percentages of “dissatisfied”/”satisfied” users;
percentage of complaints and negative/positive experiences;
most common types of complaints/comments;
printer models with the most praise/complaints;
type of elements mentioned most free spain number for whatsapp frequently in the reviews (and therefore the most important).
Data storytelling , at this point, was directed towards a specific framework: communicating to potential professional customers that, by purchasing on Amazon, they were running certain risks that could lead to very specific unpleasant and toxic consequences.
The “story” thus found a natural narration in:
a specific news item detailing the research done ;
infographic material for Sales (paper and digital);
notes/press releases for digital PR friends.
problems
Summing up
What do you take home from this article (a bit in infomercial style)?
Never hold back the creativity of your content : better a little but rendered in a unique and inimitable way, rather than a lot of copying;
Your data-driven content doesn’t necessarily have to be based on “numbers” : even interviews/surveys with customers, stakeholders, partners can become mini niche research that your reader personas might appreciate. Obviously, there must be significant statistical consistencies at the base (not interviews or surveys with 50 people, to be clear);
Remember that “ and yet it moves ”: the fuse of data-driven content starts from the objective and the idea. But the story is told by numbers and data . Once you have them in front of you, you understand what story you can tell. And if it doesn't go in the direction of your objectives... find another one or use it for a different objective;
And point 3 brings us to this: let's keep the bar right on the ethics of your content. Handling data very easily leads to the risk of drifts and mystifications: I would say - as a professional and as a citizen "who aims to be well informed" - that we already have enough fake news and disinformation.