Using data well is a major focus in workplaces today. Leaders now understand that data shouldn’t fall only to analysts or people whose job titles include “data”. As we move into the third generation of business intelligence (Qlik, 2019), organisations need to train more employees so they can work with data and ask the right questions. At the same time, many individuals are seeking ways to improve their own data skills and understanding.
We all sit somewhere along a continuum of data use, regardless of our role within the organisation. Some people do not engage with data at all, while others are highly responsive to and regularly use and reflect on the data available to them. We all fall somewhere on this continuum, and we all have the ability to move up (and down!) depending on how much time and effort we invest in developing our skills.
As we move further along the continuum of data use, we increasingly rely on data to inform our actions and guide the next steps we take, whether individually, within our teams, or across the organisation more broadly. In other words, the more frequently we use data and connect it to our actions, the greater impact we are able to make.
Along this continuum, there are six key stages that reflect how we progress in our use of data. It is important to remember that wherever you currently sit is completely okay. Taking time to reflect on your current position, where you may have been before, and the steps you can take to continue progressing can be incredibly valuable.
If you are in the earlier stages of the continuum, the most important thing is to acknowledge your current level and stay open to growth. When we are willing to invest time and effort into building our skills, improvement naturally happens, just as it does in any other learning journey.
The six levels of data use:
There are not many people at the first stage of being ‘unconscious’ when it comes to data, as it is becoming increasingly clear to most people that data is a growing priority. Individuals at this stage are mostly unaware of the role data plays in our lives and workplaces, and only a small percentage of the population would fall into this category. Chances are, if you have read this far, you are probably not in this group!
‘Conscious’ users have started to explore the role of data in their world but do not yet fully understand it. As a result, they may feel uncertain about data and how it can be used, and they may struggle to critically engage with the information they receive or encounter.
‘Casual’ users are starting to explore the world of data but may still have a fairly limited understanding that only includes a few key or commonly used types of data. They may struggle to participate in conversations about data because they lack the skills or confidence needed to quickly interpret what the numbers might mean.
“Everyone has the capacity to improve and move up these levels of data over time.”
People at the ‘aware’ stage are building their understanding of the numbers around them and may be working to apply this understanding in their day-to-day work. Because they recognise the value of improving their skills, they are often motivated to learn and explore new ideas. However, they also begin to realise the amount of time and effort required to improve and may make mistakes as they move through this stage.
When users reach the ‘active’ stage, they use data quite regularly in their work and do so with a strong level of accuracy. They connect trends and insights from the data with actions they can take and engage in evidence-informed practice and decision-making. They will not always get it right, and they may not rely on data all of the time, but they are making an effort and are actively building their skills and responding to the data whenever possible.
The highest level on the continuum is the ‘reflective’ user, who not only takes action based on the data but also reflects on the impact of those actions and continues to refine and adjust their processes over time. They work within an ongoing cycle of hypothesis testing or action research, understanding that there is no single magic solution. Instead, they aim to improve by thinking creatively, trying different approaches, and responding to the data available to them. Their decisions and actions are guided by the evidence they have.
If you are interested in learning more about your skills with data, and would
Like my data diagnostic (or have your team take it) to ascertain your level of skill and areas for growth, feel free to reach out at selena@selenafisk.com.
FAQ
1. What are the different levels of data users?
There are six levels of data users: unconscious, conscious, casual, aware, active and reflective. These stages represent a continuum of how individuals engage with, understand, and apply data in their work.
2. Can people improve their data skills over time?
Yes, anyone can move up the data user continuum by learning, practising, and building confidence in working with data over time.
3. Is it necessary to be an expert to use data effectively?
No, even at early stages, users can begin engaging with data in simple ways. Effective data use develops gradually and does not require expert-level skills at the start.
4. Do all employees need to use data regularly in their roles?
Yes, modern organisations increasingly expect employees across all roles to engage with data to support better decision-making and improve outcomes.
