Data Visualization and Storytelling

Research line

Data Visualisation and Storytelling in Business and Management

The representation of data is not an aesthetic coating on information: it is a causal lever. The same way of visualising that clarifies a message can steer interpretation, calibrate —or miscalibrate— confidence, and redistribute attention and value between the parties.

This line studies data visualisation and storytelling in the fields of business and management, understood as a cognitive and rhetorical device that actively shapes how people understand, decide, communicate, learn and carry out research from data. It applies that premise to four moments in the management cycle, defined by the perspective of whoever uses the representation and to what end:

• The manager who decides on the basis of data.
• The organisation that communicates with data in order to inform, persuade and negotiate with its stakeholders.
• The student who learns with and about data in university business education.
• The researcher who communicates the science of the field itself.

The aim is twofold: to generate rigorous, cumulative empirical evidence —from mapping the field to causal mechanisms and ecological validity— on when, how and for whom data representation works, and to translate that evidence into artefacts, instruments and guidelines applicable to managerial practice, corporate communication, teaching and scientific communication.