So the lesson is simple: Data visualization needs to be shaped by the intended users, perhaps more so than the data. Knowing the key user groups who will be working with your creations is essential to making them successful. Trying to visualize without user profiles is like trying to ice skate with blinders on – success will be purely accidental. So take the time to identify and understand all of the key audiences for a data graphic. Treat them with respect and the result will seem like magic.A director of data visualization offers her strategies for shaping and presenting research information.