Whose trust matters most? Richard Laux and Richard Alldritt Session “Reputation and Image Analyses – Measuring interest group expectations and trust” IAOS, Da Nang, October 2014

Overview 1.About trust 2.Whose trust matters? 3.Trust in what? 4.The UK experience

Talking about trust If statistics aren't trusted, they won't be used. If they aren’t used then we waste money and decision-making suffers. But trust depends on context. The 'who' and the 'what' of trust are important. We must take an analytical approach. If we pursue too vague a goal, we will fail or create an excuse to fail. Better to target trust more sharply and aim to achieve real change. Whose trust matters? Trust in what?

Whose trust matters (most)? Users, especially key institutions. Who influences these "power users"? Opinion Formers – a few hundred politicians, journalists, trade union leaders, academics etc Emerging strategy: Identify some Opinion Formers (not an exact science, just use common sense and remember that they tend to influence each other) Talk to them in a structured, systematic way. About what...?

Trust in what? (The things to talk to Opinion Formers about) Whether the statistics are relevant and up-to-date: are they the "right statistics"? Whether the production is professional: are the "right methods" used and are limitations in the data understood? Whether the messages in the statistics, and any limitations in data or methods, are described: is the user given the "right explanation"? Whether the service provided to users outside government is as complete as that within: do all users have the "right access"?

The UK experience Two "Surveys of Opinion Formers" in recent years. Pointed to some weaknesses that required remedial attention - beneficial in itself in improving the statistical service. But the very fact of talking to Opinion Formers and building relationships will tend to enhance trust. And responding to their perceptions, and being seen to do so, will further enhance trust.