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Data is leading us into a new era, one in which organizations can be more successful by effectively using data to communicate not only with those who understand it, but even among those who are uncomfortable with data. As digital tools become more and more entwined with everyday life, organizations will benefit from strengthening how they think about and use data to communicate across audiences.
The Research+Data Insights (RDI) project The Transformation of Influence: How Data is Changing Attitudes and Decisions is a comprehensive study of how longstanding mechanisms of influence are being disrupted by data. It also presents insightful and actionable recommendations on how data impacts influence. The study was commissioned with support from AIG, Hill+Knowlton Strategies, and Group SJR, who share RDI’s interest in understanding how data is driving the evolution of influence. This research is based on an in-depth national survey, with more than 4,400 interviews with the U.S. public in 2016.
We live in a data-driven world, and data increasingly impacts how the public make decisions.
Across the board, the public expresses enthusiasm for how data can help it make choices. Individuals also find data-based messaging highly credible.
While the majority of the public trusts data, only about one in three understand it. This literacy gap will likely lead a small portion of the public to become disproportionately powerful from data influence. It will also affect how organizations and individuals use data to communicate with different audiences.
Six percent of the public is emerging as a Data Influencer class — people who will channel data for power and persuasion. This audience is younger, wealthier, and better educated than other members the public, and they place a high value on organizations and individuals that use data to communicate.
Organizations can use data storytelling in their communications in two ways: to attract influential, savvy advocates who demand data, and to engage with audiences persuaded by data despite lacking high levels of literacy. Organizations that have started down these paths are seeing strong results.
The new class of Data Influencers tend to be young, and are generally better educated and more affluent than the population as a whole. Yet in some ways they’re different than you think. While they are active on social media, many of them don’t overtly try to exert influence on that platform. Instead, they channel their influence through a combination of being active in their communities and their work and turning to data to solve problems in new ways.
A broad range of audiences demonstrate a strong desire for data to influence most aspects of their lives. These attitudes will accelerate the spread of data influence, and are something that organizations and individuals can tap into through the strategic use of data in their communications. While the public trusts data to help them make decisions, they express concern about about how it will affect their privacy and other aspects of their lives.
Why the public uses data in decision-making?
Percentage of the public concerned about specific issues related to data
Moving confidently into a data-driven world of influence is challenging, but the organizations and individuals who navigate it well are likely to reap the benefits. Though there is no one-size-fits-all approach, we recommend three key steps: