Edward Tufte
Envisioning Information
Beautiful Evidence
The Visual Display of Quantitative Information
Seeing With Fresh Eyes
Visual Explanations
ImageQuilts
The Cognitive Style of PowerPoint
An Essay by Edward TufteIn corporate and government bureaucracies, the standard method for making a presentation is to talk about a list of points organized onto slides projected up on the wall. For many years, overhead projectors lit up transparencies, and slide projectors showed high-resolution 35mm slides. Now "slideware" computer programs for presentations are nearly everywhere. Early in the 21st century, several hundred million copies of Microsoft PowerPoint were turning out trillions of slides each year.
Alas, slideware often reduces the analytical quality of presentations. In particular, the popular PowerPoint templates (ready-made designs) usually weaken verbal and spatial reasoning, and almost always corrupt statistical analysis. What is the problem with PowerPoint? And how can we improve our presentations?
The Spoken and the Unspoken
What is unspoken
Ethnographic studies are distinct from ethological research in other species because we can speak with our subjects and ask them questions. This has tremendous value, but much of what humans do is not spoken, and we also observe, count, and measure.
Research questions
From my records, research questions emerged that I never expected when I was making them.
Quantitative data collection
Quantitative data collection involves systematic and repetitive observations on the same set of variables.
Anthropological rapport
Accurately capturing how people spend their time is contingent not only on systematic data collection, but also on participants moving in a relaxed and normal manner through their daily activities. Just as primatologists habituate their subjects to their presence, anthropologists first must develop rapport and trust with the communities in which they live.
Scan samples, focal follows
Scan samples and focal follows are two commonly used behavioral observation methods.
During a scan sample, randomly selected individuals are located at specified time intervals, usually every ten to fifteen minutes, and the observer instantaneously records what the participant is doing.
Focal follows complement scan samples by documenting the continuous sequence of an individual's activities. During a focal follow, each subject is observed over a period of several hours with each change in activity recorded with a start and stop time.
Multitasking
In most traditional societies children help care for their younger siblings. However, it is often the case that a child minding his younger sibling does so out of the corner of his eye while playing with other children. Is this play or child care?
A nested classificatory hierarchy
I organized behavioral codes to contain several levels of information. As in this example, if a child is outside playing with friends while minding her two-year-old sister, the activity was coded as 675: the 600 signifies noneconomic activity, the 70 that it is playing, and the 5 that it is playing while in charge of a child. All activities were coded in this way. A nested classificatory hierarchy preserves both detail for future research and flexibility to lump or disaggregate activities for analyses. This method of nesting information carries over into many kinds of coding and classificatory schemes.
A child's question
Because they live so successfully in their world, we expect our subjects to readily explain the strategies that underlie the behaviors we observe. This can be trying, because from their point of view we are asking the obvious, a child’s question.
The research agenda
Important connections are often made by accident, outside the bounds of our research agenda.