…is high. But firstly, the data has to be of high quality. And secondly, the data has to be accessible – and by that we mean the person looking at the data has to be able to digest it quickly and efficiently. If you want to data to be consumed, you have to make it easy or people will just give up.

It’s why we’re putting so much effort here at Mintel into infographics.

Just before we had a few days off we saw this from the New York Times. Without doubt one of the finest examples of combining high quality data with easy accessibility. Truly stunning and really setting the standard. The beauty of this example is the simplicity. Colours, dots, map. Nothing else. And yet it can be understood immediately.


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