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 research for evidence-based decision making. 

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

What can Datawoj do for your organisation?


Customer Insight Research

Designing engaging online surveys to gather the views and opinions of your target audience.

Analysis and visualisation of stakeholder responses can help you gain valuable insights into their concerns and priorities.

Data Preparation and Analysis

Cleaning and preparing datasets for analysis into valuable customer insights.

Identifying key trends over time, geographical area or customer segments.

Data Visualisation

Communication of valuable customer insight through best practice data visualisation techniques.

Tableau Desktop is my data analysis and visualisation tool of choice to create clear and informative charts and dashboards.

Business Intelligence

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

Who is Datawoj for?


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

The Public Sector

Local authorities, for example, with reduced resources and increasing demand for services, need to target resources efficiently on a place-based or customer level. Research and insight into customer needs and wants can help predict future levels of demand and effect positive behaviour change.

The Private Sector

Businesses need to understand the relationship between how their business operates and their customers’ behaviour. Data visualisation can help identify key trends and evaluate impact in order to improve business performance and remain competitive.

The Voluntary Sector

Community and voluntary organisations with a low resource base need to demonstrate social return on investment. Data visualisation can help evaluate successful project outputs and outcomes.

Case Studies


Developing KPI dashboards saved time for charity to monitor 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.

Helping 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.

Understanding staff views and priorities on flexible 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.

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:

Identify and act on emerging trends faster:
Visualising important correlations between datasets helps identify relationships and patterns between operational and business activities. This can help organisations to identify changes in customer behaviours and market conditions, and respond to new business opportunities.
Customer insight:
Customer research and data analysis can help organisations to attain a deep dive into customer sentiment. This can reveal emerging customer demand as well as opportunities to target services.
Easy understanding of information:
Human eyes are able to grasp information more easily through visual imagery than static text or tables. Data visualisation allows connections to be made between data in order to gain quick access to business and customer insights that are brought to the surface.
Engaging your target audience:
Data visualisation can focus attention onto key trends through framing insights in compelling visual narratives.

Latest From The Blog


Discount dashboard

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.

Same sex relations approval

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. 

American Sleeping Habits

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

I wanted to try a different visual approach to show the trends by age and gender over time. I decided to use a distributed slope chart, with a take-away title and a subtle use of colour.  I could have stacked the age groups into a single slope chart, but I felt this would look cluttered as there would probably be quite a lot of overlapping labels.

Step count visualisation for #SWDchallenge.

Visualising my step count: bars and lines together add insights

Analysing the data as aggregate bar charts and individual points on a line made me think about different ways I could improve my average step count.

My visualisation of the top 10 happiest countries in the Happy Planet Index

Which are the happiest countries? Visualising the top 10 countries on the Happy Planet Index

Set actions are versatile: the metric calculation can be used to change the chart, title and colour of the measure selector!

Land Use by Food Type

How can meat eaters reduce the environmental impact of their diet?

By using colour and an insightful title, we can focus our audience’s attention to a key take-away.

How to evaluate the results of an experiment visually using data?

The lollipop chart is a simple, fun variant on the bar chart whilst retaining most of its accuracy.

How we can focus our data stories?

Through employing some storytelling techniques, including choosing an appropriate chart type, strategic use of colour and size and removing confusing or complicated elements we can enhance the focus of our data story. 

How can data visualisation support better decision making in the public sector?

There are a range of benefits that data visualisation can bring to help the public sector make better decisions.  However, the type of visualisation we build depends upon the audience.

Data visualisation can unlock hidden trends that require action!

Data visualisation can help unlock hidden trends through use of colour or insightful titles for example.  This insight can be used to inform decision making before it is too late.

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