Data Visualization & Storytelling

Teaching Guide - Crop Residue Management Case

SMM635 - Data Visualization

Teaching Objectives

This case demonstrates:

  1. How to use data visualization and storytelling to provide insights
  2. How to communicate insights effectively to decision-makers
  3. The difference between exploratory and explanatory visualization
  4. Creating different chart types to explore data
  5. The value of business storytelling

The Seven-Stage Visualization Process

1. Acquire - Get the data

2. Parse - Structure the data properly

3. Filter - Remove noise, keep useful data

4. Mine - Examine hidden patterns

5. Represent - Simple visuals for complex relationships

6. Refine - Improve the representation

7. Interact - Provide impactful information to stakeholders

Tip

For Pradhan’s challenge: How can he effectively present farmer survey data to convince funding agencies?

Exploratory Data Analysis (EDA)

Key Questions to Explore:

  • How many farmers participated in 2019 vs 2020?
  • How many farmers adopted CRM across states/districts?
  • Land size comparisons across states and districts
  • Has water and fertilizer consumption changed?
  • What tools are farmers using and how did they source them?
  • Tool performance (time taken per acre)

Start Simple: Use descriptive statistics, histograms, box plots, and scatter plots to understand distributions and outliers.

Data Exploration Themes

Temporal Comparison

  • 2019 vs 2020 adoption rates
  • Growth in program coverage
  • Changes in farmer behavior

Geographic Analysis

  • State-level participation
  • District-specific patterns
  • Regional preferences

Impact Assessment

  • Farmer feedback on consumption
  • Benefits of sustainable practices
  • Constraints and challenges

Tool & Equipment

  • Most used tools
  • Source of equipment
  • Time efficiency analysis

Key Insights from 2019-2020 Comparison

Maps & Butterfly Charts - Best for temporal comparison

2019 Baseline:

  • 1,599 farmers surveyed
  • 4 districts (Patiala, Ludhiana, Sirsa, Fatehabad)
  • 46% sustainable adoption
  • 50% still burning

2020 Progress:

  • 2,159 farmers surveyed
  • 7 districts (+Sangrur, Barnala, Rohtak)
  • 89% sustainable adoption 🎉
  • Only 11% burning/partial burning

Major Achievement

Sustainable practice adoption nearly doubled from 46% to 89% in just one year!

Farmer Feedback Analysis

Comparing Benefits: 2019 vs 2020

Impact Area 2019 (Decreased) 2020 (Decreased) Trend
Water Consumption 69% 71% ↗️ Improving
Fertilizer Consumption 60% 80% ⬆️ Major improvement
Weed Infestation 33% 53% ⬆️ Much better
Pest Infestation 31% 31% ➡️ Stable

Note

69-71% of farmers report reduced water consumption - critical for water-scarce Punjab and Haryana!

Tool Usage & Availability

Most Popular Tools for CRM (2020):

  1. Rotavator (1,095 farmers) - Most accessible
    • Average time: 1.7 hrs/acre
    • Source: Cooperatives & ownership
  2. Super Seeder (838 farmers) - Most efficient
    • Average time: 1.1 hrs/acre
    • Limited availability
  3. Mulcher (423 farmers)
    • Average time: 1.9 hrs/acre
    • Moderate availability

Warning

Challenge: Tool availability doesn’t match efficiency. Super-SMS takes only 1.1 hrs/acre but few farmers can access it!

The Seven Basic Data Story Types

  1. Change Over Time - Gradual metric changes
  2. Drill Down - Big picture → focused view
  3. Zoom Out - Hyper-local → big picture
  4. Contrasts - Differences between data points
  5. Intersection - What happens when data crosses
  6. Factors - Explain what leads to a metric
  7. Outliers - Insights from unusual data

For CRM Data: Use Drill Down, Factors, and Contrasts story types

(Limited time series makes Change Over Time and Intersection less useful)

Applying Story Types: Drill Down

Start Broad → Get Specific

Level 1: Overall

89% sustainable adoption across both states

Level 2: By State

  • Haryana: 16% farmers
  • Punjab: 63% farmers (higher adoption)

Level 3: By District

  • Fatehabad: High collection method
  • Punjab districts: Strong soil incorporation

This reveals that different districts prefer different methods - important for customizing interventions!

