• The new tool’s story-first approach may succeed in winning over the vast numbers of business users who never use data.
• The software maker, Toucan, should consider new messaging and take more seriously the threat from other vendors to imitate its approach.
How do you present data to those who would rather run away at the first sight of a dashboard? Multiple surveys over the years all come to a similar conclusion: roughly three quarters of business people feel this way. They could use data but never do. Now a product out of Paris, France works on a radical idea: message first, data second to deliver only what people “need to know.”
That data-second concept bucks the conventional assumption, that users want data to make their own observations and conclusions. And they want to drill down as far as questions may lead them.
Toucan Toco’s top down approach is absolutely not self-service. Presentations are created by authors, who are forced to simplify and focus data in a lockstep path with very few choices. Authors can’t even change fonts. Toucan Toco enforces simplicity.
Messages have such primacy that creators can actually sketch out a presentation with fake data to create placeholders for real data. That’s easy to do because Toco ignores an old assumption, that those engaged in data like to drill down. Toco gives them, as the product literature puts it, only what they “need to know.”
Toucan’s bold rejection of analytics industry dogma — self-service, data’s primacy, and almost infinite accommodation to a user’s inquiries — naturally inspires a question. What market is there? Continue reading “Story-First Data App Lands in North America, Tells ‘Only What You Need To Know’”