24761 Chap.11 Data Storytelling and the Insight Poster
Data Storytelling and the Insight Poster
From analysis to persuasion
The later lectures cover visual communication, storytelling and persuasive reporting, and they all lead to one task: an A1 poster that tells your whole project to a management team, followed by a short individual Q&A in the Week 12 workshop.
The poster PDF is due in Week 11 and carries 40% of the subject, the largest single share of the mark.
Borton’s three questions
The chapter uses Borton’s What, So What, Now What model from the earlier lectures as the spine of the page, so charts show what happened, interpretation explains why it matters, and the recommendation says what the brand should do, linked to the marketing mix.
Layout and defence
A wireframe drawn to true A1 portrait proportions, 594 by 841 mm, shows one way to arrange six zones, a finished storyline for an invented bike-share scheme shows the narrative, and two drills cover chart titles and cutting material.
The chapter closes with what the discussion tests and what happens if you cannot attend the session in person.
What this chapter covers
- 01
Visual communication, storytelling and persuasive reporting
- 02
Borton’s What, So What, Now What model
- 03
A1 portrait poster format and compulsory details
- 04
Laying out zones for a managerial reader
- 05
Recommendations tied to the marketing mix
- 06
Preparing for the individual Q&A
Worked example · free
Place a bike-share story into A1 poster zones
- 1Headline finding: new members ride less after month one, with empty commuter docks a likely reason, the hedged one-sentence answer placed where the eye lands first.
- 1The problem gets the fall from 3.4 to 1.2 rides a week, and the evidence charts get the 40% of reviews about empty docks.
- 1The AI-assisted check gets the confirmed theme list, and the survey plan gets the questions for lapsed members.
- 1The recommendation band gets the morning rebalancing and the live dock counts, labelled as place and product decisions, with the photo and name in the bottom corner.
Key terms
- Data Storytelling
- Arranging evidence, interpretation and recommendation into a narrative a particular audience can follow and act on.
- Borton’s Model
- Three questions, what happened, so what does it mean, and now what should be done, used to move from charts to decisions.
- Managerial Implication
- The consequence of an insight for a brand’s decisions, stated as an action management could take.
- Marketing Mix
- Product, price, promotion and place, the four levers a recommendation can change.
- Research Poster
- One page that presents a whole project visually, here at A1 portrait size and defended in a short discussion.
Data Storytelling and the Insight Poster FAQ
What size and format does the insight poster need to be?
The brief asks for an A1 portrait design, 594 by 841 mm, submitted as a single-page PDF. You do not print it, because the file is displayed on screen during your discussion, so it must keep its layout and stay legible when shown. A poster that ignores the size or format loses four points.
Is there a word limit on the poster?
No word limit is prescribed. The brief says students are assessed on communicating insights clearly, concisely and visually rather than on how much text appears. In practice that means short sentences for the headline, insight and recommendation, with charts, infographics and diagrams carrying most of the evidence.
How long is the Q&A after the poster presentation?
The poster brief describes an individual discussion of about three minutes with your workshop facilitator, while the Workshop 1 slides give three to five minutes. The Q&A carries 10 of the 40 points, judged on answering confidently, justifying your recommendations and showing you understand the evidence behind them.
How do I tie poster recommendations to the marketing mix?
Name the lever each action changes and explain the link to your evidence. Moving stock or service to where demand appears is a place decision, a new pass or bundle is a price decision, and a redesigned offer is a product decision. The brief requires at least one mix element to be addressed.
What is Borton's What, So What, Now What model?
It is a three-question reflection model the lectures use to connect visualisation, interpretation and insight. What asks what the data shows, So What asks why it matters for the brand, and Now What asks what should happen next. On a poster the three questions map neatly onto evidence, interpretation and recommendation zones.
Assessment move
Draft the poster in words before you design anything. Write six sentences, one per zone, and read them aloud to someone outside the subject; if they cannot repeat your recommendation afterwards, the headline needs work. Then choose one chart per claim and give each a title that states its point.
Build the layout at A1 portrait from the start rather than resizing a slide, check the photo and name are in the bottom corner, and rehearse answers to the questions you would least like to be asked, timed to fit three to five minutes. Keep a short list of where each number on the page came from, so you can answer source questions without hesitating.
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