Data are, generally, objective. Attentive readers will notice if data are misrepresented (accidentally or otherwise), and they may become more unengaged and critical of your content.
Provide context
Without useful context, readers may misinterpret material, fail to recognise its significance, or become uncertain and dissatisfied:
If I say ‘1 in 5 people experience mental health problems’, do I mean:
- 1 in 5 people will experience a mental health problem at some point in their lives
- 1 in 5 people will experience some kind of mental health problem in the course of a year
- 1 in 5 adults experience a diagnosable mental health problem at any given time?
In fact, if we examine the references, we find that 1 in 5 adult Australians experienced a mental illness in 2007.
Source: Facts & figures about mental health, The Black Dog Institute
Always provide the necessary context. The reader only sees what is on the page (or screen), and they may lack your background in the topic. What do they need to know to make the information meaningful?
Avoid cherry picking
No matter how much you wish to see a certain result in the data, do not focus unduly on the aspects that support the result. This will make your conclusions invalid. Readers will notice, and trust will be lost.
Take care with emotive language
Emotive language is more open to disagreement. Think very carefully before using it:
Do not say:
… appallingly, 45% of respondents said …
This needlessly creates a chance for conflict. There may be no disagreement about the 45%, but the reader may not agree with your value judgment that it is ‘appalling’.
Review every adjective and adverb. When in doubt, leave it out.
Drawing out implications of data and statistics does leave room for drama and big statements, but the data themselves must be treated objectively.
(See also Avoid biased language.)
