Beyond Visual Storytelling: The Crucial Role of Data Analysis and OSINT in Investigative Journalism for Animal Advocacy

For over 30 years, my work as a photojournalist, underpinned by my long-standing membership with the National Union of Journalists (NUJ), has been centered around the power of visual storytelling. My background in television and photography has always driven me to capture the world in images, to tell stories that resonate deeply with audiences. However, as the landscape of investigative journalism evolves, so too must our approach. Today, the importance of going beyond the visual and diving into the realms of data analysis and OSINT (Open Source Intelligence) cannot be overstated.

At TRACKS Investigations, we recognize that while a picture can speak a thousand words, data-driven insights can amplify those words into a powerful voice for change. Our recent collaboration with FOUR PAWS on an investigation into the illicit puppy trade on Meta platforms is a testament to the impact of combining visual storytelling with robust data analysis and OSINT techniques.

The Evolution of Investigative Journalism: From Lens to Data

Visual storytelling has long been the bedrock of my career. Whether through capturing the suffering of animals in the harshest conditions, my lens has always been my primary tool for advocacy. However, the complexity of the issues we face today demands more than just a visual narrative. It requires an in-depth understanding of the underlying systems that perpetuate these issues, which is where data analysis and OSINT come into play.

Data analysis allows us to move beyond the surface, uncovering patterns and connections that are not immediately visible. OSINT, on the other hand, provides a methodical approach to gathering publicly available information, often from digital platforms and social media. These tools are invaluable in painting a more comprehensive picture of the issues at hand, enabling us to expose the full extent of wrongdoing and advocate for meaningful change.

Case in Point: The Illicit Puppy Trade on Meta Platforms

Our recent investigation for FOUR PAWS is a perfect example of how integrating data analysis and OSINT with traditional journalism techniques can significantly enhance the impact of our work. Over a six-month period, from September 2023 to June 2024, we conducted an in-depth investigation into the illegal puppy trade operating across Facebook and Instagram, platforms owned by Meta.

This investigation revealed widespread violations of Meta's own policies, with numerous unscrupulous breeders exploiting the platform to sell underage and often unhealthy puppies. By utilising OSINT techniques, we were able to map out the networks of these illegal sellers across multiple European countries, exposing the deceptive tactics they used to avoid detection.

Our findings showed that while visual documentation of these cruel practices was crucial, it was the data-driven analysis that provided the concrete evidence needed to push for action. This approach allowed FOUR PAWS to present a compelling case to Meta, urging them to close the loopholes that allow such harmful practices to persist.

 The Power of a Multi-Faceted Approach

As investigative journalists, particularly in the field of animal advocacy, it is no longer enough to rely solely on visual storytelling. The challenges we face today are complex and often deeply entrenched in digital spaces. By combining traditional photojournalism with data analysis and OSINT, we can uncover the full scope of issues, provide irrefutable evidence, and ultimately, drive more effective advocacy.

Moving Forward

At TRACKS Investigations, we are committed to continuing this integrated approach to investigative journalism. As we move forward, our focus will remain on uncovering the truth, advocating for those without a voice, and pushing for change. Whether through the lens of a camera or the lens of data, our mission remains the same: to make the world a better place for animals and to hold those who harm them accountable.

We invite you to follow our work and support our efforts as we continue to explore new ways to enhance the reach and effectiveness of our investigations. Together, we can ensure that our stories not only resonate but also lead to meaningful change.