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Data Driven Innovation project (aka #DATASS)



Creative director


Dataviz and graphic designer


Innovation consultant


Media researcher


Every day the (Dutch) media is confronted with the huge impact of increasing digitization and datafication on the industry.  The transition from analogue (broadcast) to digital (Over the Top) networks means that people can watch video at any desired moment from every desired device and enables companies to truly interact with the viewers. These interactions produce data. These data could be used to learn more about the viewer or produce new sorts of services, however these opportunities often remain unused or pushed to the backburner. The challenge for us is to Develop one or more ‘live’ data based media concepts that can strengthen or even replace video. Discover which new interactions we can create during live programming (in a stadium or streaming) that creates new (commercially interesting) data on the viewers.

Sprint 1 // Datavisualization

// Introduction

Starting from the Google Form questionnaire, we wanted to get some highlights regarding people’s online habits. The output is a data analysis and data visualization of the main questions and answers. The visualization got printed to show it to the client, but you can also find it online here.


// Process

Datass Sprint1 Googleform DatavizData cleaning with Open Refine and Microsoft Excel

After selecting the most interesting answers from the dataset, we cleaned the dataset from duplicates or typos.

i.e. Milan, Milano, milan > Milan
       Nee, no, Niet > No


With Microsoft Excel we could better cluster the data, especially with pivot tables, to have the final data ready for visualization softwares.



Datass Sprint1 Googleform Dataviz TableauGraphs creation with Tableau

Using Tableau, a software for instant data analysis and data visualization, we could start getting some raw graphs and the first insights. Data need to be very clean and organized, otherwise the software is kind of complicated to use and understand.

When we are good with the results, we just export the PDF (File > Print > Save as PDF) to be able to modify it.




Datass Sprint1 Googleform Dataviz IllustratorStyling and layout with Adobe Illustrator

We first wanted to code a small and simple website, that’s why we chose a long scroll format. Using our brand colors (pinkDATASS and blueDATASS), we tried to visualize a story through our graphs. Thanks to these visualization, we could better show some of our findings.




// Findings

All the data visualizations can be read here. Below just the main findings.

Datass Sprint1 Dataviz Gender

Our main target group is 18-28yo, equally distributed between males and females.



Datass Sprint1 Dataviz Geography

Most of the answers come from Milano (Italy) and Amsterdam (the Netherlands).



Datass Sprint1 Dataviz Interests

Most of the responders are into TV shows and technology. Some of them into games and sports.



Datass Sprint1 Dataviz

People don’t accept strangers online, except on LinkedIn for job networking. Instant messaging is preferred to face to face communication.



Datass Sprint1 Dataviz

People are okay giving their geolocation (tag location), but they don’t like to share their home address. Moreover, many apps and services ask for the phone number, a personal data that people are less willing to give.



Datass Sprint 1 Dataviz privacy

People don’t read the privacy policy because it’s too long. On the other hand, not everyone is okay with the company using the data produced from their services.



// Summary

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