The Impact of Data Visualization in SME Growth and Decision-Making

Big Data and data visualisation are closely linked, with concepts like Data-Driven Decision Making and Data Storytelling reinforcing the importance of data in supporting business decisions. This dissertation explores the role of Data Visualisation in decision-making among SME managers in Faro. The study began with a literature review, followed by the development and distribution of an online questionnaire. Data was analysed using Microsoft Power BI. The findings show that comprehensible data and well-designed dashboards positively influence decision-making in SMEs. In particular, data presented clearly through dashboards enhances understanding and supports strategic choices. However, the hypotheses regarding the influence of data credibility and managerial training were not confirmed. Despite limited training, many managers still believe data supports decision-making. This suggests that while training is beneficial, the clarity and accessibility of data play a more decisive role in influencing business decisions.