How to Use Data to Inspire and Connect with your Audience

Data has become one of the most powerful tools for driving decisions, shaping narratives, and engaging audiences in the world today. Yet, too often, the presentation of data can feel dry, uninspiring and alienating. We are surrounded by data, but starved for insights.

The key challenge isn’t just about collecting data, but using it to tell a story and to glean insights—one that resonates emotionally and intellectually with your audience. That’s why translating complex data into a compelling narrative will inspire action and curiousity, rather than just bogging people down in details.

Let’s explore how you can use data to inspire your audience, by learning from innovators like Hilary Mason, Cathy O'Neil, and Tristan Harris.

Hilary Mason, data scientist and founder of Fast Forward Labs...

…says “Data is a tool for enhancing intuition.” What does she mean exactly? Mason is underscoring the essential human element in data analytics. While algorithms and machines are powerful tools, they are driven by the insights and instincts of real people. Data alone won’t provide all the answers. What’s crucial is developing an intuition for the right questions to ask and understanding the underlying story the data might reveal. It's not just about crunching numbers but interpreting them with a human touch, which turns raw data into actionable insights and meaningful narratives.

Dan Heath, bestselling author, captures this sentiment perfectly: “Data are just summaries of thousands of stories—tell a few of those stories to help make the data meaningful.” The difference between raw data and insights is intention and meaning, highlighting that data alone is rarely ever meaningful. To make data truly impactful, it must be put into context. By analyzing the data with a clear narrative in mind, we can draw out the stories it’s trying to tell us and make it resonate with our audience. Techniques such as thematic analysis, data visualization, and storytelling frameworks can help transform complex data into compelling narratives that highlight the human experiences behind the numbers.

Start with Context

Mark Twain said: “Data is like garbage. You’d better know what you are going to do with it before you collect it.” But you also need to learn how to allow the data to sit in the background and inspire insights and breakthroughs. Before diving into the raw numbers, it’s crucial to frame the data within a broader context. What story are you trying to tell? Who is your audience, and why should they care?

Cathy O'Neil, author of Weapons of Math Destruction, emphasizes the importance of context when presenting data. “Data without a narrative is like a puzzle without an image,” she says. Data should serve the story, not the other way around. Before overwhelming your audience with figures, ensure you’ve framed the issue in a way that resonates emotionally. Whether it’s a social injustice or a new business insight, your data needs to be a support system for the larger narrative.

Use Visuals to Enhance Understanding

When presenting data, don’t just rely on spreadsheets or lengthy tables — visual storytelling can bridge the gap between information and inspiration. Charts, graphs, and infographics can make complex information much more digestible, while also evoking emotion.

Digital change designer Tom Loosemore advocates for the power of visuals when communicating data. He argues that "good design helps people see the patterns, the insights, and the relevance behind data." Presenting information in an aesthetically pleasing and intuitive manner ensures that the audience doesn’t get lost in a sea of numbers. Visuals should make your audience feel like they’re part of the story, not just passive recipients of information.

Highlight the Insights, Not the Numbers

While numbers are the foundation of your data, they are not the most important aspect. What matters is the insight that those numbers reveal. Always ask yourself: what actionable takeaway does this data offer?

Tristan Harris, co-founder of the Center for Humane Technology, is a proponent of using data responsibly to shape narratives and drive human-centric outcomes. "The goal of data storytelling," he says, "is not to overwhelm with information, but to illuminate paths for better decisions." Instead of presenting data as an overwhelming heap of statistics, focus on what it means for your audience. Distill the data into clear insights that answer the critical question: “Why does this matter?”

Engage Emotionally Through Data-Driven Storytelling

Data-driven insights can be incredibly powerful, but their true strength lies in how they connect to the human experience. Whether you’re telling a story about climate change, technological innovation, or customer success, always root your data in human emotions and experiences.

Tristan Harris believes that data should inspire empathy. He notes, “We’re not just telling stories with data — we’re creating a deeper understanding of what it means to be human in a digital world.” The most inspiring stories connect the dots between the data and the lived experiences of individuals or communities. They make people feel something, whether it’s a sense of urgency, hope, or curiosity.

Simplify, Simplify, Simplify

One of the biggest pitfalls when using data is overcomplication. It’s tempting to want to show off all the nuances of your analysis, but too much information can actually dilute your message. The best data storytellers, like Tom Loosemore, know that simplicity is key.

Loosemore advises, “Don’t be afraid to simplify your data presentation. Clear and concise beats complex every time.” Your goal is to make your audience feel smart and engaged, not confused or overwhelmed. By stripping away the excess and focusing on the core message, you ensure your data has the most impact.

Invite Your Audience Into the Conversation

Finally, data shouldn’t feel like a one-way street. Engage your audience by asking questions, inviting feedback, and fostering an interactive dialogue around the data you’re presenting. This not only makes the data more relatable but also empowers your audience to become part of the story.

The most effective use of data in storytelling is when it enhances understanding and drives meaningful engagement. Whether you're using data to inform, persuade, or inspire action, the key lies in how you frame the narrative, simplify complex information, and evoke emotion. By following these principles, you can transform dry numbers into compelling stories that resonate with your audience and drive real impact.

As Cathy O'Neil says, "Data is a reflection of our world, but it’s up to us to decide what story we want to tell with it." Let your data tell a story that not only informs but inspires.