Interactive exploration of data with visual metaphors

Visual Analytics (VA) is an approach to data analysis by means of visual manipulation of data representation, which relies on innate human abilities of perception and cognition. Even though current visual toolkits in the Business Analytics (BA) domain have improved the effectiveness of data exploration, analysis and reporting, their features are often not intuitive, and can be confusing and difficult to use. Moreover, visualizations generated from these toolkits are mostly accessible to specialist users. Thus, there is a need for analytic environments that support data exploration, interpretation and communication of insight that do not add to the cognitive load of the analyst and their non-technical clients. In this conceptual paper, we explore the potential of primary metaphors, which arise out of human lived and sensory-motor experiences, in the design of immersive visual analytics environments. Primary metaphors provide ideas for representation of time, space, quantity, similarity, actions and team work. Using examples developed in our own work, we also explain how to combine such metaphors to create complex and cognitively acceptable visual metaphors, such as 3D data terrains that approximate our intuition of reality and create opportunities for data to be viewed, navigated, explored, touched, changed, discussed, reported and described to others, individually or collaboratively.