How to present changes in Market Share using Charts?

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Most of us are comfortable with numbers, but we are confused when it comes to convert the numbers to charts. We struggle finding the right size, color and type of charts for our numbers. The challenge is two fold, we want to make the charts look good (we mean, really… really good) but at the same time we want our audience to focus on the message and not on the bells and whistles. This is where it gets tricky.

Almost 2 months ago our reader Jennifer sent me an email asking if there is an effective way to present market share changes between two periods for 2 products among five competitors.  I have replied her promptly with whatever I could think of as better ways to present the data. But I also posted a visualization challenge: How to show market share changes?

We have got quite a few comments and recently Jon Peltier himself wrote on this here: Show Market Share Changes – Few Alternatives

I thought it would be great to summarize various approaches we discussed as a case-study in how you can take same data and present it in different ways.

This is the data Jennifer had:

Market Share Data - Excel Charting Problem

  1. Here is how she presented it initially:
    market-share-product-2
  2. After seeing user discussions she remade the charts like this.
    Stacked Bar chart and lines showing market share
  3. Derek from Information Ocean responded to the challenge with this step graph (which he admits is not so effective). Nevertheless, they are another fun alternativeStep chart - market share
  4. Derek also proposed this “who is responsible for that?” chart. Despite looking little cluttered I liked this one.
    Line chart - Who is responsible for that?
  5. Dave from Favillae responds with this aligned bar chart alternative to present the same data. Another innovative way, he used blank series to adjust the gaps
    Aligned Bar Charts
  6. Nixnut, a commenter, tried bar charts to come up this variation. These are pretty good and provide both absolute and changes in market share values. He used overlapped chart technique to achieve this.
    Bar Charts
    (image url)
  7. Finally the alternatives presented by Peltier.
    This one is a panel chart
    (here is an excel tutorial for panel charts)
    Panel Chart
  8. A stacked bar chart
    Stacked Bar Chart
  9. A line chart
    Another Line chart
  10. A simpler, neater bar chart
    Simple Bar Chart
  11. A panel chart, but this time two products are separated
    Panel Chart with 2 Panels
  12. Last but not least, these are the alternatives I could think of. First one is a Line chart.
    Another Line chart
  13. This is a tag cloud (excel tag cloud tutorial & templates). The fonts are sized based on their relative market share percentages.
    Tag Cloud
  14. And in-cell chart variation.In-cell Chart

Conclusions – Which chart is better?

Well, there were quite a few very good charts. Personally I liked the panel chart version (#7) and bar chart variation by NixNut (#6).

Which one did you like?

Knowing that there are various ways to present the same data and using the version most suitable for your needs and situation is very important. If you want to raise alarm about market share loss, use a chart that alarms people. If you want to downplay the marketshare loss, use a chart that barely shows the information.

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46 Responses to “6 Best charts to show % progress against goal”

  1. Andreas says:

    Chandoo, thanks for another interesting post.

    One thing I'm missing is the question: What is progress, what does one want to know exactly?

    I'm asking the question because I think of progress as not the same as "state of completion." Percentages/bars, etc., as shown above, are great to communicate state of completion, but less so for progress.

    That's because project progress is how state of completion *relates to* the resources spent so far. Resources can be things like dollars spent, hours spent or project time passed. For example, 5% would be "good progress" in the first week of a one-year project, but terrible progress in the last week of the project.

    The way I prefer to report progress is as a simple line chart with time on the x axis, and maybe a marking for the end point (and maybe an "ideal"/"as planned" line).

    If it really must be a single number, you could go a EVA-ish route and divide the current % of completion by the current % of project time passed, which gives you a schedule performance index (1 or bigger than 1 = good; smaller than 1 = bad). For this, your suggested charts should work great!

    • David says:

      I avoid 'progress' except where I can objectively assess progress, such as counting bricks laid or concrete poured. For intellectual work, I don't think that its possible to measure progress to completion with any reliability or credibility. I prefer to update forcasts of completion date, because that's where the effect of completion on dependent activities, deliverables and outturn value of the project is felt. This is also referred to as the 0-100 method. An activity is set at 0 complete until its actually finished, when it is set at 100% complete.

  2. Doug H says:

    Hi Chandoo,

    Great post! I have a preference towards thermometer charts too mainly because of the target/actual comparison.

    Just an FYI...seems like the the screen shot for the pies #4 are under the #5 heading. Also the pies conditional formatting is something that doesn't accurately portray completion since the pies are segmented into quarters.

