Meet Kat Greenbrook, the author of The Data Storyteller’s Handbook and Founder of Rogue Penguin, a data storytelling company in New Zealand. Kat will be taking the stage on the very first day of DataFest Tbilisi 2024! But before then, check out our interview with her for insightful tips, meaningful advice, and a sneak peek into her impactful work.
Kat’s approach goes beyond the numbers, focusing on the context that drives more powerful data-driven decisions. Ready to learn how to connect data with human stories? 🎟️ Don’t wait - grab your ticket today!
Q: Can you tell us about your journey into data storytelling and what inspired you to start Rogue Penguin?
A: My career started in analytics. I worked as a Data Scientist, using SAS code to build predictive models. While I enjoyed the technical work, I didn’t feel I was making enough business impact — the organisations I worked for weren’t ready to operationalise analytics. So, around ten years ago, when data visualisation began to get popular, I retrained in digital design. I hoped to use visuals to engage people more with analytics output. My work eventually evolved into data storytelling as the field expanded.
Rogue Penguin, a data storytelling company based in New Zealand, began with the idea of communicating data insights differently. I wasn’t satisfied with the dashboard status quo, so I pulled knowledge from fields outside analytics, such as science communication, graphic design, and marketing psychology, to create my method of data storytelling.
Q: Can you share an example of a data storytelling project that you found particularly challenging or rewarding? What made it stand out?
A: The one that stands out right now is my talk for DataFest Tbilisi! I tell a data story about happiness. This audience was challenging to design a data story for. They include people from all over the world with differing interest levels in data storytelling. They are all likely looking to be entertained. I needed a topic that was broad enough to be relatable but specific enough to be interesting.
The process is rewarding when I crack the story, and it comes together nicely. I then get to share that with others.
Q: In your book, The Data Storyteller's Handbook, you discuss the art of communicating data through storytelling. How do you approach tailoring data stories for different audiences or stakeholders with varying levels of data literacy?
A: When we communicate, we usually use our default preferences. For example, we start with our level of understanding of the data and share the amount of detail we’d like to receive. This is lazy communication.
Considering how an audience prefers to receive information will make whatever you create resonate more with them. In The Data Storyteller's Handbook, I detail a few ways to practice active empathy.
Q: What advice would you give to someone just starting out in data storytelling? Are there any particular skills or experiences that are crucial for success?
A: I think it’s important to acknowledge what data storytelling means to you. The term is used loosely in the industry. I believe that not all data visualisations need to tell stories, and not all data stories are told using data visualisations.
Data stories are also not just about data. They require the data storyteller to have an understanding of the broader field, such as how the data helps achieve a specific business goal or what background context an audience needs before they can understand the data. This is the strategic part of data storytelling. I recommend looking up from the data to understand the world that wants to use it.