ABOUT

Concept
In the sixth edition of the award-winning book series, Aviva Investors worked with The Dubs Agency to use data visuals, charts and graphics to illustrate the forces shaping our world, from inflation and artificial intelligence to climate change and geopolitics.

“It is a capital mistake to theorise before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts”

This quotation, from Arthur Conan Doyle’s master detective Sherlock Holmes, neatly illustrates why it is important to ensure research starts with data.

Execution
But data is not enough on its own. To be valuable, it must be organised and presented clearly and accurately. Good data visualisation can help with this, by illustrating important themes and highlighting overlooked trends.

The graphics in The Little Book of Data make us stop and think. They challenge our preconceptions and prompt us to consider key market themes from a fresh perspective.
Most important of all, they help ensure we always adapt our theories to suit the facts – and not the other way round.

Results
In its sixth iteration, Aviva Investors’ The Little Book of Data is a highly anticipated and well-respected physical and digital book that beautifully illustrates the forces shaping our world. Produced annually by The Dubs Agency, it cements the significant value we see in data, transforming this often overlooked asset into an award-winning piece of creative thought leadership.