1. On-line Communication of Statistics: Back to Basics
Siu-Ming Tam
IMODBC, the Hague, 5-9 September 2005

2. What am I going to cover?
Statistical data and metadata communication on-line
why?
what?
how?
ABS research into cognitive psychology
principles and strategies
Selected ABS examples to illustrate ideas
My main contention is:
. Need to design our website and web based products and services to maximise communication
. This talk will outline principles and strategies for doing this.

3. Data Communication Why? What? increase users and uses
increase informed use of statistics
understanding information content, context, caveats and limitations to determine 'fitness for purpose'
What?
conveying statistical information from statisticians to users so the meaning of the information is well understood
communication vs dissemination
Communication is defined as the conveyance of information from statisticians to users in such a manner that the messages are understood.
Increase use – the primary reason for our existence. If stats are not used then very quickly we become irrelevant
Increase informed use – to minimise misuse. This is our mission – informed decision making. Duty of care.
Dissemination is a much more inwardly focussed act – our job is done once we published the information.
Communication is more outcome focussed – our job is not done until the messages are read and understood.

4. Data Communication (cont'd)
How - three crucial components
Structure of material/content
Selection of content
Presentation
How does the mind comprehend information?
Information processing model
Cognitive processes
Influencing factors
If there is only one piece of information, need only to be concerned about the selection of content (relevance) and how to present (to maximise communication). If more than one piece, inter relationship between the pieces and how they are structured together (Sklar Design – 3 column is becoming the international standard)
To maximum communication, we need to understand how the mind comprehends information. We have undertaken research into cog psychology literature, and have developed design principles and strategies.
Our research suggests that “Hos” has three crucial components.

5. Data Communication (cont'd)
Special consideration for data communication on the web
On-screen reading
Diversity of users and their goals
Whilst our theory is of general applicability, bear in mind two special issues when we design for web communication.
. On screen reading – a lot of skim reading, and hence satisficing. Eyes get tired easily. No cues on the physical size of the documents. Eg to come later. Non-linearity (through doclinks)
. Diverse range of users – tourists, miners and harvesters. Need to cater for all needs.

6. Information Processing Model
Human information processing stages
Input
Stage 1
Encoding
Comparison
Stage 2
Model (Preece) on how the mind processes information
Responding to stimuli, the mind encodes information into some internal representation.
The encoded information is then compared with memorised representation to determine a response for execution.
Eg CPI. Compares encoded information on CPI with memorised pattern on CPI. If a match is made, then click the button, if not, look for another button etc.
Stage 3
Response selection
Response execution
Stage 4
e.g. web site navigation and Information Foraging
Output

7. Information Processing Model
Multi-store model of memory
Working memory
Long term memory
Sensory memory
Input
Sensory system (Input devices eg microphone, web camera)
of which there are several different stores for visual, auditory and tactile material.
where specific aspects of the environment are initially detected and organisation of these elements is commenced.
Key characteristics of Sensory system:
limited capacity
only some information is attended and selected to be processed in the working memory
Working memory (RAM)
where active and deliberate processing of information occurs (e.g. thinking and problem solving which draws on working memory but retrieves from long-term memory)
limited capacity - can only deal with approx. 7 'chunks' of information simultaneously
rapid access
Long term memory (LTM)
information that proceeds to LTM is assumed to be permanent
relatively slow access
large capacity
several theories about how information is stored in LTM
1 theory - information is represented in LTM as list of features or concepts linked together as networks.
Memory limitations: 7 ± 2 'chunks' of information
e.g. navigation items grouped and ordered under headings

8. Perception How? Influencing Factors Main Strategies
Interpretation of sensory information to produce a meaningful understanding
Prior Knowledge and Expectations
Pattern Recognition
Perceptual Organisation
(Gestalt Laws)
How?
VISUAL
Visual Appearance
Relationship with other elements (e.g. proximity, similarity)
Screen Placement
Screen Complexity
Perceived Affordance
TEXTUAL
Language familiarity (Given-New Theory)
Propositional Complexity
Ambiguity
Context
Influencing Factors
Three cog processes are thought to be associated with comprehension.
Perception is about attaching meaning to sensory information – symbols, icons, information on the web site
How does the mind perceive?
The cog psychology theory suggests that using organisational cues, it attempts to recognise the patter, by comparing the sensory information with memorised patter stored in long term memory. If it matches an existing pattern, then meaning is attached. It it resembles a memorised pattern, then the meaning is guessed. If not learning kicks in.
For visual objects, how the materials are organised to assist pattern recognition is the KEY to maximise perception. Strategies to deal with this are the Gestalt Laws, minimising cognitive load. Times does not allow me to elaborate the Laws suffice it for me to say give one example. The Law of Proximity suggests that items/objects close together are related conceptually. By boxing the points together, I hope that I have conveyed to you that these are related points.
Additional consideration is required for perceiving texts. Clearly if I give you a Chinese passage you would not be able to understand unless you are familiar with the language (language familiarity). Proving the context is key to reducing ambiguity (banks) but reducing the no. of propositions in a sentence will also help (propositional complexity). Inverted pyramid approach – begin with a the conclusion follow by supporting evidence/arguments.
Use familiar terminology
State ideas concisely
Minimise amount of information
Reduce Proportional Complexity
Avoid ambiguity in language
Use reading cues to make text easily scannable
Follow Gestalt Laws
Group and order information into meaningful units
Strive for consistency
Minimise amount of information
Ensure elements afford intended actions
Main Strategies

