In this special wrap-up episode of Data Malarkey, host and Master Data Storyteller, Sam Knowles, takes us through the standout moments from Season 6 of the podcast. From neuroscience-driven storytelling to data privacy law, this compilation showcases some of the smartest and most impactful ways people are using data to improve communication, branding, and societal outcomes. Featuring insights from a diverse lineup of experts, this episode is packed with lessons and strategies for anyone curious about making data work smarter.

Key Highlights:

• The Neuroscience of Marketing (00:02:10): Cristina de Balanzo discusses how to avoid the pitfalls of “neurobollocks” in neuroscience-driven market research.

• Data-Backed Simplicity in Storytelling (00:07:02): Natalia Talkowska explains how neuroscience and behavioural science enhance storytelling effectiveness in data-heavy communication.

• Breaking the Curse of Knowledge (00:12:26): Mike Ellicock shares tips for simplifying data communication, especially in utilities and financial services.

• GDPR: A Force for Good (00:18:09): Alice Wallbank defends the GDPR and unpacks its hidden benefits and costs.

• Levelling the Playing Field for Women Scientists (00:27:22): Ylann Schemm highlights how Elsevier uses data to advance inclusive research and health.

• The Science Behind Accurate Exit Polls (00:34:05): Professor Sir John Curtice reveals how academic methods have transformed election night predictions.

• Barbarians Rugby’s Data-Driven Rebrand (00:42:00): Branding guru Bill Wallsgrove showcases how data informed a fresh, digital-first identity for the iconic club.

External Links:

• Using Data Smarter guest application form: Submit a Guest

• Follow Sam Knowles on LinkedIn: Sam Knowles

• Catch full episodes and video content on YouTube: Data Malarkey YouTube Channel

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To find out what kind of data storyteller you are, complete our data storytelling scorecard at https://data-storytelling.scoreapp.com. It takes just two minutes, and we’ll send you your own personalised scorecard.

In this episode of Data Malarkey, we sit down with Natalia Talkowska, founder of Natalka Design, to explore the fascinating intersection of neuroscience, visual communication, and storytelling. Natalia shares her inspiring journey and how she helps people overcome self-doubt, embrace creativity, and communicate their big ideas with impact.

From her revolutionary Visualise Futures tool to the importance of breaking perfectionist habits, this episode is packed with insights for anyone looking to unlock their creative potential.

• Why visual communication is the future of storytelling.
• How neuroscience can guide effective communication.
• Overcoming perfectionism and self-doubt.
• The role of AI in enhancing creativity and connection.
• Natalia’s personal tips for building confidence and creating impact.

• Natalka Design Website: www.natalkadesign.com
• Visualise Futures Substack: visuaisefutures.substack.com
• Creative Brain Club Newsletter: creativebrainclub.substack.com
• Data Storytelling Scorecard: data-storytelling-scorecard.com

• LinkedIn: Natalia Talkowska
• Instagram: @natalkadesign

If you enjoyed this episode, don’t forget to subscribe and leave a review on your favourite podcast platform! 🎧

In this episode of the Data Malarkey podcast, master data storyteller Sam Knowles is joined by Bill Wallsgrove, Head of Ideas at Brighton-based communications and design agency, Brandad.

Bill has more than 30 years’ experience working in business strategy, brand creation, and communications development. He trained at the London College of Printing and cut his teeth at the legendary design agency, Coley Porter Bell. Bill’s worked in 3D design and packaging design. He is also the man responsible for the creation of the McCoy’s brand of crisps.

Throughout his career, Bill has been keen to share the tools of his trade with succeeding generations, both through academic and industry bodies. These include the Design Council and the University of Brighton, where today he is an honorary lecturer in the school of Art and Media.

Through his wittily-named consultancy, Brandad, Bill today brings his decades of experience to a wide range of businesses and third-sector organisations, with a particular focus on start-ups in his adopted home city of Brighton, the start-up capital of Europe. Indeed, it was one of his start-up clients that named his business for him.

But Bill’s expertise is just as relevant to centuries-old institutions, as evidenced by his data-driven development and activation for the rugby football club, the Barbarians.

Bill’s approach to data-driven design is well captured by his son’s description of his role as “a fashion designer for businesses”. And though he’s into his fourth decade of advising brands on how to stand for something meaningful in their consumers’ lives – and trading as Brandad – his tools and techniques couldn’t be more contemporary.

An early adopter of AI – and particularly Midjourney for “30-second mood boards that might have taken days or weeks before”, provided the prompts are right – Bill advocates the use of artificial intelligence. “It makes the research process more effective,” he says, “it makes our jobs more focused.”

