Marketers want millennials to know they're millennials

When I posted about the lack of a standard definition of "millennials", Dean Eckles tweeted about the arbitrary division of age into generational categories. His view is further reinforced by the following chart, courtesy of PewResearch by way of MarketingCharts.com.

PewResearch-Generational-Identification-Sept2015

Pew asked people what generation they belong to. The amount of people who fail to place themselves in the right category is remarkable. One way to interpret this finding is that these are marketing categories created by the marketing profession. We learned in my other post that even people who use the term millennial do not have a consensus definition of it. Perhaps the 8 percent of "millennials" who identify as "boomers" are handing in a protest vote!

The chart is best read row by row - the use of stacked bar charts provides a clue. Forty percent of millennials identified as millennials, which leaves sixty percent identifying as some other generation (with about 5 percent indicating "other" responses). 

While this chart is not pretty, and may confuse some readers, it actually shows a healthy degree of analytical thinking. Arranging for the row-first interpretation is a good start. The designer also realizes the importance of the diagonal entries - what proportion of each generation self-identify as a member of that generation. Dotted borders are deployed to draw eyes to the diagonal.

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The design doesn't do full justice for the analytical intelligence. Despite the use of the bar chart form, readers may be tempted to read column by column due to the color scheme. The chart doesn't have an easy column-by-column interpretation.

It's not obvious which axis has the true category and which, the self-identified category. The designer adds a hint in the sub-title to counteract this problem.

Finally, the dotted borders are no match for the differential colors. So a key message of the chart is buried.

Here is a revised chart, using a grouped bar chart format:

Redo_junkcharts_millennial_id

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In a Trifecta checkup (link), the original chart is a Type V chart. It addresses a popular, pertinent question, and it shows mature analytical thinking but the visual design does not do full justice to the data story.

 

 


Light entertainment: people of color

What colors do the "average" person like the most and the least? The following chart found here (Scott Design) tells you favorite and least favorite colors by age groups:

Color-preferences-by-age

(This is one of a series of charts. A total of 10 colors is covered by the survey. The same color can appear in both favorites and least favorites since these are aggregate proportions. Almost 40% of the respondents are under 18 and only one percent are over 70.)

Here's one item that has stumped me thus far: how are the colors ordered within each figurine?


The time of bird seeds and chart tuneups

The recent post about multi-national companies reminded me of an older post, in which I stepped through data table enhancements.

Here is a video of the process. You can use any tool to implement the steps; even Excel is good enough.

 

 

The video is part of a series called "Data science: the Missing Pieces". In these episodes, I cover the parts of data science that are between the cracks, the little things that textbooks and courses do not typically cover - the things that often block students from learning efficiently.

If you have encountered such things, please comment below to suggest future topics. What is something about visualizing data you wish you learned formally?

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P.S. Placed here to please the twitter-bot

DSTMP2_goodchart_thumb

 

 


Pulling the multi-national story out, step by step

Reader Aleksander B. found this Economist chart difficult to understand.

Redo_multinat_1

Given the chart title, the reader is looking for a story about multinationals producing lower return on equity than local firms. The first item displayed indicates that multinationals out-performed local firms in the technology sector.

The pie charts on the right column provide additional information about the share of each sector by the type of firms. Is there a correlation between the share of multinationals, and their performance differential relative to local firms?

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We can clean up the presentation. The first changes include using dots in place of pipes, removing the vertical gridlines, and pushing the zero line to the background:

Redo_multinat_2

The horizontal gridlines attached to the zero line can also be removed:

Redo_multinat_3

Now, we re-order the rows. Start with the aggregate "All sectors". Then, order sectors from the largest under-performance by multinationals to the smallest.

