Dimensions of Data Visualization People
This framework is built on three key dimensions—Purpose, Content, and Interaction Style—which together define six core personalities. I've isolated these categories as I've found it helpful to ask these questions to my clients over the years to help isolate their true objectives and purpose for what they're asking to build. Is it comprehensive, no...but it's a start!
1. Purpose: Why are they using data visualization?
The first element of our matrix focuses on the why. What is the primary goal behind their use of data visualization?
- External Reporting (The Strategist): These users are focused on presenting insights to external audiences—clients, investors, or the public. They need polished, professional visuals that tell a clear and compelling story. Aesthetically-driven, Strategists often prioritize aesthetics and clarity to ensure their audience understands the data at a glance while being impressed by its presentation quality.
- Internal Reporting (The Analyst): Analysts prioritize operational or tactical decision-making within teams. Their focus is on clarity and functionality over aesthetics; they want visuals that get to the point quickly and effectively. Proficient and straight-to-the-point, these people often work in fast-paced environments where actionable insights need to be extracted rapidly, making efficiency critical in their visualizations.
2. Content: What type of visuals do they build?
The second element of our matrix explores the kind of visual content users create:
- Infographics & Static Visuals (The Designer): Designers excel at creating visually stunning, static graphics that simplify complex ideas for broad audiences. Their work often focuses on communication rather than interactivity. Designers are often tasked with making data accessible to non-technical audiences, requiring them to balance simplicity with depth while maintaining aesthetic appeal.
- Interactive Dashboards (The Explorer): Explorers build dynamic dashboards that allow users to slice, dice, and drill down into data for deeper insights. They prioritize flexibility and user-driven exploration over aesthetic perfection. Explorers thrive in environments where decision-makers need real-time access to granular data, making interactivity a cornerstone of their work.
3. Interaction Style: How do they want to use it?
Finally, interaction style defines how users want to engage with their data:
- Printable Reports (The Printer): Printers prefer clean, static visuals that can be easily exported into presentations or documents. Their priority is shareability and simplicity. Printers often work in industries where formal reporting is critical—such as finance or government—making consistency and professionalism essential in their visualizations.
- Interactive Insights (The Investigator): Investigators need tools that allow them to explore data themselves through filters, drilldowns, or real-time updates. They value control and flexibility in their analysis process. Investigators often seek out tools with robust customization options so they can tailor their exploration experience to specific questions or scenarios without relying on pre-built reports.
So, how would you describe your client's personality?
