Enhanced data narratives

Judd D. Bradbury and Rosanna E. Guadagno

Journal of Management Analytics, 2021, vol. 8, issue 2, 171-194

Abstract: Data narratives are an emerging form of communication that employs enhanced media for effective knowledge transfer of complex information. Researchers in the fields of data visualization and artificial intelligence have begun to pioneer new structures of communication to improve the efficiency of construction and the retention of information provided by the knowledge transfer experience. In this paper, we report the results of an empirical study conducted to compare the performance of various narrative communication techniques including frame based narrative visualization, documentary narrative visualization, computer generated text narratives and human generated text narratives. We assess the knowledge transfer performance for each of these data driven narrative structures. Across all conditions, an identical set of knowledge retention questions assessed participants’ recall of details from their assigned narrative communication. Statistical analysis on group performance answering the knowledge retention questions revealed that some narrative communication techniques perform better with general audiences.

Date: 2021
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DOI: 10.1080/23270012.2021.1886883

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