Redo_multinat_4

The pie charts focus only on the share of multinationals. Taking away the remainders speeds up our perception:

Redo_multinat_5

Help the reader understand the data by dividing the sectors into groups, organized by the performance differential:

Redo_multinat_6

For what it's worth, re-sort the sectors from largest to smallest share of multinationals:

Redo_multinat_7

Having created groups of sectors by share of multinationals, I simplify further by showing the average pie chart within each group:

Redo_multinat_8

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To recap all the edits, here is an animated gif: (if it doesn't play automatically, click on it)

Redo_junkcharts_econmultinat

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Judging from the last graphic, I am not sure there is much correlation between share of multinationals and the performance differentials. It's interesting that in aggregate, local firms and multinationals performed the same. The average hides the variability by sector: in some sectors, local firms out-performed multinationals, as the original chart title asserted.


Tennis greats at the top of their game

The following chart of world No. 1 tennis players looks pretty but the payoff of spending time to understand it isn't high enough. The light colors against the tennis net backdrop don't work as intended. The annotation is well done, and it's always neat to tug a legend inside the text.

Tableautennisnumberones

The original is found at Tableau Public (link).

The topic of the analysis appears to be the ages at which tennis players attained world #1 ranking. Here are the male players visualized differently:

Redo_junkcharts_no1tennisplayers

Some players like Jimmy Connors and Federer have second springs after dominating the game in their late twenties. It's relatively rare for players to get to #1 after 30.


As Dorian confounds meteorologists, we keep our minds clear on hurricane graphics, and discover correlation as our friend

As Hurricane Dorian threatens the southeastern coast of the U.S., forecasters are fretting about the lack of consensus among various predictive models used to predict the storm’s trajectory. The uncertainty of these models, as reflected in graphical displays, has been a controversial issue in the visualization community for some time.

Let’s start by reviewing a visual design that has captured meteorologists in recent years, something known as the cone map.

Charley_oldconemap

If asked to explain this map, most of us trace a line through the middle of the cone understood to be the center of the storm, the “cone” as the areas near the storm center that are affected, and the warmer colors (red, orange) as indicating higher levels of impact. [Note: We will  design for this type of map circa 2000s.]

The above interpretation is complete, and feasible. Nevertheless, the data used to make the map are forward-looking, not historical. It is still possible to stick to the same interpretation by substituting historical measurement of impact with its projection. As such, the “warmer” regions are projected to suffer worse damage from the storm than the “cooler” regions (yellow).

After I replace the text that was removed from the map (see below), you may notice the color legend, which discloses that the colors on the map encode probabilities, not storm intensity. The text further explains that the chart shows the most probable path of the center of the storm – while the coloring shows the probability that the storm center will reach specific areas.

Charley_oldconemap

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When reading a data graphic, we rarely first look for text about how to read the chart. In the case of the cone map, those who didn’t seek out the instructions may form one of these misunderstandings:

  1. For someone living in the yellow-shaded areas, the map does not say that the impact of the storm is projected to be lighter; it’s that the center of the storm has a lower chance of passing right through. If, however, the storm does pay a visit, the intensity of the winds will reach hurricane grade.
  2. For someone living outside the cone, the map does not say that the storm will definitely bypass you; it’s that the chance of a direct hit is below the threshold needed to show up on the cone map. Thee threshold is set to attain 66% accurate. The actual paths of storms are expected to stay inside the cone two out of three times.

Adding to the confusion, other designers have produced cone maps in which color is encoding projections of wind speeds. Here is the one for Dorian.

AL052019_wind_probs_64_F120

This map displays essentially what we thought the first cone map was showing.

One way to differentiate the two maps is to roll time forward, and imagine what the maps should look like after the storm has passed through. In the wind-speed map (shown below right), we will see a cone of damage, with warmer colors indicating regions that experienced stronger winds.

Projectedactualwinds_irma

In the storm-center map (below right), we should see a single curve, showing the exact trajectory of the center of the storm. In other words, the cone of uncertainty dissipates over time, just like the storm itself.

Projectedactualstormcenter_irma

 

After scientists learned that readers were misinterpreting the cone maps, they started to issue warnings, and also re-designed the cone map. The cone map now comes with a black-box health warning right up top. Also, in the storm-center cone map, color is no longer used. The National Hurricane Center even made a youtube pointing out the dos and donts of using the cone map.

