Summary
The research industry struggles with effectively communicating complex findings, meaning valuable knowledge is often misunderstood or under-utilized. Dense reports and impenetrable data presentations can carry the blame for much of this. However, embracing visual frameworks and storytelling techniques can make complex data more digestible and engaging. Frameworks thinking not only helps findings spread further, but empowers stakeholders to “think with the ideas”—enhancing both the impact and audience of insight. The session will look at some examples of powerful visual framework to enable attendees to learn how to transform complex data into engaging visuals and narratives, and give clear strategies for making insight more accessible and impactful.
Key Insights
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Visual frameworks transform raw qualitative data into communicative tools that help stakeholders grasp complex insights quickly.
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Drawing ideas, even for 'words people,' activates different neural pathways enabling clearer and stronger thinking.
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Frameworks function like jewelry, where arranging individual insights creates a whole greater than the sum of its parts.
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Successful frameworks are useful, visual, and abstract, targeting specific audiences rather than being overly general.
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Simple visual diagrams outperform complex ones like kinship charts in clarity and usability.
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Three main types of visual frameworks include processes (sequences/loops), differences (spectrums/two-by-twos), and hierarchies (pyramids/nested).
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Iterative testing and team debate are critical; frameworks rarely get it right on the first try.
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Frameworks should be designed for time-poor executives, distilling information into instantly graspable visuals.
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Collaboration with designers enhances visual communication by addressing cultural reading patterns and aesthetics.
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In engineering-heavy organizations, frameworks should align with familiar existing models to gain stakeholder acceptance.
Notable Quotes
"Draw your ideas, even if you’re a words person; it unlocks new connections and thinking."
"The eye is an extension of the brain; processing visuals fires new neurons and helps you think differently."
"A map is not the territory; frameworks must be selective and purposeful to be useful."
"Edward Tufte says, the act of arranging information becomes an act of insight."
"Communicative virtuosity is what good frameworks have—they allow ideas to be shared effectively."
"You have to design frameworks for the busy executive in the back of the limo."
"It’s okay if your first visual looks weird or even like a penis—that’s part of the process."
"Be prepared for clients to say they want it simpler or different; humility and iteration are key."
"Your framework is like a minimalist short story: enough to spark curiosity but leaves room for conversation."
"Engineering organizations like familiar frameworks; speak their language visually as well as verbally."
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