9. Attention How? Influencing Factors Main Strategies
Focusing of perception on a limited range of stimuli
Attentional filter
(Filter theory)
How?
User goals and plans
Prior Knowledge and Experience
Screen Complexity
Screen Placement
Visual appearance to attract attention
Influencing Factors
Attention is about focusing the mind on a limited no. of stimuli – the things you want the mind to focus on.
As the capacity for sensory and working memory is limited, the Filtering theory says that when there is cognitive overload, it will only allow some information to go through and block out the rest. I would go as far as suggesting that if the subject is boring or things we don’t want to hear, we will block the information from coming thr too – we call it tune out! I hope that you have not tuned out of my talk.
The issue for us is to focus the mind of our users on the things we want to communicate to them. A few strategies have been suggested:
. Minimise cognitive load
. Ensure that the stories are visible (MEI)
. Alerting techniques. In this presentation, I have used the laser point as the alerting tool. On the website, stat boxes.
Effective structuring of information
Minimise amount of information
Group and order information into meaningful units
Use of spatial and temporal cues, colour and alerting techniques to guide attention
Main Strategies

10. Learning How? Influencing Factors Main Strategies
The cognitive process of acquiring skill or knowledge leading to relatively permanent changes in behaviour
Encoding information into long term memory
Experience leads to improved skills and potentially automatic processing
How?
Rehearsal and Attention
Transference of knowledge (positive or negative)
Structure of Information
Influencing Factors
Learning is about acquiring skills eg to master the website to find information, or acquiring knowledge, eg statistics on contemporary social/economic conditions. This is done via encoding the information into long term memory. The information processing activity of “comparison” is important for the mind to determine what to be encoded. If it is already a memorised pattern, no new information is acquired and so no learning takes place.
For acquiring skills, standards and consistency are the KEY. Surely you don’t want to confuse the mind by continually changing the patterns/symbols on the web site. Even if you want to change, you want to do so sparingly and stockpile the changes.
When there is a change in the design of the web site or any of its associated elements, new learning takes place. Of course, learning can be reinforced by practice – Practice makes perfect, as they say.
For acquiring knowledge on statistics, we want the learning to be insightful – the contexts, caveats and the limitations. We want people to understand the stories behind the numbers. Contextual linking is the key here – also help to minimise load – and layering out the information from simple to complex. Reduce complexity of story telling by breaking a huge story into substories – information nuggets – and link them
Follow common web standards for labelling, navigation and interface design
Provide shortcuts for experienced users
Providing layers of information from simple to complex (Elaboration Theory)
Main Strategies

11. Extended Information Processing Model (1)
Input
Perception
Encoding
Attention
Comparison
Memory
Example: Web site Navigation and Information Foraging behaviour
Response selection
Response execution
Learning
Output

12. Demonstrable learning has taken place
Extended Information
Processing Model (2)
Working memory
Long term memory
Sensory memory
Sensory memory
Input
Sensory system
of which there are several different stores for visual, auditory and tactile material.
where specific aspects of the environment are initially detected and organisation of these elements is commenced.
Key characteristics of Sensory system:
limited capacity
only some information is attended and selected to be processed in the working memory
Working memory
where active and deliberate processing of information occurs (e.g. thinking and problem solving which draws on working memory but retrieves from long-term memory)
limited capacity - can only deal with approx. 7 'chunks' of information simultaneously
rapid access
Long term memory (LTM)
information that proceeds to LTM is assumed to be permanent
relatively slow access
large capacity
several theories about how information is stored in LTM
1 theory - information is represented in LTM as list of features or concepts linked together as networks.
Learning
Perception
Attention
Demonstrable learning has taken place

13. Data Communication Design Principles
Maximisation of learning and transference of knowledge
Minimisation of users' cognitive load
Maximisation of language comprehension
Maximation of visual perception
Directing attention to important information
Provision of sufficient/relevant information for determining 'fitness for purpose'
Load – 7 chucks of information; recall more load than recognition; white space
Language – Writing for the web; reduce proportional complexity; break huge stories into smaller but hyper-linked sub-stories
Visual – Gestalt laws
Attention – alerting techniques, stat boxes
Fitness for purpose – contextual linking; link related info together.

14. Maximisation of visual perception (A)
Minimisation of users' cognitive load
"Before"

15. Maximisation of visual perception (A)
Minimisation of users' cognitive load
"After"

16. Maximisation of visual perception (B)
Consistency – Top Navigator, side navigator, Sklar layout
Gestalt law of similarity

17. Maximisation of language comprehension
Main Features (AusStats – ANA)
Looks busy
Too much on screen reading.

18. Maximisation of language comprehension
Section of a Main Features (AusStats Retail Trade)
Dot points and white space.

19. Directing attention to important information
ABS KNI

20. Sufficient/relevant information for determining 'fitness for purpose'
Minimisation of users' cognitive load - contextual linkage

21. Future ABS directions
Continuous improvement/development of ABS web site with recognition of human cognition
Further research and testing of cognitive theories - experimental designs to provide empirical support
Pushing information to clients, rather than waiting passively – another story.

22. Questions?