AL052019_5day_cone_with_line_and_wind

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The conclusion drawn from misreading the cone map isn’t as devastating as it’s made out to be. This is because the two issues are correlated. Since wind speeds are likely to be stronger nearer to the center of the storm, if one lives in a region that has a low chance of being a direct hit, then that region is also likely to experience lower average wind speeds than those nearer to the projected center of the storm’s path.

Alberto Cairo has written often about these maps, and in his upcoming book, How Charts Lie, there is a nice section addressing his work with colleagues at the University of Miami on improving public understanding of these hurricane graphics. I highly recommended Cairo’s book here.

P.S. [9/5/2019] Alberto also put out a post about the hurricane cone map.

 

 

 


Water stress served two ways

Via Alberto Cairo (whose new book How Charts Lie can be pre-ordered!), I found the Water Stress data visualization by the Washington Post. (link)

The main interest here is how they visualized the different levels of water stress across the U.S. Water stress is some metric defined by the Water Resources Institute that, to my mind, measures the demand versus supply of water. The higher the water stress, the higher the risk of experiencing droughts.

There are two ways in which the water stress data are shown: the first is a map, and the second is a bubble plot.

Wp_waterstress

This project provides a great setting to compare and contrast these chart forms.

How Data are Coded

In a map, the data are usually coded as colors. Sometimes, additional details can be coded as shades, or moire patterns within the colors. But the map form locks down a number of useful dimensions - including x and y location, size and shape. The outline map reserves all these dimensions, rendering them unavailable to encode data.

By contrast, the bubble plot admits a good number of dimensions. The key ones are the x- and y- location. Then, you can also encode data in the size of the dots, the shape, and the color of the dots.

In our map example, the colors encode the water stress level, and a moire pattern encodes "arid areas". For the scatter plot, x = daily water use, y = water stress level, grouped by magnitude, color = water stress level, size = population. (Shape is constant.)

Spatial Correlation

The map is far superior in displaying spatial correlation. It's visually obvious that the southwestern states experience higher stress levels.

This spatial knowledge is relinquished when using a bubble plot. The designer relies on the knowledge of the U.S. map in the head of the readers. It is possible to code this into one of the available dimensions, e.g. one could make x = U.S. regions, but another variable is sacrificed.

Non-contiguous Spatial Patterns

When spatial patterns are contiguous, the map functions well. Sometimes, spatial patterns are disjoint. In that case, the bubble plot, which de-emphasizes the physcial locations, can be superior. In our example, the vertical axis divides the states into five groups based on their water stress levels. Try figuring out which states are "medium to high" water stress from the map, and you'll see the difference.

Finer Geographies

The map handles finer geographical units like counties and precincts better. It's completely natural.

In the bubble plot, shifting to finer units causes the number of dots to explode. This clutters up the chart. Besides, while most (we hope) Americans know the 50 states, most of us can't recite counties or precincts. Thus, the designer can't rely on knowledge in our heads. It would be impossible to learn spatial patterns from such a chart.

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The key, as always, is to nail down your message, then select the right chart form.

 

 


Women workers taken for a loop or four

I was drawn to the following chart in Business Insider because of the calendar metaphor. (The accompanying article is here.)

Businessinsider_payday

Sometimes, the calendar helps readers grasp concepts faster but I'm afraid the usage here slows us down.

The underlying data consist of just four numbers: the wage gaps between race and gender in the U.S., considered simply from an aggregate median personal income perspective. The analyst adopts the median annual salary of a white male worker as a baseline. Then, s/he imputes the number of extra days that others must work to attain the same level of income. For example, the median Asian female worker must work 64 extra days (at her daily salary level) to match the white guy's annual pay. Meanwhile, Hispanic female workers must work 324 days extra.

There are a host of reasons why the calendar metaphor backfired.

Firstly, it draws attention to an uncomfortable detail of the analysis - which papers over the fact that weekends or public holidays are counted as workdays. The coloring of the boxes compounds this issue. (And the designer also got confused and slipped up when applying the purple color for Hispanic women.)

Secondly, the calendar focuses on Year 2 while Year 1 lurks in the background - white men have to work to get that income (roughly $46,000 in 2017 according to the Census Bureau).

