"Would you buy?"-type data from market research

September 10, 2010 · by Jan Schultink

Both of these charts contain the exact same data. The second is a lot easier to read, the spectrum of customer choices is neatly laid out, and the colors are picked in sequential order.

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4 comments

Anonymous2010-09-10 09:12:55

Hi Jan, congratulations on your blog I'm a long time RSS follower. With regards to this post, I actually think the first chart is the more effective, I've put a bit of reasoning here:

Best wishes
Andy Kirk

Jan Schultink2010-09-10 14:47:30

Joe. Thank you for taking the time to work on this chart. I think it matters what is the most important axis. If it is comparing specific decisions at country level its your solution, if it is a more high-level comparison it would be my suggestion.

Joe Mako2010-09-10 07:19:12

Here is how I would visualize the data:
Question Response
(using Tableau Public)

I added a reference bar for the average, and you can select a country to highlight their bars. This way you can see both the trend, and the outliers.

Jan Schultink2010-09-10 14:44:55

Andy, everyone their personal preference. Thanks for re-posting and discussing. If you want to get into the numbers, the 1st chart is better, if you want to get a vague sense of the no-maybe-yes balance, then I think the 2nd one is the best pick.