Our World in Data GTM brain

category

market profile

• text: Readers need reliable global trends brought together from fragmented research and databases.
• text: Open data publications compete for reader attention and reuse, while donations support the nonprofit model.

personas

• title: Journalist or data editor
  pains:

  • Finding credible, current global indicators quickly
  • Explaining long-run trends visually with proper source attribution
• title: Teacher or university lecturer
  pains:

  • Turning abstract development and health statistics into understandable teaching material
  • Finding reusable charts that students can explore
• title: Policy researcher or nonprofit analyst
  pains:

  • Comparing country-level outcomes across time
  • Locating and interpreting dispersed scientific evidence

icp

• text: Newsrooms, schools, universities and nonprofits producing public-facing explanations of global issues; no organization size threshold is evident.
• text: Research and policy organizations working across health, poverty, climate, population or related global topics.

message pillars

• text: Turn research and data into informed action on major problems.
• text: Make data and charts freely accessible.
• text: Help audiences explore evidence, not just read conclusions.

objections

• objection: Can we reuse the charts and data?
  response: Charts are generally reusable under Creative Commons, but check individual third-party data licenses.
• objection: How can we trust a secondary data source?
  response: Trace each chart to its documented underlying providers and consult the original source for consequential decisions.

competitors

• name: Gapminder
  website: https://www.gapminder.org/data/
  why: Offers accessible global indicators and visualizations for public understanding.
• name: World Bank Open Data
  website: https://data.worldbank.org
  why: Provides global development indicators that researchers can use directly.

influencers

• name: Max Roser
  url: https://ourworldindata.org/team/max-roser
  why: Founder and public voice on data and global progress.

keywords

• global development data
• world poverty statistics
• climate change data charts
• global health data
• country comparison charts
• open data visualizations

voice

• Evidence-led and explanatory
• Hopeful but candid about global problems
• Accessible to non-specialists

signals

• text: A newsroom or educator is preparing a visual explanation of global trends.
• text: A policy or nonprofit team needs internationally comparable data on climate, health or poverty.

pricing

motion

channels

• SEO
• newsletters
• X
• LinkedIn
• GitHub

confidence

Founders

• name: Esteban Ortiz-Ospina
  title: Founder
  role: Founder
• name: Hannah Ritchie
  title: Founder
  role: Founder
• name: Max Roser
  title: Founder
  role: Founder