Siddhant Chopra

This research paper focuses on the influence of visualization techniques on decision-making among
non-technical users in the field of Business Intelligence (BI). We explore how these platforms aid data
comprehension and enable a constructive decision-making process by examining various visualization
tools such as Power BI, Looker, and Tableau. The paper also investigates the role of emotionally driven
visualization, narrative visualizations, and aesthetic preferences in engaging users and enhancing their