EXTERNAL LINKS

The Brandad homepage – https://brandad.co.uk

Bill’s LinkedIn profile (and Bill is quite prolific on the platform) – https://www.linkedin.com/in/bill-wallsgrove1/

To find out what kind of data storyteller you are, complete our data storytelling scorecard at https://data-storytelling.scoreapp.com. It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.

In this episode of the Data Malarkey podcast, master data storyteller Sam Knowles is joined by Alice Wallbank, a professional support lawyer for the law firm Shoosmiths, whose clients include Mercedes-Benz, Octopus Ventures, and Travelodge. The company also specialises in working for businesses in both the property and banking sector.

The Financial Times has garlanded Shoosmiths as “one of Europe’s most innovative law firms”, and Alice’s pioneering role at the company – focused on privacy, data, and increasingly AI – is symptomatic of a business in the vanguard of a profession catching up with the broadest implications of technology.

At the start of this year, Alice co-hosted an excellent ‘data insights’ conference – naturally hybrid, both in the room and online – which featured a keynote from Austrian activist and lawyer, Max Schrems. Schrems is famous for his successful campaigns against Facebook (and Meta) for their violations of European data privacy laws.

Before joining Shoosmiths, Alice spent six years as the principal legal counsel for the cyber and information security division of the leading technology business, QinetiQ.

Alice is a passionate advocate of the EU’s General Data Protection Regulation (GDPR), describing it “as a good thing for data privacy – without a shadow of a doubt”. Although first introduced in 2016 and in place since 2018, it has its origins in a 1995 directive, designed to protect the rights and freedoms of individuals from Big Tech. Alice believes this showed “remarkable foresight”.

One of the very few people in the UK, Europe, and the world to have read all 90,000 words of the EU’s AI Act, artificial intelligence gives Alice that fabled reaction to trench warfare of “a combination of boredom and terror”. There are huge potential upsides – such as radiography diagnostics – and massive downsides from a system that is “at heart a self-limiting black box” dealing in “biases in, biases out”.

And in a Data Malarkey exclusive, Alice is our first guest in more than 40 episodes … to sing. She dons her white stilettos, dances round her handbag, and turns the clock back to 1984 for a tuneful rendition of Rockwell’s dancefloor smash, Somebody’s Watching Me – for Alice, an insightful foreshadowing of data privacy issues 40 years into the future.

EXTERNAL LINKS

Shoosmiths home page – https://www.shoosmiths.com

Alice’s profile on the Shoosmiths’ site – https://www.shoosmiths.com/people/cvdetails/alice-wallbank

Alice’s article on Ashley Madison – https://www.grip.globalrelay.com/could-the-ashley-madison-data-breach-happen-today/

Another blog from Alice, this time on the environmental credentials of GDPR.

The EU AI Act – all 90,000 words of it – here

Rockwell’s Somebody’s Watching Me from 1984 – https://www.youtube.com/watch?v=7YvAYIJSSZY

To find out what kind of data storyteller you are, complete our data storytelling scorecard at https://data-storytelling.scoreapp.com. It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.

Join master data storyteller, Sam Knowles, for an enlightening conversation with Sir John Curtice, professor of politics at the University of Strathclyde and senior research fellow at the National Centre for Social Research. As we navigate 2024 which has been dubbed "the ultimate election year," Sir John shares his insights on polling accuracy, political volatility, and data-driven decision-making in the UK and US elections. We explore the intricacies of his more-accurate-than-most exit polling methodology, the challenges of interpreting voter behaviour, and the future of electoral systems. Plus, Sir John reveals his secrets for communicating complex data effectively.

Key Takeaways:

- Sir John Curtice's approach to accurate exit polling

- Analysis of the 2024 UK General Election results

- Challenges of predicting the outcome of the 2024 US election

- Insights on communicating data clearly and avoiding the Curse of Knowledge

• Thoughts on the future of first-past-the-post and proportional representation in the UK

EXTERNAL LINK:

https://bit.ly/4hij0FG - University of Strathclyde

To find out what kind of data storyteller you are, complete our data storytelling scorecard at https://data-storytelling.scoreapp.com. It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.

In this episode of the Data Malarkey podcast, we join master data storyteller Sam Knowles, in conversation with Cristina de Balanzo, PhD, Founder and Board Director at Walnut Unlimited, as she delves into the fusion of neuroscience, behavioural science, and strategic insights to unlock human
behaviour. In this engaging discussion, Cristina shares practical examples of how neuroscience informs communication strategies and marketing, and the role of creativity in human understanding. Learn how insights, human behaviour, and neuroscience come together to shape the future of marketing and communication.

Neuroscience has been a constant drumbeat of Cristina’s career. Before founding Walnut more than a decade ago, she was global head of neuroscience at TNS, following a nine-year stint as a strategic planner with McCann Erickson.

