Kantar's MotiveMix

Mon, 18 Nov 2019 00:00:00 +0000

Kantar Consulting reached out to me to help them visualize their MotiveMix dataset. This dataset looks at American consumers along 12 “attitudinal dimensions”, such as Tech Disposition, Environmentalism, Cultural Connection, and more, to better understand what is important to consumers in the counties across the US. I created two very different pieces for this project. One being a large static poster that looks at each dimension per US state to see which states show interesting behaviors (e.g. different from most other states). The other was an animation that reveals how counties could show very similar values for the attitudinal dimensions, even though they are from completely different parts of the US, thereby transcending the typical geographic proximity that more traditional analysis tend to focus on.

Consulting on Visual Cinnamon

Kantar's MotiveMix