    AND also a little trivia...those "pies" are called Harvey Balls, named after Harvey Poppel...

  3. Eric C. Lind says:

    Chandoo,

    I wonder. Is there a trick to unzipping your files?
    I always seem to end up with a series of XML files rather than an XLSX.

    Thanks a lot. 🙂

    Eric~

  4. Mario says:

    Hi Chandoo,
    Thank you again for this amazing help you are so resourcefull to make us little bit more amazing everyday.

    When I click on the link on the page "http://img.chandoo.org/c/best-charts-for-goal-progress-comparison.xlsx" it is always bringing me to a zip file with all XML files without the XLSX file. I tried with mozilla and IE.

    Thank you

  5. Chandoo says:

    @All having trouble with download file.

    1. Download the file.
    2. Rename the extension as .xlsx
    3. Double click or open it in Excel

    • Ian H says:

      Doesn't make any difference Chandoo, still end up with a zip file full of xml related files/folders

      • Hui... says:

        @Ian H
        Download the zipped file and rename it to *.xlsx
        where * is the filename

        ps: Great name!

        • Ian H says:

          Many thanks for your help Hui but not sure why you are repeating what Chadoo said and which I first posted to because it didn't work for me. I did as he said and it didn't work, hence my post.

          Chandoo says:
          March 11, 2014 at 1:52 am
          @All having trouble with download file.

          1. Download the file.
          2. Rename the extension as .xlsx
          3. Double click or open it in Excel

    • Chandoo says:

      Also, please note that we are investigating an issue with our webserver settings that may be causing this behavior. Sorry for the inconvenience. I am hoping to get this fixed in next 48 hours.

  6. Belle says:

    I used thermometer chart & conditional formatting using traffic lights. I just recently completed a dashboard I hope you can take a look but don't know where to send it. Thanks.

  7. Manoj Varghese says:

    The in-cell bar charts is very interesting. This is not to be used as one can easly do manipulations by changing fonts/ font size etc

  8. Prisha says:

    Hi..this is really helpful..
    but I hve one quick ques..is it possible to hve conditional formating for chart graph based on text value and not the numbers..if I take your example project one bar should be red...if data is project 2 then it should be blue..basically we mke chart based on countries n each countries are assigned specific color...so I want a way where I can use conditionsl formating and not do it manaually each month.

  9. Mark says:

    Hi Chandoo,

    Great article and will be very useful.

    One question - is it possible to have in-cell bar chart and the percentage complete (similar to icons)?

  10. Arup Chakraborty says:

    Hi Chandoo,

    I am a great fan of you since i stumbled upon your blog. Your blog is very informative and insightful. I liked the way you presented the 5 steps using thermometer chart. I was very much inspired by that and tried to make my own version with 20 tasks to complete. On and after 17th step it was going downward. So I wanted to ask you that is there any limitation to thermometer chart

  11. […] shows us the 6 best charts to use, when you want to show your progress against a goal. There’s a sample file to download, so you can experiment on your […]

  12. Istiyak Shaikh says:

    Is there any xhart is available which can show achivement percentage it may 80% or 120% means more an set target.?

  13. Ross says:

    Hi Chandoo,
    Love your site. I have a small question regarding plotting data that contains ranking. I have 2 fields - Country, Rank. Note that i don't have the absolute values from which the rank has been calculated. So what is the best way of showing this on a graph given only the above 2 fields. Appreciate it

    Regds,
    Ross

  14. Vignesh says:

    Dear Chandoo Sir,

    Really awesome post.
    Thanks.

    Vignesh.V

  15. David Macdonald says:

    We can always rely on Chandoo to explain to us clearly things that perhaps we already knew but weren't putting into practice the best way.
    A limit I never liked about data bars was that they are monochrome - one colour for positive values, one colour for negative. So a couple of weeks ago I sat down to figure out a workaround. If anyone's interested...
    http://digimac.wordpress.com/2014/06/29/multicoloured-data-bars-in-excel/

    • David Macdonald says:

      Epic fail on my part! After three months I just found out that what worked on my machine, didn't work on others.
      Problem solved, more functions added.

  16. Brian says:

    The link above at
    To hide them use ;;; custom cell formatting code (how to).
    appears to be incorrect. However, using the downloaded file and selecting a cell(s) from that example provides the easy answer.

    I wondered if the pies could have a color other than black and white (which, of course, would raise the color-blindness issue that you referred to with the traffic lights example).

  17. Aden says:

    Hi Chandoo!

    Thanks for the informative post!

