Communications Tribes: Confident Calculators

The proliferation of data in the past decade has thrown public attitudes to numbers into sharp relief. Behaviour, attitudes, and beliefs are more trackable, measurable and quantifiable than ever before. Yet, there appears to be a sharp disjuncture between those who place their faith in numbers to tell them the way the world truly is, and those who feel that statistics are at best misleading and at worst chronically biased.

As William Davies wrote in The Guardian earlier this year, ‘in theory statistics should help settle arguments….[but] rather than diffusing controversy and polarisation, it seems as if statistics are actually stoking them.’ It is a moot point whether this is in spite of increasing amounts of data in the world or because of it.

Certainly, explaining arguments, ideas, and experiences in numerical terms can be seen as a choice of communication. Moreover, the framing of these terms can also have a significant impact – is it more effective to say £65.5m across the country, or £1 for every man, woman, and child?

Our segmentation found one group who are highly receptive to the use of numbers and statistics in communication – the Confident Calculators. This group feel that statistics are the most important, if not the only, way to accurately understand the world – more than three-quarters (77%) agree with this statement compared to 43% across the rest of the population.Confident Calculators infographic


Find out more about the Communications Tribes:

  1. Snappy Socialisers
  2. True-World Traditionalists
  3. Confident Calculators
  4. Self-reliant Sceptics
  5. Breezy Believers

Read the full report here

Find out which tribe you belong to by taking our quiz!