Y axes don’t lie to people, people do
In marketing, and especially media, we see a lot of charts.
I’m always baffled at how often data is misrepresented because of fundamental misunderstandings of simple concepts such as bases, indexes, and filters.
If you’ve ever presented a chart that tells a story which your audience would prefer wasn’t true, you’ll undoubtedly have encountered that one person that questions the research, the sample, the base, or the use of the axes.
Here’s a great video from the talented people at Vox on the realities of axes in charts – something from which every strategist can take a page.
DSTV growth over the last 5 years
With DSTV’s recent price hike (rather big) we take a quick look at the growth of viewers.
Infographic: Profile of Internet users in South Africa – debunking misconceptions
A common misconception amongst marketers is around the ages, race, and income level of people using the Internet in South Africa.
Infographic: Debunking marketer’s misconceptions about race profiles of media consumption in South Africa
It’s quite common that many of us (myself included) have certain perceptions of ‘white’ magazines and ‘black’ radio stations.