Thirdly, the calendar view exposes another sore point around the underlying analysis. In reality, the white male workers are continuing to earn wages during Year 2.

The realism of the calendar clashes with the hypothetical nature of the analysis.

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One can just use a bar chart, comparing the number of extra days needed. The calendar design can be considered a set of overlapping bars, wrapped around the shape of a calendar.

The staid bars do not bring to life the extra toil - the message is that these women have to work harder to get the same amount of pay. This led me to a different metaphor - the white men got to the destination in a straight line but the women must go around loops (extra days) before reaching the same endpoint.

Redo_businessinsider_racegenderpaygap

While the above is a rough sketch, I made sure that the total length of the lines including the loops roughly matches the total number of days the women needed to work to earn $46,000.

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The above discussion focuses solely on the V(isual) corner of the Trifecta Checkup, but this data visualization is also interesting from the D(ata) perspective. Statisticians won't like such a simple analysis that ignores, among other things, the different mix of jobs and industries underlying these aggregate pay figures.

Now go to my other post on the sister (book) blog for a discussion of the underlying analysis.

 

 


Too much of a good thing

Several of us discussed this data visualization over twitter last week. The dataviz by Aero Data Lab is called “A Bird’s Eye View of Pharmaceutical Research and Development”. There is a separate discussion on STAT News.

Here is the top section of the chart:

Aerodatalab_research_top

We faced a number of hurdles in understanding this chart as there is so much going on. The size of the shapes is perhaps the first thing readers notice, followed by where the shapes are located along the horizontal (time) axis. After that, readers may see the color of the shapes, and finally, the different shapes (circles, triangles,...).

It would help to have a legend explaining the sizes, shapes and colors. These were explained within the text. The size encodes the number of test subjects in the clinical trials. The color encodes pharmaceutical companies, of which the graphic focuses on 10 major ones. Circles represent completed trials, crosses inside circles represent terminated trials, triangles represent trials that are still active and recruiting, and squares for other statuses.

The vertical axis presents another challenge. It shows the disease conditions being investigated. As a lay-person, I cannot comprehend the logic of the order. With over 800 conditions, it became impossible to find a particular condition. The search function on my browser skipped over the entire graphic. I believe the order is based on some established taxonomy.

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In creating the alternative shown below, I stayed close to the original intent of the dataviz, retaining all the dimensions of the dataset. Instead of the fancy dot plot, I used an enhanced data table. The encoding methods reflect what I’d like my readers to notice first. The color shading reflects the size of each clinical trial. The pharmaceutical companies are represented by their first initials. The status of the trial is shown by a dot, a cross or a square.

Here is a sketch of this concept showing just the top 10 rows.

Redo_aero_pharmard

Certain conditions attracted much more investment. Certain pharmas are placing bets on cures for certain conditions. For example, Novartis is heavily into research on Meningnitis, meningococcal while GSK has spent quite a bit on researching "bacterial infections."


It's hot even in Alaska

A twitter user pointed to the following chart, which shows that Alaska has experienced extreme heat this summer, with the July statewide average temperature shattering the previous record;

Alaskaheat

This column chart is clear in its primary message: the red column shows that the average temperature this year is quite a bit higher than the next highest temperature, recorded in July 2004. The error bar is useful for statistically-literate people - the uncertainty is (presumably) due to measurement errors. (If a similar error bar is drawn for the July 2004 column, these bars probably overlap a bit.)

The chart violates one of the rules of making column charts - the vertical axis is truncated at 53F, thus the heights or areas of the columns shouldn't be compared. This violation was recently nominated by two dataviz bloggers when asked about "bad charts" (see here).

Now look at the horizontal axis. These are the years of the top 20 temperature records, ordered from highest to lowest. The months are almost always July except for the year 2004 when all three summer months entered the top 20. I find it hard to make sense of these dates when they are jumping around.

In the following version, I plotted the 20 temperatures on a chronological axis. Color is used to divide the 20 data points into four groups. The chart is meant to be read top to bottom. 

Redo_junkcharts_alaska_heat