Facts and figures


Facts and figures can help make your case and are powerful tools for telling a story. Think how you can bring numbers and percentages to life with graphs and charts.

Facts and figures are often the result of quantitative research that produces numerical data and statistics that can be easily measured. Qualitative research on the other hand is based on personal experiences and anecdotes that can be observed but not easily measured.

For example, a survey asked people a quantitative ‘yes’ or ‘no’ question as to whether they’ve experienced the harmful impact of climate change. Overall, 80% of people surveyed felt impacted. Later in the same survey, a qualitative, open-ended question asked people to provide a written longer-form answer describing how they’ve been impacted by climate change.

Try to present a balance of quantitative and qualitative research when advocating for your issue.