SAS Fans 2024 - Understanding Analogies in Data - Part 1

As our very own Henry Newman-Burke looks to present at SAS Fans on Wednesday, 27th November, he will be sharing his take on ‘What if Santa was moving house?’ A presentation which shares the festive view of analogies used and all the factors and considerations needed when moving house (upgrading or migrating). To prepare for it, Henry is talking to us about how the data world often uses analogies to explain technical process in an engaging way, and shares his thoughts on how to understand these a little better.

Introduction

An analogy is a figure of speech that establishes a relationship based on similarities between two different concepts or things. It is often used to explain or clarify an idea by comparing it to something more familiar or easier to understand. We use analogies a lot in our language and sometimes don’t realise it.

For example: The use of water to describe concepts of data storage, data flow and data backups.

Talking about water storage helps to describe the concepts to non-technical people (for a full breakdown of this particular favourite of the data world, please see Martin’s blog on Why Do We All Talk About Data Like It’s Water?). A good use of this analogy is when talking about data flow and relating it to water through a hose pipe. The Cloud analogy is used widely, and is recognised, by the general public as a way to describe internet-based computing resources. The examples used in every day language are things like: Snowball effect or Busy as a Bee.

Considerations

Using analogies effectively requires a great many considerations. Here are a few things that you need to be aware of if you want to communicate them well:

Negative Association and Emotional Triggers

Analogies should be used with caution. They can have both negative association and personal emotional triggers. These responses can be so overwhelming, that they distract audience members from the concept that is being described and may even become hostile or withdrawn from the conversation.

Shared Experience

Analogies rely on the audience to have good imaginations, have a shared experience.

Using a Library analogy to describe concepts of indexing data, relies on the audience having been into a library and experienced trying to find a book amongst all the shelves; especially when visiting national or university libraries.

Considering the breadth of technology across the ages, you may need to consider if you are using an analogy of having to burn songs to CDs or use Dial Up Internet, then a younger audience is unlikely to know what you're talking about. Shared experience is key to understanding on both sides of presenting ideas.

Cultural and Social Differences

Analogies need to consider the cultural and social differences of the audience, so that they can relate to the concepts being discussed. They need to be respectful of the content, and used in a way that does not distresses, cause offence or alienates the audience.

Use of appropriate humour helps with engagement too and allows the analogy to be memorable; as long as it’s not offensive or disrespectful.

Clarity, Complexity and Consistency

To enable the audience to remain engaged and interested in the analogy, it must have clarity and consistency.

Clarity helps to keep the message simple while consistency ensures that the terminology is used in a way that the relationships between the two concepts are kept obvious and clear. This helps to keep the audience engaged and learning.

Avoid making the analogy so vague or abstract that the relationship between the two concepts is being missed or too tenuous.

Avoid making the analogy too complex. A good analogy is kept simple with clear ideas and concepts that are easy for the audience to appreciate and understand. This will help them to remain engaged.

——To be continued in Part 2——

With all this in mind, keep an eye out for part 2 which concludes Henry’s musings on effective communication in the data space and look out for the year’s final SAS FANS User Event in London on Wednesday, 27th November 4pm-7:30pm at SAS Office, 10 Chiswell Street, London EC1Y 4XY.