Title: The Art of Data Visualization: Making Research Actionable
Series: Data Lens – Clarity Through Market Research
Episode: 03 | Participants: Scott Bahr, Justin Bahr | Runtime: 15:54
The Art of Data Visualization: Making Research Actionable
A Q&A with Scott Bahr, President of Cairn Consulting Group
In market research, collecting data is only half the job. The real impact happens when insights are communicated clearly, accurately, and in a way that drives action. In this episode of Data Lens, Scott Bahr, President of Cairn Consulting Group, explains why data visualization is a critical skill for researchers—and how the right visuals turn research into decisions.
Below is a refined Q&A version of the discussion.
Q1. Why is data visualization important in market research?
Scott Bahr:
Data visualization is how you become effective at your job. Your visuals are a direct reflection of how well you communicate with your audience.
You are creating visuals for the reader, not for yourself. A good visualization allows someone to immediately understand what you’re presenting. If a reader looks at a chart and asks, “What am I looking at?”, then the visualization has failed.
The goal is clarity. Visuals should communicate meaning instantly—without explanation.
Q2. Are there specific types of data visualizations that are more effective than others?
Scott Bahr:
I tend to rely on the classics, and there’s a reason for that: they work.
For example:
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Line graphs are ideal for showing trends over time
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Donut charts work well when data adds to 100% and allow for callouts in the center
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Stacked bar or column charts are effective for side-by-side comparisons that total 100%
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Horizontal bar charts work well for multiple-response questions and allow room for labels and notes
Trying too hard to be creative can actually reduce effectiveness. Simple, familiar formats reduce confusion and limit the number of questions you’ll get from readers.
Q3. Are there examples of organizations that do data visualization well?
Scott Bahr:
Pew Research is a great example. Their visualizations are clean, simple, and highly effective.
They don’t rely heavily on color, but you can immediately see where your eye is supposed to go. Every chart has a clear purpose. Reviewing their work is a great way to understand how restraint and clarity often outperform overly complex visuals.
Q4. Should researchers use infographics or keep visualizations simple?
Scott Bahr:
If you’re just starting out, I would avoid heavy use of infographics.
Infographics can be useful as an attention-getting snapshot, but they often strip away nuance. For example, saying “85% of respondents like your brand” doesn’t tell you where the remaining 15% fall—or how strong negative sentiment might be.
Infographics should never replace detailed results. They should invite questions, not hide the answers. Always keep the full data available, especially when clients are paying for the research.
Q5. How should visuals be used in a professional setting to guide discussion?
Scott Bahr:
Use visuals as an entry point, then guide people into the details.
Start with something clean and easy to digest. Once interest is established, you can walk stakeholders through deeper tables, segmentations, and breakdowns. The goal is to spark curiosity—not overwhelm.
Keeping things simple also leaves you more time for analysis, which is far more valuable than spending hours perfecting a single graphic.
Q6. Is there a best way to share or “hook” stakeholders with initial visuals?
Scott Bahr:
I usually start by creating the graphic in Excel or another basic tool.
Excel is powerful because:
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It creates clean charts and tables
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It supports conditional formatting and heat mapping
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You can snip visuals directly for reports or presentations
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The underlying data remains flexible for future analysis
Heat maps are especially useful when you have a lot of information on a page. People’s eyes naturally go to color extremes, helping them spot patterns and differences instantly.
Q7. How do tables fit into effective data visualization?
Scott Bahr:
Tables can be incredibly visual when used correctly.
By applying color scales and heat mapping, you can turn dense tables into highly readable insights. This is especially helpful when comparing segments like age, gender, or income.
The key question is always: Where will the reader’s eye go first?
Good visualization answers that question intentionally.
Q8. How does Cairn Consulting Group tailor visualizations for client reports?
Scott Bahr:
We typically use PowerPoint for reporting because our software links directly to the data source. This creates a live connection, ensuring accuracy and eliminating manual copying or editing.
We apply templates, fonts, and color schemes based on the client’s brand. If a client has a reporting template, we use it. If not, we still integrate their brand colors where possible—it’s a small detail that makes a big difference.
Accuracy, consistency, and confidence in the data are always the priority.
Q9. When does Cairn use more advanced or creative visualizations?
Scott Bahr:
It depends on the audience.
For public-facing research, we may create infographics or more stylized visuals. For client-only reports, we prioritize clarity and effectiveness over creativity.
Creativity has its place—but only when it enhances understanding. We also work closely with graphic designers when appropriate, ensuring they understand the data and why certain visual formats are used.
A beautiful chart that misrepresents the data is worse than a simple one that communicates clearly.
Final Takeaway | Data Visualization In Market Research
Effective data visualization isn’t about making charts look impressive—it’s about making insights understandable, trustworthy, and actionable.
The best visuals:
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Are simple and familiar
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Guide the reader’s eye intentionally
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Preserve nuance
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Support decision-making
When done right, visualization turns research into action—and action into results.
Stay tuned for the next Data Lens episode from Cairn Consulting Group.
Keywords
data visualization in market research, making research actionable, market research visualization, data storytelling, effective data visualization, research reporting best practices, actionable insights, Cairn Consulting Group, Data Lens, Scott Bahr, market research charts, data visualization tips, research presentation techniques, data-driven decision making
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