Focus on users to increase the value of official statistics Eoin McCuirc, CSO Anu Peltola, UNECE Elaine O’Mahoney, CSO

Post Truth Challenge: Worlds converge No single source of truth / multiple sources Fake news Alternative Facts Rise of the Individual Data Social Media Politics Post Truth: Relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief – Oxford English Dictionary

UNECE Report Recommendations Users & their needs Exploit the comparative advantage Put customer at the centre Design statistics for everyday life Innovate to remain valuable Go forward with strategic partners Build official statistics brand and gain visibility Share and learn to keep abreast Measure outcomes to achieve greater impact

Importance of Measurement Measurement framework Convincing arguments Generic user survey Irish Case Study: Customer survey

User Survey Objectives “To gain deeper insight into current and potential user needs and usage of the Central Statistics Office.” 1. Profile and Understand Users 2. Understand Statistical Channel Usage When Using CSO Services 3. Understand Specific Usage and Behaviour When Using CSO Services 4. Evaluate Attitudes Towards Current Services Link: http://na2se.voxco.com/se/Preview/?st=plfvIMUv%2fiZsJUCezJcH034Zic64Dhh9cnEh%2fTrIRbk%3d&tui=1492601175782&nocookie=1

Methodology 291 Step 1 – Survey Invitation 215 Step 2 – Online Survey Sample Achieved: Supplied Leads - Occasional/Frequent Users 291 Step 1 – Survey Invitation Email addresses of users who had ever previously made an enquiry were provided by the Central Statistics Office. To supplement the leads list, a pop-up invitation to the online survey was incorporated on the CSO’s website and with a link on the CSO’s Twitter feed. Sample Achieved: Pop-Up Survey - Current Users 215 Step 2 – Online Survey

User Profile Snapshot 58% male, 42% female 81% 35 and over 53% of the respondents used CSO products and services within the last week. 47%of accesses via web 77% working full time 40% in politics and public bodies, 19% in finance, 15% in education, and 11% in science, technology, engineering and construction. 65% claimed to be a managerial role 93% rated themselves as comfortable with statistics 76% said CSO was their most used source of statistical information

CSO Channel Awareness and Usage - I Base: All users- 506 Website Email Phone % Most Often % Ever Used % Awareness 63% 12% 7% 95% 80% 69% Channel Momentum: 79% 46% 38% StatBank StatCentral AMF’s % Most Often % Ever Used % Awareness 38% 6% 13% 88% 70% 52% Channel Momentum: 64% 38% 33% Highest channel momentum for the website, however despite high awareness and usage for email and phone, StatBank has the second highest momentum score, due to a high conversion ratio. Q.11a/b/c

Satisfaction with Channels Satisfied %4/5 Dissatisfied %1/2 Neither/Nor %3 Base: All those who have ever used each of the following; Email Phone Website StatBank (Base: 305) (Base: 227) (Base: 419 ) (Base: 265 ) % % % % Mean Score: 4.4 4.4 4.2 4.2 SAPMAP StatCentral AMF’s RMF’s (Base: 82) (Base: 159) (Base:80) (Base: 93 ) % % % % Mean Score: 4.1 4.0 3.8 3.7 Overall very high satisfaction across all channels amongst those who had previously used. Highest dissatisfaction (circa 1 in 10) for AMF and RMF users. Q.13

Satisfaction with CSO Statistics Base: All users - 506 Very Dissatisfied (1) Very Satisfied (5) Dissatisfied Satisfied Neither/Nor (3) Mean Score 6 4.5 4.6 8 4.4 13 4.1 16 4.0 23 3.9 22 3.5 (%1/2) (2) (4) (%4/5) % Trustworthy Free From Political Interference Accurate Meet your Needs Clearly Presented Easily Understood Clearly Documented (3%) (91%) (3%) (91%) (4%) (88%) (5%) (82%) (8%) (76%) (7%) (70%) (10%) (68%) Highest satisfaction with trustworthiness, unbiased nature and accuracy of CSO statistics (circa 9 in 10). However, 1 in 10 are dissatisfied with clarity of documentation of the statistics on offer. Q.18

Likelihood to Recommend CSO Base: All users - 506 % % NPS x Key Demographics Total +59 Weekly Users +68 Website Users +63 Email Users +67 Phone Users StatCentral Users +65 Promoters Very likely to recommend (10 – 9) Passives (8 – 7) Detractors Not at all likely to recommend (0 – 6) Net Promoters Score: +59 Overall, positive NPS score of +59. Highest amongst weekly, email, phone and StatCentral users. Q.21

Work and Contribution of the CSO Base: All users - 506 Perceptions of Contribution the CSO have to Understanding, Wellbeing and Life in Ireland How Informed You Are About the Work of the CSO % % Very Informed (5) Very Significant Contribution (5) 72% Somewhat Informed (4) 88% Contribute Somewhat (4) Neither/Nor (3) Neither/Nor (3) Somewhat Informed (2) Contribute Somewhat (2) 5% Not at all Informed (1) Not at all Significant Contribution (1) 3% Overall, high claimed awareness of work of the CSO with just under 9 in 10 holding the perception that the CSO contributes towards understanding wellbeing and life in Ireland. Q.22/23

Brand Image Associations Base: All users - 506 Total Total % Agree % Agree Provides Valuable Services and Statistics Collects and Distributes Useful Statistics Is Trustworthy Provides Quality Is Independent Protects Confidentiality of Individual Data Visualises Information Well Effectively Informs Public Debate Is a Progressive Organisation Actively Present in Social Media Q.24

Customer and Non Customer Statistical Users V Non Users Customer Survey: Profile Habits Preferred Channels Requirements High Satisfaction levels Profile View of CSO Future - Citizen Focus

Tackling Post truth Requires a multi-faceted and ever evolving response: Competitive advantage / Brand Be relevant Citizen focus New platforms Explore partnerships Respond and correct Educate, educate, educate Create allies e.g. media Share & learn Competitive Authoritative Collaborative