I continue reading the book called «The back of the napkin«. Most of all, I appreciate those books that give birth to thoughts in my head.
Dan Roam is describing an example where they process standard report on market research, which consists of detailed information on segments, competitors and so on (more than 100 pages). But the company could not find the way to use this information.
In any company such reports look like this:
What did the Infographer’s team do: we analyzed the report and minimized it to one page, but very concentrated page. It took more than 2 weeks, but the result was worth it.
All market players have been mapped on scales of 2: «brand recognition» and «breadth of assortment». The size of the triangle shows company’s turnover, small triangles inside — all the information about the manufacturer (in which trade channels represented, price position, etc.).
According to Dan Roam, it takes a while to explain this chart, but after all done and understood, it becomes the main reference of the company. This piece hangs on every employee’s table and fully describes the market, its competitors and its own position on the market.
I read it, it inspired me and tried to think, how will it look for my data — for the tea market.
I took 3 companies: Unilever, Ahmad and Orimi-Trade. x-axis — number of brands in company’s portfolio, y-axis — there could be different options, but I stopped on company’s growth rate.
The triangle is not the most convenient form for me. May be simply because it’s the least habitual to the eye. I’m much easier to evaluate the sectors of a pie or a rectangle. In my case it makes sense to display:
- proportion of leaf tea and tea bags
- proportion of black, green and flavored tea
- price positioning
- also could add the percentage of loyal customers, brand awareness
In my opinion, this kind of visualization is very popular in business and allows you to have all the information in quick access. But it is a separate operation after the study, which requires much more time…
