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UN-ECE Work Session on Population and Housing Censuses 28-30 October 2009, Geneva

UN-ECE Work Session on Population and Housing Censuses 28-30 October 2009, Geneva. Meeting the needs of Census users in the UK’s private sector Keith Dugmore Demographic Decisions. Agenda. The Census Suppliers Users – especially commercial companies Dialogue Three recommendations.

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UN-ECE Work Session on Population and Housing Censuses 28-30 October 2009, Geneva

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  1. UN-ECE Work Session on Population and Housing Censuses28-30 October 2009, Geneva Meeting the needs of Census users in the UK’s private sector Keith Dugmore Demographic Decisions

  2. Agenda • The Census Suppliers • Users – especially commercial companies • Dialogue • Three recommendations

  3. The UK Census Suppliers • 3 Census Offices • The range of products • Small area tables (residents & also workers) • Small area boundaries + postcode directory • Commissioned tables • Samples of anonymised records • Statistics Act 2007, & its Code of Practice • “Statistics that serve the public good” • Principle 1: “Meeting User Needs”

  4. User communities • Central government • Local government • Academic researchers • Commercial companies • ……..+ Citizens

  5. Census Specialists Mainstream Analysts Occasional & New 1981 1991 2001 Census users – the growing pyramid Numbers of users, and their expertise

  6. Why is the Census so important to commercial companies • Decisions, decisions…… • What areas are best for our new outlets? • Which branches should we close? • What should we offer in each outlet? • Where should we advertise? • Who are our best customers, and prospects? • Which areas & people should we survey? • £00s millions investment to be targeted • Supported by strong analysis teams

  7. 1. Analysing local markets

  8. 2. Profiling households and individuals - geodemographics

  9. 3. Designing surveys “The Census Sample of Anonymised Records is vital in helping us understand how many people to screen to find the target population, and thus estimate the cost of the survey” “If we didn’t have access to microdata, our surveys would be less efficient and cost more, and be of lower quality” Corrine Moy, Director of Marketing Sciences, GfK NOP

  10. Expressing users’ needs • Commercial user groups • Market Research Society: Census & Geodemographics Group • Resellers: Association of Census Distributors • End user companies: Demographics User Group (DUG)

  11. Expressing needs - mechanisms • Census Advisory Groups • Formal public consultations • Specialist Working Groups Plus: • Web-based initiatives (good & bad) • Progress for 2011? Summarised in the Table

  12. Three recommendations - to benefit users (& suppliers) • Improve understanding of users’ needs • It’s good to have Consultation (rather than “Stakeholder Management”!) – but aim for Dialogue • Seek a better Risk / Utility balance • recognise practical (as well as statistical) utility • Don’t give up in the last 100 metres • Only 3% of the 2001 Census budget spent on outputs • Marginal costs of dissemination are very, very small

  13. Finally, O2 (Telefonica) speaking at this year’s DUG Conference • An absolute focus on customers & customer experience • A rallying cry: “Turning Customers into Fans”

  14. Keith DugmoreDemographic Decisions Ltd. Tel: (0044) 020 7834 0966 Email: dugmore@demographic.co.uk Web: www.demographic.co.uk

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