American Journal of Evaluation, Ahead of Print.
This qualitative study explores the lessons learned from experts who use data visualization in evaluation. Findings suggest that collaborative communication with stakeholders—such as identifying needs, managing expectations, and determining the story to tell—is important before initiating the visualization process. Additionally, evaluators are advised to consider audience culture(s), varying levels of visual literacy (visualcy), and accessibility requirements. Experts emphasized the importance of mastering core principles of data visualization over mastery of specific software and argued that no software tool is best for every visualization. Experts also noted that data visualization can facilitate stakeholder understanding by distilling complex information and telling a data-driven story about programs and policies. By applying these lessons, evaluators can enhance their ability to create data visualizations that are technically sound and tailored to audience needs and ability, ultimately improving communication and supporting informed decision-making.