Applying Story Types: Factors

What influences CRM method adoption?

Selected Metric: CRM Practice Adopted
           ↓
    Contributing Factors:
    ├── Tools Available
    │   ├── Type (Rotavator, Super Seeder, Mulcher)
    │   ├── Source (Cooperative, Ownership, Rental)
    │   └── Time Efficiency (hrs/acre)
    ├── Soil Conditions
    │   └── Suitability for in-situ methods
    └── Access to Markets
        └── For ex-situ (collection/baling)

Tip

Insight: Rotavator dominates not because it’s fastest, but because it’s most accessible through cooperatives!

Applying Story Types: Contrasts

2019 vs 2020 - What Changed?

Geographic Expansion:

  • 2019: 19 villages, 1,599 farmers
  • 2020: 226 villages, 40,040 farmers
  • Growth: 25x in farmers reached!

Method Distribution:

  • Soil incorporation remains #1
  • Collection gains popularity
  • Partial burning reduces significantly

Benefits Realization:

  • Fertilizer reduction: 60% → 80%
  • Weed control: 33% → 53%
  • Water savings: Consistently 69-71%

Tool Access:

  • More cooperative availability
  • Better farmer training
  • Expanded rental systems

Data Storytelling Framework

For Pradhan’s Presentation to Funders:

  1. Hook - Delhi’s air pollution crisis (AQI > 450)
  2. Context - CRB contributes 36% of NCR pollution
  3. Conflict - Farmers need quick field clearing (15-20 days)
  4. Solution - CII’s CRM initiative with alternatives
  5. Evidence - Show the 46% → 89% adoption data
  6. Impact - Demonstrate environmental & economic benefits
  7. Call to Action - Need for scaling & continued funding

Storyboarding Best Practices

Structure your narrative in 5-7 slides:

  1. Problem Slide - The pollution crisis with visuals
  2. Initiative Overview - CRM program details, coverage
  3. Adoption Success - The 89% sustainable adoption stat
  4. District Breakdown - Geographic patterns & preferences
  5. Tool Analysis - What farmers use and why
  6. Farmer Benefits - Feedback data on reduced consumption
  7. Recommendations - Scaling strategy & funding needs

Design Principle

Each slide should tell ONE key insight. Use data visualization to support, not overwhelm.

Visualization Best Practices

Choosing the Right Chart:

  • Butterfly Charts - Comparing two time periods by category
  • Tree Maps - Showing hierarchical data (districts within states)
  • Stacked Bars - Part-to-whole relationships (% adoption)
  • Box Plots - Distribution and outliers (land sizes)
  • Maps - Geographic patterns (district coverage)

Remember: Maximize data-ink ratio - remove unnecessary elements!

Interactive Visualizations

Engage your audience with:

  • Dropdown Filters - Let users select year, state, or district
  • Hover Details - Show exact values on demand
  • Drill-Through - Click district to see farmer details
  • Highlight Actions - Select one category to see it across all charts

Note

Tableau/Power BI Tip: Interactive dashboards let stakeholders explore data at their own pace and ask their own questions.

Critical Thinking Questions

For Class Discussion:

  1. Data Quality: What biases might exist in self-reported farmer surveys?

  2. Causality: Can we prove the initiative caused the adoption increase, or are there confounding factors?

  3. Sustainability: The data shows adoption, but will farmers continue these practices long-term?

  4. Scalability: What evidence suggests this model will work in other states?

  5. Economic Viability: Do the benefits outweigh costs for individual farmers?

Common Pitfalls to Avoid

In Data Analysis:

  • Confusing correlation with causation
  • Ignoring selection bias
  • Over-interpreting small differences
  • Failing to account for outliers

In Visualization:

