies encompass the most fundamental way to utilize informational diagrams as

visuals. Visualization is the graphical presentation of information, with the goal of providing

the viewer with a qualitative understanding of the information contents (Ward). Data

visualization is unique because it allows the user to view quantitative data in the most simple,

qualitative way possible.Data visualization is efficient, accurate, and adaptable. It also workstowards building an understanding of data, processes, relations, or concepts (Ward).

Concept Visualization

Concept visualization methods are used to elaboratequalitative concepts, ideas, plans, and

analyses through the help of rule-guided mapping procedures (Eppler & Lengler). These

visuals are commonly expressed using circles or boxes that are linked by words or phrases.

Concept visualization, in addition to strategy visualization, contains the highest number of

visuals categorically, including evocative knowledge maps, cause-effect chains, force field

diagrams, and concept maps and concept fans, the latter of which are commonly used. Thesemethods are frequently seen in scientific fields, helping users understand complex

interrelationships within multivariatedatasets (MachEachren, Gahegan, Pike, 2004, p.5281).

Metaphor Visualization

Metaphor visuals organize information meaningfully. In doing so, they fulfill a double

function: First, they position information graphically to organize and structure it. Second, they

convey an insight about the represented information through the key characteristic of the

metaphor that is employed (Eppler, 2004). Metaphor visuals are used to translate raw data

into visual form (Schmidt, 2007). They are not literal translations, but assist communicators in

assimilating information by providing them with a familiar image to consider.

Some metaphor visualizations are still frequently in use, such as landscape metaphor, which

was one of the first methods used...to reorganize and depict document archives (Sara Irina

Fabrikant, 2010). This visual is still common because everyone intuitively understands

landscapes (Sara Irina Fabrikant, 2010). Metaphors are successful when the audience

understands what the visual represents and its significance in relation to the given information.

However, despite the usefulness of metaphor visualizations, they are rarely found in marketing.

Information Visualization

Information visualization is primarily used for financial analysis and market studies. These

methods include datamaps, timelines, flowcharts, and data flow diagrams. Flowcharts and data

flow diagrams are the most common in the marketing field.Software and Systems Engineering

Vocabulary (SEVOCAB) defines flowcharts as control flow diagram[s] in which suitably


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annotated geometrical figures are used to represent operations, data, or equipment, and

arrows are used to indicate the sequential flow from one to another (Flowchart, 2011). A data

flow diagram is one that depicts data sources, data sinks, data storage, and processes

performed on data as nodes, and logical flow of data as links between the nodes (Flowchart,

2011). Although flowcharts and data flow diagrams are very similar, they have a key

difference; data flow diagrams do not show information about the timing of processes, orinformation about whether processes will operate in sequence or in parallel, whereas

flowcharts do.

Strategy Visualization

Strategy visualization is the systematic use of complementary visual representations in the

analysis, development, formulation, communication, and implementation of strategies in

organizations (Eppler & Lengler). The purpose of strategy visualization methods is to depict a

set of conceptual relationships such as hierarchies and networks. These methods includeportfolio diagrams and magic quadrants, which are regularly used in the marketing field. Magic

quadrants tend to be simple, but effectively assist the reader in quickly determining the

strengths and weaknesses of the data provided. Strategy visualization is the most specific of

all groups, as it has achieved great relevance in management (Eppler & Lengler).

Compound Visualization

Compound visualization designates the complementary use of different graphic representation

formats in one single schema or frame (Eppler & Lengler). Graphic facilitation, cartoons, rich

pictures, knowledge maps, learning maps, and infomurals are all classified as compoundmethods. These methods tend to convey more subjective information, although they may

incorporate the other methods as well.


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[Periodic table of visualization methods] Retrieved November 30, 2011 from

http://www.flickriver.com/photos/colby/352895722/

Methodology

This study began with research on visualization methods, specifically the six categories as

defined by Eppler and Lengler: data, information, strategy, metaphor, compound, and concept.

Research was followed by an analysis of the twelve most recent issues ofJournal of Product and

Brand Management (JPBM). All articles from Issue 3 of 2010 through Issue 7 of 2011 wereevaluated. A total of eighty-three articles were assessed for the number of visuals utilized,

which category the visuals represented, and which method did it correspond to within its

category. In addition, issues were searched for articles that contained no visual

representations.

For the purpose of this report, visuals were considered to be anything other than text used to

convey information. These visuals were defined by the articles as figures and tables. The

determination to categorize each visual was made based on the structural similarities between

the article visuals and the examples provided by Eppler and Lenglers Periodic Table of

Visualization Methods, in combination with the information from the previous research

conducted. While some visuals showed similarities from multiple categories, the method thatmost resembled the example from the periodic table was chosen.


