Un ece work session on population and housing censuses 28 30 october 2009 geneva
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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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Un ece work session on population and housing censuses 28 30 october 2009 geneva

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


Agenda

Agenda

  • The Census Suppliers

  • Users – especially commercial companies

  • Dialogue

  • Three recommendations


The uk census suppliers

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”


  • User communities

    User communities

    • Central government

    • Local government

    • Academic researchers

    • Commercial companies

    • ……..+ Citizens


    Un ece work session on population and housing censuses 28 30 october 2009 geneva

    Census Specialists

    Mainstream Analysts

    Occasional & New

    1981

    1991

    2001

    Census users – the growing pyramid

    Numbers of users, and their expertise


    Why is the census so important to commercial companies

    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


  • 1 analysing local markets

    1. Analysing local markets


    2 profiling households and individuals geodemographics

    2. Profiling households and individuals - geodemographics


    3 designing surveys

    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


    Expressing users needs

    Expressing users’ needs

    • Commercial user groups

      • Market Research Society: Census & Geodemographics Group

      • Resellers: Association of Census Distributors

      • End user companies: Demographics User Group (DUG)


    Expressing needs mechanisms

    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


    Three recommendations to benefit users suppliers

    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


    Finally o2 telefonica speaking at this year s dug conference

    Finally, O2 (Telefonica) speaking at this year’s DUG Conference

    • An absolute focus on customers & customer experience

    • A rallying cry:

      “Turning Customers into Fans”


    Keith dugmore demographic decisions ltd

    Keith DugmoreDemographic Decisions Ltd.

    Tel: (0044) 020 7834 0966

    Email: [email protected]

    Web: www.demographic.co.uk


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