The Association for Qualitative Research
The Hub of Qualitative Excellence

Highlighting the interconnectedness of insight

Fractal patterns have long been loved by many for being both aesthetically pleasing, and wondrous in their endlessly repeating design.

As researchers, we are constantly on the lookout for new ways of visualising data for presentations to help us better inform and engage clients with insights. Discovr is a series of apps that deliver recommendations based on what the user currently likes.

Results showing the "connectedness" of artists, genres etc. are presented in a radial tree design which grows as it delivers findings to the user. Discovr is very pleasing on the eye; it feels very infographic-like and could be used to deliver the impact that clients love.

The smooth flow and "flowering" of the results could really lend itself to the dramatisation of customer behaviours and thinking, helping us reveal emergent themes that arise through the research process and demonstrate how they are interconnected.


Darren Till
Research Consultant, Discovery

This article was first published in InBrief magazine, January 2014
Copyright © Association for Qualitative Research, 2014