Session 12

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Title of session: Promoting the value of official statistics

Chair: Thomas Burg

Room: S4B Lajkonik

Time: 14:30 - 16:00

Date: 27 June

Session 12 - papers & presentations

Presenting AuthorAbstract
Karin Hansson
Title: <<< “An outgoing expert personality” - using a brand platform as a tool to improve external communication >>>
Regular surveys show that the general public has great confidence in Statistics Sweden, but the same studies also indicate that the majority know very little about what we do. We also know that many people confuse us with other survey companies, including commercial ones. Furthermore, there seems to be a gap between how we feel about our users and how they see us. We want to be helpful, friendly and engaging but often come across as introvert and hard to understand. To improve our external communication and engage better with users, the communication department in collaboration with HR have created a brand platform. The platform consists of, among other things, our logo, graphical profile, guidelines for using pictures and colours, as well as a personality for Statistics Sweden: "Trustworthy with the ability and commitment to attract people to want to contribute, use facts and wanting to know more.”
Statistics Sweden is an outgoing expert personality that is passionate about their job
instills great confidence is contemporary in expression participates in the public discourse. The personality describes how we want the world to perceive us when they visit our website, attend one of our seminars, read emails and letters or report data in our surveys. In short, in any kind of interaction with us. In this presentation we will focus on how we have used the brand platform to communicate better via our Statistics Service, where we answer questions about statistics by phone and email. The most important tool as a series of workshops resulting in their own guidelines on how to express Statistics Sweden’s personality linguistically. Through regular audits of their email replies, we make sure the work has led to concrete improvements.
Reija Helenius
Title: <<< Development of activities based on customer experiences and feedback >>>
The strategic objective of increasingly many organisations is customer orientation and development of activities through customer feedback. This paper presents how listening to customers and collection and processing of customer feedback can be systematised and included in the continuous improvement procedure. Systematic processing of customer feedback, emphasising the customer voice, can be supported in various ways in an organisation. Examples of this are year planner models for customer feedback processing and collection and introduction of indicators for customer effectiveness. Monitoring of customer feedback and experiences can be made by means of both conventional studies and inquiries as well as through new methods. Online brainstorms, validation of telephone calls and email services and studying of search engine use introduce new viewpoints. By collecting together the feedback received from all different channels we gain an extensive image of customer feedback and needs. This equally includes monitoring of the use of web services and social media channels, media monitoring and data supplier feedback received. The paper presents practical tools and describes experiences of using various methods. As a case example, it is illustrated how the aims of listening to the customer in Statistics Finland's strategy have been advanced in practice. A key question in taking the strategy forward has been how the customer strategy is to be implemented in the whole organisation and its different levels. The paper produces an overall image of how customers are listened to, what ought to be measured and how to react to the feedback received. In addition, it is discussed how the collection and utilisation of customer data can be coordinated comprehensively in an organisation. The customer concept is considered to comprise stakeholders, data suppliers, data users and paying customers alike.
Sarah Tucker
Title: <<< Changing how we communicate quality and methods to our users >>>
How many of us can successfully build a flat pack piece of furniture without good instructions? Not many! Similarly, our data users need clear and concise quality and methods information to help them make better use of our data. At ONS, our products were previously designed to suit a paper format, heavily based on templates and containing lots of static information. With changing user needs and an emphasis on digital publications, we needed to develop new ways of communicating quality and methods to our users. We created a new strategy for communicating quality and methods based on meeting a wide range of user needs while being current, relevant and helpful to users. ONS analysts are encouraged to foster a sense of curiosity about their data so that they are able to share the most useful and meaningful quality and methods information that a) alerts users to potential limitations and b) helps users decide on suitable uses for the data. In this paper I will discuss how we used this approach to build quality and methods information into the structure of a new style of statistical bulletin which focuses on the story that the data is telling. This integral quality and methods information better enables users to make good decisions on the use of that data. I’ll discuss the results of user testing that informed updates to our Quality Summaries and the creation of a new detailed Quality and Methodology Information report. I’ll briefly discuss our Quality Information User Profiles which will help producers make decisions on what information to share. Finally, I will explain how our quality and methods products work together to create a layered approach to communicating the strengths and limitations of our data in a way that is accessible to all.
