The Use of Visualization in the Context of Business Strategies : An Experimental Evaluation
ISSN
1550-6037
ISBN
978-1-4244-7846-0
Type
conference paper
Date Issued
2010-07-26
Author(s)
Editor(s)
Banissi, E. et al.
Abstract
An experiment was conducted to add empirical evidence whether the use of visualization is better than text in the communication of business strategies. Seventy-four managers who took part in an Executive MBA program saw a presentation of the simplified strategy of BMW Financial Services. The visual support of the presentation was manipulated by the author and the according effects were measured. Three different types of visual support were chosen: text in the form of PowerPoint (1), visualization in the form of a visual metaphor (2), and a roadmap (3). Each subject saw only one of the three types of visual support. The effects measured were attention, comprehension, agreement and retention. In addition the perception of the visual and the perception of the presenter were measured for each of the three conditions. Subjects who were exposed to visualization in the form of visual metaphor and roadmap paid significantly more attention to the strategy, agreed more with the strategy and recalled the strategy better than did subjects who saw text in the form of PowerPoint. No significant superiority was found for visualization compared to text in understanding the strategy. Subjects who were exposed to visualization in the form of visual metaphor and roadmap perceived the visual and the presenter significantly better than did those subjects who where exposed to text in the form of PowerPoint. In addition the perception of the visual accounted for 69% of the variation of the perception of the presenter.
Language
English
HSG Classification
not classified
Refereed
Yes
Book title
IV 2010 Proceedings
Publisher
IEEE Computer Society
Publisher place
Los Alamitos
Start page
349
End page
354
Pages
6
Event Title
14th International Conference on Information Visualization (IV)
Event Location
London
Subject(s)
Division(s)
Eprints ID
62537