  • Too many colors/categories
  • 3D charts (distort perception)
  • Dual y-axes (misleading)
  • Chartjunk (unnecessary decoration)
  • Missing context (no labels/legends)

Recommendations for Pradhan

To Convince Funding Agencies:

  1. Lead with Impact - Show the 89% adoption headline first
  2. Use Comparison Visuals - 2019 vs 2020 butterfly charts
  3. Highlight Co-Benefits - Water & fertilizer savings (not just air quality)
  4. Show Geographic Reach - Maps demonstrate scale
  5. Address Barriers - Tool availability data shows what’s needed
  6. Quantify Needs - Specific districts, tools, training requirements
  7. ROI Projection - Link environmental benefits to economic value

Key Metrics to Track

For Monitoring & Evaluation:

Adoption Metrics:

  • % farmers adopting sustainable practices
  • % land area with zero burning
  • Number of villages/districts covered
  • Farmer retention rate year-over-year

Impact Metrics:

  • Reduction in fire incidents (satellite data)
  • Air quality improvement (AQI)
  • Water consumption changes
  • Fertilizer cost savings
  • Tool rental/ownership rates

Important

Combine survey data with objective measures (satellite imagery, AQI readings) for credibility.

Policy Implications

What the data tells policymakers:

  1. Behavioral change is possible - With right support, 89% adoption achievable
  2. Tool access is critical - Need subsidies/cooperatives for equipment
  3. One-size doesn’t fit all - District-specific preferences require flexible policies
  4. Long-term commitment needed - This isn’t a one-year fix
  5. Market creation - Support for ex-situ methods needs end-use markets

Bottom line: Stubble burning is a behavioral issue requiring financial support AND long-term policy framework.

Scaling Strategy

Based on data insights:

What’s Working:

  • Cooperative model for tools
  • Farmer-to-farmer training
  • Multi-method approach
  • Awareness campaigns
  • CSR funding model

What’s Needed:

  • More Super-SMS availability
  • District-specific interventions
  • Stronger ex-situ markets
  • Government policy support
  • Multi-year commitments

Teaching Takeaways

Students should learn:

  1. Data visualization is a powerful tool for advocacy
  2. Context matters - Same data, different stories for different audiences
  3. Interactive tools engage stakeholders more effectively
  4. Multiple chart types reveal different insights
  5. Story structure makes data memorable
  6. Ethical considerations - Represent data honestly, acknowledge limitations

Practical Exercise

For students to try:

Using the CRM dataset, create a 3-slide presentation for:

  • Slide 1: Hook - One powerful statistic with visualization
  • Slide 2: Context - Supporting evidence with 2-3 charts
  • Slide 3: Call to action - What should the audience do?

Tools: Tableau, Power BI, or R/Python

Time: 20-30 minutes

Present: 3-minute pitch to class

Resources & References

Books:

  • Knaflic, C.N. (2015). Storytelling with Data
  • Sringeswara, S. et al. (2022). Data Visualization and Storytelling

Articles:

  • Segel & Heer (2010). Narrative Visualization: Telling Stories with Data
  • Schwabish (2014). An Economist’s Guide to Visualizing Data

Tools:

Summary: The Power of Data Storytelling

“Numbers have an important story to tell. They rely on you to give them a clear and convincing voice.”

— Stephen Few

The CRM case shows:

  • Data can drive behavioral change
  • Visualization makes complex stories accessible
  • The right story structure engages stakeholders
  • Interactive tools empower decision-makers

For saving the planet, we need both:

Good data + ✅ Good storytelling = Real impact

Questions & Discussion

Open Discussion Topics:

  1. What visualization resonated most with you from the CRM case?

  2. How would you present this data to different audiences (farmers vs policymakers vs corporates)?

  3. What other data would strengthen the story?

  4. How can we ensure data visualization leads to action, not just awareness?

Thank You!

Key Message:

Data visualization and storytelling are essential skills for communicating insights and driving change.

Practice: The more you work with data and tell stories, the better you become.

Remember: Your audience doesn’t care about your data - they care about what your data means for them.

Next Steps

Apply these principles to your own projects and case studies!