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[Table] Retrieved November 30, 2011 from:

http://www.learningsolutionsmag.com/articles/630/mak

e-the-complex-understandable-show-dont-tell/page3

[Flowchart] Retrieved November 30, 2011 from:

http://www.visualliteracy.org/periodic_table/peri

odic table.html#

Analysis and Results

The evaluation of all eighty-three articles in the most recent twelve journals of Journal of

Product and Brand Management indicates that visuals are used 95% of the time. Only four of

these articles contained no visuals at all. Among the visuals found, the majority are

representative of data visualizationmethods. While the other five forms

of visualization only appear 53 times

in the twelve issues analyzed, data

visualization methods are utilized 334

times in those same articles. Within

these data methods, 285 were

classified as tables, the most

frequently seen visual. Table is simply

defined as a systematic

arrangement of data usually in rows

and columns for ready reference

(Merriam-Webster).

Concept methods and information

visualization methods are also

commonly utilized, with similar

frequency. Within the information visualization category, flowcharts and data flow diagrams

are seen most often and in multiple articles. These are the only two information methods

utilized within the evaluation. In contrast,

concept visualization methods are

represented by various types of visuals, notjust one specific method. Concept methods

are also represented by the highest number

of methods and include concept maps,

process event chain, perspectives diagram,

concept fan, force field diagram, evocative

knowledge map, and swim-lane diagram.

While the use of strategy and metaphor

visualization methods is limited within theevaluated articles, this analysis did show

equivalent or more usage of organizational

charts than any specific method within

concept visualization methods. Research on

why metaphor visualization methods are

not used as frequently as the other methods

revealed that metaphor visuals are used to


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[Temple] Retrieved November 30, 2011 from:

http://www.visualliteracy.org/periodic_table/periodic_tabl

e.html#

translate raw data into visual form (Schmidt, 2007). They are not literal translations, but used

to help people assimilate

information by giving them a familiar

image to consider. Much of the

information conveyed through JPBM

articles is highly quantitative,therefore it can be difficult to find

appropriate metaphor visualizations,

so they are not as common in the

marketing field.

Employing proper metaphor

visualizations can often be helpful in

marketing, but there are drawbacks

(JiSoo Yi, 2005). Using metaphors can

result in poor comprehension of

information due to misinterpretationof the metaphor visual. Metaphors

are used as a bridge between a

traditional object and the new

concept, but they tend to

discourage further exploration into

the information (Ji Soo Yi, 2005). For

example, if a reader is told that information applies to one specific category, the reader is not

likely to look for additional applications of the material.

Compound methods were not found at all in this evaluation.


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Knowledge Maps

Knowledge mapping is a process of surveying, assessing

and linking the information, knowledge, competencies

and proficiencies held by individuals and groups within

an organization (Hylton, KeKma-Training, 2002).

Useful for organizing related information in astructured manner that simplifiescomprehension by showing the connections

between the information.

The maps do not represent knowledge per se,but rather pointers toinformation resources

and examples of expert knowledge in use

(Tergan, 2005, p.189).

Compound Visualization

A review ofJournal of Product and Brand Managementrevealed that compound visualization methods

were not frequently utilized within the journal. Further research of knowledge maps, learning maps,

graphic facilitations, info murals, rich pictures and cartoons was conducted. Due to the abundant

information on knowledge maps and learning maps that is available, this article focuses on these twocompound methods. Knowledge maps reveal where knowledge resides and where the gaps are

(Thomas, 2009). Learning maps connect people to other people, as well as to the information being

conveyed. For example, when marketers brainstorm to create an incentivized survey, their ideas may

be constructed into a knowledge map, which may evolve into a learning map, as the group begins to

connect their ideas. The number of surveys to be distributed, the questions to be asked, and the target

consumer to be interviewed can be included as part of knowledge mapping. These ideas are then taken

and transformed into an operational survey. To emphasize this point, Sigmar-Olaf Tergan states that

cognitive processing of complex subject matter may be enhanced if the task-relevant knowledge is

well-organized and the structures behind ideas, knowledge and information, as well as their relevance

for comprehension, learning and problem solving, are made explicit by means of visualization (2005,

p.186). Therefore, although compound visualization methods are not shown in theJournal of Product

and Brand Management, they are still vital within the professional marketing field.

Learning Maps

Present complex internal processes with vivid

simplicity (Hutchins).

Traditionally, learning maps are employed togenerate awareness and understanding

(Hutchins).

They function to organize major conceptsfrom a text or thought into a visual

arrangement.

