UN-ECE Work Session on Population and Housing Censuses 28-30 October 2009, Geneva
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Transcript of UN-ECE Work Session on Population and Housing Censuses 28-30 October 2009, Geneva
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
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
• Central government
• Local government
• Academic researchers
• Commercial companies
• ……..+ Citizens
1981 1991 2001
Occasional & New
Mainstream Analysts
Census Specialists
Census users – the growing pyramid
Numbers of users, and
their expertise
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
A38
A4
A37
A4174
A4320
A3029
A403
M5
M4
19
M32
M4918
18A
17
341 Bedminster
404 Bristol Cribbs Causeway
509 Bristol Galleries
689 Bristol Imperial Park
577 Emersons Green
2. Profiling households and individuals - geodemographics
Chargecard Chargecard Chargecard FAU Survey FAU Survey FAU Survey GBMOSAIC Group Level Groups Groups Group Groups Group Group Penetration %
% Customers % Spend Index % Customers % Spend IndexL11 Country Dwellers 9.3 10.1 109 5.6 7.4 131 7.0L 1 High Income Families 25.5 30.3 119 19.8 24.3 123 11.0L10 Mortgaged Families 7.9 7.6 96 5.4 5.9 109 6.9L 2 Suburban Semis 15.9 15.7 99 14.4 15.1 104 10.7L12 Institutional Areas 0.2 0.2 93 0.2 0.2 98 0.3L 3 Blue Collar Owners 12.2 10.3 85 11.6 11.3 98 12.8L 7 Town Houses & Flats 9.0 8.1 90 10.1 9.3 92 9.5L 9 Independent Elders 5.3 4.5 84 5.4 4.9 90 7.2L 8 Stylish Singles 3.7 4.2 113 8.9 7.7 87 5.4L 4 Low Rise Council 5.0 3.9 79 7.1 5.6 79 13.5L 6 Victorian Low Status 4.3 3.6 84 7.9 5.8 74 9.3L 5 Council Flats 1.7 1.5 87 3.5 2.6 72 6.6
Value/ Counts 2,088,449 279,070,068£ 476,808 10,587,527£ Av. Spend 3 Month Period 134£ Trip 22£
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
• Commercial user groups– Market Research Society: Census & Geodemographics
Group– Resellers: Association of Census Distributors– End user companies: Demographics User Group
(DUG)
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)
1. Improve understanding of users’ needs– It’s good to have Consultation (rather than “Stakeholder
Management”!) – but aim for Dialogue
2. Seek a better Risk / Utility balance– recognise practical (as well as statistical) utility
3. 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
– An absolute focus on customers & customer experience
– A rallying cry: “Turning Customers into
Fans”
Keith DugmoreDemographic Decisions Ltd.
Tel: (0044) 020 7834 0966
Email: [email protected]
Web: www.demographic.co.uk