Mariagrazia Zottoli
Title: <<< PolicsLab: new data sources for a data informed policy making >>>
Statistical agencies are encouraged to explore the use of new data sources as input for official statistics, or combine them with existing ones, thus, weighing these opportunities against the need to maintain a high quality of statistical output[1][2]. Enrico Giovannini echoes this sentiment, stating: “Nowadays, NSIs are called to open the doors to new ways of constructing statistics in an era characterised by an infinity of new data sources”[3], such as big data, open data, and crowdsourced data (i.e. collaborative platforms). The advent of the data revolution has generated an overwhelming increase in the amount of data available, giving rise to new opportunities for policy-makers to use a data-informed approach in defining policies[4]. Official statistics data is based on international classifications and, although very useful, they are not sufficient to keep at the same pace with sudden changes affecting local territories, as well as external factors that may influence a given territorial policy. Despite the possibilities, new data sources are not necessarily a panacea for the actors involved in the policy cycle who have to tackle numerous methodological and ethical challenges[5][6]. This problem gave rise to the idea of offering users a concrete support tool to aid in the definition of policies by integrating various data sources that are useful for the adoption of an evidence-based approach. This paper presents the results of a case study in which we developed an "intelligent" platform for technological foresight called PolicsLab. The model is based on the valorisation of data available from traditional and non-traditional sources, as well as the construction of simple and intuitive features. The latter help to measure and predict territorial changes and transformations related to the innovation in Italian regions. PolicsLab is a solution for identifying appropriate analysis patterns, in order to help the user make an informed choice.
Richard Laux
Title: <<< Ethnicity Facts and Figures - a marriage of good statistical practice and policy relevance >>>
In October 2017 the UK Government launched an innovative website called Ethnicity Facts and Figures. Drawing together information held by government departments - survey and administrative data - it paints a compelling, and at times uncomfortable, picture of the different experiences of ethnic groups in areas as diverse as crime and justice, education, health, housing, and the labour market. This paper describes how we ensured that the website and overarching report comply with established statistical standards - for example:
Trustworthy: the decisions we have made – for example, about the range of data to be presented, the choice of time periods, the nature of the overarching analytical report, and quality assurance processes - reflected a clear commitment to transparency, accessibility and objectivity and were shaped by extensive user testing. Quality: in prioritising the data to be included in the Audit, the criteria we adopted included ‘quality’ and ‘relevance’. We were guided by statistical experts across government about the quality of particular sources, and where possible we have drawn on official (including National) statistics. For each measure on the website we have included background sections covering a summary of noteworthy aspects of the data sources and the associated methodology, and relevant web links. And we adopted quality assurance arrangements that made the most of the expertise of Departmental statisticians. Value: how we ensured that the statistics and commentary were accessible and relevant in helping the public to understand a very high profile issue - how people of different ethnicities are treated by public services. The paper also explores some of the challenges of maintaining statistical integrity in a project characterised by intense political interest and sensitivity.
Ayman Hathoot
Title: <<< Enhancing the awareness of official statistics in Egypt: The approach to increase their value >>>
Producing official statistics in The Central Agency for Public Mobilization and Statistics (CAPMAS) experiences an increasing demand from users. It should be met by independent, timely, impartial, trusted, high quality, and relevant data to support and enabling them to make a good decision. Enhancing the statistical awareness skills for data providers and users will achieve better use of it and increase their value. The paper demonstrates the approach for increasing in the official statistics value in CAPMAS through twofold. First, the applied approach to facilitate the use of an understood official statistics. It involves enhancing statistics learning at schools, raising statistical capability for targeted data provider groups such as employees in business and governmental sector, and enabling data users in accessing data and its related metadata. Second, the paper will expose to the Indicators used to monitor the progress of using official statistics which provide information on a specific aspect of the value of official statistics like the number of downloads, the number of citations by type of media, etc. (objective indicators) and indicators related user satisfaction (Subjective) to assess the value of statistics in terms of the user confidence and trust in official statistics, the usefulness and accessibility of official statistics.

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