    I have managed to understand and replicate all of the progress graphs except one, the thermo bar. I read up on the tutorial of how to create them, and I understand almost everything about the look and use of the bar, but one problem I am having is that I cannot seem to "center" the bar into the cell like you did. The reason being that even though the highest input (progress) percent is 100%, the program automatically puts in another 20%, so instead of 100% stopping at the end of the graph, it stops 20% short and I have a huge space at the end because of it.

    How did you counter that problem? I have been trying for hours to fix it

  18. Ken says:

    Thanks. I started running a project recently, and I found your charts to be really helpful in tracking it's progress. I'm glad I found your page.

  19. Chulapo says:

    Hi Chandoo!
    Great stuff for my customized project moving forward. However, when I use the blue block bars, the %ages spark up to smt like 5000% and cannot lower them nor scale them. If I input manually such as 50% without formatting a column, the bar for 50% e.g., will fill the cell completely, so that's kind of odd... what to do?
    Thanks!

    • shakira says:

      I guess I have the same problem. When I put 50 and click on the percentage, it is giving me 500%. Can someone help us on this. Thanks in advance

  20. Lisa says:

    Hey,

    Thank you for making this page. I do have one problem with the thermo graphs. Whenever I try to drag the graphs from one cell to the cell beneath it, the data remains selected on the former.

    For example, if I had a thermo with a target number in A1 and an actual number in B1 with my thermo in C1, when I drag my thermo into C2, C3, etc., all of the graphs show the results from A1 and B1.

    Is there a way to have these graphs update automatically as I will be regularly working in an excel file with hundred of entries?

    P.S. I removed the $ symbols from 'Select Data', but that did not fix the problem.

    Thanks again!

    • Hui... says:

      @Lisa

      Not sure but it sounds like the new cells have Conditional formats applied

      Select just the new cells
      Select Conditional formatting, Clear Rules, Clear Rules from selected Cells

  21. Tito says:

    Hi Chandoo.
    I am charting on some defaulter data where greater than zero is not desirable. Problem is that I have to highlight zero as target and anything above as undesirable. Seek your help

  22. Pedro says:

    Hi Chandoo
    Great post!
    But I am wondering why bullet chart is not on this list. Is there a reason for its absence?

  23. Sari says:

    Thank you for these instructions. The bonus 5 Step Progress Meter you included would be perfect for my project. Where can I find the instructions?

  24. Antonio says:

    Hi,
    Do you know of any simple way to reduce the Data Bars padding so that they fit within the cells?
    Thanks and great posy!
    Regards

  25. Adorn Age Defense says:

    Appreciating the dedication you put into your website and in depth information you
    provide. It's good to come across a blog every once in a while that isn't the same out of date rehashed information. Wonderful
    read! I've bookmarked your site and I'm including your
    RSS feeds to my Google account.

  26. Isobel says:

    With #1 and #2, how would you also apply a red amber green to the bars (is it possible within chart formatting or would you need to utilise CF)?

    I'm thinking of an in cell bar of some kind which will show against a known goal end date how far along with the goal you are (this is to be used for 'how many of the X number of people that I need to train in X timeframe, have been trained and therefore which of each training group is on track to complete on time or falling behind'.

    So there would be knowns of number of people, target end date but I'd want it to reflect accurately as some groups of trainees might only have 50 in so their 50% done would be different to a group of trainees where their group had 200 people in it - but 50% would still be the same. Somewhere there'd probably need to be something which noted that there was a different volume of trainees so it could but the remaining effort to train people into context?

    Hope that makes some kind of sense, I could be waffling!

  27. […] charts.  Its got things like “Best Charts to Compare Actuals vs Targets” and “Best charts to show progress“. I love me some charts […]

  28. Nawa says:

    Thanks a lot my dear.
    very Useful it for me.

  29. MarcoX says:

    Another great post, thanks for sharing.

  30. Noah says:

    Chandoo, I am just starting an Excel class, and everything in the class is new to me. I am learning how to use all of these great charts but don't know what they are all used for. Thank you for your post and I think I will be able to use this down the road throughout my business career

  31. in the above charts , Chart #2: Conditional Formatting Data Bars

    ->Assume if we have completed 35% of work it is showing in Blue color ,in the same cell remaining 65% of work should shows in some color , how to show?

  32. RACHIT NAMDEV says:

    Hi Sir,

    This is Rachit and I am a big fan of you and your work. This is to request you please make a video for Beverages Sales performance data analysis in Excel.

    Regards,

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