1. 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

2. 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

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

4. 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.

5. 1.2- Code of Practice P5 Statistical Confidentiality
 5.6: Strict protocols apply to external users accessing statistical microdata for research purposes

6. 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

7. 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

8. 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

9. 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.

10. 1.2- Code of Practice P13- timeliness and punctuality
13.3: The periodicity of statistics takes into account user requirements as much as possible

11. 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.

12. 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.

13. 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".

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

15. 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?

16. 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
...

17. 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

18. 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

19. 2. ESAC proposal

20. 2. ESAC proposal

21. 2. ESAC proposal

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

23. 3. New communication channels in Europe

24. 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

25. 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

26. 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.

27. 3. Methods to assess and understand user needs

28. 3. Methods to assess and understand user needs

29. 3. Methods to assess and understand user needs

30. 3. Methods to assess and understand user needs

31. 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

32. 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

33. 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)

34. Thank you for your attention, Any questions?