Using Survey Data To Find Story ‘Hooks’

In 1921, Guardian editor CP Scott wrote that ‘comment is free, but facts are sacred’. Fast forward to 2013, and the publishing of those facts has evolved into a new type of journalism; data journalism.

This data journalism handbook says that by using ‘databases of — for example — census data or survey data, journalists are able to move beyond the reporting of specific, isolated events to providing a context which gives them meaning’.

As we’ve mentioned before, in today’s online world brands are becoming publishers. A website is no longer just an electronic version of a sales brochure and as a result, data journalism is not only relevant to traditional journalists, but to anyone involved in marketing or managing a brands online presence.

So, how can you turn survey results into data-driven stories?

  • Pick out any interesting outliers within your results and run with them.
  • Have you collected qualitative data as well as quantitative data? If yes then harness comments and opinion to help bring your story to life.
  • If a particular action has influenced the results of your study or survey then consider this as the lead angle for your story.
  • Are there any results that you feel people will connect with emotionally? If yes then these should be highlighted.
  • If they’re powerful enough, then let the numbers speak for themselves. Numbers are a universal language that everyone can understand and relate to.
  • Consider using video explanations and charts alongside written word to help recipients of your information grasp ‘the big picture’.

Technical updates to dotdigital

When our customers interact with dotdigital platforms, they do so using HTTPS.  The “S” stands for Secure, and all the data sent and received during that interaction with our platform is encrypted; meaning no one can read…

5 simple tips for a winning Black Friday campaign

With less than one week to go, grab some last-minute inspiration for your campaigns this Black Friday. You never know, you could be missing a trick or five!

Customers should be ready for at least a 100% more bot link checks than last year

Head of deliverability Tanya Plaza outlines how dotdigital is helping remedy the implications of bot clicks.

This site uses cookies to improve your user experience. By using this site you agree to these cookies being set. To find out more see our cookies policy.