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Many of the guidelines that inform how designers create data visualizationsoriginate in studies that unintentionally exclude populations that are mostlikely to be among the 'data poor'. In this paper, we explore which factors maydrive attention and trust in rural populations with diverse economic andeducational backgrounds - a segment that is largely underrepresented in thedata visualization literature. In 42 semi-structured interviews in ruralPennsylvania (USA), we find that a complex set of factors intermix to informattitudes and perceptions about data visualization - including educationalbackground, political affiliation, and personal experience. The data andmaterials for this research can be found at https://osf.io/uxwts/

Data is Personal: Attitudes and Perceptions of Data Visualization in Rural Pennsylvania