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

2. 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

3. 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

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

5. 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:

6. Methodology 291 Step 1 – Survey Invitation 215 Step 2 – Online Survey
Sample Achieved:
Supplied Leads - Occasional/Frequent Users
291
Step 1 – Survey Invitation
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

7. 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

8. CSO Channel Awareness and Usage - I
Base: All users- 506
Website
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 and phone, StatBank has the second highest momentum score, due to a high conversion ratio.
Q.11a/b/c

9. Satisfaction with Channels
Satisfied
%4/5
Dissatisfied
%1/2
Neither/Nor %3
Base: All those who have ever used each of the following;
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

10. 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

11. Likelihood to Recommend CSO
Base: All users - 506 % %
NPS x Key Demographics
Total
+59
Weekly Users
+68
Website Users
+63
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, , phone and StatCentral users.
Q.21

12. 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

13. 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

14. 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

15. 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