Data Profiles: Making Large Economic & Political Data Sets Consumable
2022
Context
Morning Consult’s flagship SaaS product tracks global consumer sentiments across thousands of brands. While customers primarily engaged with the Brand Tracker, two valuable subsets tracking economic and political data were underutilized and undiscovered by customers. The goal: surface these datasets directly to customers, enabling discovery and increasing the potential for additional research engagement.
Problem
Customers were unaware of economic and political insights included in their subscriptions.
Client Services burdened by manually showcasing these datasets.
Large, complex data sets needed to be made consumable, discoverable, and interactive.
Existing platform taxonomy and search functionality needed to accommodate new data types.
Process
Discovery & Taxonomy: Consulted with Research Science to identify and categorize survey questions into Country, Leader, and Economic Indicator profiles.
Data Viz: Explored multiple chart types (e.g. trendlines vs. bar charts) for each metric, informed by seven stakeholder interviews including Director of Datavisualization.
Wireframing & Feedback: Created low-fidelity concepts to gain initial feedback from technical stakeholders before polishing high-fidelity mockups.
Solution
A scalable MVP of "Data Profiles" providing templates for:
Country Profiles for economic and political data
Leader Profiles for approval trends
Economic Indicator Profiles for key national indexes
Interactive visualizations, bookmarking, and personalized views
Integration with platform search and existing subscription framework
Impact
This zero-to-one feature unlocked a previously inaccessible data set, allowing users to realize the full value of their subscription while also serving as a powerful acquisition lever for new customers.
FULL CASE STUDY AVAILABLE UPON REQUEST.