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Towards a Periodic Table of Visualization Methods for Management

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Towards a Periodic Table of Visualization Methods for Management Towards A Periodic Table of Visualization Methods for Management Ralph Lengler & Martin J. Eppler Institute of Corporate Communication University of Lugano, Switzerland [email protected], [email protected] ABSTRACT way this structure can also become a problem solving In this paper, we describe the effort of defining and com- heuristic [2, p. 68] that relates possible visualization piling existing visualization methods in order to develop a methods to visualization challenges. Thus this structure systematic overview based on the logic, look, and use of reduces the complexity inherent in choosing a visualiza- the periodic table of elements. We first describe the cur- tion method for a particular application context. As a rent fragmented state of the visualization field. Then we further benefit, it helps to recognize the similarities and outline the rules and criteria we applied in conducting our differences among different types of visualization meth- research in order to present a revised periodic table of 100 ods as well as to compare different types of visualization visualization methods with a proposition how to use it. methods along pertinent criteria. Its main purpose is therefore to be user-centered in its focus to assist re- KEY WORDS searchers and practitioners in identifying relevant visuali- knowledge visualization, knowledge visualization meth- zation methods and assess their application parameters. ods, periodic table, problem solving, classification, selec- Our understanding of a visualization method is, in a first tion framework, visualisation types step, an ample one, as we strive to develop a preliminary broad compilation of methods (that employ visual means to structure information). We use the following general formula as a working definition for visualization methods: 1 The Realm of Visualization Methods A visualization method is a systematic, rule-based, The discipline of visualization studies is an emergent one external, permanent, and graphic representation and as such represents a so far still highly unstructured that depicts information in a way that is conducive domain of research that includes scholars from such dis- to acquiring insights, developing an elaborate un- tant domains as human-computer interaction, graphic derstanding, or communicating experiences. design, management, or architecture. Thus, there are many parallel, unconnected streams and development Prototype members of this category of elaborate visuali- activities in this field that may move forward without zation tools are, in our view, methods (from realms as mutually acknowledging or integrating efforts under way diverse as education, requirements engineering and argu- elsewhere. In order to contribute to the consolidation of mentation theory) such as concept mapping, evocative these efforts and to the emergence of a distinct field that knowledge diagrams, argumentation diagrams, or rich achieves cumulative research progress this article pro- visual metaphors. In this paper, however, we only focus poses an integrative overview on one aspect of the visu- on methods with potential applicability in the realm of alization field, namely the development of easily applica- management. In management the key for better execution ble visualization methods, that is to say systematic is to engage employees. To succeed the communicator not graphic formats, that can be used to create, share, or cod- only needs to convey the message, but also needs to tailor ify knowledge (in the sense of insights, experiences, con- it to the recipient’s context, so that he can re-construct the tacts, or skills). In this paper, we present a simple struc- knowledge, integrate it and put it to meaningful action. ture, inspired by the use, look, and logic of the periodic Therefore we see a high potential of complimentary visu- table of elements developed in the domain of chemistry. alizations to engage different stakeholders. Unfortunately There are numerous benefits that can be achieved through in management very few visualization methods are used, such a structure: First, it can provide a descriptive over- and little is known about visualization methods of other view over the domain [1, p. 12] and can function as an domains with potential to management, their require- inventory or repository like a structured toolbox. In this ments, benefits and application areas. 2 Methodology: Identifying, Selecting, and easy to use and have proven benefits. The dimensions Organizing Visualization Methods should address challenges related to managerial thinking (cognitive challenges), managerial communication and coordination (social challenges), and the managers’ abil- The methodology that we have applied for this paper can ity to motivate and engage their peers and employees be separated into three steps. The first step consisted of (emotional challenges). The visual representation of in- identifying potential candidates for inclusion in the visu- formation, on the other hand offers many cognitive (e.g., alization compilation. The second step consisted of select- perspective switching [25]), emotional (e.g., create in- ing those methods that best meet the requirements of volvement and engage people’s imagination [26]) and visualization for the realm of management. The third step social (e.g., ideally suited for communication and presen- consisted of structuring the compiled methods in a logical tation purposes [9]) advantages that can be put to use in and accessible way. With regard to the first step we have management. consulted the following sources to gather visualization methods: The organization principles should also relate to the situation in which the visualization is used (when?), the • Websites focusing on compilations of visual type of content that is represented (what?) the expected methods for problem solving, learning, or man- visualization benefits (why?), and the actual visualization agement (such as www.mindtools.com, visual- format used (how?) [20]. We then classified the visualiza- complexity.com, knowledge-visualization.org, tion methods according to those challenges and require- 4managers.de, valuebasedmanagement.net etc.) ments and came up with the following five dimensions. • Seminal books focusing on visual methods (such as the works of Tufte [3, 4, 5], Wurman [6], • Complexity of Visualization: Low to High, refer- Chen [7], Mok [8], Horn [9, 10], and others) ring to the number of rules applied for use and/or • Articles from scientific journals in the areas of the number of interdependences of the elements management, psychology, education, computer to be visualized. science, design, or philosophy proposing, dis- • Main Application or Content Area [how?, cussing, or applying visual methods what?]: Data, Information, Concept, Meta- phor, Strategy, Compound Knowledge. Fur- In these sources we have found approximately 160 visual thermore members of this group can also be methods. We have reduced these to a set of a hundred ranked according to their knowledge intensity, methods, by applying the following selection criteria: going from explicit, objective knowledge visu- alizations (like Data Visualization) to more tacit, 1. The method must be fully documented in all its subjective knowledge visualizations (like Com- steps. pound Knowledge Visualization). 2. The method must have been previously applied • Point of View [when?]: Detail (highlighting in- in real-life, preferably organizational, settings. dividual Items), Overview (big picture), Detail 3. The method must be fit to represent knowledge- and Overview (both at the same time). intensive, complex issues. • Type of Thinking Aid [why?]: Convergent (re- 4. The method must be applicable by non-experts. ducing complexity) vs. Divergent (adding com- 5. The method should have been evaluated before plexity). in some way or other. • Type of Representation [what?]: Process (step- wise cyclical in time and/or continuous sequen- The resulting hundred visual methods that have met these tial), Structure (i.e., hierarchy or causal net- criteria were then analyzed with regard to the following works) properties: graphic format employed (i.e., quantitative chart, qualitative diagram, cartographic map, visual meta- Then we organized these dimensions in an easily accessi- phor, tables) , typical content type (e.g., concepts, prob- ble table reminiscent of the Periodic Table of Elements, lems, people), application context (e.g., management, thus signaling the main purpose of meaningfully organiz- engineering, counseling etc.) and scope (narrow vs. wide), ing elements that can be combined for use. difficulty of their application, originating discipline, vicin- ity over overlaps to other visual methods. We have derived these distinguishing dimensions from 3 The Periodic Table of Elements existing visualization taxonomies [11, 12, 13, 14] and consequently use them as candidates for organizing prin- The periodic table of the chemical elements is a tabular ciples in our periodic table of visualization method. form of displaying the chemical elements, first devised in 1869 by the Russian chemist Dmitri Mendeleev. Men- It was central in our classification effort to find dimen- deleev conceived the table to illustrate recurring ("peri- sions with a granularity that fit managers: They should be odic") trends in the properties of the elements. Men- 4 Results: A Periodic Table of Visualiza- deleev's key insight in devising the periodic table was to tion Methods lay out the elements to illustrate recurring ("periodic")
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