In the Harvard Business Review blog article by senior editor Scott Berinato, “Your Business Needs Insight, Not Just Pretty Pictures” (March 19, 2013), the author identifies an important trend in business communication. “Data comes first,” he wrote, “and it’s increasingly visual.” 

Berinato describes the two drivers behind this trend as Big Data and the democratization of tools for creating good data visualizations. I agree about Big Data. But I would describe the democratization trend a little bit differently; it’s not just about broader availability of and access to tools for creating good data visualizations – because as the title of the HBR blog post says, your business needs insight, not just pretty pictures.

An app includes multiple ways of interacting with data.png

What’s even more important here is the democratization of easy-to-use, interactive apps that anyone people can use to quickly and easily ask and answer the next question that comes to mind, and the question after that, without having to create a new visualization or report . . . without having to create anything at all.

By its very nature, a data visualization can answer only a limited number of questions. In contrast, a Business Discovery app provides multiple ways for a user to interact with information. It provides many different data visualizations – charts, graphs, list boxes (the most basic object in a QlikView app), tables and much, more more.

With each click, tap, or lasso, users can always see what data is associated with their selections and – importantly – what data is not. They make a selection in one chart or graph and all the other charts and graphs in the app update instantaneously to reflect the new selection. It is this rich, straightforward interactivity, with a full data set behind it (often drawn from multiple back-end systems), that empowers users to discover insights in their data.