Group02 proposal

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Proposal

Poster

Application

Research Paper

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Introduction

Government communicators across the world are under pressure to be more data-led to deliver on outcomes such as awareness of government policy (e.g. where to find support for specific problems), and attitudinal change (e.g. consuming healthier drinks). They compete with private sector firms in the same market for audience attention across media platforms. Thus, understanding the target audiences and where to reach them is crucial.

A common approach that government communicators take to understanding audiences better is to “build your own data” through surveys. Given the resources required to conduct representative surveys, these initiatives are almost always outsourced to market research companies. In addition to data collection, these packages also include analysis of the rich survey data, with output in the form of reports and intellectual exchanges between the commissioning agency and market research company.

The real-world experience falls short of the ambition. The majority of the survey data is untapped for insights. Market researchers over-emphasise delivering information (rather than insights) through static platforms such as powerpoint slides. Further, these reports adhere to generic templates and forego many of the best practices in statistical analysis and data visualisation. This may be partly explained by a gap in the quality of analytics expertise in the market research firms, shortcomings in the initial project scoping stage between market researcher and a lack of confidence in the ability of non-analytics professionals to engage with data.

Motivation and Objectives

We are motivated by the lack of web-enabled visual analytics applications to help government communicators discover the truth about their audience from their rich survey data.

This project aims to provide government communicators with a user-friendly web-enabled application to visually discover the media consumption patterns and behaviours of major audiences in Singapore. Specifically, the application should help the user to interact with the data to:

1. Efficiently visualise the survey responses at different levels of aggregation, and with full recognition of the uncertainty in the inferences made from samples.
2. Visualise the similarities in the data, such the results of cluster or latent class analysis models.
3. Visualise how related responses can explain a given key observation through the use of contingency tables and Mosaic charts.

To help demonstrate the real-world benefit of our application, we intend to test the application with a sample of intended users to help them understand our design choices and seek feedback from a user perspective. This would be conducted through quantitative techniques (e.g. measure the length of time to answer specific questions using the application) and qualitative observations on whether the application encouraged interaction with the data through data and view specification and view manipulation.

Proposed R Packages

Package Name	Description
shiny & shiny dashboard	Interactive web applications for data visualization
ggplot2	High-quality graphs
Tidyverse: tidyr, dplyr, ggplot2	Tidying and manipulating data for visualizing in ggplot2
shinythemes	Apply themes to Shiny applications
ggthemr	Apply themes to ggplot2 plots
lubridate	Easily transform dates
Plotly	Provide graphics
ggraph	Provide graphics for clustering, regression
ggiraph	Provide interactive ggplot graphics
k Means Algorithms in R	Provide various k means algorithms in R
ISLR	Provide glm() for logistic regression

Project Milestones

Team Members

• Cherie Wong Pei Qi
• Denny Dunsford
• Vinit Nair