An Abductive Process of Developing Interactive Data Visualization: A Case Study of Market Attractiveness Analysis

Abstract

Data visualization has been widely utilized in various scenarios in data analytics for business purposes, especially helping novice readers make sense of complex dataset with interactive functions. However, due to an insufficient theoretical understanding of the process of developing interactive functions and visual presentations, interactive data visualization tools often display all available automatic graphing functions in front of users, instead of guiding them to choose a visualization based on their demands. Thus, this paper is intended to construct a process of developing interactive visualization with a specific focus on enabling the interoperation between design and interpretation. Stemmed from organizational semiotics, an abductive process will be portrayed in this paper to interpret the process of developing interactive data visualization. Especially the interactive functions will be employed in an iterative process, where producers can be aware of and respond to readers’ information demands on semantic, pragmatic and social levels.