I'm doing a lot of cognitive processing. I'm gathering research. I'm processing it. I'm arranging the data. I'm sorting out the narrative. I'm designing. It's almost as if I do all the cognitive work that you then don't have to do. I digest it, process it, and then offer something that's very easy for you to digest.

I remember researching a really complicated article and having trouble keeping track of all the different perspectives. I ended up drawing a diagram to help myself follow how the ideas were interrelated. I looked at the diagram when I had finished and thought, "Oh, maybe I don't need to write the article now - maybe I've done my job as a journalist. I can convey my understanding through the diagram."

Design has a powerful impact on the viewer. It has authority, and data also has the same air of authenticity and detail. It can be hard to argue with a graph, and it's hard to argue with data. So to combine data with a strong visual impact creates a powerful message.

I'm happy to provide that service. But that's the power of it. A good infographic that's been really worked on looks simple and easy, but it actually required a lot of processing.

Some of the commercial work I do is helping people to improve their presentations and add some design thinking. There are so many amazing things in science, and such great data, which can often be locked away. It's in the minds of these amazing practitioners, who can't necessarily express what they want in a visual way.

I'm doing a lot of cognitive processing. I'm gathering research. I'm processing it. I'm arranging the data. I'm sorting out the narrative. I'm designing. It's almost as if I do all the cognitive work that you then don't have to do. I digest it, process it, and then offer something that's very easy for you to digest.

What I tend to do is blend quantitative with the qualitative to allow me to plot the qualitative data in some way. It's a question of what quantitative data are most applicable. So I'm playing with that, merging the two.