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IV10 Presentation Kernbach Eppler
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Transcript of IV10 Presentation Kernbach Eppler
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8/9/2019 IV10 Presentation Kernbach Eppler
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The use of visualization in the
communication of business strategies
An experimental evaluation
Sebastian Kernbach (USI), Martin J. Eppler (HSG)
27 July 2010
IV10 - 14th International Conference
Information Visualisation
26, 27 - 29 July 2010, LSBU, London, UK
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Agenda What
Problem | Research question | Goal of research Why
Relevance | Importance
How
Methodology | Procedure
So What
Results | Limitations | Future Research
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What
Research question:
Is the use of visualization better than text in the communicationof business strategies?
The Problem Strategy Implementation (Communication)
Possible Solution Visualization
Goal of research:
- Provide empirical evidence
- Give indication of how to better communicate strategies to
improve strategy implementation
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Why Overview
Strategy Communication
Methods
Strategy Implementation
Strategy Communication
Effects
Time
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Why Strategy Communication Methods
Analysis
Strategy = How to reach goals (Performance)
Development Planning Implementation
Important ?
Problematic ?
Communication ?
Important ?
Howto communicate ?
Common way: Text
(PowerPoint)
Available, Widely used
Hierarchical bullet-points
Innovative way: Visualization
(Visual Metaphor, Roadmap)
Information organized by location
Illustration of causal relationships
Effects remain unclear Good qualitative and anecdotal feedback
Lack of empirical evidence
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Why Strategy Communication Effects
Analysis
Strategy = How to reach goals (Performance)
Development Planning Implementation
Important ?
Problematic ?
Communication ?
Important ?
Howto communicate ?
Common way: Text(PowerPoint)
Available, Widely used
Hierarchical bullet-points
Innovative way: Visualization(Visual Metaphor, Roadmap)
Information organized by location
Illustration of causal relationships
Effects remain unclear Good qualitative and anecdotal feedback
Lack of empirical evidence
Attention
Comprehension
AgreementRetention
Strategy
Communication
Problems
Strategy
Visualization
Benefits
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Why
H1
H2
H3
H4
Manipulate visual + Measure effects = Causal relationship Experiment
Hypotheses:
In the communication of
business strategies,visualization in the form of a
visual metaphor or roadmap,
leads to better
Attention (H1)
Agreement (H2)
Comprehension (H3)
Retention (H4)compared to the text-only
form of PowerPoint.
Research question:
Is the use of visualization better than text
in the communication of business strategies?
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How Methodology
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How Procedure 1
Real Strategy
Simplified
17 information units
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How Procedure 2Strategy Presentation 10min.
Questionnaire 1 15min.
Attention
Comprehension
Agreement
(Perception of Visual)
(Perception of Presenter)
Subject Background Information
Distraction Task 60min.
Questionnaire 2 15min.
Retention
Control variables
Fixed Measured
Presenter Subject Background Information
Duration Legibility
Environment Visualizer/Verbalizer
Timing and Control variables for each condition
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How Procedure 2
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Mean (SD) ANOVA
PP VM RM Vis. vs Contr.
3.2 (0.9) 4.0 (0.8) 4.6 (0.7) .000
2.9 (0.8) 3.4 (0.6) 3.5 (0.9) .016
1.3 (0.7) 0.9 (0.7) 1.4 (0.7) .306
6.2 (2.5) 8.0 (2.6) 7.9 (3.3) .019
So WhatResults 1
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So WhatResults 2
H5
H6
Perception of
Presenter
Perception ofVisual
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So WhatResults 2
H5
H6
Perception of
Presenter
Perception ofVisual
Mean (SD) ANOVA
PP VM RM Vis. vs Contr.
3.8 (1.2) 5.2 (0.9) 5.7 (1.1) .000
4.3 (1.2) 5.3 (0.9) 5.7 (1.1) .000
Perception
of Visual
Perception
of Presenter
69%
R Square = .687
Sig. = .000
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So WhatLimitations & Future Research
Extent to field experiment
Conduct same experiment in other continents
Laboratory Experiment
Europe
Context
Neutral presenterVideo-tape the presentation
Presenter possibly biasedNo presentation script
Control variables
Include Pre-Measure to ComparePost-MeasureMeasurement
Keep managers as sampleInclude other professions, also lower education
Business Managers attending MBA courseNo engineers, creative people
Sample
Improve Visual MetaphorTwo visualization methods:
Visual Metaphor and Roadmap
Visuals
Generic Business StrategyStrategy Financial ServicesContent
Future ResearchLimitationsArea
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Conclusion
Attention
AgreementComprehension
Retention
Perception of Visual
Perception of Presenter
Research question:
Is the use of visualization better than text in thecommunication of business strategies?
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Thank you for your attention.