Experience and expertise in customer insight research and data visualisation for business intelligence

Datawoj is an independent consultancy, utilising data visualisation to deliver critical insights from customer and market research for evidence-based decision making.

I can help you to make sense of your data, turning it into valuable business intelligence to help make your decision making more effective.

What can Datawoj do for your organisation?

I can provide additional capacity in best practice data visualisation to support quicker and better decision making.  Bringing expertise in customer insight and market research to help you understand your stakeholder’s opinions and behaviours.

Some of the ways I can help your organisation include:

Customer and Market Research

Develop engaging online surveys to gather stakeholder views and opinions.

Data Exploration and Analysis

Identify key trends in your customer data to identify future levels of demand.

Data Visualisation

Communication of valuable customer insight through applying best practice data visualisation techniques to create intuitive charts and dashboards.

Business Intelligence

Interpretation of your customer insights into actionable business intelligence to ensure your decision-making process is more effective.

How can Datawoj add value to your organisation?

Insight and intelligence help businesses and organisations make better evidence-based decisions. This helps them to be more efficient and effective leading to improved business performance.

Some of the ways that I can help your organisation to achieve insight through research, analysis and data visualisation include:

Customer Insight

Customer research can help organisations to attain a deep understanding of their customer’s needs, wants and behaviours. This can reveal emerging customer demand as well as opportunities to target services more efficiently.

Identify and act on emerging trends faster

Data analysis and exploration can help identify key trends and evaluate impact in order to improve business performance and identify new opportunities.

Easy understanding of information

Bringing valuable insights to the surface, which allows for quicker and more accurate decision making.

Engage your target audience

Engage your audience through framing customer insights in compelling visual narratives that tell a story and highlight calls to action.

Who is Datawoj for?


Businesses and organisations who wish to operate more efficiently and effectively through evidence-based decision making.

Organisations who want to understand their stakeholders’ opinions and priorities. I have been able to help clients through designing engaging online surveys the results of which I have analysed and presented.

Businesses who want to monitor and improve their performance. I have helped clients make quicker and better decisions through visualising their data and designing insightful dashboards.

Case Studies


Saving a professional body time to visualise their research findings

It was a pleasure working with Colin on this project. There was a real sense of co-creation as we worked closely to refine and shape the product to our requirements. Throughout the process, Colin was very responsive to any changes or suggestions. He had a “can-do” approach to any potential challenges and the ability to deliver. Communications and updates on progress were regular and helpful. 100% recommend.

Creative design of brand penetration dashboard in Tableau

Colin has wide ranging industry experience as an analyst, researcher and most importantly for our project, as a Tableau developer. This was invaluable as he was thus able to quickly grasp our industry nuances and how his work fit into the larger picture.

Training a Council to design good practice questionnaires and visualise the results effectively

Really knowledgeable and delivered a great session that will help us improve our questionnaire design and data viz.

Showing what is possible for data visualisation – a Tableau proof of concept

Colin was proactive in researching and incorporating best practice data visualisation techniques and applying them in his dashboard designs. He was keen to engage with business stakeholders, communicating the art of the possible and listening to their feedback.

Saving a global charity time to monitor their social media performance

Colin was organised, proactive and flexible, and the outcome of this approach means we have not only delivery of the dashboards, but have undergone with Datawoj a rich process of learning through joint problem-solving – and we are delighted with the result.

How to help a local community council to better understand its residents’ views

We have come away from the survey part of the project with minimal fuss and some very valuable insights to carry us forward into next stage. 

Sub Regional Leadership Data Analytics Masterclass

In terms of the data visualisation approach, Colin helped us to think about the art of the possible, while maintaining the highest levels of accuracy and quality – rooted in the outcomes we hope to achieve.

Helping a local authority understand staff views on flexible and mobile working

Throughout the project, Colin kept in close contact and checked with us regarding key elements of the analysis to make sure the outputs provided the intelligence we needed to support decision making.

Mind the Gap! Visualising Small Area Housing Affordability Data

Throughout, Colin has been an excellent communicator, diligent with the quality of work and bringing additional value to the work that we do.

Latest From The Blog


Small multiple versus stacked area charts

The takeaway here is that different designs can be adapted to show the required insights.  Leading to more accurate decision making.

Visualising satisfaction survey data with audience focus

Changing the frame and focus helps tailor the visualisation to appeal to different internal, external or strategic audiences.

Let’s Practice Colour + Words in Data Visualisation

Colour and words are therefore a quick and easy way to highlight one of many potential insights from the data. 

Drill down into sales performance!

By using interactive features such as dashboard actions we can reveal hidden insights all within the same dashboard!

Interactive Small Multiples

In my approach I use interactive parameters to drive the analysis, allowing users to select different measures.

Data Visualisation for Decision Making

A challenge social research analysts quite often face is how to effectively communicate data which will inform the solution to a particular social problem or issue. Decision makers quite often feel over whelmed by the wealth of information available. We need to reduce the time it takes for them to understand an issue and make an informed choice of how to resolve it. How do we go from a list of numbers to a clear message, which can inform a business decision such as where to target resources?

How to focus your audience’s attention in your data visualisations?

We have seen how the human brain processes visual information through iconic, short and long term memory.  Pre-attentive attributes such as colour, length and position are visual properties that are processed very quickly in the sub-conscious memory.  As data visualisers we can leverage pre-attentive attributes to focus our audience’s attention to highlight key performance issues.

Visually analysing the answers to why?

Building different views allows our audience to see different insights from the same data.  This means being able to quickly ask and answer business questions.  This is important to be able to see the underlying cause of problems.  It also means that we can go exploring in detail different paths of analysis, which is a great way to engage our audience’s curiosity.

Highlighting data trends with interactive visualisations

Quite often we will see data visualisations which try to stand out by using too much colour.  The problem is that this can lead to cognitive overload as there is too much to process.  Additionally when everything is the same colour then nothing really stands out. 

Visualising American sleep patterns over time – but can we trust the data?

One of the challenges of analysing data is dealing with imperfect datasets.  For this week's #MakeoverMonday Challenge, I visualised the sleep patterns of Americans by age and gender over time.  The data is interesting as it shows most Americans aged 15 and over are...

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