Broad Dissemination Strategy * The need to identify different need structures of different users *

1. Broad Dissemination Strategy* The need to identify different need structures of different users * Presentation at theTraining Workshop on the Management of Population and Housing Censuses in SPECA Member countriesBaku, Azerbaijan, 30.10 – 3.11.2006 Petteri Baer, Regional Adviser, UNECE

2. The Census – The oldest activity of official statistics • The early needs of the Crown • Tax collection • Soldiers for wars • The developed needs of Public Administration • Elections • Communication facilities • Education • Health facilities • Social security

3. Not only the Central Administration… • The Local Administration as implementator of the public infrastructures • Allocation of central/federal support for local authorities • Advocacy for local development • Motivation for initiatives to the central government • Participation in programmes of international and supranational organisations, planning…reporting… • Advocacy for investments and attraction of new businesses

4. The needs of Research Institutions, Universities, Academia • Analysis of economic development • Analysis of social development • Needs of detailed, non-aggregated information, microdata • Needs of longitude development information • At the same time – Protection of confidentiality: People, households, individual businesses

5. The needs of the business commu-nity, corporations, companies (1) • Market economy – Market research • The role of Demographic factors in Market research • Market profiles of small geographic areas

6. The needs of the business commu-nity, corporations, companies (2) • Cost effective basic information and frameworks for conducting market research • Highly concentrated presentation forms are needed

7. Educational institutions can be important users (1) • Learning to know basic structures • Of the own country • Of the development trends in society • Learning to know the main structural differences in the own country

8. Educational institutions can be important users (2) • Learning to understand the meaning and importance of statistical information • Learning to know the main sources of statistical information • An investment in the future…

9. Many NGOs need Census Data • Non-Governmental organisations (NGOs) need Census data • For making analyses • For production of advocacy materials on subjects, important for their way of looking at things • As basic and background materials

10. The media is your partner • In the preparation stages of the Census process • In disseminating the main results • In making problematic issues known • Help the media to be well informed!

11. The importance of visual presentations • William Playfair (1759-1823) • “It is hoped that, with the assistance of these Charts, information will be got, without the fatigue and trouble of studying the particulars of which it is composed” • “Men of great rank, or active business, can only pay attention to general outlines; nor is attention to particulars of use, any further as they give general information…”

12. The importance of Geographic Information Systems (GIS) • Important not only in the preparatory phases of the Census activities • Growing importance in dissemination activities • Thematic maps • Demonstration of small area market profiles • Development of thematic cartography • Confidentiality issues sets limits

13. The importance of good contact information • User lists • From previous censuses • Users of socio-economic statistical materials • Contact directories • Feedback contacts •  Contact / Customer database •  Customer Relationship Management (CRM)

14. You will profit much from active feedback • Having more feedback will help you to develop your services • Interaction with critical customers will help you in having a positive pressure on performing better • A demanding customer is like a grain of sand within the mussel. It doesn’t feel good but the result may be a beautiful pearl!

15. Why segment customers?Shouldn’t we serve everybody equally? • Different customer segments have different need structures of statistical information. • Everybody benefits from developing the services and increased service ability according to institutional need structures! • Media • Government bodies • Local administration bodies • Corporations and enterprises • Research institutions • Educational institutions • NGOs • Others

16. It is not enough to be content with the high status NSOs may have… • You should learn to know the need structures of your important customers and user groups • You should make your information easily accessible for them • And you should put yourself in continuous interaction with them in order to get to know them better

17. How do we perceive ourselves? How do they perceive our services? • Are we too content with the present state of affairs? • Do we know enough about our potential users, our potential customers? • Do we have enough information even on our present users?

18. To develop new service concepts may not be all that easy in the jungle of Census information

19. But it is of utmost importance, because… • Only used statistical information is useful statistical information! • Thank you for your attention! • petteri.baer@unece.org