Who are the users and what they want ESTP: Disseminations and Communication-Introductory course ESR Celia Santos Sánchez INE-Spain THE CONTRACTOR IS ACTING UNDER A FRAMEWORK CONTRACT CONCLUDED WITH THE COMMISSION

INDEX Introduction- users: always in the spotlight 2. Who are the users? Why need them? Are they so important? 3. Communication channels 4. Evolution: from consumer to prosumer 5. Conclusions

1. Introduction- users: always in the spotlight 1.1 - Mission & Vision 1.2 - Code of Practice 1.3 - Vision 2020

1.1-Mission & vision (Example: INE case) Mission: to collect, produce and disseminate relevant, high-quality, official statistical information for society in an effective, independent, professional and integral manner, and to make it available to all members of society, so as to promote sound decision-making. Vision - to continue being the national and international point of reference for the production of Spanish official statistics - is geared towards creating a statistical system based on: (…) Taking care of users at all times, attending to their statistical information needs, facilitating access to the INE services and seeking the continuous improvement of the conditions in which these are offered.

1.2- Code of Practice P5 Statistical Confidentiality  5.6: Strict protocols apply to external users accessing statistical microdata for research purposes

1.2- Code of Practice P6-impartiality and objectivity “Statistical authorities develop, produce and disseminate European Statistics respecting scientific independence and in an objective, professional and transparent manner in which all users are treated equitably”  6.7: All users have equal access to statistical releases

1.2- Code of Practice P9 non-excessive burden on respondents The reporting burden is proportionate to the needs of the users and is not excessive for respondents. The statistical authorities monitor the response burden and set targets for its reduction over time

1.2- Code of Practice Statistical output Available statistics meet users’ needs. Statistics comply with the European quality standards and serve the needs of European institutions, governments, research institutions, business concerns and the public generally. The important issues concern the extent to which the statistics are relevant, accurate and reliable, timely, coherent, comparable across regions and countries, and readily accessible by users

1.2- Code of Practice P11-Relevance: European Statistics meet the needs of users. 11.1: Processes are in place to consult users, monitor the relevance and utility of existing statistics in meeting their needs, and consider their emerging needs and priorities. 11.2: Priority needs are being met and reflected in the work programme. 11.3:User satisfaction is monitored on a regular basis and is systematically followed up.

1.2- Code of Practice P13- timeliness and punctuality 13.3: The periodicity of statistics takes into account user requirements as much as possible

1.2- Code of Practice P15-accessibility and clarity 15.6:Users are kept informed about the methodology of statistical processes including the use of administrative data. 15.7:Users are kept informed about the quality of statistical outputs with respect to the quality criteria for European Statistics.

1.3 –Vision 2020 Common strategic response of the European Statistical System (Eurostat, EU Member States and EFTA countries) to the challenges that official statistics is facing.

1.3 –Vision 2020 The ESS Vision 2020 identifies five key areas in which common action is needed in order for European statistics to be "fit for the future".

2. About our users WHO are they? WHAT do they need? HOW do they use the data? WHY do they visit us?

2. Who are the users? ● How to make the information more useful to users? ● How to find out what users think of our site? ● How to customize the site to make information easier to find and understand? ● How to present information in a more web-friendly way?

2. Why are they needed? Are they so important? If we don’t allow the user to communicate with us Misunderstanding (and risk of misuse) Bad image of our organization Lack of confidence in our work ...

2. Types of users Many different classifications: Visitors Occasional users Regular Users Professional users Research and advance users Interested citizens Private and public institutions Scientific institutions and universities Media

2. Types of users MINERS: experienced use large volumes of detailed information HARVESTERS: interested in the same type of information general intervals good understanding of their data need TOURIST infrequent users small amount of information on a topic

2. ESAC proposal

2. ESAC proposal

2. ESAC proposal

3. Communication channels Library General Information Desk Phone contact Bookshop Communication channels with users Internet web Tailor-made requests

3. New communication channels in Europe

New Communication channels: 3. New communication channels: NSIs (DIGICOM inventory report: 22 NSIs) Facebook: 13 LinkedIn: 5 Twitter: 21 New Communication channels: SOCIAL MEDIA YouTube: 6 SlideShare: 4 Instagram: 2 Flickr, Pintrest and Storify :1

3. New communication channels: NSIs NSIs mainly: Twitter as an engagement tool BUT Facebook is the most popular social media channel across Europe Facebook provides the best opportunity to reach the largest number of users across Europe Different type of users  different communication channels  different engagement level

3. Social media: different messages, different audiences Twitter: promote their releases/figures improve engagement between producers and users of statistics. Facebook: content used to tell stories and provide emotive, relatable content LinkedIn: publish links to some of our popular releases. used to target professionals, researchers and other existing statistics users, inviting them to join topic-specific working groups, or to take part in user testing.

3. Methods to assess and understand user needs

3. Methods to assess and understand user needs

3. Methods to assess and understand user needs

3. Methods to assess and understand user needs

Findings No single method can provide all of the answers Need to use a variety of methods to get a clear picture of user needs Best practice techniques: Direct feedback Usability testing Monitoring communications and social media Personas The key is to build a relationship with users, so there can be two way conversation to manage and understand expectations

Conclusion The key is to effectively assess the user needs and user profiling: Understand who your users are Build a relationship with your users through communication/conversation Understand and manage user expectations

4. Evolution: from consumer to prosumer New user profile: the prosumer Prosumer: user that develops final products and services with our data INE Open data: Data Anonymised microdata Applications (API JSON del INE)

Thank you for your attention, Any questions?