Qualitative Visualization: Chart choosing and the design process

In order for data to be used for learning and adapting, the data itself needs to be easily accessible. Evaluators and researchers have been hungry for resources on how to effectively present qualitative data, so last year Evergreen Data launched a qualitative reporting series. And, we recently released an updated qualitative chart chooser. In this post, I’ll explain how to use this tool and share examples of how it can be used.

We built this tool to be relevant for all levels of qualitative data use. Whether you only collect qualitative data as an open-ended question attached to your quantitative survey, or you are doing full-blown qualitative research, this handout will hopefully provide you with some new visualization ideas. Along the top of the table, you have the option to quantify your qualitative data in the visual. In some cases, quantification can break down a bunch of qualitative findings into a simple yet effective visual like a heat map. On the other hand, when you quantify the data, you risk losing context and the personal nature of qualitative data.

Next on the chart chooser, it is broken down by what you want to include in your visual-just highlight a word/phrase or include a higher level of analysis. Along the left-hand side of the chooser, you can see another breakdown depending on the nature of your data; like whether it represents flow, comparison, hierarchy, etc. Last, all the chart and visuals (along with cute little illustrations) are suggested as options. You know your audience, your data, and your story, so use this chart chooser to pick the best visual to fit your context.

Let’s put this chart chooser to use! Let’s say that you are working with the homelessness service community in your area. Using a mixed methods approach, you have collected data on the homelessness system including the causes and the continuum of services available in your community. You are writing a 10-page report on the findings, but you want to summarize the causes and continuum of services available in your area.