EXTERNAL LINKS

Cristina’s LinkedIn profile – https://www.linkedin.com/in/cristina-de-balanzo-ph-d-1693694/

Cristina on X – https://twitter.com/crisbalanzo

Cristina’s article on WARC – “The science of laughter: Why humour is serious business” – https://bit.ly/3zoTtK9

ResearchGate profile for Cristina – https://www.researchgate.net/profile/Cristina-De-Balanzo

To find out what kind of data storyteller you are, complete our data storytelling scorecard at https://data-storytelling.scoreapp.com. It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.

In this episode of the Data Malarkey podcast, master data storyteller Sam Knowles is joined by Mike Ellicock, Founder and Chief Executive of The Plain Numbers Project. Plain Numbers says of its purpose: “We enable clear communication of numbers everywhere so that people can better understand the choices they face in life.” This matters, because about half the adults in the UK have the numeracy skills expected of a primary school child. And one in five suffers from “maths anxiety”.

Plain Numbers works with all sorts of organisations to help them communicate the numbers that matter in ways that are clear, fair, and never misleading. Organisations like banks and building societies, insurers and utility companies, national and local government. Plain Numbers trains, assesses, and accredits individuals, teams, and whole organisations to communicate their data more effectively and transparently.

The company’s approach is both deeply practical – developing the skills that businesses need for clear and simple communication of numbers – and deeply strategic, going and gaining access to the most senior decision-makers (often Government ministers) to effect meaningful, systemic change.

The progress Plain Numbers has made in just a few years has been accelerated by the introduction of the Financial Conduct Authority’s rules and guidance on Consumer Duty which “sets high standards of consumer protection across financial services and requires firms to put their customers' needs first”.

Before founding Plain Numbers, Mike was the Founder and Chief Executive of the charity National Numeracy, which he ran throughout the twenty-teens. Prior to that he ran Numicon, an innovative, multi-sensory approach to teaching maths at primary school level, up to the time when Numicon was acquired by Oxford University Press.

For seven years either side of the millennium, Mike was a Captain in the Parachute Regiment. Outside of the day job, he still takes fitness and the realisation of what’s possible physically to new heights – and always through a data-driven, evidence-based lens.

In 2015, Mike broke the world record for running a marathon wearing a 20lb back-pack, shaving ten minutes off the previous best by clocking a time of just 2h 56m 39s, a record that stands to this day. Next year he’s aiming to row around the British Isles in under 40 days.

EXTERNAL LINKS

Plain Numbers home page – https://plainnumbers.org.uk

The Plain Numbers in Practice report from June 2024 – https://bit.ly/4c2e0Bv

Mike’s LinkedIn profile – https://www.linkedin.com/in/mike-ellicock/

FCA Consumer Duty – https://www.fca.org.uk/firms/consumer-duty

To find out what kind of data storyteller you are, complete our data storytelling scorecard at https://data-storytelling.scoreapp.com. It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.

In this episode of the Data Malarkey podcast, master data storyteller Sam Knowles is joined by Ylann Schemm, Vice President for Corporate Responsibility at the leading academic publisher, Elsevier, home to almost 3,000 academic journals, specialising in scientific, technical, and medical content. Elsevier describes itself as “an information analytics” business – so right up our alley here at Data Malarkey.

In a career with the publisher spanning almost two decades, Ylann has been on a remarkable journey of both personal and corporate development, moving from communications to corporate relations and from there into corporate responsibility. And for more than a decade, she has been a leading figure in the Elsevier Foundation, first as Program Director – running the Foundation’s New Scholars program designed to expand the participation of women in STEM – and since 2017 as its Director.

Under Ylann’s leadership, the Foundation is taking pioneering steps and making a tangible difference. This is manifested most clearly in the organisation’s regular, data-driven reporting into gender and diversity in research. The latest, 2024 report showed that, although as many as 41% of all academic researchers today are women, this is much lower in STEM subjects. At the current rate of change, parity is not expected to be reached until 2052.

Ylann was allowed to lay the – shall we say? – foundations for the Foundation’s work in “a climate of benign neglect” as she found her feet and built networks and partnerships inside and outside of Elsevier. But it was with the 2019 arrival of the company’s first female CEO, Kumsal Bayazit, that Ylann’s work moved front and centre of the publisher’s strategic vision.

EXTERNAL LINKS

Ylann’s LinkedIn profile – https://www.linkedin.com/in/ylann-schemm-a5a3632/

Elsevier home page – https://www.elsevier.com/en-gb

The Elsevier Foundation – https://elsevierfoundation.org

2024 Elsevier Foundation gender and diversity in research report – https://www.elsevier.com/en-au/insights/gender-and-diversity-in-research

To find out what kind of data storyteller you are, complete our data storytelling scorecard at https://data-storytelling.scoreapp.com. It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.