An Evaluator’s Guide to Engaging ‘Non-Data People’ in Interpretation and Use of Findings

While we know that meaningfully including and centering the voices of stakeholders, partners, and community members in the evaluation process is crucial (and was in fact, the theme of the 2024 American Evaluation Association (AEA) Annual Conference), in practice, it can often prove challenging. Including non-evaluators can increase buy-in to evaluation processes, build evaluation capacity, and foster a learning culture. It also brings important, authentic contextual expertise and perspective to the sensemaking process, potentially strengthening the usability of findings and the translation of findings to action. Yet, the challenge lies not in the why, but in the how. 

At the 2024 AEA Conference, I presented a poster highlighting two case studies from TCC Group: a national nonprofit’s Emergent Learning Tables and a community-wide Collective Impact initiative. Engaging at the conference with fellow evaluators from nonprofits, public health agencies, and educational institutions sparked rich discussions about innovative methods for facilitating meaningful dialogue and evidence-based decision-making. As conferencegoers engaged with our poster, we discussed diverse approaches, such as emergent learning tables, data walks, and data parties. We have all encountered challenges and developed different strategies to manage them.  

Overall, what emerged from our exchanges was the importance of making the data interpretation process as approachable as possible for all involved. Here are a few tips that came up for doing just that:

Make it fun. When someone asks you to picture data, do you conjure images of wonky spreadsheets and one-dimensional interview transcripts? That wouldn’t be incorrect, but it isn’t a complete picture. When engaging stakeholders in data interpretation, it can be helpful to present data in an organized, accessible, and digestible way. Rather than bringing raw data, consider doing some initial analysis and curation first. Graphs, colorful charts, and quotes related to defined themes are great examples and can be presented in formats such as data placemats, which display curated data on one-pagers, or data posters, which present data visualizations on a larger-sized wall hangings. Once you have your data formatted invitingly, make the process interactive. Have participants sort selected quotes into themes. Ask them to walk around to stations and discuss what they see on posters. And remember, refreshments never hurt.

Position participants as experts. As evaluators, we may be comfortable running a chi-square test or conducting thematic analysis of qualitative data, but more often than not we lack the day-to-day understanding and lived experience of the program or community in which our evaluations take place. The stakeholders, partners, and community members we aim to engage in data interpretation bring this contextual expertise. Be sure to remind them of this! When facilitating data interpretation conversations, be sure to highlight and privilege participants’ experiences and perspectives and make space for story sharing and collaborative reflection.

Keep the purpose front and center. It is crucial to emphasize that the data interpretation work stakeholders are doing (while hopefully fun, interactive, and centering their expertise!) is leading toward program improvements and better outcomes in their own programs and communities. Consider restating this often, and invite them to make connections to concrete actions and changes that could result.

Engaging stakeholders in data interpretation is a great way to authentically amplify and empower new voices in evaluation. While it can present challenges and feel intimidating, we hope the strategies offered here might help. Discussing challenges, strategies, and our own experiences with this process with fellow evaluators at the AEA Conference was an enjoyable learning experience, and we would love to hear what’s worked for you!