MR will transition from collecting to sifting data, will surge to mobile, will leverage RFID, will focus more on the BRICS and N11. You’ve heard all this before.

But, one thing I don’t think we talk about enough are the aesthetics of our reports and presentations.

I think this is because MR grew up in a world where data was scarce and valuable and simply churning out large presentations with numerous bar graphs was enough.

But, I am now convinced that aesthetics and knowledge compression via “infographics”, “data visualization” and good design will quickly become a make-or-break differentiator for both suppliers and departments.

There are several reasons why I write this:

1. Time compression: No one has the time to methodically go thru a 120 slide “super deck”. Certainly not executives.

2. Democratization of Design: Seemingly everyone these days is looking to leverage quality design to aid the sale of their products, and this is as true in tangible products as it is in professional services. The tools are now widely available.

3. Complexity: Along with time compression things have simply become more complex and “infographics” can help cut through the clutter and complexity and simplify large amounts of information.

4. Story: As an industry I believe that we are generally weak at telling the story inside the information. Advances in data visualization fused with storytelling can bring a complex set of insights to life for time compressed executives.

5. Competition: With so much open source information, firms that can simple arrange syndicated work with open source data, glean insight and communicate with clarity (and flair) can challenge traditional (data collection focused but aesthetically weak) incumbents.

Here are some books I recommend for their thinking on this:

1. “resonate” by Nancy Duarte
2. “A Whole New Mind” by Daniel Pink
3. “Visualize This” by Nathan Yau
4. “The Substance of Style” by Virginia Postrel (also one of my favorite authors)

RPM