Shows the relationship among concepts withlinking phrases such as results in,

contributes to and compared to (Cargill,

2011).


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Implications

Visuals cement information that verbose descriptions and statistics may not. In this study, the

use of visuals, along with explanations, allows the subscribers of Journal of Product & Brand

Management to coordinate their understanding of the latest information in the marketing

world.

The outcome of this examination indicates that communicators wishing to work in the

marketing field must be familiar with many of the various methods of visualization. As noted by

Luc Desnoyers in reference to visuals used in science communication, Most scientists were

scarcely exposed to formal training in the use of visuals and it is our experience that students

resort to learning by doing and imitating what they read and see, for better or for worsethere

seems to be a definite need for more extensive and systematic training in this area (2011,

p.121). This also indicates a need for increased discussion about visualization methods in

technical communications educational programs.

The findings of this study also indicate that data visualization is a frequently representedvisualization method used in marketing. If technical communicators focused on producing

more in depth and challenging visualizations, they could create more thorough and

representative works that would require little or no textual explanation. As said by Desnoyers,

Printed visuals are autonomous entities that the readers can refer to and analyze separately

fromtext, at their own convenience (2011, 120).

Simply put, visual representations help us to illustrate concepts that, if expressed verbally, we

would find difficult to explain clearly to a listener (Mazza, 2009, p.4). And isnt simplifying

information the quintessential description of what technical communicators do?


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References

Canas, A.J. and Novak, J.D. (2009, September 28). What is a concept map? Retrieved from

http://cmap.ihmc.us/docs/conceptmap.html

Cargill, S. (2011, March 11). Visual Learning Maps Explained. Thinkspiration. Retrieved from

http://www.inspiration.com/blog/2011/03/quick-lesson-visual-learning-mapsexplained/

Desnoyers, L. (2011). Toward a Taxonomy of Visuals in Science Communication. Technical

Communications, 58(2), 119-134.

Eppler, M. J. (2004). Knowledge Visualization: Towards a New Discipline and its Fields of

Application. Institute for Corporate Communication. Retrieved from

http://www.bul.unisi.ch/cerca/bul/pubblicazioni/com/pdf/wpca0402.pdf

Eppler, M. and Lengler, R. (n.d.).Towards A Periodic Table of Visualization Methods for

Management. Retrieved from

http://www.visualliteracy.org/periodic_table/periodic_table.pdf

Eppler, M. and Wilder, J. (2008, August). TRAINIAC: Making Training Collaborative through

Learning and Journey Maps. Retrieved from http://www.knowledge

communication.org/pdf/trainiac-case-inspection.pdf

Hutchins, D. (n.d). Illustrate Your Organizational Change with Learning Maps. Learning Products.

Retrieved from http://www.davidhutchens.com/LearningProducts/.learningmaps..html

Hylton, A. (2002). The Role of the Knowledge Audit in Corporate Intranet Design. Retrieved

from

http://www.providersedge.com/docs/km_articles/Role_of_K_Audit_in%20Corp_Itranet

Design.pdf


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Ji Soo Yi, R. M. (2005). Dust & Magnet: multivariate information visualization using a magnet

metaphor. Palgrave Macmillan, 1-18.

http://www.cc.gatech.edu/~john.stasko/papers/iv05-

dnm.pdfhttp://www.cc.gatech.edu/~john.stasko/papers/iv05-dnm.pdf

MachEachren, A.M., Gahegan, M., and Pike, W. (2004, April 6). Visualization for constructing

and sharing geo-scientific concepts. PNAS, 101(supp.1), 5279-5286.

Mazza, R. (2009). Introduction to information visualization. Springer-Verlag: London.

Ramamurthy, R. (2010, July).Expectations and responsibilities of technical communicators.

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http://www.tcworld.info/tcworld/technicalcommunication/article/expectations-and-

responsibilities-of-technical-communicators/

Sara Irina Fabrikant, D. R. (2010). The Natural Landscape Metaphor in Information Visualization:

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http://www.geog.ucsb.edu/~montello/pubs/NattyLand.pdf

Schmidt, C. M. (2007, May 26). Visualization as Metaphor.

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www.formfollowsbehavior.com/2007/05/26/visualization-as-metaphor

Software and Systems Engineering Vocabulary (2011). Flowchart. Retrieved from

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Tergan, S.O. and Keller, T. (2005). Digital Concept Maps for Managing Knowledge and

Information. Knowledge and Information Visualization, 185-204.

Thomas, A. (2009, January 12). Knowledge Mapping. Retrieved from http://pmtips.net/knowledgemapping/

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