In the inaugural episode of the Data Malarkey podcast, host Sam Knowles engages in a thought-provoking conversation with Professor Ana Adi, Professor of Public Relations at Quadriga University. Professor Adi identifies as a “digital humanist,” focusing her work on online strategic communications, including corporate social responsibility and activist communication. She has a particular interest in innovative, online-based research methods.
Navigating complex data landscapes
Professor Adi discusses her approach to working with data, especially when faced with incomplete datasets. In one of her current projects, she analyses data from 25 countries across three languages. To manage this complexity, she employs a structured methodology that transitions from qualitative to quantitative research techniques, distilling data into coherent themes and actionable insights.
To ensure the robustness of her findings, Professor Adi applies a series of critical questions to the data:
- What do the data mean?
- Do these findings differ from existing understanding?
- What anomalies or outliers are present?
- Who is impacted by these results?
- How might stakeholders alter their actions based on this information?
This reflective process aids in extracting meaningful interpretations from the data, ensuring that the insights are both relevant and impactful.
The art and science of digital forensics
Delving into digital forensics, Professor Adi reflects on the traces individuals leave in the digital realm and what these reveal about behaviours and attitudes towards data. She references Edmond Locard’s principle that “every contact leaves a trace,” underscoring her interest in evaluating the significance of each digital interaction.
Humanising data through storytelling
When discussing data storytelling, Professor Adi highlights the approach of Chip and Dan Heath, authors of Made to Stick. She emphasises the effectiveness of using analogies, metaphors, and relatable examples to convey complex data narratives. By simplifying information and emphasising its emotional and human aspects, data becomes more accessible and engaging to diverse audiences.
Balancing professional and personal pursuits
Beyond her professional endeavours, Professor Adi shares her commitment to maintaining a balanced life. She engages in activities such as painting and playing the piano, which provide creative outlets and contribute to her overall well-being. This dedication to balance enriches both her personal life and professional work, fostering a holistic approach to her role as a digital humanist.
This episode offers valuable insights into the multifaceted role of a digital humanist, illustrating how data analysis, storytelling, and personal balance intertwine in the realm of online strategic communications.
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