How to Present Data When You… Hate Data.

I’ll be honest: when my colleague, Mia, asked me to write a piece on presenting data, I was confused. Me? Educating others on how to present data? I hate data.
(Note from Mia: You'd never know it.)

There is no escaping data in almost any role, especially at Goosechase. Data plays an extremely important part in our decision-making. Does that mean that I actively try to incorporate it into my day-to-day life? Not exactly. And I’m sure the fact that last month’s report is yet to be done is not related to that at all.

So I asked Mia, why do you want me to write about this? I am not the most data-centric person on the team by far. Her response:

That my reports came off as easily digestible, memorable, relevant, and focused on the bigger picture.

Is it possible that Mia thinks that ‘not being a data person’ is a superpower in itself? She must, or else you wouldn’t be reading this. 

Data is everywhere, and while that’s awesome, it can feel like trying to drink from a fire hose. You can pull data on anything, really. How many times your colleagues ping you with questions, how many hours you have spent on Instagram. How many times I've rewritten this. But not all data is relevant. Unless you are my manager, in which case the hours I’ve spent writing this are completely relevant.

The challenge isn’t just collecting data, but figuring out how to tell your data story in a way that makes people care.

If you’re not careful, you end up with confused stares or polite nods that scream, “I stopped listening five slides ago.” The real issue?

We often forget that data is just a tool for communicating. 

If you feel like data isn’t "your thing,” you’re not alone - It’s not even my thing. I’m proof you don’t need to be a data wizard to make data make sense.

Many people think data presentation is about showing off how much you know, but it’s actually about showing how much you understand your audience. Taking something complex and breaking it down so it clicks.

Here are 5 tips for improving your reporting skills.

Knowing your audience is key when presenting data because not everyone looks at the numbers the same way. Picture this: You’re explaining your favorite movie plot to someone who loves film vs. someone who falls asleep during anything longer than 90 minutes. Same movie, but one conversation is a lot more detailed. That’s how reports should be —adjusted for who’s interested and who’s going to zone out. As much as hard data is objective, reporting should reflect who you’re talking to. 

Some people might need a high-level overview, while others may want all the details. Understanding who you're presenting to helps you decide what information to focus on, and how to explain it. For example, an executive might care more about how the data impacts overall goals, while a team member might need the specifics to make decisions on the ground. Tailoring your data to your audience ensures that the information is clear, relevant, and useful to them, making it easier for them to take action based on what you present. Figure out your audience, then you can start to build your story. 

I remember when I was starting to incorporate data in my role and I continuously got asked “what is the data saying?” like it would lead me to the light and I would have the biggest ‘Aha’ moment. Instead, I was left with my inner voice saying, “how should I know?”

To be frank, it just wasn’t the right question to be asking. “What is the data saying?” felt like the data should be speaking to me, but the data on its own doesn’t know either. So, ask the data some questions:

• Is this number higher/lower/the same? Should it be? 
• What’s driving this change—internal or external factors?
• Is this number in line with our expectations? Why or why not?
• What does this trend tell us over time?
• Are there any anomalies or inconsistencies we need to investigate?
• Are there underlying assumptions that might be affecting these numbers?

Once you have had a chance to dig into your data, it’s time to ask the most important question when presenting data to your orgnanization: How does this number influence other areas of the business?

Here’s a little secret: no one cares about the numbers themselves. I know, shocking. Most data-heavy presentations fail because they’re designed to impress, not to inform. Your job isn’t to show everything; it’s to choose what matters most to your audience. What they care about is why those numbers matter. Instead of saying, “Our revenue grew by 12% this quarter” try something like, “Our revenue grew 12%, with a majority in March when we launched our new marketing campaign”. Now that’s something we can talk about, expand on, or replicate. 

If being data-driven is on one side of the pond, I am on the totally other side with the artsy geese. (Yes, I did need to get at least one goose reference in here to legally keep my job).

Humans are always looking for visual cues to help make connections. Have you ever thought about how the light turns red in the intersection and everyone stops? You may think it’s just the rules of road, but it is actually a great example of how humans use visible cues. Look at light → light is red → stop. No words written or spoken. 

The same principles apply to showcasing data. A big chunk of a pie chart means the majority of something, a spike in an otherwise consistent line means something has changed, a trending line means consistency and predictability. Keep your presentation simple, trim down excess and focus on the visuals that help to tell your data story. My colleagues still bring up a presentation I gave 3 years ago, when I was over-compensating for my lack of data confidence. It was a competitor analysis where I decided to go all in with a goosey retro-game theme. Now, I’ll admit, this is an extreme example of making your slides look nice, and to be honest the theme was a bit distracting. I don’t think a single one of my colleagues could tell you a takeaway from it, they just remember a Tetris goose. 

It’s a great example of how people tend to remember stories and visuals far better than they remember a sea of numbers, so why not use that to your advantage? Even if you’re not using a goose-retro-game theme (although you are more than welcome to borrow the idea), the same principles apply.  

• Simplify your message. Don’t clutter your slides, make sure you are getting to the point.
• Lean on visuals to tell a story (this can be through charts, videos, gifs, etc.) 
• Highlight the important parts: Make sure the data portion is something your audience can easily grasp. 
• Leave them with something to think about. They don’t need to think about it for 3 years, but ideally past lunchtime. 
• This won’t apply to every company and every presentation, but try to have fun. Work doesn’t need to be serious all the time

As a special treat for making it this far in my ramblings, I’ve included a link to my retro game-themed geese. You are so welcome. 

The conversations you have from the data may be some of the most important conversations that happen in business, but the idea of them is sometimes the most terrifying. Even now, I dread colleagues asking me questions about the data I share, because I am worried I won’t have an answer. And the reality is, sometimes I just don’t have the answer. Sometimes I stare blankly at my screen and fake internet connectivity problems and hide under my desk until the meeting is over. I’m kidding, of course, I just cry in the bathroom after like everyone else.

In all seriousness, it’s totally okay if you don’t have the answers. Sometimes, it’s not actually you who needs to have the answers. Instead of presenting like it’s a one-way street, ask questions, spark discussions, and encourage input from other departments. “I haven’t quite figured out what caused the spike in March, did anyone else see anything similar in their department? Does anyone have any hypotheses on what may have caused it?”. It not only makes your presentation more engaging, but also helps build collaboration across teams and may help you to see trends as other people bring their expertise to the table. That doesn’t mean you shouldn’t anticipate some questions and have some answers ready, but it’s a great way to get others engaging in your presentation if no one has any questions. Worst case scenario, a “I don’t have that answer at the moment, but I can get back to you later today” will do the trick. 

Now, we’ve made it to the end and I bet you're wondering: "If I do all of this, am I still going to hate data?" Ya. Probably.

It is a harsh reality, but I’m here to tell you the truth. With that said, it should be easier for you to communicate the story of data, and hopefully that will make it a little less painful. It’s only a blog post, I can only do so much, you know? If you take anything away from it, take this:

1. Know Your Audience: Tailor your data presentation to who you're speaking to—different people need different levels of detail.
2. Uncover the story: Ask questions to uncover the meaningful insights behind the data.
3. Context is Key: Don’t just present numbers—explain why they matter and connect them to real outcomes. Make your reporting relatable.
4. Keep It Simple: Use visuals effectively and avoid unnecessary complexity.
5. It’s Okay Not to Have All the Answers: Data sparks conversations, so ask questions and collaborate to find insights together.

You don’t have to be the smartest person in the room to present data. You just have to care about clarity, connection, and what your audience actually needs. Start there, and you’ll already be ahead of the curve.

Now I need to go and finish last month’s report.